Microphone. - Issue 01_en

Microphone. magazine Issue 01 • en

MICROPHONE.

The show must go on — Welcome

WRITER Gina Cester ILLUSTRATION GC Associati Welcome back!

Each one of these days, spent in the backstage, we have seen and lived with you the shock of this ordeal. We have heard and felt the anxiety for the days to come. But without a speck of hesitation, we rolled up our sleeves as we have always done and prepared for the future. We have dreamt and rehearsed down to the slightest detail our new show.

Vibrant sounds move and captivate us, sounds of energy,tenacity, and adrenaline-filled creativity.

Like a songwriter eagerly wishing to convey a message, the Cesar team, with its distinctive personality and individual abilities, today wants to give to the word WORK a restored meaning. Work is LOVING what we create and making it available to OTHERS, and the others are YOU! Raise the curtains! The Show is back on!

Change is my innate gift. Change is Life, it is Beauty. It is what directs us away from the standardized paradigms of the past. Change is the frame of mind that makes us plant the seeds of Evolution. And Planting them is the Vision. I planted a seed and Evolution became the essence of the Cesar Identity. I planted a seed and Michele Dalla Libera became a shareholder to boost our capital assets. I planted a seed and on the 3rd of March Massimo Ghedin joined our team. Cesar’s desire to expand met the entrepreneurial aspirations of Massimo. Our roads crossed and became one. I would like to thank the great company that forged and cultivated his talents; every tree is known by its own fruit.

Massimo is joining us as General Manager with the abilities he has already demonstrated and which he will now bring to bear at Cesar.

So... don’t stop us now!

Gina Cester

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MICROPHONE.

Concept COLOPHON EDITOR Cesar ART DIRECTION Garcia Cumini WRITER Cesar ILLUSTRATION GC Associati

EDITORIAL MANANGER Cesar Marketing CONCEPT & GRAPHIC Garcia Cumini CONTRIBUTORS

The voice of the company. That’s Microphone.

Not the institutional voice, but the voice of Cesar’s men and women; a voice which resonates with their passion and with the projects they develop. A way to freely, informally, and rapidly initiate a dialogue with all of you. More than a magazine, it is a story told to a friend about our dreams and aspirations, a kind of letter which will be sent only when we have something truly important to say.

Gina Cester, CEO Valentina Saba, Marketing Martina Marson, Marketing Alessandro Roman, R&D Alex Ceolin, R&D Ettore Minnei, project manager Garcia Cumini, Art direction

Copywriter Cesare Zocchi TRANSLATION Redrob ILLUSTRATION GC Associati PRINTED IN ITALY GFP ~ May 2020

Cesar

CESAR ARREDAMENTI SPA

Via Cav. Vittorio Veneto 1/3 30020 Pramaggiore (VE) Italy Tel. +39 0421 2021 Info@cesar.it

www.cesar.it

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Content 01 › We Think Big

04

— 1000 sqm More of Showroom

02 › A Moment that Lasts Forever

05

— Art Collection for Dressup

03 › Minimal Burden, Maximum Freedom

— Dressup and Dressup Line, Between Simplicity and Technology

04 › United Apart

— The Double-Face Version of The 50’s is on Its Way

05 › Setting the Table Outside

10

— New Finishes For Every Need

07 › An Expanding Range of Products

— A Thorough Overview of the New Finishes

08 › Marching to a Different Drummer

— New 2020 Communications Strategy

09 › Ready to roll

08

09

— Williamsburg outdoor

06 › To Each His Own

06

14

15

16

— News Flashes from the World of Cesar

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MICROPHONE.

01˒ We Think Big — 1000 sqm More of Showroom

WRITER Valentina Saba Ettore Minnei

ILLUSTRATION GC Associati “The most effective way to manage change successfully is to create it,” says Peter Drucker, the man who invented management.

We’ve taken up the challenge. We will soon be ready to welcome you, both physically and virtually, into our newly renovated and expanded showroom. 1000 sqm more, full of products, ideas, spaces for thought, materials, videos, and images.

The showroom will be the perfect arena in which to present new projects and demonstrate the infinite possibilities which Cesar offers for furnishing the various environments in the home.

“

The showroom will be the perfect arena in which to present new projects.

”

Thanks to our team’s hard work, the renovations are near completion.

We will do everything in our power to unveil the changes by the end of June and, if the coronavirus is still keeping us apart by then, we will come to you with videos, virtual tours, and webinars.

Expect great things: you won’t be disappointed.

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MICROPHONE.

02˒ A Moment that Lasts Forever — Art Collection for Dressup

WRITER Cinzia Cumini

Vicente Garcia

ILLUSTRATION GC Associati

Those who know us, know that we love to experiment. Research into new materials and finishes is one of Cesar’s strengths. In tandem with this, we have now opened another container of ideas and proposals which, year after year, will be filled with new content based on the products that we will develop. We call it Art Collection.

In this version, the Art Collection bookcase back panel features elegant and picturesque still lifes, fruit of our collaboration with Venetian photographer Zaira Zarotti: primarily floral vintage compositions which, in their infinite detail, carry on the tradition of Renaissance still lifes, conveying, with their Caravaggesque lighting, stories condensed into a moment.

Art Collection completes and expands the design opportunities of Dressup.

This precious decoration introduces a highly evocative artistic element, thus amplifying the original function of the bookcase back panel.

The project included the study of six subjects which were then adapted and repositioned according to the various formats of the modules, vertical or horizontal. Each shot was, therefore, tailor-made and then transferred onto the bookcase back panel, transforming into a work of art that which was originally created as an accessory.

02

01 Art Collection back panel

by Zaira Zarotti

01

02 Zaira Zarotti’s portrait - 05 -

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03˒ Minimal Burden, Maximum Freedom — Dressup and Dressup Line, Between Simplicity and Technology

WRITER Alessandro Roman

Alex Ceolin

ILLUSTRATION GC Associati How should one adorn the space between counters and cabinets to make it more functional, useful, and customisable? The answer is Dressup.

This element, designed by the Garcia Cumini studio, is only 22 cm deep and conveys a perception of great airiness and freedom thanks to several sophisticated solutions, like the ribbed anodised aluminium structure which supports the shelves, numerous accessory holders, and doors.

The structure is equipped with invisible spaces for storing lighting cables and audio devices.

Easily customisable in terms of size and composition, Dressup can be adapted to infinite possible uses, beyond just the kitchen, allowing one to decorate any environment in the home seamlessly, from the living room to the entrance hall and from the bathroom to the bedroom.

Credit also goes to the various finishes: the structure is made from black, champagne, or bronze anodized aluminium, while the back of the unit can be selected from any of the finishes in Cesar’s palette, from melamine to fenix, from lacquered to ceramic, from marble to aggregate. The module can be clad, if requested, with 22 mm thick aluminium cabinet doors, these too available in Cesar’s various finishes. Another novelty will be the option of incorporating the mirror and other elements from the Art Collection series.

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01 A separate chapter is dedicated to the Dressup Line variation which stands out for the linear development of its combined blackpanel and shelf, connected by technological elements. In this way one has a complete solution for storing all daily-use kitchen utensils, while keeping encumbrances and volumes to a minimum. Also for this variation the ribbed aluminium shelving can be clad with Cesar’s finishes.

02

01

Garcia Cumini’ s portrait

02 Art Collection back panel

by Zaira Zarotti

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04˒ United Apart — The Double-Face Version of The 50’s is on Its Way

WRITER Alessandro Roman

Alex Ceolin

ILLUSTRATION GC Associati

The 50’s evolves and takes over the centre of the room. The library system becomes double faced, extends up to the ceiling, and stands as an element which can subdivide a space.

Thus, through the manipulation of full and empty space, an architectural structure is created which allows communication between environments used for different purposes, forming a fluid and contemporary lifestyle.

The two-faced version is available for all modules, which includes the

new 120 format, designed and tested to avoid the risk of bending.

A central island can also be incorporated in the structure, to allow for the functions of cooking and washing.

Whether integrated within the kitchen environment or chosen for the living/dining room, The 50’s reveals its innovative character, offering new ideas for designing and living in one’s home with the greatest of freedom.

“

Extends up to the ceiling, and stands as an element which can subdivide a space.

”

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05˒ Setting the Table Outside — Williamsburg outdoor

WRITER Alessandro Roman

Alex Ceolin

ILLUSTRATION GC Associati When warm weather arrives, eating outside is one of the simple pleasures that everyone enjoys: a perfect moment for deepening relations between family and friends.

This very inspiration is the basis for the Williamsburg project, which now conquers the outdoors, offering a large surface for the preparation and sharing of food. Entirely made from stone and AISI 316 stainless steel, Williamsburg Outdoor is fruit of the collaboration with the Foster brand.

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06˒ To Each His Own — New Finishes For Every Need

Tech High technical performance finishes, which optimise strength, durability, colour continuity, and easy maintenance.

WRITER Alessandro Roman

Valentina Saba

ILLUSTRATION GC Associati

The choice of the perfect finish is based on each client’s assessment of two main factors: aesthetics on one side and the technical characteristics of strength, durability, and convenience on the other.

From an aesthetic point of view, the new palettes offer colours and materials that communicate with one another in a fluid and balanced way, to respond to the style and the various personalities of those who choose Cesar. They adapt perfectly to open spaces, in which the kitchen, dining room, and living room areas flow seamlessly into one another.

When it comes to the convenience of use, the simplicity of maintenance, and the preservation of the material over time, we have grouped the finishes into three main families so as to make their presentation simpler: Tech, Cross, and Natural.

01 New neutral finishings anti fingerprint lacquer 02 New warm finishings anti fingerprint lacquer

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Cross

01

Finishes which stand out for their reliability and convenience without relinquishing a raw material of natural origin.

02

01 Ottonato satinato metallic effect lacquer 02 Breccia Andorra compound of natural stone 03

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03 Venetian terrazzo flooring of the 15th century

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Cross 01 01 Inox Matt steel 02 Rosso Lepanto marble 03 Acacia supergloss wood

02

04 inspirational piano illustration

03

04

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Natural Finishes which offer completely natural materials, which evolve over time, and embody their original features to the fullest.

01

01 Hemmeling Rom by Studio Padron, New York, USA 02 Ottone anodizzato metallic effect lacquer 02

03 Silicio satinato metallic effect lacquer 04 TabiĂ Nero antique wood finish

03

04

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07˒ An Expanding Range of Products — Overview of the New Finishes 01

FINISHES

*€

*C

MELAMINICO

F1

M/U

F2

M/U

F5

M/N

F5 / F6

M/N/U

F6

M/N/U

F6

M/N/U/I

F7

M/N/U/I

F8

M

F8

M/N/U

F8

M/N/U

F10

M/N/U

F11

M/N/U

F12

M/N

F13

N

F13

N

F*

M/U

NOCE AVENA

ANTI FINGERPRINT LACQUER

01

02

03

04

05

06

02 03 04 05 06 07 08

MERINGA NEBULA CAMOSCIO DAINO HUSKY OMBRA

UNICOLOR laminate IMPERO NERO

SILK/GLOSS LACQUER 07

08

09

10

11

12

09 10 11

MAGNOLIA ORZO GRIGIO

STRUCTURED LACQUER 12

GRIGIO

FIRST wood 16 13

14

15

16

17

PRIME wood

18 13 14 15

19

25

20

26

21

27

22

28

23

29

24

30

ROVERE ARGILLA

09 10 11

OLMO SBIANCATO OLMO TOSCANO OLMO GRIGIO

GLOSS/ETCHED GLASS MAGNOLIA ORZO GRIGIO

METALLIC EFF. LACQUER 17 18 19 20 21 22

NICHEL ANODIZZATO OTTONE ANODIZZATO FERRO ANODIZZATO ALLUMINIO SATINATO OTTONATO SATINATO SILICIO SATINATO

FENIX laminate 23 24 25

ARGENTO DUKAT ORO CORTEZ

ANTIQUE WOOD Tabià nero

HIGH GLOSS WOOD 31

32

33

34

35

36

26 27 28

ACACIA NOCE DESATURATO SICOMORO

CERAMIC

37

38

39

40

41

42

29 30 31 32 33 35 35 36

blanco silk natural negro silk natural PACIFIC GRIS SENDA GRIS ISEO GRIS GEO GRIS UMBRA MARRON AZALAI NEGRO

compound of natural stone

43

44

45

46

47

BIANCO APUANO FIOR DI PESCO ROSA PERLINO BRECCIA ANDORRA TOBAGO PALLADIO LAGUNA NERO PORTORO PALLADIO FENICE

MARBLE

NOTES All the new finishes will be available starting the beginning of July.

Metron for Customers can be available starting the beginning of July kitchen Draw et Winner for Customers can be available starting the middle of July *€ the Price bands refer to the 90° plain door. *C Available for the collections: M = Maxima 2.2 / N = N_Elle / U = Unit / I = Intarsio.

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37 38 39 40 41 42 43 44

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45 46

VERDE GUATEMALA ROSSO LEPANTO

PAINTED STEEL 47 48

INOX OTTONATO INOX BASALTO F * Price quotation

MICROPHONE.

08˒ Marching to a Different Drummer — New 2020 Communications Strategy

WRITER Valentina Saba

Martina Marson

ILLUSTRATION GC Associati Thinking differently, choosing new paths, studying original ways to stay in touch: these are the concepts at the root of our 2020 communications strategy.

It has been a year of unexpected changes, one which began in a great frenzy preparing for the sector’s

01 smart working illustration

most important event: Eurocucina.

When everything was almost ready, along came the coronavirus, causing a sudden change of plans. Show cancelled! But not only. Our entire communications strategy needed an overhaul. And so here we are, ready to relaunch. Cesar’s 2020 event will be the expansion of our showroom.

To admire our products you will, from now on, simply have to sit down comfortably in your home and tune in for live streaming on our social media channels. But that’s not all.

“

02 Cesar material’s moodbaord

by Zaira Zarotti 01

Our communication will be even more digital, taking advantage of the Internet, e-mail, social networks, and websites.

”

Our communication will be even more digital, taking advantage of the Internet, e-mail, social networks, and websites. All of our activities have been designed to strengthen the notoriety of our brand, improving its reputation and popularity. There will be many new developments, many of which weren’t conceivable just a few months ago: stay tuned!

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06˒ Ready to roll — News Flashes from the World of Cesar

WRITER Valentina Saba

Martina Marson

ILLUSTRATION GC Associati

01› Contract The activities connected to the Contract area show constant growth, and the objective is to maintain this trend. Over the years Cesar has structured itself to be competitive in the sector thanks to its unique qualities, like its ability to satisfy any customisation need, its enormous manufacturing flexibility, its propensity for creating tailor-made solutions, its internal organisation, and its extensive experience. This has made it possible to meet the demands not only of a premium market segment, for example furnishing luxury villas in multi-unit contexts, but also of large-scale design plans.

Business is currently concentrated in North America and Asia, though in Europe and Italy this channel is continuously evolving.

02› Webinars and Refresher Courses Over the past two months we have been working hard to remain in constant contact with all of you.

We have organised approximately 150 webinars dedicated to training, focusing primarily on the new Intarsio model and on the new Home Elements present in the catalogue.

For those that requested it, refreshers courses on the Metron software were also held.

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03› The New Maxima 2.2 Book and the Folder Updates The hard copy versions of various tools will soon be updated.

Maxima 2.2 will finally become part of the “The Book of Kitchen Portraits” collection, thus becoming a photographic book to rival N_ Elle, Intarsio, and Unit. It will be enhanced by two new kitchen compositions, in perfect sync with the dining room and living room environments, as well as with Williamsburg Outdoor.

With the addition of the new finishes, the four “Cesar Design System” folders and the dealer boxes will be updated, with the catalogues consequently undergoing some changes as well.

All of the material will be ready for distribution as soon as it becomes possible to resume all normal activities connected to location research and photographing of the products.

04› Advertising 2020: New Layout and New Images The institutional advertising campaign is now enhanced by a new image of Intarsio, thus completing the pages dedicated to Cesar’s various collections. The layout has been refreshed as well. Resuming the approach begun in 2018 with the new catalogue layout, we have now inserted “Portraits of Me”, dedicated to the 2020 campaign, in order to emphasise a dual concept: ensure that the end reader/user identifies with the style of the product being presented and, at the same time, express the identity of the company, an identity that embodies elegance, the culture of living and originality.

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05› We are digital!

More than 60% of the world population is online and more than half of the total world population uses social media. So let’s look at Cesar’s data together!

60 K 37 K 2,7 K 1 K Internet is continuously changing and this means that all related activities, like type of content, marketing strategies, and people’s interaction with devices, are constantly evolving. In 2018 we revamped our image and refreshed our website in order to keep up with the times and to increase its effectiveness, and also created websites for our flagship stores.

The first was for the store in Paris (paris.cesarstores.com), launched in October 2019. Below is a summary of visits to cesar.it from 2018 to 2020.

123 K 107 K

49 K

January April

2018

2019

2020

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