in this issue: | SPECIAL EUROCUCINA | PARTNER OF CRISTALPLANT® DESIGN CONTEST | BETWEEN THE PROTAGONISTS OF SHOW SWITCH-ON | ELICA’S NEW ADVERTISING CAMPAIGN: “We Are The AIRchitects” n. 26 year XIX July 2016 | Trimonthly journal Registrazione Tribunale di Ancona n° 26/98 del 22/09/98 | Sent by postal subscription 70% | DIV.COR.D.C.I Ancona
| THE BIG BANG
comment from the CEO
Change, The only thing, in my opinion, that should never change, is the need to change. It’s up to us to make sure that everything is directed towards continuous improvement. Have a great – and fast – holiday.
his issue of Elica News is not the same as the others for me, since today, in fact, I have the privilege of writing a few lines of farewell before leaving my position with the company. In such circumstances it is easy to fall into rhetoric, and I do not want to make such a mistake. I would prefer, instead, to reflect on the future rather than on the past. You should be proud, all of you, to work for such a marvellous company, and it has been an honour for me to work here these last four years. Work is far too important a part of our lives to be a matter of simply getting through the day. In Elica all the qualities exist to achieve excellence, but you have to be the first to be aware of your own abilities. Don't back away from the fight, but place yourselves at the very centre of this magnificent story. In your particular area, you are the example and the benchmark for everyone else. So be aware of this in all your activities, without arrogance, but with determination – the determination of those who know how to lead. Don’t keep your head down, your opinion matters: first and last you have an obligation to yourself and those around you not to live as extras but as leading actors. Speak the language that you know best – not one made up of words, but of facts. Steal the show from those who don’t have the guts for it and lend a hand to those who really need one. The company is an accumulation of cultures, unwritten principles and values lived, but all of this doesn’t spring out of nowhere – it all stems from the experiences of those who went before us and the heritage they have left. So know how to grab on to the baton and run with it, because the best part of this story is that it is a legacy that belongs to everyone and no single person can ever possess this raw diamond. So, a very warm goodbye from me, and, do please remember, my door will always be open to you.
AN INNOVATIVE STAND, DESIGNED BY LABICS
AN IMPRESSIVE SPACE COVERING 440 SQUARE METRES, DIVIDED INTO SEVERAL AREAS WITH A VARIETY OF FUNCTIONS, BASED ON CONCEPTS OF INTERNATIONALITY AND TECHNOLOGY. AND, AT ITS HEART, THE PEOPLE WHO MAKE THE COMPANY GREAT
he people responsible for the innovative design of Elica’s Eurocucina stand were Romebased architects’ studio Labics, led by Maria Claudia Clemente and Francesco Isidori. An important stand of 440 square meters, designed to enhance the new products presented to the market. In designing the exhibition space, Labics employed two key concepts: internationality and technology – concepts that converge at a single point of tangency, represented by people. Because it’s those of us who work here for Elica, in different locations around the world, who make the company the international
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reality that it is and who, with our passion, painstaking research and ability to experiment, make it a centre of innovation and technology. With these ideas as a basis, the Elica stand thus showed two sides of the company’s character, represented by the exterior and interior aspects of the structure. The exterior displayed the people who work here, transformed into key elements of the walls of the stand, with photographs of the faces of 3,700 employees worldwide – a sort of tapestry of physiognomies lining the floor, walls and ceiling. This mosaic of expressive human features communicated the
international character of the company, showing it to be a promoter of partnerships with a wide variety of cultural realities and peoples, able to give every single employee the importance each of them deserves and at the same time respect their unique individuality. The interior, meanwhile, with the shape of the world as represented by R. Buckminster Fuller in his Dymaxion Map, was dedicated to Elica products. These were exhibited according to a sensorial, image-rich journey, designed to highlight all the qualities of the new products, both in terms of their functions and their appeal to the various senses.
ELICA AT EUROCUCINA
elica eurocucina A NEW COLLECTION OF CRISTALPLANT® HOODS WAS ALSO PRESENTED AT EUROCUCINA
ELICA IS A PARTNER FOR THE EIGHTH EDITION OF THE CRISTALPLANT® DESIGN CONTEST
lica’s philosophy is one that combines innovation, research, quality and a rich variety of product. These are just some of the reasons that make us the perfect partner for Nicos International, which has organised seven editions of the “Cristalplant® Design Contest”. This competition is aimed at young talents and has as its objective the creation of original projects using the material Cristalplant® as a basis. Cristalplant® is an innovative material used for cast moulding: maximum freedom of expression is given to design, which can thus restore three-dimensionality to form. For the eighth edition, Nicos
International chose the style and spirit of Elica. The competition, which involved both established and up and coming designers on the international scene, was presided over by a jury made up of leading figures in the design world, such as Gilda Bojardi, Andrea Castrignano, Arturo Bellavitis and Laura Traldi, and business managers like President Francesco Casoli, Marketing Director Edward Pontoni and Cristalplant® Marketing and Sales Director Vittorio Pavarin. After the jury had carefully studied all the projects, the winners were awarded on April 14th. But the collaboration with Cristalplant® doesn’t stop
there. Elica has made use of this innovative material since 2014, when the innovative island Ye hood was created, designed by Fabrizio Crisà. This was the first hood in the world to be made out of this material, thanks to which it was possible to mould an object with a new, unusual form, featuring soft lines, a smooth finish and directed double air suction: a unique and original hood which has gone on to garner numerous awards, including the Good Design 2015 in the “Household Products” category, the If Design 2016 in the “Kitchen” category and the Designer Kitchen & Bathroom award 2015.
ELICA AT THE SWITCH-ON: DOMESTIC APPLIANCES FROM HAND-OPERATED TO ELECTRIC SHOW
A JOURNEY THROUGH PAST, PRESENT AND FUTURE TO DISCOVER THE OBJECTS THAT LED TO THE DOMESTIC REVOLUTION
lica was one of the leading presences at the Switch-ON: domestic appliances – from hand-operated to electric exhibition, conceived by Sarah Spinelli (Studio Pixel) and curated by Anty Pansera and Maria Teresa Chirico. The show took place from 9th to 22nd April 2016 at Milan’s Biblioteca Umanistica dell’Incoronata, during Milan Design Week and in conjunction with the twenty-first edition of the Triennale. Elica provided the exhibition with some of the company’s most interesting and valuable historical pieces, together with some of their most modern and innovative hoods, enriching the show with the story of changes in lifestyle and the management of the domestic environment over the course of several decades. Eliexport is one example, one of the first cooker hoods in Elica’s history, made in 1972 at the Fabriano plant which now houses the company headquarters. The product, 100% Italian in terms of components and motor, featured a largely artisanal production process that managed to provide higher air suction speeds for the period.
ELICA’S NEW ADVERTISING CAMPAIGN: “We Are The AIRchitects”
“EXPERIENTIAL STORYTELLING” IS AT THE HEART OF THE NEW CAMPAIGN ON AIR AT EUROCUCINA 2016 – AND, FOR THE FIRST TIME, IT WILL ALSO INVOLVE TV
lica presented "We Are The AIRchitects", the new crossmedia campaign, on air at Eurocucina 2016. The campaign has been created to support the launch of smart systems that can monitor and automatically clean the air in the kitchen and throughout the house. It is structured around the central concept “We Are The AIRchitects”, an effective and ironic synthesis of the company’s objective to truly become “architects of the air”, in order to improve and preserve the quality of the air we breathe in our homes every day. This phrase, coined by our very own
President Francesco Casoli, who also makes an appearance in the ad, lies at the heart of the campaign. It features Elica employees from all over the world – engineers, researchers, designers, quality managers, installers, project managers and laboratory managers – talking in a few short films, shot in real time and in the original language, about the benefits of domestic air automation and new interconnected products. The videos, which feature throughout every phase of the campaign, are also available online in a special section of the new website dedicated to new items and
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“easy to use” information about the topic. The result is an innovative and involving digital testimony, where the experiential storytelling of each “actor” provides valuable evidence regarding the global leadership of a company which is now present all around the world.
SIMONE RUGIATI AIRCOOKING LIVE ON RADIO MONTE CARLO
t the opening of the Salone del Mobile, the Elica stand hosted a special cooking show featuring chef Simone Rugiati, who created a series of AIRCOOKING events inspired by ELICA’s new home automation systems. Media coverage was provided by Radio Monte Carlo and Radio 101, thanks to the on-site presence of DJs Massimo Valli and Marco Porticelli and online promotion on their respective internet channels.
GUTMANN EUROCUCINA 2016: SUPERIOR PERFORMANCE HANDMADE IN GERMANY
PREVIEW PRESENTATION OF THE WORLD’S FIRST CEMENT COOKER HOOD
UTMANN and their exclusive creations make their debut at Eurocucina 2016. Turning their back on products for mass-market manufacturing, the company focuses on individual production and small series. Each hood is a unique piece, handmade in all the main phases of production: bending, welding, grinding and polishing. Gutmann’s ongoing commitment is the pursuit of “superior performance”, especially in terms of
GUTMANN AND ANDREA CASTRIGNANO
materials and levels of air suction. Careful experimentation in the use of new materials, and the analysis of the possibilities of their use, led to the presentation – previewed at Eurocucina 2016 – of the firstever series of hoods made out of concrete: Prometheus and Concrete. The concrete alloy is very light and easy to clean. Prometheus and Concrete ensure high levels of performance combined with minimal energy consumption.
he versatility of the products, the added value that they can be customised and the distinctive solidity they acquire from being handmade in Germany – all these
qualities were brought to the fore during the round table discussion chaired by Andrea Castrignano “OUTSTANDING INNOVATION, TAILORMADE PERFECTION.”
THE BIG BANG
CHIARA CAMONI AND 763 CHILDREN
ave you ever imagined 763 children all playing percussion together? Well, here at the Ermanno Casoli Foundation, that’s what we’ve done. And we didn’t just imagine it – we actually made it happen. How? By organising the Big Bang. The Big Bang: 763 percussion instruments for 763 children is the title of the project, curated by our artistic director Marcello Smarrelli, which artist Chiara Camoni created for the Ermanno Casoli Foundation, Ancona Confindustria and the Fabriano Town Council. And the stars of the event – held last April 27th in Fabriano’s Piazza del Comune – were 763 small citizens. The project, part of E- Straordinario for Kids, involved pupils from kindergarten and the first and second years of three Fabriano
primary schools, the Aldo Moro, the Fernanda Imondi Romagnoli and the Marco Polo. With the aim of promoting reuse, the children, with the help of their teachers, made a series of percussion instruments using waste materials provided by local companies, including Elica. Then, a small army of musicians took over Fabriano’s main square, the Piazza del Comune, flooding the area with sound and colour. Organised along the lines of a classical orchestra, they brought out the instruments made during school activities, all different in size and shape, decorated in original and personalised ways, and played them in accompaniment to a great live performance by the artist. The result? A Big Bang! Entertaining, involving and most of all exciting.
Why “Big Bang”? Because it was a real explosion of joy, just like when someone bursts into great waves of laughter or into movement surging with irrepressible vitality. As the artist herself put it “to play a percussion instrument takes strength. That same explosive force which children sometimes display and we try to contain, if channelled
and directed, can turn into creative energy! So I imagined an army of children armed with instruments, producing a crescendo of sounds. Not music but noise, an explosion that brings forth an entity: The Big Bang.” And we here at the Foundation truly believe that art is a both a disruptive force and the producer of creative energy. The video documentation of the performance and the instruments will be the subject of a large installation inaugurated on May 7th at Fabriano’s Bruno Molajoli Civic Art Gallery and it remained on show until 12th June.
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Number 26 | Year 19 Published by ELICA S.p.A. Via Ermanno Casoli, 2 60044 Fabriano, Ancona
Produced by HR Management Editor Sandro Petrucci Staff Gabriele Patassi Ufficio Stampa Corporate (email@example.com)
Trimonthly journal Registrazione Tribunale di Ancona nÂ° 26/98 del 22/09/98 Sent by postal subscription 70% 70% div.cord.d.c.i. Ancona
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