Casastile 435 | English version | May 2025 by casastile

435 MAY 2025 POSTE ITALIANE spa - Edibrico srl, Milano - YEAR LI

435 MAY 2025

- L’arredo e il design -

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CONTEMPORARY CONVIVIALITY SET DESIGNS

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SMART HOME, IOT AND DOMESTIC SUSTAINABILITY

070

HOME DECOR FABRICS: A SELECTION GUIDE

Exotic Jungle

A celebration of gold, colors, and creativity in the new Weissestal collection signed by Simone Guidarelli

Cattura la fortuna con CHARMS: tanti portafortuna scintillanti in oro 24 carati. Lusso e gioia nella prima Limited Edition di TAITÙ, da regalare e da collezionare.

LIMITED EDITION

S U M MARY

COVER STORY

Exotic Jungle: an ideal tree of life brings color to the table, designed by Simone Guidarelli for Weissestal

Managing the point of sale: the evolution of Retail Software

The loyalty paradox: brands are investing less but customers are expecting more

FOCUS

NEWS

ULDERICO LEPRERI

Manifatture in scena: sensory stories in porcelain, crystal, glass and silver

trends 20

TABLEWARE

Captivating settings of contemporary hospitality

44 PED

Smart home, IoT e domestic sustainability: smart appliances and devices that are changing daily habits

MADE IN ITALY

Ballarini, innovation and sustainability in the world of cooking

HOME DÉCOR FABRICS

A guide to choosing materials, colors, and textures to create welcoming and elegant interiors, combining aesthetics and functionality

DESIGN

The art of travel on the wall: London Art presents “Bon Voyage CAP. 1”

CECILIA FARSETTI

interviews

S U M MARY

Farsettiarte, where fine art meets the Art de la table

MONICA IOTTI

Monica Iotti, etiquette expert and advocate of good manners

RETAIL

Gualini hardware store, historic yet thoroughly contemporary

ALBERTO PACCANELLI

New trends: digitalization and sustainability

CLAUDIA SCATTOLINI

at home

Claudia Scattolini, olfactory "decorator"

Tableware: relaxed and chic conviviality

The right accessories for a gourmet kitchen

The new furnishing fabrics dress the home of tomorrow

IDEAS

COOKWARE

HOME&DÉCO

OLFACTORY DECOR

Essence of home: olfactory notes of style

- L’arredo e il design -

Organo ufficiale ART arti della tavola e del regalo

Bimestrale - 435 Maggio 2025 - www.casastileweb.it EDITORE EDIBRICO srl con socio unico Viale Emilio Caldara, 44 - 20122 Milano DIRETTORE EDITORIALE E RESPONSABILE Nicla de Carolis - decarolis@edibrico.it CONSULENTE EDITORIALE Giulia Arrigoni - giulia.arrigoni@edibrico.it COORDINATORE DI REDAZIONE Laila de Carolis - laila@edibrico.it GRAFICA E IMPAGINAZIONE Gabriele Curato - gabriele.curato@edibrico.it SEGRETERIA DI REDAZIONE Patrizia Ferrari - p.ferrari@edibrico.it Claudia Cazzulo - claudia@edibrico.it IN REDAZIONE Mauro Balbi, Francesco Poggi redazione.casastile@edibrico.it COLLABORATORI Fabio Destefani, Francesca Guerini Rocco, Patrizia Pagani IMMAGINI Shutterstock DIRETTORE COMMERCIALE Cesare Gnocchi - cesare.gnocchi@tecnichenuove.com SVILUPPO COMMERCIALE Monica Sposito - monica.sposito@newbusinessmedia.it UFFICIO COMMERCIALE VENDITA SPAZI PUBBLICITARI: Milano, Via Eritrea 21 - tel. 02 92984481 - commerciale@tecnichenuove.com Anna Boccaletti (coordinatore) anna.boccaletti@newbusinessmedia.it UFFICIO TRAFFICO E PUBBLICITÀ Lorena Villa - lorena.villa@newbusinessmedia.it - tel. 02 92984542

ABBONAMENTI Tariffe per l’Italia: cartaceo annuale 22,00 euro; cartaceo biennale 34,00 euro. Modalità di pagamento: sul sito www.edibrico.it; Conto corrente postale n.13844469 intestato a: EDIBRICO - loc. Vallemme, 21 15066 Gavi (AL) Bonifico bancario su Iban: IT43Q0623048310000046330946 L’abbonamento avrà inizio dal primo numero raggiungibile. Servizio clienti: 0143 645037 - abbonamenti@edibrico.it STAMPA Faenza Printing Spa - Via Vittime Civili di Guerra, 35 - 48018 Faenza (RA)

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REGISTRAZIONE Tribunale di Milano n.392/72 ROC n. 34848 del 26 agosto 2020 ISSN 0390-1512

LET’S TALK ABOUT…

PROPOSTE TAITÙ TRABO TRADIZIONI ASSOCIATE ZANI SERAFINO

6 II copertina 5 IV copertina 3

EDITO R I A L

Qualified store: the reference for beautiful objects and good manners

One of the key strengths of stores that follow Casastile is undoubtedly the expertise of those who work there: knowing the products well, selecting them carefully to provide recommendations, and also understanding how to use them. Today, I'm particularly referring to the world of art de la table and everything that table setting and good manners entail. The table celebrates life, culture, and beauty: the rediscovery of these values for some and the discovery for many young people raised without knowing anything about such pleasures, in the era of fast food and plastic/paper plates, glasses, and tablecloths, represents a new sales opportunity. Of course, it is essential to be able to tell the story behind a porcelain set; our cover is dedicated to Exotic Jungle, a collection by Weissestal with magnificent decorations that require 27 handapplied color steps with firings that make the surfaces smooth and resistant to daily use. But this is just one of the cues in this issue to delve into the world of art de la table and the renewed appreciation for this delightful ritual that combines aesthetics and etiquette; this trend is also confirmed by the success of influencers specializing in the field on social media. Monica Iotti (interview on page 34), a true ambassador of 360° elegance, now also active with her entertaining reels on Instagram, has tens of thousands of followers, including young people, demonstrating how, in a world dominated by trash, there is still interest in this subject. Selling the necessary items to set a beautiful table, telling the story and production process of crystals, porcelain, and silverware, and teaching the arrangement of each piece according to etiquette, are some of the advantages of a knowledgeable store owner capable of capturing attention and building customer loyalty. But there are certainly many ideas and products that, when properly presented and explained in terms of their practical functions, can become highly desirable; one example in this issue is the captivating small appliances (from page 44) that seem to belong to the category of decor objects or even cult items, capable of adding a touch of sophistication to kitchens, which have now become the new gathering place, an extension of the living room.

SEGUICI ANCHE SU Nicla de Carolis

COVER STORY

Flowers climbing among mysterious and colorful leaves, birds of paradise, vibrant hummingbirds resting on palm trees, curious little monkeys, anemones, and lush plants adorn the Exotic Jungle porcelain set — an immersion in nature where elegance meets the lively charm of an exotic yet always reﬁned collection

Ph Cosimo Buccolieri

Exotic Jungle:

AN IDEAL TREE OF LIFE

brings color to the table designed by Simone Guidarelli

FOR WEISSESTAL

he vivid imagination and creative flair of Simone Guidarelli — stylist, content creator, fashion editor, artistic director, and multifaceted image consultant — have given life to a new porcelain tableware collection for Weissestal. Inspired by nature and its secrets, the collection is a true celebration of joy and beauty, bursting with vibrant colors and playful patterns. Set against a richly detailed and nuanced floral backdrop, the Exotic Jungle porcelain collection reveals a unique ecosystem — an immersive world where each glance uncovers a new detail. Lush tropical vegetation, drawn from Guidarelli’s own travel memories, mingles with whimsical fruits and flowers. Both the details and colors are masterfully curated: birds of paradise, hummingbirds, little monkeys, palm leaves, anemones, and even pomegranates — symbols of prosperity and good fortune — grace plates and accessories, blending distant botanical worlds in an “imaginary jungle” that comes to life between fantasy and reality. Exotic Jungle was born from hand-drawn illustrations that were later digitized, originally created for the namesake wallpaper collection

by Simone Guidarelli. In 2023, the "Exotic White Jungle" wallpaper design earned the Archiproducts Design Awards. Like a large painting, Guidarelli’s jungle unfolds through three distinct styles of drawing: from a rough, naïve sketch (as seen in the monkey designs), to a more poetic and ethereal line (in the leaves), and finally to a truly painterly brushstroke (visible in the fruits and flowers). This precision extends to the porcelain produc-

tion process, which requires no less than 27 hand-applied color applications per item. These are transferred using underglaze decals, then fired at high temperatures to create a smooth surface that is not only pleasant to the touch, but also highly durable and food-safe. Each item is then hand-finished with artistic details in genuine 24kt gold. This meticulous work adds exceptional value to the collection. Even the back of the soup plates is decorated, and

COVER STORY

every accessory — from the dramatic three-tier cake stands to vases in three heights, coasters, and place cards — is crafted with utmost care, combining Weissestal’s high standards of quality with Guidarelli’s pursuit of perfection. This is the essence of Exotic Jungle’s “perfect imperfection”: a vibrant universe that hides a unique harmony — one in which we can all find a reflection of our everyday lives. Like a metaphor for life itself, the apparent chaos of the jungle reveals a quiet order the moment we allow ourselves to be transported by it, letting memory and imagination drift freely, touching the most delicate strings of the soul. At the heart of it all is the ideal Tree of Life, around which Guidarelli’s colorful jungle unfolds, evoking faraway places that, whether lived or only dreamed of, seem almost tangible with their vibrant hues, sounds, and exotic scents. Each plate and accessory tells a story,

dressing the table with a non-trivial elegance and transforming the collection into a timeless treasure to be admired and proudly displayed on any occasion, all year round. Thanks to a palette of delightful, vibrant shades — White, Sky, Avocado, Rose, Heavenly, and Midnight — Exotic Jungle remains ever fresh, versatile, and timeless, easily adapting to any mood or season. Dedicated to those who wish to bring energy, joy, and cheer to the table, this collection is a true tribute to nature and lightheartedness. Much like the Souvenirs de Voyage line — presented in elegant black and white by Simone Guidarelli and Weissestal at Milano Home in January 2025 — Exotic Jungle also features exquisite 24kt gold detailing and the charm that turns it into a true family heirloom: to be used, passed down, and remembered. Though the design is fresh and contemporary, it bestows a timeless elegance upon each uniquely captivating piece — an irresistible object of desire for everyday moments as well as grand occasions, doubling as a striking decorative element. www.weissestal.it

CASA STILE FOCUS

Managing the point of sale: the evolution OF RETAIL SOFTWARE by Giulia Arrigoni

In the housewares industry, efﬁcient pointof-sale management is increasingly crucial for delivering high-quality customer service and optimizing internal processes. Technological advancements have led to the widespread adoption of advanced software solutions, enabling retailers to improve inventory management, sales, and data analysis. But what are the latest trends in this sector?

ith the rise of the web, one of the main trends in recent years has been the adoption of cloud-based software, allowing real-time access to data from any internet-connected device. This provides retailers with greater flexibility in managing inventory and sales, along with enhanced security thanks to automatic backups and continuous updates. The benefits are even more significant for those who also operate an eCommerce site or rely on marketplaces. In such cases, management software with builtin integrations for eCommerce platforms and marketplaces like Amazon and eBay has become widespread. This functionality is essential for retailers looking to expand their customer base and sell online without the burden of manually updating stock levels and pricing. As the operational core of the store, the management system is capable of automating and centralizing every step of the retail process. This includes in-store sales, online orders — as mentioned — as well as returns and loyalty programs, such as reward points and seasonal promotions. In other words, all CRM (Customer Relationship Management) functions aimed at retaining customers through personalized offers and cashback programs. These tools work together to deliver a seamless experience while minimizing the risk of management errors. Last but not least, payment processes have become a focal point, especially with the growing use of digital and contactless payments. Management software has evolved to integrate advan-

ced payment solutions, meeting modern consumer expectations. AI: The New Frontier and the Power of Data Analysis Artificial Intelligence has also made its way into this field, mainly through applications focused on Business Intelligence — data analysis designed to support strategic decisions. We can’t stress enough that today, more than ever, commerce depends on careful, ongoing data analysis — made increasingly accessible thanks to the capabilities of modern management systems. As a key element in business strategy, the most advanced software platforms now include integrated Business Intelligence and AI modules that analyze customer purchase habits, suggest dynamic pricing strategies, and forecast demand trends. This enables retailers to make informed, data-driven decisions.

Adopting a modern management system is no longer optional — it’s essential to remain competitive in an ever-evolving market. Investing in technology means providing better customer service and optimizing business operations, always with a focus on innovation. How to choose the right software? Several companies offer suitable solutions, but the best choice depends on the size of the store, the number of locations, and the specific needs of the business.

The Shopify POS System 13

INTER VIEWS DESIGN

Farsettiarte,

Where ﬁne art meets

THE ART DE LA TABLE by Fabio Destefani

Farsettiarte is both a historic art gallery and one of Italy’s leading auction houses, offering not only modern and contemporary art sales, but also antique furniture and paintings, 19th-century artworks, jewelry, watches, and top-tier art de la table items. We spoke with Cecilia Farsetti, who oversees this department 14

arsettiarte was founded in 1955 as an art gallery, and in 1962 it expanded into an auction house. Today, its offering spans a wide range of sectors — including art de la table. What led you to explore this field? Our interest in art de la table began after the pandemic, although we had already started looking into it before. In the post-Covid period, we introduced timed online auctions — something we had never done before — which allowed us

"Flora Danica", a prestigious polychrome and gilded porcelain dinner service crafted by Royal Copenhagen. The hand-painted motifs depict various botanical species, each identiﬁed by its Latin name inscribed in black on the reverse of every piece. The decorations are enhanced by elaborate, multi-tiered borders. 1970s. Estimated value: €32.000 – 42.000

Porcelain dinner service for 12, created by Wifredo Lam. Produced by the Albisola Ceramiche factory in the 1970s, the set includes 42 pieces. Each item features unique decorations, with abstract motifs and vibrant colors characteristic of Lam’s distinctive style. Estimated value: €2.000 – 3.000

Saint-Louis crystal glassware set, comprising 50 pieces. Clear bodies with gilt rims, France, 20th century. Estimated value: €4.000 – 5.000 to explore more departments. Over time, onlineonly auctions gained significant traction, especially for certain types of items, offering buyers ample time to participate. The decision to add art de la table to our auction categories came from a renewed and growing interest in these objects. The opportunity arose when a client entrusted us with a splendid, rare, and antique “Flora Danica” dinner service by Royal Copenhagen. This renowned Danish company, founded in 1752, originally produced the set exclusively for royal households. It was commissioned by King Frederick V of Denmark and Norway, with decorations inspired by a mid-18th-century botanical encyclopedia. It is

an extraordinarily beautiful collection, entirely hand-painted, with each plate featuring a different design. “Flora Danica” is still produced today and, unlike in the past, is available to the public—though, due to the complexity and richness of the craftsmanship, delivery requires a five- to six-year wait. Was the set you had from the 18th century? Partially, yes — it included original pieces as well as more recent ones. It was extremely wellpreserved, with its many components stored in the original wooden crates. At first, we considered listing it under our antiques department, but then the idea of creating a dedicated art de la ta-

ble section emerged. That’s when we started looking for similar items. How did you conduct that search? Primarily through our client network. Many members of the younger generations are downsizing or shifting their lifestyles, so they tend to streamline their homes. We also issued calls for consignment, leveraging our longstanding reputation for reliability. That’s how we gathered not only dinner services, but also exceptional glassware and crystal pieces from Saint-Louis, Baccarat, and Lalique, along with silverware and exquisite hand-embroidered or bobbin lace table linens.

INTER VIEWS DESIGN

Did these items perform well in your first auction? Yes, the first auction was nearly a sell-out! The items offered were truly exceptional and sold at very appealing prices. For example, a Baccarat glass typically retails for around 100 euros per piece, but we sold sets of 60 to 70 pieces for around 1,000 euros. These were heirloom sets, often kept in display cabinets and used only for special occasions — so they were in excellent condition. Some still had the original manufacturer stickers. The interest generated by that auction motivated me to continue and expand this department. It felt like a rediscovery of the joy of gathering around the table and the rich network of relationships that dining can foster — something I personally find very meaningful. You mentioned earlier that younger generations seem less interested in art de la table. While it’s true that street food and casual, fast dining are more common today, some still appreciate an elegant, well-set table. Wouldn’t you agree? It’s true that when you’re young and busy with so many interests, it’s harder to appreciate the beauty of a well-set table. But that interest often returns with maturity, when we begin to understand how a thoughtfully prepared table enhances the convivial experience. Still, what you say is absolutely valid — and I’ll share a little story to illustrate. I’m someone who loves taking care of the table; for me, breakfast, lunch, and dinner must be accompanied by a proper and elegant mise-en-place. A while ago, my 18-year-old son invited some friends to our beach house. That morning, I prepared breakfast for them, setting the table as I normally do. When they saw it, I noticed a look of surprise and delight in their eyes. That moment made me realize that beauty still resonates with them, despite their youth. How did your offerings evolve after the success of the first auction? Very carefully. To organize a art de la table auction, you need to have top-tier items available. There’s always the risk of ending up with a flea market atmosphere — and that’s something we absolutely want to avoid.

Set of four crystal candlesticks signed Baccarat, approx. 27.5 cm in height each. Limited edition series produced by Baccarat around the 1980s. Estimated value: €1.100 – 1.600

“Siesta Island” coffee set, comprising 24 pieces, by Hermès. Launched in 1997, the set features a vibrant design that combines natural elements such as butterﬂies, birds, and morning glory ﬂowers against colorful backgrounds. Estimated value: €1.500 – 2.000

Silver coffee pot and teapot. The coffee pot features ﬂoral and foliate decoration. London, 1852. The teapot is distinguished by engraved ﬂoral and foliate motifs. London, 1827. Estimated value: €600 – 700

Saint-Louis crystal glassware set, comprising 57 pieces. Saint-Louis wine goblets represent the pinnacle of French glassmaking, with a heritage dating back to 1586. These 20thcentury pieces, crafted from mouth-blown and hand-cut crystal, embody elegance and reﬁnement. Estimated value: €5.000 – 6.000

“Luxembourg” large frosted crystal bowl by Lalique. Originally designed by René Lalique in 1929, this model was later produced in smaller versions, such as the one offered at auction by Farsettiarte. Estimated value: €3.500 – 4.500

INTER VIEWS DESIGN

Do you rely on specialists for selecting the pieces? Yes, absolutely. We work with various experts for each sector we cover. For the early-20thcentury tablecloths I mentioned earlier, we consulted a professional embroiderer who was genuinely impressed by their beauty. These were made using bobbin lace — a technique that is now nearly lost. She explained that creating large pieces could take years of full-time work. Which pieces are generally the most appreciated? It varies depending on the audience and their specific interests. That said, Royal Copenhagen always performs well, as does Hermès — particularly their “Siesta Island” dinnerware, which is no longer in production and saw dramatic price increases during our last auction. High-quality crystal always draws attention too, such as Saint-Louis colored-rim glasses, Lalique center-

Écru linen table set in ﬁne linen batiste. Decorated with bobbin lace inlays. Comprising: 1 runner, 12 placemats, 12 napkins. Estimated value: €2.500 – 3.500

Fine bobbin lace tablecloth, ø 210 cm. Bobbin lace is a traditional lace-making technique created by interlacing threads using bobbins on a padded support known as a “tombolo.” Estimated value: €9.500 – 12.500 18

pieces, and silver pieces like candlesticks, coffee sets, trays, creamers, and so on. You organize both art auctions and art de la table auctions. Given that, from the late 1980s onward, the design world — think Alchimia, Memphis, and their followers — has increasingly embraced an artistic sensibility, blurring the lines between art and design, do you plan to explore “artistic” design pieces in the future? Design is certainly a fascinating field. Recently, we held an auction titled The Architect’s Home, featuring a selection of design pieces and furnishings that belonged to a well-known architect. The event was a great success. So yes, design is an area we are interested in exploring further.

Do your art buyers also purchase art de la table pieces? Yes, quite often — perhaps because both worlds share a common thread: beauty. What are your future plans for art de la table? As I mentioned, we only organize auctions when we have access to high-quality items, so it’s difficult to set a fixed timeline for this project. After all, ours is not a production business, but one of careful sourcing. What I can say is that — with the support of our experts — we are always on the lookout for valuable pieces, aiming to hold one or two auctions per year. Our name is strongly associated with research and integrity, and we prefer to prioritize quality over quantity.

Baccarat “Vega” set, comprising twelve colored and clear crystal goblets. The deﬁning feature is the geometric stem, formed by three stacked diamond-shaped elements that evoke elegant pearl necklaces or the geometric totems of Brancusi. Estimated value: €1.000 – 1.400

Cecilia Farsetti, who oversees the art de la table department for Farsettiarte/Auction House

Cecilia Farsetti – Farsettiarte

Pair of ﬁve-light silver candelabra. Shaped candle arms, baluster stem, and lobed base. Each approx. 38 cm in height, total weight 3,300 g. Estimated value: €1.200 – 1.600

Founded in 1955 by Frediano and Franco Farsetti, Farsettiarte began in Prato as an art gallery, quickly gaining recognition for its prestigious exhibition program. In 1962, the auction house was inaugurated, immediately drawing the attention of collectors and the market. The gallery and auction house have followed parallel paths — mutually reinforcing yet remaining independent — establishing a unique presence in the Italian art market. Over the years, the exhibition activity expanded with the opening of galleries in Cortina d’Ampezzo in 1964 (recently enlarged), Versilia in 1969, and Milan in 1982. Finally, in 1991, the new Prato headquarters was inaugurated next to the Luigi Pecci Center for Contemporary Art. As part of the auction house’s operations, Cecilia Farsetti oversees, among other roles, the department dedicated to art de la table.

TRENDS TABLEWARE

The reﬁned table takes center stage once again: from tablecloths to plates, from wine glasses to tumblers, and including all related accessories, there is today a strong attention to detail and thoughtful combinations. The result is a striking visual aesthetic that enhances both food and drink — and, above all, the joy of conviviality. Perfect for memorable moments to photograph and share on social media.

Mudra tablecloth by Tessitura Toscana Telerie

Captivating settings

OF CONTEMPORARY

hospitality

by Patrizia Pagani

In recent times, the image of the dining table has reclaimed the spotlight — whether for a special occasion or a simple lunch with family and friends. A strong emerging trend is the rediscovery of the elegant mise en place: visually captivating, slightly less traditional than grandmother’s table setting, yet flawless in every detail and combination, and always in harmony with the home’s overall décor. For today’s hyper-connected consumer — the so-called Consumer 5.0 — table setting has returned to being an art form that demands care and precision, as well as a gesture of courtesy and respect toward guests. Unquestionably, social media and food photography have amplified the focus on the aesthetic presentation of the table. Platforms like Insta-

gram, Facebook, and Pinterest have become goto showcases for sharing thoughtfully arranged and creative table settings — ones that inspire followers and encourage them to recreate similar styles at home. This trend redefines textiles, tableware, and dining accessories as not only functional necessities but also decorative elements that elevate the entire culinary and social experience. From an industry perspective, this renewed focus on visual appeal is driving a new wave of creativity. The idea is that every piece in the mise en place becomes a leading player in a chic, original, and highly personal stage set. Many new collections are now conceived with visual impact in mind — designed for color harmony, photo-readiness, and resonance with contemporary photography. In short, the exciting challenge lies in blending a distinctly Italian heritage with a social-oriented aesthetic, without ever compromising on authenticity. The tablecloth as an expression of personal style Table setting begins with the tablecloth and napkins — an area that reflects many of today’s prevailing style trends. The table is no longer arranged according to strict rules but is instead treated as a blank canvas where the host can express their personality with grace and elegance. A wide variety of styles are now appreciated, from traditional to ultra-modern, from solid colors to decorative prints, and from fine fabrics to more accessible materials. “Formality can be interpreted in many different ways, from minimal to highly decorative,” says Guido Bertelli, CEO of Tessitura Toscana Telerie. “For us, textile home accessories — tablecloths, napkins, runners, etc. — have always been closely connected with creating a scenography that frames everyday life at home.” “Today we make this concept explicit with our new payoff, Home Scenographies, featured in our logo and reinforced by the message in our brand video: ‘Every day a story, every home a stage. Create your scenography.’ Our printed tablecloths, therefore, become the protagonists of a mirror game, in which each pattern tells a story and reflects the personality

and tastes of those who choose to enhance their table in line with their own style.” Beyond their high quality, the creative richness of the printed collections is a defining feature of the brand. The wide range of designs spans a variety of moods and is adaptable to both casual and formal settings. “The solid-colored linen tablecloths from our Tiziano collection are the simplest way to create a formal scenography, where the emphasis is on mise en place accessories,” continues Bertelli. “Our printed table textiles, by contrast, offer a more imaginative approach. Table styling can also be enhanced by other items — for example, our 4 Dinner collection, a set of four different napkins connected by a common theme, which adds a refined and original touch to solid-color tablecloths.” To support product communication, Tessitura Toscana Telerie produces carefully curated photo shoots that illustrate the various home scenographies their textiles can create. The result is a series of inspiring magazines, far from the oldfashioned concept of a catalog, and a dynamic social media presence—with ads and organic content on Instagram and Facebook, the brand’s preferred channels for engaging its community. Nature, design, and neuroscience can come to-

gether to bring a new sense of joy into the home. This is the ambitious promise of Jungle Whisper, Fazzini’s new collection of bed and table linens in shades of blue on a white background. Created in collaboration with @suonarestella and under the creative direction of Paolo Stella, the line was unveiled at the 2025 Milano Design Week. The project was inspired by the discovery that five Italian words — more than any others — can stimulate the production of serotonin: amore (love), bellezza (beauty), gioia (joy), grazia (grace), and meraviglia (wonder). These are not only abstract concepts, but also chemical keys to emotional balance. “What brings poetry to this 'tropical whisper' — as the name suggests — is the pairing of each key word with a bird that embodies its essence,” explained Maria Alberta Zibetti, Creative Director at Fazzini, during the launch event at the Fazzini store in Brera on April 10. “Love is represented by a pair of inseparable parakeets; beauty, by the spectacular majesty of the peacock; joy, by the fluttering wings of a butterfly; grace, by the elegance and balance of the flamingo; wonder, by the dancing flight of the hummingbird.” The new capsule collection — alongside the

Jungle Whisper Collection by Fazzini 21

TRENDS TABLEWARE

Maria Alberta Zibetti (CEO), Marco Fazzini (CMO) and Paolo Fazzini (COO)

bed linens — features a panel-printed tablecloth showcasing the complete design and five themed placemats, each representing one of the five symbolic elements. The collection is an invitation to slow down, to be surprised, and to rediscover happiness in the little things — a path to new wellbeing. “When it comes to the table,” Zibetti added, “this means rediscovering the joy of conviviality, caring for your guests’ wellbeing, and engaging them in exploring these positive words and their symbols — either as a playful activity or as a way to spark conversations about what makes us feel good. Together with the multifaceted creative Paolo Stella, we share the belief that design and the home should be communicated through authentic, lived experiences.” Textures, colors and instagrammable details After years marked by declining interest in the world of dining and kitchenware — with corresponding downturns in their markets — a notable shift has emerged in recent times. “This turning point was largely triggered by the Covid emergency, which brought the table back into focus as a privileged space for self-expression and the rediscovery of the joy of hosting guests in an elegant and coordinated way,” notes Lara Corna, Head of Marketing and Communication at Cotonificio Zambaiti.

“In this new landscape, textiles play a fundamental role: tablecloths, runners, and napkins have become essential to defining the domestic style environment, greatly enhancing both the visual and emotional experience. The quality of materials, attention to detail, and carefully curated color palettes are now more important than ever.” Social media and food photography exert a powerful influence on how tables are styled and perceived, amplifying visibility and reinforcing aesthetic trends. These tools have become key to trend dissemination and the creation of new visual standards. “Today, a well-set table must be not only functional but also scenographic, attractive, and ‘Instagrammable’ — a direct expression of status and personal taste,” Corna continues. “This phenomenon has raised consumer awareness and sensitivity toward visual details and has led to greater care in choosing textiles capable of creating visually appealing and emotionally resonant atmospheres.” In line with this, Cotonificio Zambaiti has chosen to revamp its kitchen lines through collaborations with acclaimed chefs and designers —

such as the capsule collection by Simone Rugiati, targeting a modern, dynamic audience that values minimalism and practical solutions. Meanwhile, the Cassera Casa brand embraces the trend of formal hospitality and refined table styling, focusing on timeless elegance. The ReLux series — the first example of luxury upcycling in home textiles — combines environmental su-

Lara Corna Head of marketing and communication at Cotoniﬁcio Zambaiti

Alice tablecloth by Cassera Casa

stainability with artisanal expertise, offering pieces such as the understated and elegant Alice tablecloth. In the textile sector, competition is more intense and demanding than ever. “Where there’s competition, there’s a market,” says Béatrice Brandt, General Manager of Le Jacquard Français. “This drives us to be ever more creative and exacting. Consumers’ rediscovery of formal hospitality translates into careful attention to every table detail: color harmony, layering of materials, quality finishes, and functionality. In this context, table linens regain a central role — not just practical but expressive. Tablecloths, napkins, sets, and runners become full-fledged style elements that reflect a mood, a season, or even the host’s personality.” This evolution pushes creatives to explore new directions in texture, pattern, and material combinations to meet the growing demand for personalized elegance. Among the brand’s collections that best reflect emerging trends are those featuring refined textures, soft tones, and impeccable finishing: premium linen tablecloths, hemstitched napkins, and highly decorative runners designed to create a warm, elegant, and contemporary mise en place. Le Jacquard Français places great emphasis on communication through social media—particularly Facebook and Instagram—with the goal of presenting its products in evocative lifestyle settings. “Carefully styled table setups, collaborations with designers and influencers, and photo shoots in authentic environments allow us to tell a story for every collection and show how our creations integrate into refined and modern entertaining,” says Brandt. “Today, social media highlight an increasingly curated and distinctive art de la table. Food photography plays a central role here, with highly aesthetic and precise shots that inspire the viewer not only to taste the food but to recreate these atmospheres in their own home.” This trend has the effect of democratizing table styling: small decorative accessories—sometimes inexpensive—become essential tools for creating chic, attractive, and highly photogenic scenographies.

À L'Orangerie Magnolia tablecloth by Le Jacquard Français

Béatrice Brandt General Manager of Le Jacquard Français Catching the eye with high-end objects A particularly insightful perspective comes from a renowned manufacturer of luxury silverware. “In recent times, there’s been a clear return to formal hospitality and carefully curated mise en place, featuring plates, glassware, cutlery, and linens of a certain quality and level,” says Micol Cavatton, Marketing Manager at Rino Greggio Argenterie. “This marks a renewed appreciation for home life and the art of hosting in a beautiful, refined setting. After all, the dining table is the ideal place to bring people together and strengthen bonds, so it’s essential to make the most of it. Our company has always been an ambassador of the elegant, well-dressed table: our silverware represents the perfect detail, the finishing

Micol Cavatton, Marketing Manager at Rino Greggio Argenterie 23

Flatware and table accessories from the Greggio collections touch that makes any table setting unique.” “Silver, after all, has the color of the moon—it reflects the inner light of its owner and mirrors their most intimate emotions. Whether it’s dishes, flatware, trays, bakeware, oil cruets, cheese domes, or more, our collections allow one to express a high-end lifestyle — classic or minimalist, depending on personal taste and ambiance.” Unsurprisingly, Greggio’s collections can be found in the mise en place of royal households, embassies, the Quirinale Palace, and luxury hotels around the world — settings where elegance, attention to detail, and exclusivity are paramount. Even in the luxury silverware segment, social media play a significant role in driving sales, alongside TV shows about etiquette, home sty-

ling, or cooking, and food photography that highlights the proper flatware for each dish, both for serving and for enjoying. “All of these channels are valuable allies,” concludes Cavatton, “because they teach people how to plate food with sophistication, how to set a perfect table, and how to host with style. These communication tools are highly effective in promoting our offerings, which have long represented the art of tasteful living — both at the table and in the home.” Today’s new lifestyles are marked by a renewed focus on details and a rediscovery of value, design, and timeless beauty — because quality lies in the details, and the lasting charm of certain objects accompanies life’s experiences without ever disappointing.

“Our brand has always celebrated the concept of hospitality — not as a matter of mere formality, but as an act of care,” explains Valentina Guatelli, Marketing Manager at Sambonet Paderno Industrie. “Hospitality means taking care of every element — preparation, thoughtful details, the selection of accessories that will enhance the mise en place — in order to welcome and honor guests and share meaningful moments together. We support consumers in these moments, whether it’s a grand occasion or everyday life.” The Sambonet range of cutlery and homeware is exceptionally broad, offering solutions for any table setting, event, composition, or scale. With evergreen designs, long-lasting quality, and materials that stand the test of time, customers can enjoy the freedom to choose what best suits the celebration — or simply their personal style. “Social media play a vital role in spreading these everyday values,” Guatelli adds, “highlighting the importance of dedicating time to choosing details, and harmoniously combining preparation and presentation. Because what is served goes hand in hand with how it’s presented and how it’s shared at the table.” These platforms also help spread the culture of proper table setting — comme il faut, according to etiquette — something many end-users are unfamiliar with, but increasingly eager to em-

Giò Ponti collection by Sambonet Valentina Guatelli, Marketing Manager at Sambonet

brace. “And not through a retro lens,” Guatelli notes, “but rather by reshaping habits within a contemporary dimension.” Tradition & innovation — with a visual identity We are witnessing a true renaissance of hospitality. “After years in which conviviality leaned toward more informal and minimalist styles, we’re rediscovering the joy of thoughtful hosting — bringing the dining table back to its central role as a space for connection, beauty, and storytelling,” says Diego Toscani, President of Pozzi Milano and Easy Life. “This return to formal aesthetics doesn’t imply rigidity, but rather a desire to express oneself through objects, colors, and combinations. Every element of the mise en place — from plates to flatware, glassware to centerpieces — is now chosen more consciously, becoming part of a coherent whole that reflects the host’s taste and personality. I believe this renewed care for hospitality stems from a broader desire to slow down and give value to shared time.” At Pozzi Milano–Easy Life, this trend translates into an ongoing search for collections that blend aesthetic appeal, functionality, and identity. Decorated porcelain, precious finishes, and even playful or pop graphics all express a new way of living the table — where each element tells something about the host. New creative content — refined patterns, bold

Diego Toscani, President of Pozzi Milano and Easy Life

Cheval Line by Pozzi Milano

color pairings, natural materials, and tactile effects — is also inspired by the strong attention the table now receives on social media. “Online communities — especially Instagram and Pinterest — have had a huge impact on how the table is perceived, turning every gathering into a shareable and inspirational moment,” Toscani continues. “Even the visual language of food photography has raised the bar for attention to detail, directly influencing purchasing choices: today’s consumers seek products that are not only functional, but also photogenic.” The evolution of tableware is now well defined. “I believe the Italian table will continue to follow a dual path: honoring tradition while constantly innovating,” Toscani notes. “There will be more focus on sustainable materials and versatile pieces, but also on the emotional and narrative value that each object can carry. I see a strong push toward personalization, a blending of styles, and creative freedom: the table is no longer a fixed set of rules, but a space for personal expression — a mix of past and present, minimalism and decoration, structure and spontaneity.” Whether it’s a special occasion or a relaxed Sunday lunch, the importance of mise en place is unquestionable. The smallest details — from a refined dinner set to coordinated flatware and glasses — contribute to creating a harmonious and elegant atmosphere. “Our exclusive new porcelain collections, crea-

ted by prominent designers like Andrea Castrignano and Simone Guidarelli, reflect this philosophy of la dolce vita, promoting the art de la table in its highest form,” explains Maria Chiara Mosca, Head of Communication at Weissestal. “They combine luxurious finishes and tailormade colors designed to enhance any table setting. Our porcelain services are suited to any social occasion, ranging from the most refined total white styles to vibrant pieces with gold detailing — offering inspiration for a full, elegant table setting starting from a single plate.” The brand’s flagship lines today are those created with the two aforementioned creatives.

Maria Chiara Mosca, Head of communication at Weissestal

TRENDS TABLEWARE

Souvenirs de Voyage tableware collection by Simone Guidarelli for Weissestal

Simone Guidarelli has designed two full collections with accessories infused with exotic charm: Souvenirs de Voyage, inspired by travel memories and black-and-white patterns, and Exotic Jungle, a celebration of nature through dreamy, vibrant colors. Andrea Castrignano, on the other hand, brings his signature colors (like petrol and whale blue) to the Loop collection — cheerful yet refined — paired with Wallpaper chargers featuring geometric and perspective-inspired figurative designs. The goal: to capture consumer interest. In this sense, social media and food photography are powerful tools for sharing inspiration and trends that can be replicated at home. By following influencers and content creators in the home and lifestyle space, users can discover seasonal ideas for themed table settings, with suggestions they can personalize as they wish. “This aesthetic-driven trend now spans all platforms — from Instagram to Pinterest — and shines a spotlight on every detail, both in the home and in the art of hosting, with the table at center stage,” Mosca concludes. “Community is always welcome — especially when it’s used as a constructive tool to spread beauty.”

The table as an expression of lifestyle The return of formal hospitality reflects a broader desire to rediscover authentic conviviality and attention to detail. “At TAITÙ, we are observing this trend with great interest,” says Marina Vago, CEO of the company, “as it confirms what we’ve always believed: the table is the privileged space for expressing one’s personal style. Tableware is no longer just a functional support — it has become a design element capable of transforming the dining experience into a multisensory one, where visual pleasure enhances and completes that of taste.” Today’s consumers are seeking products with strong visual identity — pieces that tell a story. TAITÙ’s clients are rediscovering the pleasure of thoughtful table setting, mixing collections to create unique and personalized mise en place, where the art of hospitality becomes an expression of a refined lifestyle. This trend involves tabletop products in two key ways: the demand for distinctive design and the need for versatility — allowing for ever-evolving compositions suited to both everyday use and special occasions. Among the brand’s recent collections are the Italian Dream crystal glasses, screen-printed in

white with floral motifs and TAITÙ’s iconic leaves — designed to pair perfectly with all porcelain collections — and the Life in Green plates, which reflect the current trend toward nature-inspired elegance. With their delicate blades of grass, these plates create striking compositions ideal for photography and sharing online. Indeed, social media has transformed every meal into a potential visual experience. “Platforms like Instagram and Pinterest have sparked a true ‘renaissance of the table,’” Vago continues. “Food photography has raised consumers’ aesthetic expectations, training the eye to appreciate harmony between food and tableware.” For the specialized retail sector, this represents an extraordinary opportunity: today’s clients seek products that not only elevate their meals but also enhance their digital presence. TAITÙ’s collections are tailored to meet this demand, offering high-impact visuals that enhance culinary creations and become co-stars in the contemporary storytelling of food. The return of formal hospitality is also a sign of how conviviality is evolving, reclaiming the value of elegance and the beauty of detail. “We’re witnessing a renewed desire for refined expe-

Life in Green plates by TAITÙ

Marina Vago, CEO at TAITÙ

Diamanté collection by IVV

riences, where the table becomes a central element of social life—reflecting style, personality, and a sense of ritual, sometimes combined with a minimalist approach,” notes Andrea Toscani, Marketing Manager at Tradizioni Associate. “For IVV — a historic name in handcrafted blown glass — this trend represents a significant opportunity. Our glassware strikes the perfect balance between tradition and innovation, making it the highlight of any table setting. It offers solutions that elevate the aesthetics of formal hospitality without abandoning a contemporary feel.” Elements like sleek wine glasses, decorative plates, statement centerpieces, and textured tumblers all play a key role in shaping a discreet yet refined luxury aesthetic, celebrating the mise en place through subtle light reflections, textures, and carefully selected colors. IVV’s most emblematic collections are naturally those dedicated to the table, made in pressed or hand-finished glass: plates, chargers, bowls, and — above all — goblets and tumblers that, by combining texture and color, become signature elements of the overall composition. To this, the company adds decorative glassware: vases, centerpieces, and other accents that help define the ambiance with stylistic coherence. The visual dimension — often shared via social media — can make all the difference. Beyond food, which is widely documented in its many forms of presentation and consumption, the

mise en place itself can be elevated to a form of artistic expression. “Tablecloths, napkins, runners, dishes and cutlery, wine glasses and tumblers, accessories — each component can contribute to harmony and elevate the overall culinary and social experience,” Toscani emphasizes. “Let’s not forget the importance of lighting — balancing ambiance and tabletop light, whether through portable lamps or candles — and decorative touches like floral arrangements or curated objects.” Light and transparency to elevate the table The growing focus on carefully curated table settings reflects a broader desire to give greater value to shared moments — and to the objects that accompany them. “The return to formal hospitality is a strong sign of renewed appreciation for convivial rituals, where attention to detail and the refinement of mise en place take center stage,” observes Guido Bormioli, Head of Marketing and Communication at Gruppo Cerve, which has included the premium brand Vetri delle Venezie (Vidivi) since 2021. “In response to this trend, we’ve designed new shapes of glassware for a clientele that is increasingly aware of what they drink — and mindful not only of the contents, but of the vessel itself. Glass — and in particular, crystal glass — has become central to the table, valued both for its functional features and for its aesthetic contribution.” “Our crystal stem glasses, slim and elegant with drawn stems, embody this trend perfectly,” Bormioli continues. “The purity of their lines and the finesse of their shapes create a refined contrast with other, more robust glasses in our range — also made with high-refractive-index

glass. It’s a combination of visual lightness and premium quality, where each element has its own distinctive yet harmonious role in the language of the contemporary table.” Among Vidivi’s most representative collections — perfectly balancing refined aesthetics with the interplay of elegance and texture — are Diva, in pressed glass, a reinterpretation of classic forms with intricate inner patterns that produce unique light effects, and Divina Eterea, made of crystal with drawn stems, aimed at those seeking a more ethereal and sophisticated style, ideal for formal or high-end settings. The brand’s elegant, high-end glasses are ideal for expressing the visual language of social media. “Crystal glass captures and refracts light,” Bormioli explains, “enhancing not just the transparency but also the color and brilliance of the beverage. Details like the slender silhouette of the drawn stem, the clarity of the surfaces, and the decorative features of our pressed glassware become key elements in a photo — contributing to a powerful aesthetic, as well as sensory, experience.”

Guido Bormioli, Head of Marketing and Communication at Gruppo Cerve

TRENDS TABLEWARE

The company’s premium brand, Nude, which includes superior-quality glassware and home décor, is currently experiencing strong success. It has been selected as the official partner for the Michelin Guide ceremonies in Italy and France for two consecutive years. There is particularly high interest among fine

dining establishments in both countries for the Stem Zero hand-blown goblets: ultra-thin, yet flexible and resistant. In broader terms, the company’s bestselling lines in Italy include Joy, Timeless, and Elysia. These are now joined by colored glass collections — perfect not only for youthful and casual homes, but also as elements of contrast in more classic settings. Pairing traditional forms with trend-inspired colors — such as clear wine glasses and colored tumblers — creates an eye-catching composition that brings joy and emotion to the table. Visual impact is, in fact, a particularly strategic component of the brand’s commercial offering. “We provide our distributors with clear, effective presentation tools that are easy to pass on to retailers and end consumers,” Leonardi concludes. “At the same time, on our social media channels (Facebook and Instagram), we carry out an ongoing engagement strategy focused on spreading the culture of the table—sharing styling tips, short stories, and curiosities related to culinary and hospitality traditions from around the world.”

Massimo Leonardi, CEO at Pasabahce Italia

Stem Zero wine glasses by Nude

Diva glassware collection by Vidivi After years of chasing essential lines and Nordic minimalist design trends, even the latest Salone del Mobile in Milan highlighted how the most prestigious brands are returning to stylistic detail — reintroducing classic shapes with a bold identity. “Today, the tableware world appears to be realigning itself with the tradition of Italian style, globally admired not only for cuisine, but also for home décor,” says Massimo Leonardi, CEO of Pasabahce Italia. “Over the years, under the Pasabahce brand, we’ve presented extensive collections of glasses and goblets with traditional lines—items that became trendsetters and are now benchmarks in the market.”

TA B L E & KITCHEN IDEAS

Easy Life embraces the refined charm of vintage-style ceramics with Dancing Butterflies — a collection that stands out for its shaped plates, scalloped edges trimmed with gold, and decorative details such as small butterflies delicately applied to cups and lids. Presented in soft pastel tones, it evokes a fresh and romantic atmosphere.

The pleasure of slow dining, the celebration of traditional ﬂavors and natural ingredients, and a distinct taste for a table setting that is both relaxed and reﬁned. The latest mise en place trends focus on handblown glassware, handpainted ceramics, and light, natural fabrics adorned with embroidery that evokes a sense of timeless charm — celebrating the beauty of good food while embracing sustainable practices like farm-to-table living

Tableware: relaxed

AND CHIC CONVIVIALITY

DESIGN TO SAVOR

by Francesca Guerini Rocco

TA B L E & KITCHEN IDEAS

Ultra-ﬁne white linen with doubletwisted yarn characterizes the tablecloth by Quagliotti, embellished with a traditional hemstitch ﬁnish. Available in three sizes and shapes, it’s part of the new 2025 capsule collection, which also includes matching napkins and placemats.

Not just tableware accessories, but reﬁned elements that speak of style and tradition. The Black Belt tumblers, designed by Peter Marino for Venini, feature bold black bands expertly applied hot onto hand-blown glass — available in four distinct designs, each showcasing artisanal craftsmanship at its ﬁnest.

Olivia by Blueside is a cruet crafted from borosilicate glass 3.3, renowned for its exceptional durability and crystal-clear transparency — an ideal accessory to turn convivial moments into a ritual of taste. Its elegant, minimalist form enhances the natural beauty of the oil, while the long spout allows for precise, almost distilled, pouring. 30

Plates, bowls, dessert cups, and stemware — each faceted like a diamond: Pasabahce brings brilliance to the table with its Estrella line, crafted from transparent tempered glass with irregular edges. Practical yet polished, it pairs beautifully with ceramic accessories to create a charming shabby chic effect, and it's dishwasher- and microwave-safe.

Cassera’s Alice textile set, made of cotton and linen, evokes the whimsical charm of the Mad Hatter’s tea party from Alice in Wonderland. Part of the new high-end Cassera Casa ReLux upcycled limited edition collection, it’s crafted from repurposed ﬁne materials and reprinted with archival designs using modern technology. The jacquard tablecloth and napkins are ﬁnished with exquisite tailoring details.

Designed to bring a touch of humor to moments of togetherness, Weissestal’s Grafﬁti collection in white porcelain features heartshaped plates, pizza plates, trays, mugs, and espresso cups — each decorated with playful and affectionate phrases, perfect for creating a warm, carefree atmosphere. All without sacriﬁcing practicality: the entire line is microwave- and dishwasher-safe. 31

TA B L E & KITCHEN IDEAS

Essential, modern, and sophisticated — Nude’s table setting plays with lead-free crystal elements. Standouts include the sharply geometric Beak carafe, ideal for serving both wine and water, and the Fromage cheese set, featuring a hand-blown crystal dome paired with a slate tray.

Pinti pays tribute to spring and nature with its Tulipani ﬂatware, inspired by the grace and delicacy of the ﬂoral world. Perfect for adding a touch of chic freshness to your Easter mise en place — and just as lovely on the everyday table.

Venini brings its centuries-old glassmaking expertise to the Art de la Table with the Bollicine champagne coupes from the Art Glass line — crafted using traditional hand-blown techniques by master glassmakers, offered in a delicate blush pink hue. 32

Color, design, and craftsmanship come together in Casarialto’s mise en place: the bubble glasses with the matching Arlecchino carafe are handmade in clear or color-accented glass, evoking the joyful spirit of confetti. Perfect on a pure linen tablecloth, they set the tone for a summer table with effortless charm.

Delicate hues and a two-tone design that highlights the served beverages: the Unametà glasses and dessert bowls by IVV are made from borosilicate glass, featuring a milky ﬁnish at the base. Perfect for serving chilled drinks, granitas, and smoothies, the set includes 6 tumblers and 6 matching bowls. 33

INTER VIEWS SUCCESS STORY

Monica Iotti portrayed next to one of her tablescapes available for purchase on the website Tahble – Tablescape in a Box (tahble.com)

Alongside various projects in the ﬁelds of interior design and fashion, Monica Iotti has always nurtured a strong passion for etiquette — an area she explores in depth in L’eleganza è servita, her recently published book by Rizzoli. We had the pleasure of meeting her

Monica Iotti ETIQUETTE EXPERT and advocate

OF GOOD MANNERS 34

by Fabio Destefani

rom interior design to fashion and then to the art of the table: your professional path is certainly rich and multifaceted, always accompanied by a strong interest in elegance, etiquette and bon ton... I attended art school and then specialized in interior design. An experimental course focused on fashion changed my career path, making me fall in love with this field. I began working as an external consultant for well-known fashion brands, gaining experience that eventually led me to create my own brand, Monica Iotti Couture, through which I designed bespoke, sophisticated garments for the high-end market. The response was immediately excellent. I handled everything myself, and although the business continued to be successful, the workload eventually led me to close the brand. I then resumed creative collaborations with established companies such as Max Mara, Mariella Burani and Camicettasnob, a brand I helped grow and achieve commercial success. More recently, I’ve returned to my first love — interior design — by launching Tahble, the first Italian project offering a total look service dedicated to the table. It’s an online project where I design imaginative tablescapes combining tableware (the plates are my own design), etiquet-

INTER VIEWS SUCCESS STORY

te and textiles. I personally curate every detail, from the individual pieces to their mise en place. It’s a concept meant for everyone, but especially for those — many, actually — who need to set an elegant table for an event or special occasion but don’t know how. Each table is different, but all share elegance and originality. Throughout the many professional fields I’ve explored and projects I’ve developed, I’ve always nurtured a deep interest in etiquette and bon ton... An interest that recently resulted in the publication of L’eleganza è servita, published by Rizzoli. Could you tell us more? Etiquette has always fascinated me, maybe because my parents gave me a solid upbringing, full of clear and precise rules. In a chaotic world like ours, it felt natural to pass on that behavioral knowledge to those who were interested. I’ve done so through courses and by hosting tea gatherings at my home. For nine years, I also hosted a successful TV show on etiquette and bon ton on TRC TV, one of the most prominent private channels in Emilia-Romagna. One day, my children encouraged me to join

TikTok. After some hesitation, I followed their advice and began posting humorous and lighthearted videos on the topic. They were very well received and gained a lot of views. Seeing the response, I decided to join Instagram too, maintaining the same light and ironic tone, avoiding anything pedantic. That’s when Rizzoli contacted me and offered to publish a guide on good manners. I gladly accepted — especially because I already had plenty of material. I had written about tea ceremonies, table etiquette, weddings, Christmas and more. L’eleganza è servita came from expanding and deepening these themes that have always intrigued me. What topics does the guide cover? Various ones. The workplace, for instance. There are young professionals with great skills who might lack communication or behavioral awareness. Another important area is family. Today, there is no single model of family — there are blended families, unmarried families, same-sex parents… Etiquette has adapted to these new lifestyles. The world, as we all see, isn’t what it was 50 years ago.

Some of the tablescapes created by Monica Iotti are available for purchase on the website Tahble – Tablescape in a Box (tahble.com). Individual items from each table setting can also be purchased separately So we could say that etiquette rules aren’t fixed, but evolve over time... Etiquette always moves with the times, even though many people think otherwise. Let’s say it evolves while still preserving the core of a traditional upbringing, reinterpreted through a contemporary sensibility. Why is etiquette still so necessary today? Because we’ve lost all sense of basic manners. There’s been no generational handover in this regard — many parents didn’t teach their children properly. I truly believe etiquette should be taught in schools as part of civic education. I used to think my audience was mainly older people, but I’ve discovered I have a huge number of young followers! Apparently, they see me as someone who can offer them guidelines on how to behave appropriately in various situations — rules they simply were never taught. What are the most common mistakes at the table today? Several. One of the most common is placing cutlery on the tablecloth even after starting to eat. Another is licking the knife or using it to cut

bread. Posture is also important: many people cross or stretch their legs under the table, causing discomfort for others. That’s why today many companies request etiquette training for people who may be highly educated but don’t know how to behave properly at the table. And smartphones at the table — what’s the correct behavior? Given how widespread they are, this is a major issue, which I discuss in several pages of my book. According to etiquette, it’s a firm no: phones should be kept on silent and never placed on the table—just like glasses, keys, etc. If you really must take a call, notify your companions, leave the table briefly, and keep the call short. Another big no is obsessive selfie-taking. Some people start snapping pictures before the meal and continue throughout, photographing each course to post on social media. It’s completely inappropriate and disrupts the convivial mood. Given your expertise, your dinner guests must feel very self-conscious... (She laughs) I would never point out someone’s mistake. That would go against one of the fun-

INTER VIEWS SUCCESS STORY

damental rules of etiquette: making people feel at ease. So, if a guest wishes me “buon appetito” at the start of a meal, I just say “thank you!” — I don’t correct them by saying it’s not appropriate. Same with the classic “cin cin” during a toast, which should be avoided. Of course, on social media, I do highlight these errors — but always with a light, ironic tone, because mistakes should be pointed out, just kindly.

People often confuse etiquette and bon ton, but they’re not the same, right? Exactly. They’re two different things. Etiquette, or etiquette, is a set of behavioral rules for good manners, while bon ton is the natural grace and savoir-faire needed to apply those rules. One is the code; the other is how you bring it to life. With your growing social following and now

a book, you’ve become a well-known influencer. What’s your view on this form of communication? Social media is a tricky world and must be handled with care. At first, I used to get upset over rude comments and respond emotionally, but not anymore — I now understand it’s part of the game. Still, social platforms are powerful tools for building visibility and launching projects.

That said, I don’t really like being called an “influencer.” I prefer the more modest term: “advocate of good manners.” I’ve met quite a few influencers over the years, and some of them weren’t pleasant at all — too self-important and arrogant, often without any real reason. One last question: what would you say to someone who thinks etiquette is outdated and irrelevant? I’d say the exact opposite is true. In a world overwhelmed by trash culture and neglect — both personal and social — etiquette teaches us to take care of ourselves first and then to share our lifestyle, based on kindness and beauty, with others.

Monica Iotti Monica Iotti is a designer specializing in fashion and interior design with forty years of experience. She has worked as a consultant for many leading international brands and began her entrepreneurial journey by founding the Monica Iotti Couture brand. Today, she oversees Tahble, the first Italian project offering a total look service dedicated to the table. Alongside her work in fashion and table styling, her greatest passion is etiquette — a subject she has always studied and in which she has specialized, becoming a social media reference point for those looking to learn rules of style, elegance, and good manners in a light and engaging way. She recently published a book on the topic titled L’eleganza è servita, released by Rizzoli.

The cover of Monica Iotti’s book “L’eleganza è servita”, published by Rizzoli, was designed by the author herself together with her son, who also created the graphics and illustrations featured throughout the text.

INTER VIEWS RETAIL

Gualini Hardware Store in Trescore Balneario (BG) is a Historic Shop dating back to 1806. Run by the Gualini family, now in its seventh generation, the business has weathered two world wars and a pandemic, all while remaining in its original location in Piazza Cavour

GUALINI hardware store

historic yet thoroughly contemporary by Giulia Arrigoni

orn as blacksmiths, over time the family transformed the business, specializing in the sale of hardware, tools and housewares, now offering more than 20,000 items along with a range of services. Among their historic customers is Giuseppe Garibaldi, and the store was awarded “Best Family Story” by Ascom Confcommercio Bergamo. The store features a dedicated housewares section with a complete assortment, high-quality brands, and a growing turnover in this segment

— bucking the trend within the channel. Casastile visited the store and interviewed owner Andrea Gualini. It’s interesting to note that Ferramenta Gualini has expanded its housewares section, a countertrend move compared to many hardware stores that are reducing it in favor of professional tools. What motivated this choice? Definitely. We noticed there was an opportunity in enhancing the housewares offering. Many

businesses focus exclusively on the professional segment, but we believe that providing a quality assortment for the home adds important value. When did this progressive shift in the product mix begin? Recently. I would say the expansion of the housewares area began after the Covid period. We renovated the space, which needed an update, making it more pleasant and appealing, and better suited for product display. So you invested in renovation even during a difficult period like the pandemic? Exactly. In fact, we began planning the renovations in 2019 and completed them at the end of 2020, in the midst of the Covid crisis. We also benefited from regional funding dedicated to historic shops, which helped a lot. What kind of assortment did you decide to focus on? The housewares area covers 60 square meters, and we chose to focus on a mid-to-high-end assortment to differentiate ourselves from largescale retail.

It seems the strategy paid off, given the positive response. How do you source your products? We work directly with manufacturers, without going through wholesalers for most of the products. This allows us to offer high-quality and often exclusive items. And to engage and communicate your offering to customers, what initiatives have you implemented? Being located in the town’s main square is already a great promotional tool in itself. But obviously, that's no longer enough. So we rely on digital tools, especially WhatsApp, and twice a year we organize free show-cooking events in

INTER VIEWS RETAIL

collaboration with the Albergo della Torre, which is also located in Piazza Cavour. These events always draw a good crowd and are a great way to build relationships with customers while offering added value. Today, added value and expert advice make the difference in a market where many people buy online. How would you describe the buying behavior of a typical Ferramenta Gualini customer? Since we've chosen a specific type of assortment, customer selection happens naturally. That said, we’ve noticed a strong willingness to spend on housewares. Customers look for good value for money and are willing to pay a little more to get products with solid performance and high-level after-sales service. It's a great combination that can be truly competitive against e-commerce. What is your best-selling product category? Definitely cookware.

Readings

CASA STILE READINGS

HOME - DESIGN - LIFESTYLE by Fabio Destefani

La sicurezza degli oggetti AA. VV. Iperborea Post

Illustrated by Klaus Kremmerz, with contributions from Roberto Alajmo, Stefania Carini, Matteo Curti and Anna Siccardi, La sicurezza degli oggetti explores our relationship with objects, making no distinction between those considered design pieces and those we value for their function. The book examines various aspects, including why some people give their objects personal names (a bicycle, a breakfast mug, a guitar, etc.) or the reasons behind indiscriminate hoarding.

Danish Porcelain Elliot Todd Acc Art Books

This detailed work, divided into two volumes, retraces the long and glorious history of Danish porcelain, focusing in particular on two of the most prestigious brands in the field: Royal Copenhagen and Bing & Grøndahl. Founded in 1775, Royal Copenhagen is today one of the oldest porcelain manufacturers still in operation, which for a long time rivalled Bing & Grøndahl, established in 1853. With over 2,400 images, this work is a major source of information on the reasons behind the international success of Danish ceramics, which stand out for their unique craftsmanship and aesthetics.

Storia e arte del ricevere Angelo Garini Lisianthus

The author of this volume starts from a very clear premise: the history of the world and of mankind, culture, art throughout the ages, and lifestyle—all revolve around the table. Through it, we can tell the story of what humankind has been, is, and will be, in relation to the people we interact with and the spaces we inhabit. Tracing history from its origins to the present day, Angelo Garini illustrates the evolution of the table through anecdotes and curiosities, explaining how we arrived at the modern concept of hospitality.

TRENDS PED

smart home,

IoT and domestic

SUSTAINABILITY: smart appliances and devices that are changing daily habits

The growing focus on healthy eating, sustainability, and home comfort has turned small appliances into key players in a kitchen revolution. Air fryers, steam cookers, multifunctional robots, and cordless devices are now essential tools for enhancing health and daily quality of life. Technological innovation, environmental sustainability, and AI-driven personalization of the shopping experience are driving the sector’s evolution, creating new opportunities for manufacturers, retailers, and consumers alike

n the global home durables market, small kitchen appliances are emerging as key drivers of healthier eating habits. According to the latest Global Market Insights report (2024), the sector reached a value of $129.7 billion in 2023 and is expected to grow to

$205.4 billion by 2032, with a CAGR of 4.7%. This evolution reflects a structural shift in consumer habits, increasingly oriented toward solutions that support the preparation of healthy meals, reduce fat usage, and preserve nutritional value. Small appliances are no longer just

support tools — they are enablers of a more mindful approach to cooking. Technological innovation and health: evolving offerings The growing demand for air fryers, steam cookers, cold-press juicers, and multifunctional kitchen robots highlights a clear connection between technological advancement and healthier diets. Air fryers, in particular, stand out for their ability to deliver crispy results while reducing fat intake by up to 80% compared to traditional frying — meeting the rising demand for lowercalorie meals. Electric steam cookers are redefining vegetable preparation by preserving vitamins and minerals, while modern cold juicers and blenders help increase fruit and vegetable consumption

IoT (Internet of Things) is the network of physical objects connected to the Internet that collect and exchange data.

PREFERENCES OF NEW GENERATIONS New generations — particularly Millennials and Gen Z — are emerging as key players in the small kitchen appliance market. According to data from Global Market Insights and the Findomestic Observatory, these demographic groups show a clear preference for multifunctional, smart, and sustainable devices. Younger consumers favor products that integrate advanced digital technologies, such as IoT connectivity and remote control via apps and voice assistants, thus transforming the kitchen into a more interactive and customizable environment. This trend reflects a desire for greater efficiency, time savings, and personalized culinary experiences. Sustainability plays an equally crucial role:

Millennials and Gen Z look for appliances made from recycled materials and featuring low energy consumption, with strong attention to environmental impact. According to the Global Market Insights report, this trend has already driven significant growth in ecofriendly products, particularly in categories such as air fryers and smart food preservation systems, increasingly popular for their ability to reduce waste and energy use. Finally, younger consumers’ strong preference for e-commerce — whose penetration has reached up to 36% in some European markets — highlights the importance of targeted digital strategies designed to meet the specific needs of these consumer groups.

TRENDS PED

SMALL DOMESTIC APPLIANCES MARKET ITALY 2024

via juices and smoothies — contributing to daily micronutrient intake. Global opportunities For industry players — from manufacturers to retailers — this new landscape offers a strategic opportunity to reposition their offerings. The Global Market Insights report notes that the coffee machine segment, already worth $27.4 billion in 2023, is projected to exceed $49 billion by 2032. However, multifunctional and health-focused kitchen appliances are expected to lead growth in the coming years. The rise of e-commerce (+36% penetration in some European markets) and the expansion of specialty retail chains create favorable conditions for healthoriented products. Companies must invest in R&D to offer solutions that combine technology, sustainability, and user-friendliness.

The most dynamic sectors in Italy: from the kitchen to home care

The small appliance sector remains one of the most dynamic in the Italian durable goods market. After the downturn recorded in 2023, 2024 has marked a clear reversal, with an estimated growth of 6.5% in value, bringing the market close to €2.1 billion. The recovery has been driven mainly by the rebound in sales volumes and the slowdown in inflationary pressures, which helped stabilize prices. Among product categories, the food preparation segment stands out for its strong performance, showing a 10% increase in value and capturing nearly 39% of the market. The undisputed stars are kitchen machines, which alone account for 22.5% of the segment and are growing by 25.5% in value, thanks to both an increase in volume (+6.4%) and a boost in prices (+17.9%). Fryers are also noteworthy, with a 30.2% surge in value and a strong rise in units sold (+37%), despite a slight decline in prices. Source: www.osservatoriofindomestic.it

JURA S8 combines modern design with intuitive touchscreen control: it prepares up to 27 specialties, from espresso to ﬂavored milk drinks, thanks to the exclusive Sweet Foam function that blends milk and syrup for gourmet creations. The highperformance grinder and 3D brewing technology ensure maximum aroma. Wi-Fi connected, it can also be operated via smartphone. Finalist for the Excellence in Product Design at the IHA Global Innovation Awards (gia).

FROM THE CHICAGO FAIR: STRATEGIC INSIGHTS DoughBed by Sourhouse™ is the ideal tool for perfect dough prooﬁng. Featuring a USB-powered heating mat, borosilicate glass bowl, and cork lid, it keeps the dough at the optimal temperature (24– 28°C) for consistently reliable results. Finalist for the Excellence in Product Design at the IHA Global Innovation Awards (gia).

Shelfy is the smart device that extends food freshness in the refrigerator by up to 12 days, reducing waste and unpleasant odors. Thanks to photocatalytic technology, it requires no replacement ﬁlters and can be controlled via app or with a simple button. Compact, easy to use, and sustainable. Finalist for the Excellence in Product Design at the IHA Global Innovation Awards (gia), which honor the most innovative product designs.

At The Inspired Home Show 2025, held in Chicago from March 2–4, Joe Derochowski – home industry advisor at Circana – provided a comprehensive overview of future prospects for the small appliances and home goods sector. In his presentation, Derochowski spoke of steady growth through 2030, driven by consumer trends increasingly centered around the home. The “turtling” phenomenon – the tendency to spend more time at home for financial and well-being reasons – is radically changing how people cook, eat, and entertain themselves. In this context, small appliances are becoming essential tools for simplifying daily life and promoting a healthier, more conscious lifestyle. Among the key factors highlighted was the return to “need-based purchasing,” where consumers – even amid inflation – continue to spend, but with a focus on products that offer real value and usefulness. This results in increased interest in multifunctional, efficient, easy-to-use appliances that meet immediate needs such as quick meals and healthy food preparation. Derochowski also emphasized the growing role of artificial intelligence, which is expected to become a fundamental tool for personalizing the purchasing experience and optimizing products. Rather than being a benefit on its own, AI should be used to solve real consumer problems, improve device efficiency, and provide tailored recommendations during both online and instore shopping. Finally, opportunities emerged related to demographic segmentation: from young families to active seniors, from menopausal women to new consumer groups following wellness trends like the use of GLP-1 medications. All of these target segments open up avenues of innovation for companies that can address their specific needs not only in terms of product, but also communication, packaging, and after-sales service.

TRENDS PED

The role of digital communication in enhancing smart products

Digital platforms and social media are now essential tools for companies aiming to increase consumer engagement and awareness of the benefits and optimal uses of smart appliances. Through engaging visual content, interactive tutorials, and influencer marketing, it is possible to establish ongoing dialogue with audiences, promoting not only the products but also the healthy and sustainable lifestyles associated with them. Moreover, direct interaction with consumers via social channels allows companies to gather immediate feedback, continuously improve their offerings, and anticipate emerging market needs.

AeroPress Go Plus is the new frontier in travel coffee: a complete and ultra-compact system designed for those who want to enjoy high-quality coffee anywhere. Featuring a transparent chamber, increased capacity, and a stainless steel thermal tumbler with a magnetic lid, it combines design, functionality, and durability. Thanks to AeroPress's patented 3-in-1 technology, it’s perfect for hiking and travel; successfully launched in summer 2024, it was named “the best travel coffee maker” by Gear Patrol. Finalist in the Excellence in Product Design category at the IHA Global Innovation Awards (gia).

Sustainability and digitalization: new competitive levers Beyond health concerns, global demand is rewarding energy-efficient appliances made from recycled materials and equipped with IoT connectivity. Integration with smart home ecosystems and the introduction of features such as remote app control or voice assistants are reshaping the user experience — making kitchens more efficient and interactive. This approach aligns with the values of increasingly eco-conscious and energy-aware consumers, trends that are also influencing professional markets such as commercial catering, food service, and hospitality.

Boost 32oz is the smart bottle that, through its app, tracks personalized hydration goals and reminds you when to drink. It keeps beverages hot or cold for 24 hours and features a dynamic, customizable LED ring. Includes social features and “water points” to earn with friends. Finalist in the Excellence in Product Design category at the IHA Global Innovation Awards (gia). 48

ZWILLING XTEND:

the cordless revolution conquers the modern kitchen

ignature design, advanced technology, and maximum freedom of movement: ZWILLING redefines everyday living with the XTEND Cordless System, the new line of wireless appliances that combines professional performance with minimalist aesthetics. Officially unveiled ahead of its June launch, the range includes an immersion blender, electric hand mixer, handheld vacuum, and a compact charger with power bank function—all powered by an interchangeable 12V lithium-ion battery. This eliminates cable clutter while introducing a new concept of modularity and sustainability. Designed by Matteo Thun & Antonio Rodriguez, the line stands out for its elegant, functional look optimized for lithium battery use. With up to 120 minutes of battery life, an intelligent energy management system, and a fastcharge option reaching 20% in just 15 minutes,

ZWILLING XTEND ensures consistent performance and uninterrupted use even in the most dynamic settings. The blender, featuring a BLDC motor and softstart, delivers splash-free precision. The mixer offers three speed levels with versatile attachments, while the 4000 Pa vacuum impresses with its power and compact design. An approach that hasn't gone unnoticed: ZWILLING XTEND won the 2025 iF DESIGN AWARD, a global accolade honoring outstanding design. Among nearly 11,000 entries from 66 countries, the jury recognized XTEND’s ability to combine efficiency, comfort, and user freedom. Available from June in ZWILLING flagship stores, selected retailers, and online, XTEND invites consumers to rethink the kitchen as a fluid space where technology supports creativity. www.zwilling.com

TA B L E & KITCHEN PED

MODERN TASTE RITUALS Futuristic design that reinterprets vintage style for Berkel’s slicer, now available in a new matte cream ﬁnish (photo below). Compact yet highperforming, it inherits top cutting quality and complete safety from the professional world. It joins the red and black versions of the Home Line Plus range.

The right accessories

FOR A GOURMET KITCHEN

by Francesca Guerini Rocco

Small appliances that preserve the quality of fresh ingredients, professional knives that cut with millimetric precision, spacesaving and recipe-saving pans, and smart, practical tools that make life in the kitchen easier. Here are the latest cookware innovations to turn your kitchen into a true chef’s domain

The buttery yellow shade instantly evokes the delicious ﬂavors of home, while professional features ensure perfect recipes in no time. KitchenAid’s Artisan stand mixer introduces the new satin-ﬁnish color, with a powerful yet quiet motor, sturdy metal construction, a 4.7-liter bowl with handle, and a wide range of versatile accessories.

Lightweight, ultra-compact and practical (weighing just 1 kg), the Electrolux vacuum sealer preserves both fresh and cooked foods, maintaining their aromas, ﬂavors and nutrients. It features both manual and automatic sealing functions, 80 watts of power, and comes with 10 vacuum bags included.

Compact and multifunctional, the new PBF01 blender by Smeg includes two Bottle to Go containers made of special Tritan Renew without BPA (an innovative material that is 50% recycled, ultra-resistant, and dishwasher safe). Perfect for preparing and taking smoothies and shakes on the go, they feature a spout lid that keeps drinks fresh while preserving their nutritional qualities. 51

TA B L E & KITCHEN PED

Moulinex presents Cookeo Wi-Fi 10 in 1 Eucalyptus, the brand’s iconic multicooker in a brand-new color. Smart and fast, it features 10 cooking modes and Wi-Fi connectivity to get inspired by online recipes. The touchscreen display also includes a step-by-step guide with photos and videos to support less experienced users.

The battery-operated portable smoker by Vesta, distributed by Kunzi, delivers nouvelle cuisine-level performance. Perfect for infusing meats, fish, cheeses, sauces, cocktails, and other recipes with flavor, it allows you to add wood chips, herbs, tea, spices, or dried flowers as desired.

QVac is the new built-in vacuum sealer by Bora that keeps food fresh and ﬂavorful up to three times longer. Ideal for preserving ingredients before steam oven or pot cooking, for marinating food, and for reducing kitchen waste by storing leftovers while maintaining their natural qualities.

TA B L E & KITCHEN IDEAS

Even an air fryer can ensure light and healthy meals for the whole family. The Philips Airfryer Series 1000, with its ﬂexi basket, is the ﬁrst air fryer that transforms in one simple move from a single basket to a dual basket. The large 7.1-liter basket can be split, thanks to a practical removable divider, into two handy 3.55-liter baskets— allowing you to prepare two different meals at the same time, thanks to 10 cooking modes and a time synchronization system.

IN THE KITCHEN LIKE A CHEF

A space-saving cookware set. Here is Nesto, the new collection by Cook Vision distributed by Schonhuber, which features an intelligent system that allows pots and pans to be stacked easily, minimizing clutter. Made of stainless steel, it has a universal removable handle that is practical and safe, and it can be used on all types of stovetops and in the oven up to 260 °C. The set can be customized by choosing from the various pots and pans available.

The new Linea Emozione cookware set by Lagostina is made of 18/10 stainless steel with a steel lid enhanced by cherry wood details. The 3-layer base ensures perfect heat distribution to prepare traditional Italian recipes. It includes a risotto pot, pasta sauté pan, soup pot, pasta pot, and strainer basket.

La Favolosa by name and by nature! This Cookut pot combines 8 functions in one: frying pan, sauté pan, saucepan, Dutch oven, steamer, baking dish, fryer, and cake mold. It’s made from 100% recycled metal, features removable handles, a steaming basket, a spoon holder built into the lid (with a system to keep meat moist), and includes a wooden spatula. Available in two sizes: 24 cm and 28 cm.

TA B L E & KITCHEN IDEAS

Marcato caters to homemade pasta lovers with a collection of customizable kitchen tools. Just choose a short message to have it engraved on the wood or stamped into the metal of pasta cutters, gnocchi boards, cutting boards, and wheels. A stylish way to pass down family recipes.

Vinum by Risolì, with bordeaux bakelite handles, pays tribute to Italian winemaking tradition. Its performance, however, takes culinary culture to the next level: made entirely of thick recycled and recyclable cast aluminum, it features XR3 bioceramic coating — PFAS-free and enriched with mineral particles for optimal cooking — and a special rough ﬁnish inside and out for top-level abrasion resistance and non-stick properties.

Ultra-professional, the new ZWILLING 1731 knife series— designed by Matteo Thun & Antonio Rodriguez—is crafted using exclusive materials and cutting-edge technologies. The seamless Sigmaforge® blades are forged from a single piece of highperformance N60 steel enriched with nitrogen, ensuring long-lasting sharpness, corrosion resistance, and exceptional stability. The Friodur® ice-hardening process gives the blades ﬂexibility and durability, while the ergonomic handle in ﬁne ziricote wood offers both elegance and strength.

INTER VIEWS MADE IN ITALY

Ballarini,

innovation and sustainability

IN THE WORLD OF COOKING by Giulia Arrigoni

Ballarini is a historic Italian company founded in 1889 and part of the Zwilling group. With over 130 years of experience, it has become a benchmark in the production of high-quality non-stick cookware, with a strong focus on innovation and sustainability. Casastile met and interviewed Luca Miglioranzi, CEO of Zwilling Ballarini Italia, to understand how the company is tackling current challenges and what its future strategies are

fter the main trade shows and the first quarter of 2025 have passed, what’s your impression of the current year? Despite the overall situation, our impression of the first three months of the year is positive, and our trend is slightly growing and above our budget forecasts. Thanks to our multichannel identity, which is our true strength. What do you mean? In Italy — and only in Italy due to its uniqueness — we operate through seven sales channels. This helps us differentiate and also protect ourselves. We work with specialists, which for us also includes department stores like Rinascente; wholesalers, the loyalty sector, Horeca, our monobrand stores, e-commerce, and lastly the mass market. Added to this is a commercial strategy that has evolved over time and, in just over a decade, has nearly doubled our turnover.

The Torre Ballarini cookware line combines functionality and practicality: thanks to the removable handle, the pots can be conveniently stacked.

Luca Miglioranzi, CEO of Zwilling Ballarini Italia

Can we go into more detail? Yes, first of all, we chose to have an “in-house” sales force, and then we opted for a strategy that involves selecting clients upstream—taking into account organizational needs and the retailer's willingness to embrace our proposals constructively. This combination has created a virtuous cycle that enables us and our clients to achieve positive results, even in a relatively stable market.

INTER VIEWS MADE IN ITALY

Ballarini production department.

Let’s return to the seven sales channels. Which ones are showing the most dynamism? Leaving aside Horeca, which is performing very well, I would say the specialized retailer — often said to be struggling — is actually giving us great satisfaction with steady growth. The reason lies in the strategy mentioned earlier, which helps us avoid dispersion and focus our efforts on retailers who believe in our philosophy. That said, I’m not denying the ongoing rationalization process in the channel, affecting both retailers and wholesalers. What are the main challenges facing the cookware market? Our reference market is highly competitive, with increasingly informed and demanding

consumers. The main challenge is to differentiate through a well-calibrated assortment, innovation, and quality — while maintaining accessible prices. Additionally, the growing sensitivity toward sustainability pushes us to seek more ecological solutions in both materials and production processes. How does your commitment to sustainability translate into practice? We’ve been working for years to reduce the environmental impact of our production and have a clear improvement program aligned with the 2030 goals. We use recycled aluminum, optimize energy consumption, and adopt increasingly sustainable production processes. Moreover, our non-stick coatings are free from PFOA and other harmful substances. For us, sustainability

is a concrete and ongoing commitment — not only in the products but also in the entire production cycle. … and also Made in Italy… Of course, although often touted, it isn’t always rewarded in practice. I’m referring to some segments of distribution that initially demand Made in Italy but then turn elsewhere for a better price. In this sense, the country isn’t doing enough to “systematically” support those economic realities that continue to endure despite market challenges. As an example, Ballarini even includes the wording “Made in Rivarolo Mantovano” on some packaging—a precise place on the map, clearly showing that the product is genuinely made in Italy.

What are your latest innovations? We’ve made significant investments in production, allowing us to develop new cookware lines with next-generation coatings that are more durable, sustainable, and compliant with European regulations. We’re working on products that ensure optimal cooking while reducing energy use. We also collaborate with chefs and designers to create cookware that combines functionality and aesthetics. Do end users understand and appreciate these innovations? I won’t deny there’s been some confusion in the cookware space. On one hand, there’s growing

demand for products that promote healthy cooking and contain sustainable elements. But in reality, the cookware market is somewhat distorted — for example, 70% of cookware sales are for induction products, while actual use of induction stovetops is under 20%. Often, consumers believe choosing an induction-ready product is inherently ecological — but that’s not true. Using an induction pot on a gas stove is pointless, requires more energy, and costs more upfront. That’s why Ballarini invests heavily in education, especially targeting younger generations through our ambassadors, reaching them in hospitality schools, cooking academies, and gastronomic universities.

Future outlook? We aim to strengthen our international presence — which currently accounts for 50% of Ballarini’s sales—and continue to invest in R&D. Quality and innovation will remain our cornerstones, with an increasing focus on sustainability. We strive to anticipate consumer needs and offer products that enhance their kitchen experience. Speaking of foreign markets, which country brings you the most satisfaction? Undoubtedly Japan, which is also home to Ballarini’s only monobrand store, located in Hiroshima.

Interior of the Ballarini monobrand store in Hiroshima (Japan).

CASA STILE NEWS

The regular “Retail Innovations” event, organized by Kiki Lab, was held last March 26 and reached its twentieth edition

The loyalty paradox:

brands are investing less BUT CUSTOMERS are expecting more

n this occasion, the global research conducted with the Ebeltoft Group consortium was presented, highlighting the main retail trends and 56 case studies from five continents. The event featured contributions from top managers at Crai, Brico io, Kiton, Promotica, Coop Italia, Decathlon, and Gran Tour Italia. Particularly relevant for our sector was the presentation by Diego Toscani, CEO of the Promotica group, on new loyalty perspectives. “Today we are witnessing a striking paradox: less is

being invested in loyalty programs, rather than more, even though these tools are increasingly making the difference in the market and in customer experience, while also increasing a key KPI such as Customer Lifetime Value.” On the one hand, customer value and loyalty are considered increasingly important, to the point of referring to a “cashmere lifestyle.” On the other hand, retailers and brands seem to be investing less in loyalty programs. A recent Ipsos survey revealed that almost half of customers, particularly those over 50, are dissatisfied with

by Giulia Arrigoni

loyalty programs. This dissatisfaction directly affects the Net Promoter Score, leading to detachment from the brand and a reduced willingness to recommend it. “Low-Resolution” relationships In this context, Diego Toscani referenced the concept of “low resolution,” introduced by Massimo Manzoni, which also appears to reflect current customer relationships. There is a tendency to settle for more superficial, opportunistic interactions, at the expense of long-term in-

vestments that build value. Toscani suggests viewing loyalty programs as investments in “wealth” rather than simply in “money.” While money requires speed, wealth is built over time, through medium- and long-term investments. He emphasized that successful loyalty campaigns must deliver real value to the customer and be well-structured and transparent. Certainly, building strong relationships requires commitment and dedication, as campaigns must accompany the customer throughout their interaction with the brand—but these are essential conditions for the success of any loyalty initiative. The importance of digital and the allure of the “physical” Digital technologies have become part of loyalty strategy development, with good examples of integration among quality products, physical events, and digital assistants. Moreover, digital plays a crucial role in profiling, delivering, and managing campaigns. However, according to Toscani, Italy still has a strong connection to physical formats, as shown by the greater success of sticker-based reward systems compared to digital ones, which — at best — generate 25–30% less in return. Last but not least, it is essential to consider generational shifts: while boomers value certain traditional benefits, younger generations are looking for exclusive services and experiences.

Retail Innovations 2025, organized by KikiLab, provided a strategic overview of retail evolution through technological innovation, sustainability, and new consumption models. 63

CASA STILE MANIFATTURE IN SCENA

Manifatture in scena:

SENSORY STORIES

in porcelain, crystal, glass and silver An Architect. A Stage. Four Materials. Architect and aesthete Ulderico Lepreri, historian of the Art of the Table

Concept and work by Ulderico Lepreri at Milano Home 2025 ph Carlo Cichero

On these pages, on the stage of Manifatture in scena, Cristina Baroni presents a "mise en place" where porcelain engages in dialogue with decor. Apparent fragility and tangible resilience merge into elegant shapes, enriched by reﬁned hues that convey a distinctly Italian artisanal expertise.

here is a moment, before the curtain rises, when everything is still possibility. This is where Ulderico Lepreri works – architect and storyteller of forms, the silent director of a space that becomes a narrative.

Manifatture in scena is his latest project within major sector events: a sensory and visual experience that highlights Italian excellence in the craftsmanship of porcelain, crystal, glass and silver. Not a mere exhibition, but a true performance. Objects are not just objects – they are characters. They speak, light up, take the rhythm of voice and light, dancing through the space as in a choreography of matter and memory. On stage, it is not only the beauty of creation that shines, but also the story of those who craft it. The hands of artisans become poetic echoes, the materials reflect ancient gestures and contemporary visions. Porcelain conveys delicacy,

crystal captures the breath of light, silver holds time, and glass is born from the earth and transformed by fire. The project is designed for fairs and events but moves like a theatrical work: every detail has its own dramaturgy, every passage is crafted to evoke emotion, spark curiosity, sell without selling out. Because Lepreri believes in one thing: that commerce, when rooted in beauty, can become poetry. And that poetry, when given form, can speak to the world. In today's design and marketing landscape, where products increasingly pair with storytelling, Manifatture in scena represents a virtuous example of immersive storytelling. A project

that places craftsmanship at the center as a cultural and aesthetic value, transforming it into a sensory experience for the audience. Starting from four noble materials – porcelain, crystal, glass, and silver – the project builds a visual, narrative, and sensory journey. But what truly sets this work apart is the approach: it does not merely display objects – it stages stories.

Since 1924, the porcelain of Robert Haviland & C. Parlon tells a story of French artisanal excellence. Bespoke creations that grace the world's most reﬁned tables, where tradition, innovation, and pure elegance converge.

On this page, Meissen's creations embody the alchemy of earth and time. From the heart of its mines, the raw material emerges, shaped by human touch into eternity. Each porcelain piece is a memory given form, a seal of art that preserves the soul of Europe. Each material has its own distinct identity: – Porcelain, seemingly fragile, holds strength and memory. – Crystal, vibrating under the glassblowers' breath: pure luminous poetry. – Silver, capturing time and reflecting it in elegant, meaningful forms. – Glass, a liquid and solid substance at once. The narrative unfolds in five acts – like a theatrical play: – The Theater, a symbolic place of creation and emotion; – The Manufactures, spaces where knowledge is passed down through gestures; – Commerce, a bridge between creator and buyer, seen as shared value;

CASA STILE MANIFATTURE IN SCENA

– The Stage, where the process is displayed, imperfections are celebrated; – Retail, conceived as an experiential, narrative, relational space. From a branding perspective, Manifatture in scena demonstrates how a product can convey meaning and how experience design can create an emotional bond with the audience. It is an example of narrative positioning where every detail – from lighting to set design, from voice to objects – communicates coherence, care, and value. It's not just about displaying. It's about engaging. About making people experience a different, slower, more attentive time. A time that restores the centrality of the gesture and allows one to truly "see." In an increasingly crowded market, where the difference lies not only in the product but in the imagery that accompanies it, projects like this offer an alternative communication and relationship model: authentic, sensitive, lasting. Today, porcelain, glass, crystal, and silver take the stage. And we, as spectators and consumers, are invited to recognize the soul that lives behind every object. To feel that – sometimes – even a gesture can be a promise. And even a product... can become poetry.

On this page, we can admire the Noritake "mise en place," where art meets delicacy. Since 1904, this Japanese manufacturer has captivated the world with elegance and harmony. Brushstrokes of tradition and whispers of innovation give life to creations that speak the silent language of beauty. 68

Interior emotions: - L’arredo e il design fabrics, fragrances and trends for a home that speaks to the senses

Iside&Osiride by Alessandro Bini

HOME &DÉCO TEXTILE

Home decor fabrics

style and comfort FOR THE HOME

by Fabio Destefani

A guide to choosing materials, colors, and textures to create welcoming and elegant interiors, combining aesthetics and functionality

abrics play a fundamental role in interior decoration, bringing a crucial element of comfort to the domestic environment: softness, engaging not only sight but also another vital sense, touch. To satisfy our taste and practical needs, we now have a wide range of fabrics available, from various types of cotton to linen, wool, silk, velvet, satin, and jacquard, each with very different characteristics. Cotton is available in many colors and patterns. While durable, breathable, and resistant to fading, it can stain and wrinkle easily. Additionally, its cultivation and treatment often involve the use of chemicals. For this reason, more and more people are choosing organic cotton, a more environmentally friendly material. The plant from which it is derived is easy to grow and resistant to bacteria, insects, diseases, and mold. However, as it is not easy to dye, it is more commonly found in natural tones. While a strong material, it is prone to staining,

La Flora, small branches and tiny ﬂowers create a delicate, almost oriental pattern that conveys a sense of harmony and peace (Martinelli Ginetto).

deterioration when exposed to sunlight, and wrinkling, making it more suitable for residential or less-trafficked areas. More expensive than other materials, wool is resistant to abrasion, stains, flames, and mold, and usually requires dry cleaning. Silk is known for its extreme softness and aesthetic qualities but is easily stained and requires special care. For these reasons, it is typically reserved for high-end decorative projects. Increasingly prominent in the world of interior design, velvet (available in various types, from linen to cotton, silk, mohair, and wool) makes spaces warm, welcoming, and elegant. Its ability to reflect light makes it ideal for adding depth and warmth to living areas. Satin, a fabric known for its shine and luminosity, as well as its refined elegance, comes in various types: those derived from natural fibers such as silk, wool, or cotton satin, and those made from synthetic fibers like polyester and acetate. It feels smooth, uniform, and polished with two opposite sides: one smooth and shiny,

the other matte. Concluding this brief journey into upholstery fabrics is jacquard, a premium weaving technique that involves incorporating decorative patterns or designs directly into the fabric's weave, creating slightly raised effects that enhance the quality of the craftsmanship. Used with long-fiber yarns such as cotton, wool, and linen, jacquard weaving allows for the creation of precise and elaborate designs, lending fabrics a particularly refined and elegant appearance. But how to choose the colors, patterns, and fabrics best suited to our home interiors, considering that such choices will significantly influence the aesthetics of the environment in which they are used? While solid colors are timeless, prints can add character to the space and even help to conceal signs of wear that will inevitably appear over time. In addition to the use of colors and patterns, combining different textures — such as velvets, silks, finer and coarser fibers — can give a touch of originality to the decor.

Large floral designs find perfection on linen and cotton textile bases, bringing an elegant and refined look to the home (Martinelli Ginetto). 71

INTER VIEWS TEXTILE

New trends:

DIGITALIZATION

and sustainability by Fabio Destefani

Interview with Alberto Paccanelli, CEO of Martinelli Ginetto Group and Honorary President of Euratex

Circles and geometric patterns take center stage in home trends for the new year. They transform fabric into a ﬂawless masterpiece, allowing for playful color contrasts and delivering a unique, sophisticated experience (Martinelli Ginetto). 72

r. Paccanelli, how are purchasing patterns in the textile sector evolving? And what are the attraction levers that this sector can use to engage Generation Z? The shift in purchasing trends in the textile sector takes into account the evolution of the digital world, particularly e-commerce and the use of technologies related to wearability and product

Light and luminous fabrics for home linens characterized by a classic and elegant pattern, creating timeless home fashion (Martinelli Ginetto).

Alberto Paccanelli, CEO of Martinelli Ginetto Group customization. This makes it easier for younger generations to purchase products digitally. That said, there remains a strong interest in flagship stores that showcase physical products, even if the purchase may ultimately be made online. The extent of this trend varies depending on the type of product: in women's fashion, especially fast fashion, practicality and ease of purchase prevail; in home textiles, however, the physical aspect takes precedence. Thus, in the textile sector, the tactile component remains important, even if it is not a decisive factor in the purchase. The more we focus on durable goods, the stronger the need to touch the product; for fast fashion or low-cost items, this need diminishes. Generation Z generally struggles to understand what they are buying, being less familiar with the characteristics and pros and cons of cotton, natural fibers, or synthetic fibers. Artificial fibers, being less expensive, are generally more popular. There is also a tendency, at least theoretically, to pay more attention to eco-sustainable products, particularly among young people, although purchasing decisions are often based on price. This highlights the fact that while we talk a lot about ecology, we still tend to buy products that do not reduce environmental impact.

How is the Italian market currently oriented? What types of products are in demand (price, brand, quality, eco-sustainability, etc.)? In 2024, for the first time, even luxury brands – with very few exceptions – experienced a decline in sales. In the home textiles sector, we see a certain reluctance in the Italian market to purchase products made from high-quality raw materials. Artificial and synthetic fibers are preferred. Fortunately, the quality of Italian “Made in Italy” products continues to be highly appreciated abroad. Not surprisingly, MARTINELLI GINETTO, which offers high-end fabrics, has always focused heavily on foreign markets.

HOME &DÉCO TEXTILE

Iside&Osiride by Alessandro Bini is a masterpiece lampas, crafted from a design by an Italian artist. The elegance and sophistication of the yarns, the allure of silk, and the variety of intricate Jacquard textures combined in captivating geometries give life to a ﬁgurative subject that evokes the splendor of the past, reinterpreted with a contemporary ﬂair.

WEAVES AND COLORS Ethereal weaves, natureinspired hues, and unexpected blends of eco-friendly yarns and cutting-edge technology. The 2025 furnishing fabrics push innovation to the limit to fully express comfort and sustainability. Organic cotton, linen, recycled ﬁbers, and technical fabrics are adorned with bold patterns and vibrant accents, while geometric motifs and tactile textures enhance the more neutral and calming tones. The result is a classy, versatile, and surprising mix and match

The new

FURNISHING FABRICS

dress the home of tomorrow

by Francesca Guerini Rocco

MP, a leading Tuscan company specializing in coated and flocked fabrics, presents Salamanca Fr, a new high-quality technical fabric characterized by an exceptionally soft texture and a natural "full-grain nappa" appearance. In addition to its refined aesthetics, it meets the highest fire resistance standards (1IM and CRIB 5) and offers outstanding abrasion resistance with 50,000 cycles.

Dedar, in collaboration with the Josef & Anni Albers Foundation, pays tribute to Anni Albers' modernist vision in the new Weaving Anni Albers textile collection, created using advanced jacquard techniques. The collection includes four fabrics designed by Anni Albers and reinterpreted by Dedar, along with a new, unpublished pattern, all suitable for seating, curtains, panels, and interior projects.

Esclusivi 2025 is the new collection by Martinelli Ginetto, featuring lightweight pure cotton fabrics adorned with contemporary patterns alternating with more classic designs. 100% sustainable thanks to organic raw materials, suitable for the table, bed, and living areas.

HOME &DÉCO TEXTILE

Cotton and hemp for Inﬁnite Patina by Fishbacher, the new fabric designed by Marcel Wanders. Available in 4 colors, it features a very ﬁne jacquard base woven with a multi-layered patinated pattern, rich in various weaving structures. The colors are inspired by natural stones, and the voluminous fabric has a subtle sheen, suitable for use as both curtains and upholstery fabric.

Architecture, art, and fabric come together in the textile vocabulary of Trame Grafiche by L'Opificio. The fabrics, made from Class 1 fire-retardant yarns and produced using low-impact processes, ensure durability and safety in public spaces and the hospitality sector. Three variants, all created using the lampas technique with two wefts: Ripetuta in 11 color variants, Punto e Linea in 22 shades, and Ondulata, a double-faced damask, in 8 colors.

Riant presents the new Riant Collection, focusing on Ikat fabrics with their vibrant weaves and iridescent shades, all exclusively handmade. Perfect for creating plays of light on furnishings and small accessories.

Battilossi plays with vibrant graphics and textured fabrics to dress the home from walls to ﬂoors. Like the exquisite S2N1 rug from the Bowtie collection in Mandarin Orange: made of wool and silk, entirely hand-knotted in Kathmandu, Nepal, perfect for hanging in the living room like a tapestry.

Casati Flock & Fibers presents the brandnew and exclusive RE-Flock, the regenerated flock: a circular solution that allows the recovery and reactivation of exhausted flock, ensuring the same quality and performance as virgin flock. Flock, the "fabric powder," is an aggregate of billions of textile fibers just a few millimeters long, suitable for various uses in furnishings and accessories. Casati enhances its potential with a focus on sustainability.

INTER VIEWS OLFACTORY DECOR

Creating perfumes means bringing to life emotions, memories, and stories. This is the belief of Claudia Scattolini, a "fragrance designer" who, through her exquisite collections for both personal use and the home, invites us to consider perfume as a reﬁned way to express ourselves

Fragrance designer Claudia Scattolini with her "Extrait de Parfum Collection"

Claudia Scattolini 78

OLFACTORY "DECORATOR"

by Fabio Destefani

oco Chanel defined perfume as “the essential, unforgettable, unseen fashion accessory that announces your arrival and prolongs your departure.” What does perfume mean to you? For me, perfume is both an intimate and universal form of expression. It’s an invisible signature that tells who we are, speaks before our arrival, and leaves a trail of our presence. My passion for fragrances has deep roots: I grew up in a family of pharmacists, where I learned to recognize and respect the power of essences. The real turning point came during my studies at ISIPCA in Paris, where I discovered that perfume is both art, science, and poetry. From that moment, I knew I would dedicate my life to creating unique olfactory experiences. How would you describe your olfactory creations? As real style accessories, designed for those who want to express something about themselves through an invisible, wordless language. I don’t just create fragrances; I strive to build emotions, memories, stories. What sets my perfumes apart is the absolute focus on ingredient quality and personalization: each fragrance is unique, just like the person who wears it, and stems from the combination of technical experience and artistic sensibility. I don’t like to follow trends; instead, I let myself be inspired by nature, art, and the people I meet.

A significant part of your production involves home fragrances. Could you tell us more about it? Home fragrances, which I call olfactory furnishings or olfactory scenographies, represent for me a way to enrich the spaces we live in and truly make them ours. A fragrance can transform a room, giving it warmth, energy, or serenity. When I imagine and then formulate a home fragrance, I always think about the emotions I want to evoke: a sense of welcome for the living room, freshness and vitality for the kitchen, calm or sensuality for the bedroom. Each space has its own personality, and the fragrance is the final touch that expresses it with great intensity. How do you explain the success of home fragrances, a rapidly growing sector? We live in a time when the home has become our refuge, a place where we seek well-being and harmony, especially after the forced retreat of the pandemic. Home fragrances meet this current need to transform domestic spaces into environments that are not only functional but also emotional, where one can live in serenity with all senses. The sense of smell is a powerful tool, capable of evoking memories and creating atmospheres, which is why more and more people choose to enrich their homes with fragrances that help them live better, creating a fluid and serene harmony. In your opinion, what are the most suitable olfactory notes for domestic spaces? A home can become more welcoming with warm and enveloping notes like vanilla or sandalwood, or more dynamic through fresh and sparkling citrus fragrances. They enrich the environments with a touch of personality and invite those who enter to feel immediately at ease,

Claudia Scattolini at work 79

INTER VIEWS OLFACTORY DECOR

also highlighting the personality of the hosts and reflecting their sensitivity. To create your home fragrance collections, you collaborate with an architect. How does your collaboration work? I often collaborate with architects because it fosters a dialogue between similar sensibilities; they too are artists who shape space with creativity and vision. Together, we analyze every detail of the environment, from materials to light, colors to architectural lines, to identify the olfactory notes that best harmonize with the space's aesthetics and personality. I like to think of perfume as "the fourth dimension of architecture." This approach is not limited to residential spaces but also extends to creating fragrances for brands. In these cases, I work side by side with designers, architects, and marketing teams to develop the brand's olfactory logo: a fragrance that not only accompanies the brand but tells its story, reveals its values, and creates a unique and recognizable imprint in all its spaces, from stores to showrooms to fairs. The perfume thus becomes an important sensory extension of the brand identity, capable of evoking emotions and staying in memory. It is both a creative and technical process, blending intuition, strategy, and art. Do you think there is a correlation between shapes, styles, and olfactory notes? If so, as an example, what olfactory notes would you choose to "decorate" a minimalist apartment? Absolutely, there is a strong connection between visual and olfactory aesthetics. A minimalist apartment, with clean lines and neutral colors, would require equally essential and bright fragrances. I think of fresh notes like white tea, mint, or bergamot, which can emphasize the lightness of the space and create an atmosphere of pure elegance. What are the most successful olfactory notes today? Today, the most requested home fragrances embody a refined balance between naturalness and sophistication. Citrus notes, like Calabrian bergamot, stand out for their luminous freshness and their ability to convey energy and positivity.

Floral notes, such as Florentine iris and violet, add a touch of delicate and timeless elegance that enriches the environment with charm. Also increasingly appreciated are woody and amber notes, which give depth and a sense of warmth, making spaces welcoming and enveloping.

You also create fragrances for scenography. Are you referring to theatrical or other types of scenography? Yes, I collaborate with artists for scented installations, and I had the privilege of creating the olfactory path within the Museo del Profumo in

Venice, where I am a sponsor. This type of project requires a very different approach compared to personal or home fragrances. I always start with the theme of the work or installation, studying its visual and conceptual details, and then translate them into an olfactory narrative. The fragrances thus become an integral part of the experience, amplifying its meaning and engaging the public in a multisensory way. Your creations are tailor-made. Does this service also apply to home fragrances? Yes, I offer the possibility of creating completely customized home fragrances because I believe personalization is fundamental. It allows us to offer something that truly reflects the identity

“Qi”, eco-friendly essence diffuser. Design: Claudia Scattolini

Some of the essences created by Claudia Scattolini

“Fragrance Designer Diffuser”, essence diffusers in various shapes and colors. Design: Claudia Scattolini

and emotions of those who use it. In an increasingly standardized world, a tailor-made product represents genuine luxury, a way to feel truly unique.

ways the same: to create an olfactory experience that touches the heart and remains in memory. Perfume is the thread that unites everything, a personal and intangible signature.

You create fragrances for very different contexts. Is there a common trait that unites these scents despite their different uses? The common thread is attention to quality and emotion. Whether it is a fragrance for the skin, a room, or an artistic installation, my goal is al-

You were the first Italian to be admitted to the prestigious ISIPCA school in Paris. Is there anything equally prestigious in Italy that allows us to talk about an "Italian perfume tradition"? Being admitted to ISIPCA was an honor and an

INTER VIEWS OLFACTORY DECOR

incredible experience. Nonetheless, I would like to point out that Italy also has an extraordinary perfume tradition that deserves to be celebrated: we are, in fact, the country that gave birth to the creator of the famous Eau de Cologne, Giovanni Paolo Feminis. We also have unique resources like Florentine iris, Calabrian bergamot, and neroli, which takes its name from Anna-Maria de la Trémoille-Noirmoutiers, Princess of Nerola, who was passionately in love with it. And, of course, the historic Parma violet. These treasures testify to our long and rich tradition in the world of perfumery. Your work also includes perfumery courses. Do you think there is growing interest in perfumes among people? I am pleased to notice an increasing interest in the world of perfumery in general, both for personal wear and for spreading fragrances in spaces. People want to understand, experiment, and discover how perfumes can enrich their lives. I believe this curiosity stems from the desire to express one’s uniqueness and create deeper connections with oneself and the world through scent. It’s a kind of renaissance of the sense of smell.

Is there anything I haven’t asked that you would like to share with our readers? I would like to invite everyone to rediscover the importance of perfume in their lives: it is an emotional journey, a way to express who we are and to create memories that last over time. So, don’t be afraid to explore and experiment. Perfume is a precious ally in telling your story, without shyness, without words. And I will leave you with my declaration of intent: “Note by note, fragrance by fragrance, I strive to bring beauty to the world.”

Claudia Scattolini portrayed with one of her fragrances

Ingredients of Extrait de Parfum Agrums

Claudia Scattolini After graduating in Pharmacy from the University of Ferrara, Claudia Scattolini specialized in perfumery at the EFCM at ISIPCA of Guerlain (Versailles, France), the prestigious global reference school for perfumery and cosmetics studies. Upon returning to Italy, she obtained a Master's degree in Business Management from the University of Padua, and in 2007, she created a new profession, the "Fragrance Designer," specializing in private labels and olfactory decor, creating personal and home fragrances with rare and precious raw materials. Among the various recognitions received, Giorgetto Giugiaro dedicated a page to her in his "Annual," defining the fragrance designer as a new key profession in architecture. Alongside her husband, architect Alessandro Giannavola, and colleague Claude Petarlin, she developed the "Qi" fragrance diffuser, entirely natural and eco-friendly, which received an honorable mention at The Plan Award, an international annual prize for excellence in architecture, interior design, and urban planning.

TRENDS OLFACTORY DECOR

Essence of Home olfactory notes of style

by Francesca Guerini Rocco

The Vapour Trails collection by Woodwick® for Spring-Summer 2025 focuses on enveloping, vibrant fragrances that invite you to slow down and take time for yourself, accompanied by the soothing crackle of the wooden wick. Two options are available: Pluswick® Innovation and Hearthwick® Flame, in Ellipse candle, large and medium Hourglass candle formats.

SUMMER COMFORTS

Intoxicating, intense, sparkling, and bold – the new home fragrances release enveloping notes that translate hospitality into a delicate yet lasting embrace. Design and haute perfumery proposals are available as candles, reed diffusers, and trigger sprays, designed for spaces, fabrics, laundry, and even as coordinated versions for the car and eau de toilette. A way to deﬁne one’s style with a personal olfactory signature, both at home and beyond

Citrus Coral, the new fragrance from the Skyline Collection by Locherber Milano, with its refreshing and energetic citrus bouquet, transports us to the summer of Florida and the Caribbean. Pink grapefruit, orange, mandarin, and lemon blend with the fresh ﬂoral touch of lily of the valley and the sensual base notes of vanilla. Available in 100 ml room spray, 100 ml Eau de Parfum, 10 ml travel size, reed diffusers from 125 ml to 5000 ml, and car fragrance. 83

TRENDS OLFACTORY DECOR

Salt crystals, thyme, lilac, jasmine, myrtle, marine accord, cedarwood, vanilla, musk: a burst of diverse scents and essences in the Salsedine room spray by Bois1920. A tribute to seaside atmospheres, offering a refreshing and calming effect, available as a 100 ml spray or as a diffuser with reeds in 250 and 500 ml.

It's called Hello Italy! the new collection by Yankee Candle® that, with its fragrances, embarks on a journey through the Italian dolce vita. Capri Glow, Azure Sky, Olives & Cypress, Lemon Gelato: each scent transports you to a different corner of the Bel Paese. Available in 3 versions: Large and Medium Signature Candle, Large Signature Tumbler Candle, with gift boxes adorned with illustrations celebrating the beauty of Italy.

Diptyque presents the twelfth destination in the City Candles collection: the Milan candle. A tribute to the iconic spirit of the city, featuring a blend of ﬂowers, notes of geranium and cardamom, with woody undertones and graphic motifs inspired by Milan’s neoclassical architecture.

A timeless, iconic essence: Mare by Acqua dell’Elba, with aquatic notes that capture the depth and beauty of the sea. A fresh, light blend of lemon, rosemary, and sea lily combined with the woods of the Mediterranean scrub and the salty reminiscences of algae and rockrose in an enveloping, bold bouquet.

A comforting embrace, blending the creaminess of milk with the sweetness of caramel and vanilla. Bianco Latte by Horomia infuses laundry with an intoxicating aromatic nuance that lingers, also imparting a sensation of softness. Available in two versions: laundry fragrance and fabric deodorizer in spray format.

Perfumery and goldsmithing converge in the exquisite creation by Danhera, KIRCE Efesto Jewels Gold Rose. A penetrating, sensual, and intoxicating fragrance with a spicy heart and refined notes of noble woods and oud. Presented in a jewellike decanter adorned with a 24-karat rose gold-plated metal cage. The set includes a diffuser, 500 ml refill, funnel, pouch, and certificate of authenticity.

Rudy Profumi celebrates the Koi Carp, a symbol of luck and harmony, with the La Carpa della Fortuna diffuser from the Elite line. A fragrance that blends lime, pomegranate, freesia, azalea, tonka bean, and vetiver, creating a perfectly balanced olfactory symphony. The same line also includes La Tigre del Coraggio and La Gru della Felicità.

INTER VIEWS DESIGN

The art of travel on the wall:

London Art presents

“BON VOYAGE CAP. 1”

by Giulia Arrigoni

An interview with the creative team of London Art, exploring bespoke collections, premium materials, and signature collaborations

new chapter of the Tale Books Collections with an evocative title: Bon Voyage CAP.1, the new wallpaper collection curated by Nicola Bottegal. A tribute to the most fascinating landscapes in the world, combining design and painting to create true works of art. The subjects range from real places such as India, Brazil, Tuscany, Iceland, the African savannah, mountains, and Venice, to imaginary and poetic landscapes. Each creation is designed to evoke emotions, tell stories, and transform spaces into visual and sensory journeys. Bon Voyage is an invitation to explore the world and its beauty through the walls of the home. We discussed it with Fabio Daglio, Showroom Manager at Londonart. The new "Bon Voyage CAP.1" collection marks another chapter in the Tale Books project. What is it about? Tale Books is a container for capsule collections created to stand out from the rest of our produc-

tion. Each chapter has a strong identity and a thematic focus. The first was "Kimono," launched at Maison&Objet two years ago, inspired by original Japanese designs; then came "A Thousand and One Nights," set in Marrakechstyle atmospheres. Now comes "Bon Voyage CAP.1," our tribute to the theme of travel. How does the new collection convey this spirit of exploration? "Bon Voyage CAP.1" is a collection of spectacular landscapes, real "landscapes" that extend up to 14 meters in length and 3 meters in height. Each graphic is hand-drawn, then digitized, with extreme attention to detail and a sophisticated color palette. Even the more saturated versions maintain a pastel, gentle tone, never too invasive. How can such imposing graphics be used in domestic settings? The beauty lies precisely in their versatility. If space allows, the entire landscape can be installed on a single wall. Alternatively, the graphics can be divided: two walls with different views of the same subject or even just a detail. The

INTER VIEWS DESIGN

image quality remains high even at large sizes. It is a very sophisticated collection in terms of color, with rich tones that are not too bold or aggressive. Let's talk about material innovation: what makes "Bon Voyage CAP.1" special? For the first time, we've introduced supports in linen, silk, and viscose, in addition to the wellknown vinyl. The backing is always vinyl to facilitate installation, but the visible surface changes completely: silk has a shimmering effect, linen a more pronounced texture. We offer three price ranges, depending on the chosen support. You presented the collection in Paris, correct? Yes, during the "off-salon" in Paris, in January, we set up a space in Saint-Denis dedicated entirely to "Bon Voyage CAP.1," with a travel-themed, elegant, and engaging setting. The reception was excellent. Many visitors then came to Milan for further insights. But here in the showroom, you're also presenting another significant new product: the "Artistic Surfaces." What are they? It's a new line of artistic surfaces, born from a collaboration with Italian artist Alex Turco, who has been active for years, especially in Miami. We print the subjects on aluminum or methacrylate panels, and then Alex intervenes ma-

nually with oxides, pigments, and resins. Each piece thus becomes a unique, non-replicable work of art. So they are more artworks than simple coverings? Exactly. Even if they start from the same graphic base, each piece is reinterpreted. They are designed for prestigious environments, whether residential or contract: hotels, representative offices, even luxury garages. They are durable, easy to install, and also suitable for backlighting. What are the technical challenges in creating these panels?

The most delicate part is the manual resin work, which requires controlled environments and long processing times. Each piece has a complex process: printing, resin layers, drying, finishing. However, the result is something unique, meant to last over time. And for those who want to include them in smaller or residential spaces? You don't need to have huge surfaces. Even a 2x2-meter panel can enhance a space, creating a scenic backdrop. We also offer personalized consultations to adapt each graphic to the space, like a tailored suit.

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