Italianvalue102013

INDEX

EDITORIALS .................................................................... 7 Roberto Luongo, Giancarlo Innocenzi Botti, Marta Dassù COVER STORY .............................................................. 12 The Italian excellence MARKETS ...................................................................... 24 Giorgio Squinzi, Ivan Malavasi, Bernhard Scholz, Massimo Rustico, Ferruccio Dardanello, Giovanni Castellaneta, Valter Taranzano AGRICULTURAL POLICIES .......................................... 32 Nunzia De Girolamo, Mario Guidi, Oscar Farinetti, Carlo Petrini AGRO FOOD INDUSTRY ............................................ 40 Carlo Caramel FOOD PRODUCTS ........................................................ 42 Enrico Giotti EXPO 2015 .................................................................... 46 Diana Bracco, Giuseppe Sala, Zaha Hadid, Daniel Libeskind RUSSIA .......................................................................... 54 Economic outlook UNITED STATES OF AMERICA .................................. 58 Economic outlook, Claudio Bisogniero

p.66

Fashion Trends FASHION ...................................................................... 66 Mario Boselli, Claudio Marenzi, Cleto Sagripanti, Gigi Monti, Monica Bonaiuti and Paolo Viti, Catia and Roberto Tempesti, Maurizio Zannier, Alessandra della Fiora, Norico and Carlo Soldaini, Onelio Fratesi, Alberto Faganelli, Paolo Carletto, Giovanni Orsi Mazzucchelli DESIGN .......................................................................... 96 Gaetano Pesce, Alessandro Mendini, Giulio Cappellini, Andrea Poser

The Italian p.32 Food Culture

↑ Antonio Tajani, Vice President of the European Commission for Industry and Entrepreneurship ← The Eataly shop in New York

4

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NOVEMBER 2013

APPOINTMENTS ........................................................ 104 Projets Prestige CONSTRUCTION ........................................................ 106 Carlo Spada, Angela Maffione, Rosario Catalano EUROPE ...................................................................... 114 Economic outlook, Antonio Tajani, Alessandro Barberis, Luigi Mattiolo TECHNOLOGIES .......................................................... 124 Luca Formentini, Matteo Galmarini, Luciana Cherubini, Alberto Ciampichetti, Alessandro Quaglino, Andrea Dallan, Claudio Venturini, Enrico Orio, Paolo and Alberto Crippa, Giacomo Mingotti, Andrea Bugatti THE MECHANICAL SECTOR ...................................... 150 Economic figures, Rossano Biancalani, Matteo Ceresa, Edmondo Piffaretti INNOVATION ............................................................ 160 Pier Giuseppe Bernini, Andrea Ricci BUSINESS MODELS .................................................... 164 Vittorio Bonomi, Cristina Beneventi, Claudio Vezzari, Alessandro Camplani and Daria Gatto, Gianfranco Bollini, Ruben Guizzi, Claudio Busi, Bruno Borghetti, Giancarlo Rossi, Giorgio Federici, Diego Polotti

p.96

p.194

Discover Italy PHARMACEUTICALS .................................................. 188 Giancarlo Ghirlanda FOOD SUPPLEMENTS ................................................ 190 Filippo Sertorio CONSULTANCY ............................................................ 192 Laura Morini TOURISM .................................................................... 194 Pier Luigi Celli, Renzo Iorio, Giovanni Puglisi UNITED ARAB EMIRATES ........................................ 202 Economic outlook, Giorgio Starace, Corrado Chiarentin, Stefano Meani WORLD EXPOS .............................................................. 214

↑ Claudio Bisogniero, Italian Ambassador in the USA

Interior Design ITALIAN VALUE

NOVEMBER 2013

5

EDITORIAL ROBERTO LUONGO, MANAGING DIRECTOR OF ICE, ITALIAN TRADE AGENCY

Supporting Italian companies abroad www.ice.gov.it

W

ithin the complex economic situa-

synergistically integrate with actions carried out in other

tion

at

domains. This line of conduct complies with the coordina-

present, companies’ exports and

tion and planning principles on which the new Control

competitiveness on international

Room for Italy’s internationalisation is based and which

markets are the main engine for

has highlighted ICE’s important role as a modern trade

Italy

is

experiencing

the development of the Italian pro- promotion agency.

duction system. In this context, everybody is hoping that

Thanks to its new organizational structure, ICE provides

in the next months Lombardy’s manufacturing confirms

Italian companies with 65 business units and 14 corre-

its innate vocation for guiding the Italian economy and

spondence offices in 66 countries all over the world. A staff

preferentially attracting foreign investments. In 2012, the

made up of more than 400 experts in international marke-

exports from Lombardy, the leading exporter among the

ting is available daily to suggest the most dynamic sectors

Italian regions, increased by 3.7%, which means a total

in the short term and the actions to be carried out in order

amount of € 108 billion and that represents almost 30% of

to beat competition.

Italian exports.

ICE’s promotional activity plan for 2013 includes aim at

Information, advice, product’s promotion and companies’

supply chain projects in 30-35 markets among the most

growth through training are becoming key factors in order

promising ones, organising sector-based exhibitions, b2b

to ensure success on the markets. For this reason, after an

meetings with foreign exporters and promotional activi-

intense internal reorganization, ICE aims at firmly sup- ties for mass distribution. Moreover, in order to promote porting Italian companies. Every day, the agency pays

Milan’s world exposition abroad and strengthen the inter-

attention to their necessities and meets their needs by pro- national character of this event, ICE and the company viding integrated services in order to make companies

Expo Spa, supported by the Italian Ministry of Economic

ready to seize all the opportunities offered by the markets Development, have signed an agreement establishing the and to understand their ever-changing dynamics.

actions to be implemented together and the promotion of

At present, I is a new professional agency oriented towards

a major event abroad which will lead Milan and Italy to

the entrepreneurial world: it is companies’ ideal partner

international prominence. In the next few years we will

for successful competition on the global market.

carry out events all over the world aimed at advertising and

We offer information, assistance, promotion and training

commercially promoting the Expo 2015 during internatio-

services in order to favour the internationalisation of Ita-

nal exhibitions, b2b meetings, workshops, wine trade

lian companies and institutions and we work so as to

fairs, operator trips and road shows. \\\\\

ITALIAN VALUE

NOVEMBER 2013

7

EDITORIAL GIANCARLO INNOCENZI BOTTI, INVITALIA’S PRESIDENT

How to make Italy and Southern Italy more competitive www.invitalia.it

O

ne of the paths to follow towards Ita- backbone of our Country, as well as an extensive system ly’s development and growth goes of research and innovation and, above all, available and through the attraction of foreign inve- highly qualified human resources. stments,

possibly

those

of

high These are the factors which we are trying to draw Euro-

technological content. In order to pean investors’ attention to, but also that of countries favour them, Italy should become a like China, with which we can boast growing economic

more and more welcoming and attractive country with

and business relations, but which are still below their

well-equipped territories capable of creating homogene- real potential. The Asian giant can also take advantage ous production networks and competitive business of tools as such as the development contract which clusters. What is still lacking is, on the one hand, the favours the execution of significant business projects, presence of large manufacturing firms in the territory, especially in the industrial sector and in the areas of and on the other hand, a new culture based on public Southern Italy, with incentives up to 50 per cent of the administration’s simplification, law and taxation clarity total admissible investment. and slackening of bureaucracy.

This aspect can be seen in the strategic partnership which

Invitalia expressly operates, on behalf of the gover- Invitalia has started with the China Development Bank, nment, for this purpose in order to increase the

which was commissioned by the government of Beijing to

competitiveness of the territories and promote the inno- implement the "go abroad" policy. This Chinese developvation and the growth of the production system. Thanks ment bank plans to turn the ongoing cooperation with our to the experience gained day by day, we have realized

agency into a wider cooperation platform, which will help

that the obstacles and difficulties impeding the attrac- raise the volume of Chinese investments in Italy. Other tion of investments in Italy can be overcome when we

important actions concern the continuous activity in the

team up. There are some undeniable strengths that sup- Gulf countries, rich in resources and attracted by the creaport our work: primarily, Italy’s strategic geographical tivity of our firms. And Japan, a privileged partner in the position, which, being in the middle of the Mediterra- renewable energy sector, in which Italy has an undenianean Sea and in the heart of Europe, can count on an

ble leadership role and with which Invitalia, under the

overall market of 800 million consumers. In addition, agreement with the Bank of Tokyo-Mitsubishi, has favouItaly has a unique business network model made up of

red the establishment of new firms with high levels of

small and medium-sized enterprises, which form the

innovation. \\\\\

ITALIAN VALUE

NOVEMBER 2013

9

EDITORIAL MARTA DASSÙ, ITALIAN VICE MINISTER OF FOREIGN AFFAIRS

Expo 2015, a fair of ideas

T

he upcoming universal exposition, Expo

membership. This means there will be a lot of countries,

Milan 2015, is going to open in about 500

many of which will be part of the food and safety theme

days. It may seem like too little to wrap up a cluster, which is our Expo’s true novelty. laborious construction site as time is run- A second way to quantify Expo 2015’s guaranteed success ning out. The time is, in fact, plenty, as a

is the participation of the agricultural and food industry

great deal has already been accomplished

– that is to say, some Italian groups are already on board

thanks to more flexible regulations. Bottom line: do not

and we are counting on people’s support. Expo Milan

panic. The Italian Expo 2015 - or rather, Europe’s Univer- 2015 is indeed going to be an innovative exhibition. The sal Exposition of our quarter century - is absolutely

title itself “Feeding the Planet” invokes a key issue for

going to be a success. Initial difficulties at home have global development, and Italy has a lot to say about it. been overcome thanks to the shared commitment of our For six months, Milan will be the center stage of an innational government, the local authorities and the Expo

ternational exchange on topics such as food and safety,

2015 Group. The creation of a partnership between public

nutrition, water, healthcare, and new technologies.

and private investments, and the appointment of Giu- The General Commissioner for the Italian Pavilion, Diana seppe Sala as Chief Executive Officer, has strengthened

Bracco, and the Minister of Foreign Affairs, Emma Bonino,

the exhibition’s financial and executive structure.

are particularly keen on emphasizing women’s participa-

After our victory in Paris in 2008, the Italian Ministry of tion in the show. They created a network within and Foreign Affairs has furthered its international commit-

outside Italy, which will trace the path of women taking

ment and signed a headquarters agreement with Bureau part in the Expo – so that all women may take part. As such of International Expositions (BIE), while working to have

– for the virtuous bond between private and public inve-

more countries join the exhibition. The success of an expo- stment, for its very crucial title, which resonates at a sition of this kind is clearly related to the number and the global level – Expo Milan 2015 represents a new-generation commitment of its participating members. Our own com-

exhibition and an opportunity to revitalize the Italian eco-

mitment is to guarantee the participation of 130 countries nomical system. Not only will the exhibition attract a by 2013 – a goal which has been amply achieved and bea-

constant flow of tourists and investors, but it will also

ten. The presence of Asia, Africa, Europe and the Americas afford more visibility to the Italian agricultural and food will be substantial. The joint Expo-MAE mission in Bei-

sector. The Expo 2015 group has already estimated a flow of

jing, in Tokyo and in Seoul last July consolidated the investments for roughly one billion euro from all particigovernmental and industrial pledge of more Asian coun-

pating countries. Of this share, 60 million are expected in

tries. 32 African countries have already secured their

direct investments from China only. \\\\\

ITALIAN VALUE

NOVEMBER 2013

11

A JOURNEY INTO STYLE

A perfect blend of beauty and culture is the calling card of Italian products famous around the world: from design to food, from fashion to the mechanical industry, and ICE’s role in promoting them

↑ The Museum “Casa Enzo Ferrari”, inaugurated in Modena on 10th March 2012, is dedicated to the history and the work of Enzo Ferrari, founder of the Prancing Horse scuderia 12

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NOVEMBER 2013

COVER STORY ITALIAN EXCELLENCE

he “Made in Italy” brand concept comes from a very old idea, an inborn trait of Italian nature: we do not produce for ourselves, but for others. This is the reason for the trademark. No stone is left unturned when finding a market for the fruit of Italian labour. This attitude is made up of a mixture of necessity, pride, and generosity. Allow me to translate the concept into a statement: “No one makes things like we do. And we do not want to keep them for ourselves.

We’re generous with ourselves; we do not sell junk, leftovers. We do not sell ‘stuff ’, but something that has value in our own lives.” Just like Marco Polo did, but also the Etruscan merchants and the Italic merchants before him. And the Romans, too – who, more than sell, conquered. But come to think of it, Romans took roads everywhere, and with them the very idea of travel, but also technology, together with the art of the aqueducts and bridges. What was that, if not design? It was conquest, but also open contamination, without a heel pressed on the necks of other popolation.

It is not just goods that we trade with other people, but something more: pieces of our soul. This is Italy, and this is what we Italians are. Our products resemble us.

Not only that: they have the same atmosphere as our landscape. An interior and exterior landscape. Brains and hands, earth and branches. Fantasy and reality of plains, seas and mountains, people, smiles, food and wines.

The ICE (Italian Trade Agency) is at the service of this whole movement. It is a sort of congregation of missionaries, in the sense that it is spreading a religion.

T

ITALIAN VALUE

The religion of Italian excellence, to be promoted (and bought) in Europe, Asia, Africa, America, and Oceania.

The ICE missionaries have a clear mandate. They must see to it that the precious value of small and mediumsized Italian enterprises - those that do not have their own organisations for penetrating distant and difficult markets - becomes known and appreciated, overcoming all bureaucratic barriers, and that it is offered to anyone in the world who loves Italian beauty and practicality: two qualities that always go hand in hand, and which make us unique in the manufacturing products of all kinds.

It has been called “ICE” since 1945; its full name, “Istituto nazionale per il commercio estero”, means “National Institute for Foreign Trade”. It is the legitimate offspring of a ship; everything started with a floating trade fair set up on the ship “Italia”, which left the port of La Spezia on 18 February 1924 to cross the Atlantic and take typical Italian products to be discovered in Latin America, which is something strange for a government-run body.

The government had decided to charter the steamship “Ferdinando Palasciano”. It was rechristened “Nave Italia”, and a crowd of entrepreneurs, artists, and civil and political authorities went on-board. The huge rooms and decks were the setting for the “Travelling Trade Fair” to show the excellent, but still little known, “Made in Italy” products: silk, knitwear, jewellery, cars, bicycles and motorcycles, the Olivetti typewriter, “Campari bitter” aperitif, Lazzaroni biscuits, and Salmoiraghi eyeglasses. Cheeses and hams. Farm machinery. Everything! Two million visitors. The idea of “Made in Italy” NOVEMBER 2013

13

COVER STORY ITALIAN EXCELLENCE

- even if it could not be said in English because the use of foreign words was prohibited during the Fascist period - had been born, a champion from the start...

The experience of the “Nave Italia” led to the consolidation of other similar initiatives. INE in 1926, then ICE from 1945. Until, in 2011 it was reborn as ICE – Agency for the promotion abroad and internationalisation of Italian enterprises. It resembles that ship! It is streamlined and fast. It really does help make Italian enterprises known and establish strong cooperation among them and foreign ones.

What makes the “Made in Italy" concept unique the world over? The merging of beauty and culture. Beauty gives culture lightness, and culture gives beauty solidity. This, this magical alchemy, is at work in all our export fields. Thanks to the magic of the sweat of arms and brains, the treasures of Italian history and culture become an intangible part of tangible goods.

Italian design is thus embodied in furnishings, in sofas and kitchens, and characterises the most beautiful res-

idences in the world, but also gives atmosphere and class to less sumptuous dwellings.

And so it is in the fashion sector. Armani has this Italian magic. The woman wearing Armani was and is the emblem of an Italy that has broken out of the picturesque cliché of the “Italian mamma”, to become a synthesis of modernity, without, however, the German angularities and American excess. Armani manages to make grey colourful; his black garments make eye colours sing. This makes him unique. He started in Milan, but is at home in New York and Shanghai. Culture is transformed into jackets and suits, light, easy to wear, with pure, airy contours like certain female figures by Botticelli. Italian fashion.

Armani, Versace, Prada, Trussardi, and other stylists of this caliber pave the way for emerging companies. This is how it works: brands of international weight and value are grafted like oak trees into the garden of our extraordinary system of small and medium-sized enterprises, our little gems of the so-called “pocket multi-

LIFE CAN BE WONDERFUL WITH A GLASS OF BRUNELLO DI MONTALCINO, NESTLED IN A FRAU ARMCHAIR, WITH A DUCATI RUMBLING OUTSIDE 14

ITALIAN VALUE

NOVEMBER 2013

ARMANI MANAGES TO MAKE GREY COLOURFUL; HIS BLACK GARMENTS MAKE EYE COLOURS SING

nationals”, the fabric of enterprises to which ICE devotes its services.

This is true for fashion, but is also characteristic of all sectors. In addition to furnishings and fashion, there is the agri-food sector. It is enough to mention Ferrero, an international giant with its roots in the Langhe region of Piedmont: the high quality of its universal, while at the same time lovably provincial, products stands as a popular guaranty for Italian taste in food and wine. In the beverages sector, an extraordinary recent success is that of Prosecco (from Zonin to Maschio, right down to the less well known but no less valid brands), which has by now become the Italian alternative – less solemn, but clearer and friendlier, very “Veneto” – to stuffy Champagne.

Much older, but always new, like a fairy tale fountain, is Parmigiano Reggiano, the world’s most famous cheese, which offers the flavourful depth of a unique hard cheese. It lends itself well to a long aging process, now often even more than 48 months and up to 100.

Very much imitated, but inimitable. Alberto Savinio called it the “double bass” of cheeses. It gives solidity to the music, providing the constant note of harmony to the table of family and friends. A Verdi overture can be perceived; it is impossible to separate the expressive ITALIAN VALUE

power of the “Force of Destiny” from the destiny full of strength of this specimen of the art of dairy products.

In Boccaccio, the story of Calandrino celebrates the “mountain of grated Parmigiano”.

And the mechanical industry! There is nothing else comparable to a red Ferrari anywhere in the world. Its refined technology has the solidity of Leonardo and his fantastic contraptions. Owning one is like embracing the woman of one’s life. And there is no woman who does not adore the sound of that engine. And following Ferrari to China, the countries of the Persian Gulf, and Russia are the aforementioned multinationals of the Italian province, famous especially for the art of inventing and producing the “machines that make machines”.

There is a fragrance of beauty, a feeling of happiness evoked all over the world by the “Italian brand”, things “Made in Italy”. This is the gift that the “Belpaese”, the “beautiful country” and its people can offer other people to help them live better. Life can be wonderful, as in the Frank Capra film, with a touch of our sky and a ray of our sun in a Dolce & Gabbana skirt, in a sip of Banfi’s Brunello di Montalcino, or in a glass of Pio Cesare’s Barolo, nestled in a Frau armchair, with a Ducati rumbling outside. \\\\\ RENATO FARINA, writer (translation by Donna Meiss) NOVEMBER 2013

15

MARKETS GIORGIO SQUINZI

THINKING GLOBALLY Giorgio Squinzi, the leader of Italian industrialists, sees open international markets as the crucial turning point of a strategic vision for both Italy and the EU

16

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NOVEMBER 2013

IT IS NECESSARY TO EXPAND THE RANGE OF STABLE EXPORTING MANUFACTURERS

↗ Giorgio Squinzi, President of Confindustria

n the second quarter of 2013 Italian exports have grown, and are expected to grow by 2.9% in 2014, according to the study centre of Confindustria, one of the main organisations for entrepreneurs in Italy. The performance by Italian enterprises in foreign markets has sustained the entire national economy over the past few years. Manufacturing exports alone are worth an estimated € 500,000 million a year. “Our enterprises”, said Giorgio Squinzi, President of Confindustria, stresses, “are responding to the challenges of foreign markets with innovation by looking for new customers and studying new products for them.” The competitive capacity of the “Made in Italy” brand is consistant in the sectors of food, mechanics, capital goods, chemistry, pharmaceuticals, and aerospace. There is, however, plenty of room for improvement and the acquisition of new markets. “We need to widen the range of exporting manufacturers, in particular small and medium enterprises, by strengthening the activities of the ITA (Agency for the promotion abroad and the internationalisation of Italian enterprises) while keeping in mind the needs of the productive system”, Squinzi said. Squinzi has, for a while now, sustained that the ITA’s budget – currently € 30 million – should be considerably increased. “The present budget is absurdly insufficient for supporting those Italian businesses that wish to internationalise”, the Confindustria President stated on 23rd September, at the opening of the 31st edition of the International Exhibition of Ceramics for the Building Industry and Bathroom furnishings in Bologna (Cersaie). Squinzi, participating in this event also as an exhibitor, due to his role as sole administrator

I

The 5 most important sectors in wich Italy is first in the world in sales: 2011 (in millions of dollars) • Footwear • Packaging machines

2.655 2.509

• Ceramic tiles and flooring

2.475

• Leather handbags

2.183

• Sunglasses

1.919

Source: Fondazione Edison on Istat, Eurostat e UN Comtrade data

ITALIAN VALUE

NOVEMBER 2013

17

MARKETS GIORGIO SQUINZI

Number of products in which each Country of the G20 holds the first place in the world for commercial surplus with the foreign countries (on a total of 5.117 products)

576 429 298 235 123

106 76

Chn

Ger

Usa

Jpn

Ita

Ind

Fra

Kor

of MAPEI (a multinational operating in the building industry and similar sectors), recognised the value of an event such as the International Exhibition of Ceramics.

“If we manufacture in five continents it’s also thanks to the thirty-year participation in exhibitions such as this,

+2.3%

Export Growth in exports between January and August 2013; growth concerned all main sectors

11.1 bn

Commercial surplus The active balance of Italy compared to non-EU countries in the first eight months of 2013

18

ITALIAN VALUE

Source: Fondazione Edison on Istat, Eurostat e UN Comtrade data

1.397

which is a vital tool for internationalisation.”

Favouring occasions to develop business relations is a decisive factor. While concentrating action on the markets of emerging countries and, generally speaking, on those that show more growth potential, Confindustria organises dedicated missions to production chains in Asia, Africa and South America. The association of Italian industrialists, furthermore, provides enterprises – through meetings and conventions – with information on both the financial tools available today and the operative methods of funding programmes. Furthermore, through the territorial branches of Confindustria, many projects have been started up to strengthen the presence of Italian companies across the border. “We have to think globally”, Giorgio Squinzi stressed in Berlin at a conference last September; the leader of Italian entrepreneurs urged European politicians to adopt concrete measures of industrial politics, thus putting the economy back at the focal point of the States’ manoeuvre and laying the foundations for further cooperation – indispensable if the Eurozone wishes to compete on an international level. \\\\\ LEONARDO TESTI NOVEMBER 2013

INNOVATION AND STRATEGY The dynamism of Italian SMEs on the foreign markets must pave the way for specific internationalisation policies

n Italy there are approximately 187,000 small and medium enterprises that export, making up almost 54% of the country’s total exports. From 2007 to today, foreign sales of micro companies (those that on the international markets have a turnover of less than 75,000 euro) have increased by 31.3%. 2012 alone showed a 6.5% increase compared to 2011, as reported by research carried out by the Italian Confederation of Handicrafts and Small and Medium Enterprises (CNA). President Ivan Malavasi talks us through the potential of these productive realities.

What strategies are Italian small and medium enterprises implementing against the challenge of internationalisation?

“Micro, small and medium enterprises that export their products, directly or indirectly, mainly belong to the manufacturing sector. Most internationalised companies do not limit themselves to selling abroad, but they do tend to develop complex strategies, from productive

I

↑ Ivan Malavasi, President of the Italian Confederation of Handicrafts and Small and Medium Enterprises (CNA)

investments to joint ventures. The success of an internationalisation strategy is almost always dictated by the strengthening of the marketing side. Innovation is a very important component, together with promotion, marketing and communication. In fact, most exporting micro, small and medium enterprises owe their success largely to the very innovative products and services on which they have capitalised.”

What do these companies need when looking towards international markets?

“These companies are in the minority compared both to the total number of national companies and even to the commercial and media success of the “Made in Italy” product worldwide. According to ISTAT, though, it is largely micro, small and medium enterprises that contribute to NOVEMBER 2013

19

MARKETS IVAN MALAVASI

187,000 SMEs The number of Italian small and medium-sized enterprises that export their products abroad

+31.3%

Foreign Sales According CNA data, the increase of Italian micro companies’ foreign sales from 2007 to today

20

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more than 50% of all Italian exports. This should be kept in mind by those public organisations working in the coordination and promotion of internationalisation. The idea that internationalisation goes hand in hand with large corporations simply is not true, and the numbers prove it. However, internationalisation processes do not only correspond with exported turnover. Companies ask internationalisation institutions to provide initiatives and tools that give allround support to their plan to work abroad.”

Which factors make the exports of Italian micro enterprises competitive?

“Italy’s wealth is probably most represented by those small Italian enterprises that manufacture unique products; not just clothes, furniture and cheese, but also machine tools and precision devices. The essential competitive value of these companies is represented by the product and process innovations that they provide.

The problem for small enterprises is not their products, but rather the ability to penetrate foreign markets.

They need better training for internationalisation. Entrepreneurial associations could do more in this regard.

We have to make up for lost time on this front, if we want to help small enterprises make the necessary quality leap as far as export and internationalisation are concerned.”

Small and medium businesses mainly export their products to Europe and Africa. Can we expect to be able to expand our borders?

“Geographically speaking, we need to ditch the idea that international import-export relations with Italy are occasional, fleeting trends and infatuations. The crisis of the so-called BRICS (Brazil, Russia, India, China and South Africa), a strong monetary depreciation in some emerging countries and a drop in internal consumption in others, means it is harder now for our high quality products to access those that were, up until recently, considered the ideal markets.

Our main markets are, once again, established economies. The biggest problems that our companies face, however, are an artificially-strong Euro and Italian public administration. If we were able to resolve these issues, small companies would be able to unfurl their potential and gain in competitiveness. On every market.” \\\\\ FRANCESCA DRUIDI NOVEMBER 2013

A GUIDE TO EXPORTS The investment of a huge amount of resources is not the only way to develop business abroad for Italian enterprises.

There are other solutions or nine years, Compagnia delle Opere (an association of entrepreneurs and professionals who carry out their activities both in Italy and abroad) has been organising in Italy the event Matching 2.0. It is a series of international B2B meetings, in which themes of capital importance for enterprises’ competitiveness are developed. Among them, innovation is becoming more and more important.

Bernhard Scholz, President of Compagnia delle Opere, explains the challenges Italian enterprises have to face when dealing with foreign markets.

Matching 2.0 has followed 160 Italian enterprises in Russia, China, Brazil, Germany and Qatar. A new partnership has been established with Morocco and its building trade show. But why these countries? Are there specific opportunities for Italian enterprises?

“The choice of the countries depends on the strengthening, in recent years, of the relationships among some subjects whose abilities in internationalisation are widely recognized. Different destinations have been identified in order to best meet the needs of many sectors - such as the building industry - which are experiencing a difficult period. In fact, two events related to the building sector took place in Russia and Qatar. In other countries, especially in China, the system connected to the style of “Made in Italy” has been appreciated thanks to the high added value of these markets, and the collaboration with ICE (Italian Institute for Foreign Trade) and other institutional organizations.”

Established or emerging markets: which are the most promising ones and why?

“In the last few years, China, India, Brazil and Turkey have had an extraordinary economic development, but they have undergone a slowdown. In Brazil, the protests that took place between June and July, during the Confederation Cup and for the occasion of

F

ITALIAN VALUE

↑ Bernhard Scholz, President of Compagnia delle Opere

Pope Francis’ visit, express a need for counterbalancing the recent economic model. In order to achieve complete development, more attention to social and educational problems is required. It is necessary to face this challenge, although it underlines a high level of unpredictability as far as emerging markets are concerned. Firstly, it seems reasonable to take Africa into account, in particular North African and South African markets, as well as the Sub-Saharan countries. These countries, in which we expect a high increase of industrial and electrical production, thanks to their abundant mineral resources, need new economic infrastructures. Secondly, I would mention Southeast Asian countries.”

Nowadays which are the main factors of competitiveness in small and medium-sized Italian enterprises on international markets?

“Flexibility and problem-solving skills represent an aspect of Italian business that is scarcely acknowledged but contributes to make Italy the second manufacturNOVEMBER 2013

21

MARKETS BERNHARD SCHOLZ

ing economy in Europe. Furthermore, we must consider the factors that are universally acknowledged: innovation and high quality of Italian products, famous brands especially in foodstuff and fashion industries, and more generally in the luxury sector.”

How can enterprise networks create opportunities?

“Eight thousand enterprises contribute to achieve 80% of Italian exports out of a total of 190,000 micro, small and (few) medium-sized enterprises. This means that enterprise size is only one of the problems. Nevertheless, it is necessary to help Italian enterprises to deal with the international giants and in this case aggregation, which encourages collaborations among self-employed entrepreneurs, has proved to be successful. Some people believe that in order to be leaders of the foreign markets it is necessary to invest a large amount of money, conduct expensive market research and make frequent business trips. But we must fight this prejudice. There are instruments and professionals who provide the necessary support to start and strengthen the internationalisation process.” \\\\\ FD

MATCHING 2.0 HELPS ITALIAN ENTERPRISES TO BETTER UNDERSTAND MARKET CHANGES, AND WAYS OF FACING THEM

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CONSTRUCTION BUSINESS IS BOOMING Italian contractors must look abroad, where their know-how is appreciated

T

he Italian construction companies that operate in international markets are thriving.

Commissions from outside of the country make companies in the sector particularly solid, as these allow for an increased trust in short-time economic recovery. The Italian business firms working abroad represent 53.8% of today’s total, while overseas operations exceed domestic market activity in their third consecutive year. From 2004 to 2011, the overseas business has grown at a rate of 15% per year whereas the turnover in Italy went up by only 0.4. Massimo Rustico, Minister Plenipotentiary for International Activities at National Builders Association (ANCE) answers our questions.

Could you give us a clear picture of Italian construction companies working beyond our national borders?

“Our companies are present in 86 countries, thanks to their know-how, strong organizational and managerial skills: they are positively among the most competitive ones abroad. On the one hand, there are contractors that are already well-established in foreign markets. On the other hand, there are small and medium-sized enterprises that are now starting to internationalise to cope with major struggles at home.”

NOVEMBER 2013

What are the most promising countries?

“I would say the countries in the Mediterranean area and Eastern Europe. Algeria is a valuable partner for the environmental sector and for infrastructures, while Libya is going to constitute an interesting scenario for the future, as governments are making available plenty of resources to re-

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construct the country. In short: markets are out there, it is necessary to seize them and we are working hard to achieve this, thanks to a growing synergy with the Ministry of Foreign Affairs and its diplomatic network. We still have to make additional efforts on areas off the beaten path. South America is the main market (it represents about 30% of the entire turnover abroad); we will have to implement our strategies to break in the ASEAN region – an area with a remarkable high-growth rate. Australia, Canada, Indonesia and South Africa also represent important markets as miningrelated infrastructures are extremely interesting to us.”

There are many small businesses that want to venture abroad. What is the right thing to do to help them obtain their goal and what implementation should we run?

“ANCE is doing a lot to support their presence in international markets by organising various missions in the Mediterranean area as well as in Central and Eastern Europe. Foreign markets require the ability to propose, to project, to realize, to finance and to manage business ventures. It is therefore vital for small and medium-sized companies to join and to mutually support each other – even if this means gathering into a consortium, a business network or a temporary association so as to have the proper size to create the right economies of scale.” \\\\\ TERESA BELLEMO NOVEMBER 2013

23

MARKETS FERRUCCIO DARDANELLO

ITALY LOOKS BEYOND EUROPE Unioncamere supplements the support available to those companies looking towards internationalisation.

Here, Chairman Ferruccio Dardanello analyses the situation 24

ITALIAN VALUE

NOVEMBER 2013

← A view of Shanghai ↓ Ferruccio Dardanello, Chairman of Unioncamere

mportant steps forward have been made in drawing up a more effective strategy regarding exportation and the international projection of Italian businesses; for example the new ICE, the national foreign commerce agency. This, however, is not enough and, going by the estimates of Unioncamere – the union of the Italian Chambers of Commerce – over 70,000 Italian manufacturers are still nowhere near internationalisation, despite the fact that their products are ready to be sent over the national borders. The introduction of a network of over 100 internationalisation help desks in the various Chambers of Commerce throughout Italy aims to provide concrete support to businesses, as Ferruccio Dardanello, head of Unioncamere, tells us.

Under which profile should Italian businesses be assisted in penetrating non-European markets, which are more promising considering the negative trend of the Eurozone economy?

“For a business, moving abroad, especially towards more faraway markets whose cultures differ enormously from our Western one, does not just bring about administrative complications, but above all requires expertise and contact with the various markets. It is a difficult process to take on alone without professional assistance. This is why we have started up the World-Pass project, a network of

I

SAFER BEYOND THE BORDERS EXPORTS ARE BECOMING MORE AND MORE INDISPENSABLE. BUT COMPANIES MUST APPRAISE ANY RISK

E

ntrepreneurs must be more selective in the choice of the international markets to focus on and must overcome the dichotomy between ad-

vanced and emerging ones. This is the suggestion that emerges from the new export Report by Sace, an insurance and financial group that operates in the field of export credit, financial guarantees, credit insurance and investment protection. As the president Giovanni Castellaneta points out, “we should neither underestimate the recovery of mature markets which will keep generating the best opportunities and high export volumes, nor focus exclusively on the opportunities offered by BRIC countries, which will start to show the first signs of growth rate reduction.”

Which markets will offer the greatest potential?

“Our studies show that the key markets are the emerging economies: China, Brazil, Turkey, Romania, Poland and Russia, but also mature markets such as the United States, France and Germany. If considering a mediumlong term, other markets located mainly in Southeast Asia need to be mentioned, too. Our exports to these countries have not reached high levels yet, but they are about to achieve sustained growth rates in the next four years. We have renamed them as "next generation markets": I am talking about countries such as Indonesia, the Philippines and Malaysia, where exports will grow at an average rate of over 10%, as well as Chile (+8.9%), Nigeria (+9.4), Angola (+10.2) and Qatar (+9.7).”

And what about markets at risk?

“In North Africa, Italian companies will necessarily

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25

MARKETS FERRUCCIO DARDANELLO

↑ Giovanni Castellaneta, Sace’s president

continue to deal with a background of high uncertainty and instability. Nevertheless, this remains an area of strategic importance for our products.”

What are, in particular, the risks of exporting companies when interfacing with international

+10%

Growth rate The increase in the exports expected in the so-called "next generation markets": Indonesia, the Philippines and Malaysia

markets?

“Companies are well aware that when working abroad it is always important to identify, understand and evaluate all their counterparts’ risk profiles and of the country in which they plan to operate. While investors and builders are more exposed to risks related to the safety of the environment, and therefore to the risk of normative instability and political violence, exporting companies

€ 900

Million The amount invested by Sace for transactions in 2012 in the Middle East and North Africa, of which 113 in countries facing popular uprisings

are generally more sensitive to the counterparts’ reliability, in particular to the risk of non-payment. For this reason, nowadays more and more companies consider credit insurance as a strategic tool rather than a cost.”

How does Sace intervene?

“For years, we have been working on a collaborative programme with the banking system in order to support the internationalisation projects of Italian SMEs by providing them with secured credit facilities to finance their development plans abroad. In the context of the conventions signed so far, we have guaranteed credit lines amounting to 1.7 billion euro in favour of over 2,500 companies. Currently we still have 1.4 billion euro of funding available and we are working on a substantial strengthening of the program. Moreover, with the "SME non-stop" initiative, we have thought of a range of products entirely aimed at small and mediumsized enterprises, with favourable commercial terms and dedicated support services.”FD

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actual and virtual help desks for internationalisation: to provide our entrepreneurs with the tools and personal guidance they need to tackle exportation.”

As well as the BRICS countries, next generation markets are also starting to break onto the global scene: first and foremost Indonesia. Generally speaking, which are the most promising and stimulating markets for Italian exports?

“Indonesia is certainly one of the most promising markets, thanks to an intense development over the past few years that has improved the population’s economic conditions. In fact, potentially, many countries offer good opportunities for our businesses because their new-found economic wellbeing allows the local populations to start fulfilling new needs (and here the “Made in Italy” name is certainly one that is envied by the world) or accessing high quality know how, as possessed by many of our manufacturNOVEMBER 2013

INVESTMENTS manifacturing

(milions of euro) tertiary

Italy > China 2010

2011

150 119 100 50

18

0 -50

-14

-11

China > Italy 2010

2011

1000 784 750

672

500 386

350

250 0 Source: Embassy of Italy/Eurostat

ing sectors. For example, this is true for Turkey where Italian products are well received, making up 5.6 % of the local importation.”

How important a role do traditional markets – European and American – still play in the internationalisation of Italian products?

“Even though our businesses, often as pioneers began, a while ago began a process to differentiate the end markets which has led them to faraway lands, the USA and, above all, Europe are still very important markets. The recovery in foreign demand has certainly introduced some innovations, one of which is the scarce demand coming from European countries. The importation of products “Made in Italy” by EU countries was disappointing in the mid-term (+7.6 % annual average) and negative in 2012 (0.7%). In contrast, non-EU exports sky-rocketed, growing on average by 13.4% between 2009 and 2012 and at a rate that was in any case double the global average (+9.2% ITALIAN VALUE

compared to +3.7% in the year that just ended). On the other hand, the USA, like Russia, has driven Italian exports, thanks to a dynamic of approximately 16% of the mid-term. Moreover, the USA also maintained this dynamic in 2012, while Russia slowed down.”

Initial signs of progress for Italian companies are being recorded in China. In which way can the commercial exchange margin be widened in the Land of the Rising Sun? “It is certainly very high, also considering that China seems destined to become the top global market. The appeal of the “Made in Italy” brand is still low at the moment, considering that our exports make up just 1% of Chinese imports. However, it is undoubtedly a market that cannot be overlooked. One step forward in China, considering the values at stake, is worth at least six or seven steps in Brazil or Russia and this is something we should keep in mind.” \\\\\ FRANCESCA DRUIDI NOVEMBER 2013

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MARKETS VALTER TARANZANO

CLUSTERS’ ROLE IN COMPETITIVENESS

Innovation is a key element in global competition and there are several good examples of correct production management amongst Italian business clusters n the 1980s, scholars noticed that small Italian enterprises were rapidly increasing thanks to a noticeable growth rate, which surpassed the written records of the majority of other industrial enterprises in the nation. The expression “business cluster” came about to describe this production model. It identifies a specific geographical area in which several small interdependent manufacturing businesses are concentrated. According to the latest report by Unioncamere's agency that monitors different Italian clusters, Italy now hosts 101 such clusters, which operate in various sectors of production. For instance, the eyewear industry based in the Veneto region, the chair manufacturing in the Friuli-Venezia Giulia area, the ceramics production and the biomedical industry in Emilia-Romagna, and the textile industry in Tuscany are noteworthy for the number of businesses they involve and for the volume of their production. “The business cluster model is made of real companies and real entrepreneurs, which are the essence of our economy” says Valter Taranzano, President of the Italian Business Clusters Federation.

How did Italian business clusters take shape over time?

“In recent years some business clusters reformed their

I

↗ Valter Taranzano, President of the Italian Business Clusters Federation

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governance, others played out the internationalisation card – an inevitable fact nowadays – while others are counting on more innovative projects. The latter have been the most courageous and, I think, far-sighted, in that innovation is now a decisive element in global competition. I am thinking of the remarkable case of the ceramics cluster in the province of Modena (Emilia-Romagna) in which new project plans have focused on environmentally-friendly, sustainable production processes. The cluster there fostered a number of technological reforms, so that the critical, post-earthquake environmental situation in the area became an opportunity for the industry to re-render a newly characterized finNOVEMBER 2013

Market share of the Italian district enterprises for geographic area 5.8% South 50.3%

26.4% Central Italy

Source Intesa Sanpaolo

North-West

62.6% North-East

www.clubdistretti.it/mappa-dei-distretti

ished good. These producers were able to save up to 50% of power expenditure by enacting a recycling policy of raw materials such as water. Furthermore, single companies adopted a new-generation of management technologies for their products like environmentally-conscious certifications such as Ecolabel and Leed.”

Can you think of another relevant example that deals with the reformation of the production process?

“Well, another evolving district is the footwear business cluster based around the Brenta Riviera in Northern Italy. Companies in the region are creating a local network to connect to the global one while consistently subsidizing their exports that are now close to 91% of the whole national production. In doing so they created a variety of interesting business models that leading corporations outside the district have already begun to imitate.”

Speaking of competitiveness: how does the Italian model compare with the international market?

“In terms of competition and internationalisation, there are many clusters that have obtained significant results. Even in this case, I can name some examples: the food industry cluster in the Northeast part of Italy, for instance, registered a +10% in export sales over the last year. Even more, do consider that companies must deITALIAN VALUE

vise specific strategies for overseas commerce given the thorniness of the confectionery and sweets sector.

Such is the case of Easter-time sweets that are marketed to Canada and Australia, many of which must be produced well ahead of Italian-marketed products due to an average 45-day shipping time.”

So, what are the strengths of these enterprises worldwide?

“According to a recent publication by Intesa Sanpaolo, the current clusters in the Veneto and the Trentino region, both in the Northeastern Italy, are bolstering their export sections to get stronger in competitions on a global level.

The liveliness of these clusters and a sensibly improved stance of their corporate associates are proof of entrepreneurs' intention to focus their forces on crucial activities such as innovation, internationalisation and marketing.

Within a given cluster medium-sized businesses do benefit the most from an intensified competitiveness, particularly if they are within a "historicized" cluster.

Cooperation allows them to get to farther, harder-toreach markets, especially because you have to overcome a complex, labyrinthine international legislation. These companies would hardly succeed outside of the business clusters.” \\\\\ NICOLÒ MULAS MARCELLO NOVEMBER 2013

29

THE VALUE OF ITALIAN FOOD AND WINE

The priorities for the Italian primary sector are “Made in Italy” brand protection, the promotion of Expo 2015 and the access of young people to the sector

32

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NOVEMBER 2013

AGRICULTURAL POLICIES NUNZIA DE GIROLAMO

taly has the highest number of agroindustry product quality certifications in the EC while export in the sector is also at a significant level. From the beginning of 2013, a 7% increase in exports has been recorded, as reported in a survey by Coldiretti - one of the most important organisations of agricultural entrepreneurs in Italy and Europe - based on ISTAT data from May. “The agroindustry sector has always been crucial in the Italian economy”, Minister De Girolamo highlights, “and is also one of the few to remain viable and maintain a positive trend in the present global scenario of recession and with a drop in consumption. In my opinion, it is extremely important to add value and encourage the agro-industry sector in order to re-energize the entire national economy.”

What are the short and long-term programmes aimed at sustaining agroindustry?

“We need to act to relaunch the sector, especially by favouring generational turnover. We need to motivate young people to return to agriculture, let them appreciate that it is a strong sector in which it is worth investing. This is why I am working to encourage more young people to enter this sector through concrete measures such as a 25% increase in direct aid - which is now mandatory - and by making credit- and land- access easier. Finally, I intend to act in defence of the “Made in Italy” brand, helping it grow in international markets.”

And regarding the fishing sector?

“Important steps forward have been made with the reform of the Common Fishing Policy (CFP) which will come into effect from next January. Nonetheless, the entering into this agreement does not mean I will stop working at the European level; as a matter of fact I have every intention of continuing the debate in the perspective of giving new life to a very important sector for Italy. The real key point will be succeeding in finding a balance between the need to allow our sea resources to grow and the needs of those who make a living from fishing, so that the fish stock protection

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← Nunzia De Girolamo, Minister of Agricultural, Food and Forest Policies

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measures are always adapted to the needs of the territories affected by them.”

How can we encourage and accompany agricultural companies through the increasingly necessary processes of internationalisation?

“Together with Ministers Bonino, Bray and Zanonato, we have already promoted the idea of a “steering committee for the internationalisation of Italy” – also including agricultural organisations – in order to launch a large campaign to improve our image abroad. Expo 2015 will be our test base. It is an occasion to promote Italian products that we simply cannot miss, since it will serve to double exports and strengthen our presence in international markets. In the meantime, we must continue our communication activities, and introduce our products to foreign customers, in cooperation with Italian embassies and the ICE (National Institute for Foreign Commerce). Our products in this sector are in demand in the world because they are the best.

Knowing this, we have to work hard to ensure that the “Made in Italy” brand is recognised and recognisable and finds the space it deserves on the global scene.”

A crucial theme also for the agroindustry is counterfeiting. What strategies could we use against it?

“Counterfeiting and Italian sounding imitations are illegal processes that threaten our products in international markets. We are producers of excellence and, because of this, everyone wants to imitate our products abroad.

A phenomenon that damages us on the economic level, with a loss of approximately 60,000 million euro, but not only there. It is a cage that stops us from growing, thus preventing job creation and the recognition of those proNOVEMBER 2013

33

52 bn

Cap Total amount of the new Common Agricultural Policy grants in support of Italian agriculture to be awarded between 2014 and 2020

248

Products The number of Italian agricultural products and foodstuffs protected with names of quality (PDO, PGI and TSG) recognised in December 2012 by the EU (nine more compared to December 2011)

ducers who work hard and legally every day. This is why I intend to ensure that quality, label reliability and traceability of the supply chain towards the final markets - both nationally and internationally - become tools of transparency and inspection in order to protect honest Italian producers and all customers.”

What goals was Italy able to reach in Brussels with the approval of the Common Agricultural Policy 2014-2020?

“It was job well done and the results of the talks shows that. For example, I refer to: the exclusion of tree and rice cultivations from greening obligations; the improvement of interior convergence; and the 25% increase in aid given to young entrepreneurs that we made mandatory in the first five years of business. Within rural development, subsidies have been drawn up for start-up companies while thematic sub-programmes have been created for female entrepreneurship.”

Regarding the Common Market Organisation, what results have been reached?

“We have been able to protect the wine sector with a system of authorisations that will be in place up to 2030, just as we have decided to intervene on durum wheat. Another important innovation is the productive programming for guaranteed quality hams. In any case, now we must turn our attention to Italy: we have to successfully invest the 52,000 billion euro to re-energize our agriculture and give life to a real national agricultural policy.” \\\\\ FRANCESCA DRUIDI 34

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TRUE ITALIAN FLAVOURS Certified quality Italian food products are greatly appreciated abroad

talian exports of food and beverages amounts to about € 32 billion and wine exports occupy first place with € 4.7 billion. In 2011, certified Italian products with the PDO, PGI and TSG seals, destined for the foreign markets amounted to 424,000 tons, equal to an increase of 5.5% over the previous year, in other words, a third of the entire certified quality food production. Export of certified food products with an increase of 6.9% is valued at € 2 billion. The cheese sector has the highest percentage of exports (51%) with 122 tons exported and valued at € 1 billion. Next come the fruits and vegetables sector (37%), with 190 million tons exported with a turnover just slightly under € 150 million; Balsamic vinegars (15%) valued at € 243 million; and finally meat product exports amounting to € 445 million. “About 50% of the products exported - explains Mario Guidi, President of Confagricoltura, one of the Italian associations that represent Italian agribusinesses - are sold through wholesale importers. However, the percentage of sales through buyers of the foreign mass retail chains is quite high at 31%.”

I

NOVEMBER 2013

AGRICULTURAL POLICIES MARIO GUIDI

Which Italian products are the most well-known and most requested abroad and which countries are most interested in Italian products?

“Apart from wine, which is the most well known Italian product abroad, the total value of cheese exports is of great interest, unfortunately, its total exports (about 67% of the volume and 80% of the sales) is only attributed to two principal products: “Parmigiano Reggiano Dop” and “Grana Padano Dop”; as for meat products, “Prosciutto di Parma Dop” alone represents 60% of the total export volume equal to 38 million tons which is 67% of total export earnings equivalent to € 445 million. “Prosciutto San Daniele Dop” has an elevated growth rate in both volumes exported (over

↑ Mario Guidi, President of Confagricoltura, an Italian association of agricultural food products

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35%) and turnover (over 42%); and then there is “Mortadella Bologna Igp”. The main destination of these products is the European Union (65%), followed by the USA (12.5%) and other non-EU countries (9%).”

What is the situation from the promotional point of view of Italian products abroad?

“Promotion initiatives are critical for the advancement of Italian products abroad. Confagricoltura has launched various initiatives such as bringing in foreign operators in some strategic sectors. The exports of high quality agricultural products stimulate the production of all Italian products. It should be promoted further by focusing on emerging markets. It is necessary to plan adequate initiatives to deal with the piracy and “Italian sounding” phenomenon.”

Italy is the European nation with the most number of citations among which PDO, PGI and STG. Do these distinctions bring in economic pay offs for Italian producers?

“If you consider that, out of 220 Dop and Igp products, less than 10 make up the entire production, one can say that these citations are a great help for those producers that follow precise distribution channels. The international Dop or the Igp seal is only one way to safeguard the products’ geographical name and method of production. Among other things, the Igp seal is an international citation since not all nations recognize the European Dop seal. However, there are many ongoing exchange agreements of certified quality products between the EU and non-EU nations. The Dop and Igp seals are not synonymous with export, but an added protection to safeguard the characteristics of quality Italian products in the global market. It offers good opportunities, if combined with the characteristics required by foreign markets.” \\\\\ NICOLÒ MULAS MARCELLO NOVEMBER 2013

35

AGRICULTURAL POLICIES OSCAR FARINETTI

“A SLOW AND FABULOUS REVOLUTION”

The old small shop is back in vogue on a small scale, while Italian excellences find a new way to get known abroad.

The experience of Eataly

oast chicken, 24-month Parmiggiano Reggiano cheese, raw ham, fresh ravioli filled at the local pasta shop, Lurisa fizzy drink, aromatic vinegar, the wide range of extra virgin olive oils and, among the desserts, the nougat from Piedmont (Northern Italy): this is the ranking of the best-selling Italian products in the heart of Manhattan, inside the New York branch of Eataly, one of the most popular Italian shops of the Big Apple. Figures show that it is an international showcase: visitors range from 6,000 to 12,000 during the week, up to 20,000 people at weekends. America is the second foreign country to host an Eataly store (in Japan there are 11 shops). Nevertheless, Oscar Farinetti, the creator of the project, points out that this is neither

R 36

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a chain store nor a niche distribution network for a few distinguished people. In order to understand what is happening, it is necessary to investigate the Italian agri-food universe, whose quality and certification have increased. Just one example: traditional Italian agri-food products have more than doubled from the year 2000 to 2008. This change requires new channels of fruition; in fact, if during the 70s the giant supermarket was an original way to sell groceries, today the old small shops are back in vogue again. Here the seller must play an active role, that is to say selecting quality products to be offered to customers.

Supermarkets and new food “concept stores”: to what extent can we consider it a rivalry?

“Today hypermarkets of big dimensions and located NOVEMBER 2013

@Eataly

www.eataly.com

I BELIEVE THAT QUALITY PRODUCTS SHOULD BE READILY AVAILABLE AND, ABOVE ALL, ACCESSIBLE TO EVERYBODY in the suburbs should be avoided because those who go there spend much more than is necessary. For this reason, medium-small size shops, on a more human scale, are making a comeback. Here, the contact with the seller is easier and the relationship is based on trust. Yet, I do not agree in defining these small shops as “niche places”. I believe that quality products should be readily available and, above all, accessible to everybody. It is the beginning of a slow

↖ Oscar Farinetti, Founder of Eataly ↑ The Eataly shop in New York

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but fabulous revolution.”

The number of Italian quality labels is increasing. Is there the risk that the system of guaranteeing excellence products may become too overloaded?

“It is more than a risk. Nowadays there is great confusion among the labels with certified designation.

I think at least three-quarters of the current protected designations should be abolished. But we cannot generalise and throw into the pile, for instance, the Slow Food organisation, which instead was created with the sole purpose of product protection. Our country should take its most important brand back, that is to say the Italian flag. Our flag should be used as a symbol of all products sold abroad, it should be the only true symbol of Italian NOVEMBER 2013

37

products’ authenticity.”

What is the difference between a cheap and a high-quality dish, also in terms of costs?

“The difference between a dish of industrial pasta and one of handmade pasta is usually only about 20 or 30 euro cents, as well as between common rice and the “Carnaroli” type (medium-grained rice grown in the province of Vercelli, Northern Italy). Then, there are some categories of products in which the price difference is remarkable, such as wine and drinks in general. But the gap is often filled with quality. Talking about fish for example, we can buy 3 slices of fresh trout instead of 6 slices of industrial salmon. At the same cost we have gained in health”.

What is the relationship that links Eataly to Slow Food? “ The role of Slow Food is very important for us.

From a strategic point of view, it helps us to follow the way of good, clean and fair food, the three pillars of the Slow Food philosophy. The aim of this association from Piedmont is to control and verify that the quality of the products offered meets expectations and that producers who are part of the Eataly circuit do not compromise the quality of their production to satisfy an increasing demand for their products.” \\\\\ RENATA SACCOT

38

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THE VALUE OF HEALTHY AND CLEAN FOOD Slow Food association is working to restore dignity to agriculture. A sector which, in the words of Carlo Petrini, “is a system of core values for the planet” enuine food means giving more value to local food thanks to a local distribution network that shortens the supply chain, with lower prices for consumers. These are the fundamental aspects of Slow Food, an association founded in 1989 in Bra, Piedmont, in north-western Italy, to promote the culture of food and taste education. “Local distribution – states Carlo Petrini, Founder of the Association – means less negative external factors affecting the local economy, environment, manufacturers and, finally, consumers”.

What has changed in collective consciousness following the foundation of the Slow Food International Movement manifesto?

“The great merit of Slow Food has been to restore dignity and prestige to the figure of the farmer. Agriculture has too often been considered as a legacy of the past characterised by strain, misery and ignorance. On the contrary, the agricultural sector is a complex system that promotes environmental, social and cultural values with a very important role in the international economy. Traditional knowledge, respect for ecosystems and social justice are the fundamental features on which our agriculture should be based. We could have significant advantages, with a cutting-edge and sus-

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NOVEMBER 2013

AGRICULTURAL POLICIES CARLO PETRINI

↑ In 1986, Carlo Petrini founded the ArciGola, Gastronomic Association in Italy, and three years later in Paris launched Slow Food, a global organisation with supporters in 150 countries around the world

tainable local economy.”

Given the elevated prices of foodstuffs, are you not worried that eating healthy and genuine food becomes a privilege for those few lucky people who can buy quality food?

“I have been fighting against this false opinion for years. Eating healthy, good and genuine food is a right to which everyone should be entitled and also an achievable goal. Food expenditure is only 16% of the household income; the consumption of Italian families has moved to other goods, such as mobile phones or satellite TV platforms, to the detriment

of our diet. In addition, we should pay more attention when doing our grocery shopping. A ready-to-eat packet of lettuce costs 10 times more than a head of biological lettuce. In short, we must return to the seasonality of products, spend more time when doing our grocery shopping in order to choose the best product while paying attention to the price, eat meat no more than twice a week, cook using unprocessed raw materials and not rely on pre-cooked and frozen foods, which are certainly expensive and often of poor quality.”

After the many initiatives which have been put forward in recent years, is there still something you wish to achieve?

“Slow Food has always worked to free agriculture from an industrial approach, but there is still a long way to go.

There are many interests that hinder this process. But we go on by promoting the development of the local economy and small-scale productions against industrial agriculture. Our dream is to achieve food sovereignty for all citizens of the world, without compromising the future of our planet. The challenge is not about an increase in production, but rather a better distribution of food resources.” \\\\\ EUGENIA CAMPO DI COSTA

@SlowFoodHQ www.slowfood.com www.terramadre.org

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NOVEMBER 2013

39

AGRO FOOD INDUSTRY CARLO CARAMEL

WHERE ONLY THE VERY BEST BOTTLES ARE PRODUCED Prosecco, a white wine produced in the North-east of Italy, has increased its sales by 100% over the last ten years. Here we find out which is the most popular throughout the world he elegance and freshness of north-eastern Italy’s typical white wine makes it a rival even of champagne. Prosecco, renowned throughout the world for its sparkling version, comes from the Glera, a characteristic grape of the Veneto and Friuli Venezia Giulia regions. But this alone certainly does not explain its huge success. Carlo Caramel, head of Canevel Spumanti, highlights the most important aspects of the production. “We have always tried to create an excellent sparkling wine,” Caramel explains, “that valorises the qualities of the Glera grapes, from which all Proseccos are born. The grapes are selected with extreme care and turned into wine through a pure, soft pressing process. The controlled-temperature fermentation gives life to a fruity, elegant, lively, pleasant and delicate sparkling wine. The decisions we have made are bringing us success. For example, the historical method for producing sparkling wine, that is the Charmat method used for Brut, Extra Dry (which is the traditional and most consumed version) and Dry versions, is becoming more and more appreciated compared to the more burdensome and classic Champenois method.”

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↑ Carlo Caramel, director of Canevel Spumanti, with its headquarters in Valdobbiadene (Treviso)

NOVEMBER 2013

www.canevel.it export@canevel.it

The confirmation of Prosecco has brought with it a real upheaval in the market. How have you reacted?

“With over two million hectolitres produced, it is the most produced wine in Italy and is exported all over the world.

Canevel Spumanti, however, is based in Valdobbiadene, or rather, in those hills in the Veneto region where Prosecco was born, and therefore we feel the need to stand apart from those products that do not have the same link to tradition. Firstly, we have eliminated the word Prosecco from our labels, calling our sparkling wines simply Valdobbiadene. We believe that only through valorising the traditional production area can we safeguard the decades of work that have made it famous throughout the world. It is no coincidence, in fact, that today the Valdobbiadene hills have been appointed “controlled and guaranteed designation of origin”, an Italian brand used in wine-making ITALIAN VALUE

to certify the area of origin of renowned products. Furthermore, in addition to pursuing the highest quality, by refining technologies and gaining new experiences in the Charmat fermentation processes, we are also looking into organic wine production, in particular wine with a very low added sulphurous dioxide content. We aim to be ready with an organic, sulphite-free product very soon.”

What consumption trends have you most frequently found?

“The daily lifestyles of each country are changing, bringing with them different consumption habits. But one consistent trend, even in Italy, is the deseasonalisation of the product and the decrease in how sparkling wines are bound to certain occasions. The number of occasions in which the Prosecco glass is raised is on the rise all the time.”

What are your next goals?

“We intend to strengthen the German market and develop the North American one, but to do so we need to work with nature’s timing. We could easily buy a Prosecco, turn it into a sparkling wine and package it ourselves: in two months we could deliver it to every corner of the world. But we would not be living up to the company’s name: Canevel, in fact, in our dialect means the place in the wine cellar where the vinedresser locks the very best bottles away. And the very best bottles are obtained in a different way.” \\\\\ RENATO FERRETTI NOVEMBER 2013

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FOOD PRODUCTS ENRICO GIOTTI

THE TASTE OF FLAVOURINGS

In the food industry, Italian tastes and ingredients are a point of reference for consumers around the world. Enrico Giotti tells us more about it

he aromas of the Mediterranean and the tradition of Italian flavours offered to the international market through innovative technological solutions adaptable to all industrial processes: this is the specialisation of Giotti, a Tuscan company in Florence, which produces flavourings for the food and beverage, pharmaceutical and nutraceutical industries. “Italian characteristics,” explains Enrico Giotti, Managing Director, who runs the company alongside his sister Costanza (Administration and Finance Director and member of the Board of Directors) and his uncle Giovanni (President), “represents a major key to our commercial success. Just think of sectors like those of ice cream, pasta or even sauces and condiments, where Italian tastes and ingredients are recognised as a point of reference for consumers around the world. Moreover, the beverages industry represents our crowning glory, as we are a partner of the main local and global brands.”

Your offering includes over 15,000 flavourings. Do you have different lines?

“Natural and natural-identical flavourings, spray-dried and micro-encapsulated complexes, powder blends,

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↑ Standing, the siblings, Enrico, Managing Director, and Costanza Giotti, Administration and Finance Director and member of the Board of Directors. At the centre, Giovanni Giotti, President of Giotti of Scandicci, Florence

NOVEMBER 2013

GIOTTI AND GIO-CAN: NOT JUST FLAVOURINGS

G

io-Can, Giotti’s beverage division, was es-

tablished in 2009, with the acquisition of a company from Fidenza, in the Emilia-Ro-

magna region of Italy, which allowed Giotti to enter the can filling industry. With this substantiation of the new drinks branch, Giotti launched a plan of investment and innovation for the upcoming years.

Gio-Can focuses on the European market with new and trendy formats of canned drinks (355 ml and 568 ml), as well as a whole range of products already available. Gio-Can has significantly contributed to the financial success of the group, increasing its turnover from €24 million in 2009 to the current €42.5 million. The new division is also the calling card that Giotti presents at the main trade shows both in Europe and on the other continents (Private Label Manufacturers Association, Food Ingredients Europe, Gulfood), where it presents itself as a partner for the mass distribution industry and for branded products. www.giocan.com

www.giotti.it sales@giotti.it ITALIAN VALUE

distilled extracts, juice concentrates and spray-dried juices make up part of our product portfolio, which we offer in liquid, powder and emulsion form. The whole range is the result of a great attention to quality during all aspects of the production process. Technology, combined with innovative and constantly updated processes, allows us to develop, alongside our customers, modern and unique solutions, as part of the designing of food and beverages.”

Is your production certified?

“We start by selecting qualified suppliers and then carefully choose the raw materials (all traceable); subsequently, in production stages, we use high tech systems and implement strict controls and verifications at all processing stages in accordance with the provisions of the Hazard Analysis and Critical Control Points (HACCP). Furthermore, in addition to the ISO 9001:2008, BRC/IFS and the Sedex Members Ethical Trade Audit (SMETA) 4 Pillars Certifications, we have obtained the Kosher and Halal certification and we NOVEMBER 2013

43

FOOD PRODUCTS ENRICO GIOTTI

FROM A SMALL BACK ROOM

G

iotti was established in the late 1920s by the

entrepreneurial spirit of its founder, Enrico Giotti, and then it developed thanks to the

were the first in Italy and second in Europe to produce certified organic flavourings, extracts and raw materials”.

Extraction and distillation are age-old processes, emblematic of the work of flavourists. How have you reinterpreted these processes using more modern technologies?

“Our line of extracts, used across all product sectors, represents one of our major features, which only a few other companies in the industry can claim, and it therefore increases our competitiveness with respect to manufacturers that only produce flavourings. With the know-how we have acquired and our direct control of both the production of flavourings and extracts, we can actually exploit their respective special features to the maximum extent and create synergies of tastes and aromatic combinations that give added value to products. Our flavourists have a full range of cutting-edge tools available, including various spectral libraries that are constantly and dynamically updated.”

How do you progress from libraries to flavourings?

“Libraries are created with standard isolated aromatic molecules, essential oils, absolutes and extracts of all types from all over the world. These provide flavourists

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commitment of his family, now in its third generation. Originally, Enrico Giotti ran a bar in the heart of Florence, in via Ghibellina and, in its back room, he created essences such as orange, lemon and mandarin paste and soluble extracts for fizzy water.

In 1938, Giotti opened a new workshop dedicated to developing products intended for flavouring foods, which later became a factory, in 1951, for the industrial production of essences and flavourings. In 1959, the baton was passed to his son Gianfranco, then supported by his brother Giovanni. Together, over the next decade, they further developed the enterprise into an industry, transferring it to its current base in Scandicci, Florence. In the late 1990s, with the entry into the company of Gianfranco's children, the company began the process of internationalisation, which still continues today.

with the basic elements to be able to assemble, disassemble and recombine any flavouring base. Every year, we create roughly 800 new formulations. The new formulas are adapted and customised by our food technicians based on the flavouring objectives to be achieved.”

What role, today, is played by juice concentrates?

“Products that use fruit and fruit juices are increasing: not just drinks and ice creams but also confectionary products, such as desserts and snacks. As a flavourings NOVEMBER 2013

company, it is important to manage juices directly in their various types. One must be aware, however, that the expected results in the finished foodstuff can only be pursued through an appropriate selection of raw materials and the optimisation and balance between the juice and the respective flavouring, used as reciprocally complementary ingredients.”

How important is innovation for you?

“It is a fundamental value. Innovation means, in particular, being able to adapt to international scenarios, meeting the requirements of potential customers and being ready for and proactive towards rapid changes.

It is by following these principles that the company, albeit in continuous growth, maintains research, flexibility and personalised customer service as the fundamental cornerstones of its commercial supply. In an often depersonalised market dominated by multinational companies, personal and customised relationships with customers are our guarantee. And ITALIAN VALUE

flexibility in providing immediate solutions is our trademark.”

To which extent does product research contribute to your commercial success?

“Success can be measured by the benefits that are achieved from using our flavourings, extracts and juices with high added technological value – crucial factors for keeping in step with both traditional and innovative food products. In order to achieve this, we continue to invest in research which does not stop at merely creating new flavourings, but continues from the moment they are used in foodstuffs by way of careful assessment of their stability throughout their whole shelf life. This is why we are constantly in contact with our customers in order to identify, with them, the ideal solutions to help them increase the efficiency of their production processes while making their products more attractive, through the use of custom-made flavouring solutions.” \\\\\ LUCA CÀVERA NOVEMBER 2013

45

EXPO 2015 DIANA BRACCO

ITALY MEETS THE WORLD

The Universal Exhibition operative phase started a while back and the whole world has its eyes on Milan.

Through the final march towards 2015 ccording to a survey promoted by the Chamber of Commerce of Milan and the Expo 2015 Managing Body, the economic spin-off produced by the event between 2012 and 2020 throughout Milan and Italy will be € 24,700 million, with an estimated added value increase of 10,500 million, and 199,000 people employed directly or indirectly. Diana Bracco, Expo 2015 president and commissioner-general for the Italy Pavilion, confirms these forecasts and highlights how the Universal World Fair will be an exceptional anticyclical flywheel of economic and employment growth and an extraordinary opportunity to relaunch Italy’s image in the world. For Italy, the Expo also has the potential to attract capital: in fact, foreign investments amount to over € 1,000 million. Germany and Switzerland have already established budgets of 40 million and 19 mil-

A

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lion euro respectively for their pavilions, Russia approximately 30 million and from the Gulf countries we forecast over 150 million, while the People’s Republic of China will have the second largest pavilion in the exhibition complex after the Italian one. “This international support”, Diana Bracco continues, “is joined by the enthusiasm of the business world, starting with the president of the Italian Entrepreneur Association Giorgio Squinzi and the numerous official partners of Expo 2015: from Fiat to Telecom, Intesa San Paolo, Coop and Illy, Accenture, Cisco, Enel, Finmeccanica and Came. The investments made by the Expo’s first private partners have already exceeded 250 million euro.”

Are you satisfied with the Italy Pavilion?

“The winning project - created by the project-based enterprise made up Nemesi&Partners of Rome, Proger of Pescara and Bms Progetti of Milan - is wonderful and is a further demonstration that Italy has all the cards for a successful exhibition giving its visitors an unmissably exciting experience.”

The Pavilion is inspired by plant nurseries. How can we nurture young talent and create work possibilities for them?

“The nursery idea personifies an important trinity for the future of our country: innovation, youth and talent.

These are the keys for a “renaissance” of the industry.

The Pavilion was created to be a place for and a symbol of new generations: a protected area for growth, development and training. A laboratory of ideas to help projects to grow as well as a reference point for innovative talents, renewing the concept of Italian excellence combining tradition with new and original approaches. At the centre of the building will stand the “tree of NOVEMBER 2013

@Expo2015Milano

life” - a symbol of Italy, its industry and the treasures of its history, landscape and gourmet foods and wines: a reference point for entrepreneurs and researchers.”

How many visitors are you expecting?

“We are expecting 20 million visitors. Approximately 13 or 14 million from Italy; 3-4 million from Europe, mainly from Spain, Switzerland, the United Kingdom and France; and 3 million from non-European countries, a million of which from China alone. Overall, we expect a spin-off for the tourism sector of approximately 4.8 million euro. The Italy Pavilion will provide visitors from all over the world the magic of a trip throgh our peninsula. Thanks to contributions from the Regions and the local organisations lining the Cardo (main avenue of the complex, based on early Roman urITALIAN VALUE

en.expo2015.org

ban fabrics), we aim to reignite a desire to visit the Bel Paese, on a global level. The aim is to create a revival of the grand tour of the 1700s and 1800s. The Italy Pavilion will also be a flagship store for the best of our speciality products.”

The Expo’s theme, as is known, will be “Nourishing the planet, energy for life”; how can this event be the driving force for our food and agriculture sector’s areas of expertise?

“The Universal Exhibition will allow us to promote our areas of expertise in fields linked to sustainable development, renewable energy and, naturally, agriculture, craftsmanship, and the food industry that have a high potential for growth. Italian food is one of our strong points worldwide. But the Expo is also a chance to promote Italy’s NOVEMBER 2013

47

↑ Giuseppe Sala, Ceo of Expo Spa, Enrico Letta, Prime Minister of Italy, Roberto Maroni, President of Lombardy and Giuliano Pisapia, Mayor of Milan

many productive, technological and scientific areas of expertise. Just think of agricultural machines and those for food processing that have been recognised as avant-garde technologies: machines for the efficient use of raw materials, agricultural pharmaceuticals, fertilisers that increase the agricultural yields of many developing countries, veterinary medicines and processes that maximise food production and conservation.”

At the beginning of the so-called Expo-days, there was much talk of wasting food. How will this concept be analysed?

“The Expo will confront the challenges of healthy, safe and sufficient eating for all with a look at sustainable development. This will be undertaken through varied themes ranging from agriculture and biodiversity to food safety and quality, from the innovation of the food industry supply chain to cooperation and development in nutrition, and from food education to the relationship between food and culture. The matter of food wastage will be a central theme among these.” \\\\\ RENATA GUALTIERI 48

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INTERNATIONAL CHALLENGES The Italian project for Expo 2015 conquers worldwide trust he number of enrolments in the Universal Exposition, which will take place in Milan in 2015, continues to increase and its theme will be “Feeding the Planet, energy for life”. The enrolment number 137 arrives from Turkmenistan, just after those from Malta and the United Kingdom.

Giuseppe Sala, sole Commissioner for Expo Milano 2015, has received with great interest the British participation, since the first edition of the Universal Exposition took place precisely in London in 1851.

The confirmation of American participation has arrived directly from the White House, with a public notice by President Obama, stating that his government gave the go-ahead to a group of private enterprises

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NOVEMBER 2013

EXPO 2015 GIUSEPPE SALA

137

Countries They are the official enrolments of the countries participating in the Universal Exposition that will take place in Milan in 2015, recorded up to 21st October 2013

4,170 Sqm Japanese pavilion Space available for Japan in which it will offer a multisensory and technologically-advanced experience to visitors

to build and manage the American pavilion in the Expo Milano 2015. For this operation the United States has foreseen a loan ranging between € 25 and 40 million.

“We hear with great satisfaction that the United States has selected a network of subjects who will develop the American participation in the Expo. We know the expertise of the organisation which proposed the project, for this reason we are sure that it will be a worthwhile proposal”, claims Giuseppe Sala. The space available for the Americans (3,000 square meters) is inferior to that destined to other big countries which have confirmed their participation in advance, such as France and Japan, but the American participation will be strategic in any case.

France (65th country to submit the document that officialises participation in the event) will have an exhibition space of 3,592 square meters for its pavilion.

“The participation of France – explains the CEO Giuseppe Sala – is fundamental for the success of the Universal Exposition in 2015. In fact, the French experience and experimentation in the agri-food sector are a high-level benchmark. In the French pavilion, visitors can find out how the knowledge that French people possess in this sector can contribute to improving the quality of life of millions of people, also thanks to the ITALIAN VALUE

↑ The handshake between the sole Commissioner for Expo Milano 2015, Giuseppe Sala, and the Commissioner General of the Japanese Pavilion, Hisanori Goto, at the Italian Embassy in Tokyo

precious activities of ongoing international cooperation. The French culture, art and wine and food history will follow the reflection on the theme chosen for the Expo. All this will give an important impulse to the definition of the guidelines needed to assure healthy and safe food sufficient for everyone in the world, which is the first target of Expo Milano 2015”.

Another important pavilion will be that of Japan, which will occupy a 4,170 square-meter area. “The presence of Japan gives us great expectations – stats Mr. Sala – and considering the size of the Japanese pavilion, we are sure this country will be one of the prominent protagonists of our Expo. Eating in Japan is not a simple gesture of nutrition, but it is an intrinsic part of its culture. The Universal Exposition will be a huge opportunity to tell visitors not only of the excellences of their own food and culinary tradition, but also the innovative aspects of a modern nation: new agricultural systems, cutting-edge technologies, environmental sustainability, food education, systems for food distribution and preservation. These are some of the fundamental and primary aspects of today, key elements needed to solve the main emergencies that, unfortunately, still afflict many populations of our planet”. \\\\\ RENATA GUALTIERI NOVEMBER 2013

49

EXPO 2015 ZAHA HADID

MODERN FORMS

The structure of many cities clashes with contemporary society’s increasingly complex and dynamic personality. Zaha Hadid’s designs luidity is the leitmotiv of all her projects and the nimbleness of her free-hand drawings is an autograph on all her designs, as revealed through the dynamic flowing lines of all her buildings. Zaha Hadid is one of the most outstanding interpreters of deconstructivism in architecture. In 2004, she was the Pritzker Prize laureate for architecture, and has always battled against prejudice with the strategies of professionalism. Her projects have literally transformed the concept of urban space in Italy and throughout the world. Her design for one of the three skyscrapers making up the CityLife project in Milan faithfully reflects the concepts of movement and dynamism. “For CityLife we decided to consider the tower’s urban location as the real generating element. The flow of pedestrian walkways in the site ideally gives rise to a vortex which highlights precisely the dynamism we sought in the project”, Hadid explains.

Within the scope of this project you also built a block of residential buildings: what shapes and materials can ensure us today of the balance between aesthetic and functional needs, and the quality of dwellings and economic restrictions?

“The materials and forms used for the CityLife residential complex pursue the design research our studio has undertaken throughout the years. This effort is matched with an avant-garde architectonic and formal language, paying attention to materials and their environmental sustainability. Wood, glass and fibre-reinforced cement panels are used to characterize space and underline the different rooms in a distinct manner, indoors and outdoors. In this context, the use of both natural and artificial lighting is fundamental.

The first is exalted by big glass panes in the public and private areas, and the second is designed with long lines of lights with dynamic shapes, and highly efficient output.”

The CityLife project strongly supports also the greens and the pedestrian areas: how do these areas

F

→ For more detailed information about Zaha Hadid residences for the Citylife complex

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NOVEMBER 2013

→ Hadid Tower, (“Lo Storto”, the twisted one) will be 170 m (558 ft) high with 44 floors ↙ Citylife residential buildings

by Zaha Hadid in Milan

↓ Architect Zaha Hadid

THE RELATIONSHIP WITH THE LANDSCAPE HAS BEEN FUNDAMENTAL interact with your buildings?

“Our projects have basically always focused on the interplay with the landscape, to such a point that the buildings themselves become an integral part and blend into the landscape, thanks to their fluid and organic shapes.

Research and design strategies are applied to both buildings and the greens, which take on the same importance from the composite standpoint. The green areas are never bland or treated as a cover-up element, but studied in their forms, itineraries and materials. From inside the buildings and apartments, the view over the surrounding greens is exalted by broad glass windows and crystal para-

@ZHA_News www.zaha-hadid.com

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pets on the balconies. The abundance of connecting passages between the residential block and the public greens underline the symbiotic relationship between the residential complex and the big park all around.”

Besides the CityLife project, what is your concept of urban space?

“I think that the complexity and dynamism of contemporary society can no longer be restricted within rigid structures, typical of a majority of the cities that developed during the industrial era. Today, everything has become more flexible and globalized, and has to do with more complex social diagrams with respect to those of the 20th century. We thus need to relate with modified social circumstances through an architecture characterized by fluidity and continuity. Our Architecture and Design Studio explores organic design solutions, an architectonic language in constant evolution, emphasizing curved forms that facilitate the transition between different elements. Our project is the result of this approach which generates sculptural sensuality characterized by a formal, coherent logic.” \\\\\ CAMILLA GARGANO NOVEMBER 2013

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EXPO 2015 DANIEL LIBESKIND

BRIDGES TO THE FUTURE Every city is a challenge. Daniel Libeskind tackles it by taking inspiration from the past and looking enthusiastically forwards, convinced that architecture today is experiencing a new Renaissance

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NOVEMBER 2013

any would define him a prodigious visionary, thanks to his ability to see what is not there and what could be, to give shape to space, to make any material he chooses talk, to narrate the history of the human spirit through the buildings he constructs. Daniel Libeskind, an international figure of architecture and urban design, is the man who designed the Jewish museums of Berlin and Manhattan, starting from the ruins of the World Trade Center.

Born in Poland to Holocaust-surviving parents, he works with the anxiety of memory but is also full of faith, “trying to build bridges to the future staring at the past with tearfilled eyes, inspired by light, by sound, by invisible spirits, by the pure conscience of the place and by his respect for history” the architect explains. Amongst his works in Italy, there is one of the towers of the CityLife complex in Milan, of which he speaks with enthusiasm. “Everywhere, cities are competing to reach the highest level of lifestyle, culture and sustainability. CityLife brings Milan’s already high quality of life towards an even higher and more sustainable future” says the architect.

How did the CityLife tower project come to you? What were the sources of your inspiration?

“The inspiration for CityLife’s central tower came from a design for a dome by Leonardo Da Vinci that the artist was never able to complete; I thought that this special tower, together with its neighbours, could form a virtual dome in the sky and a frame for a wide public square opening into the central park.”

What direction is contemporary architecture taking?

“I believe that there is a Renaissance

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↑ The architect Daniel Libeskind ← Citylife residential buildings

by Daniel Libeskind in Milan

@DanielLibeskind www.daniel-libeskind.com

within architecture at the moment. More people are interested in the cultural value of this discipline that - thanks, in particular, to the respect for sustainability and environmental topics - is setting an increasingly higher standard for the sector. The increase in public awareness and involvement is an advantage for everyone.”

How must new buildings communicate with the existing ones and with the architectural and cultural traditions of the country in which they are built?

“New architecture must, at the same time, be rooted in history and look to the future. For example, with the CityLife project, the place is made up so as to integrate the dimensions of the existing urban fabric, by placing smaller residential structures around the outside while creating contemporary environments inside.”

Which are the main difficulties and differences that you find when building in such divers places?

“Every city has its challenges, but that’s what I enjoy. It’s about participating in many different cultures and working with different types of public and private communities in the same way. Each project has just one mission, quality, and a history that is the source of my architectural design: all these experiences are different and equally special for me.” \\\\\ RENATA SACCOT NOVEMBER 2013

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RUSSIA ECONOMIC OUTLOOK

COMPLEMENTARY MARKETS Italy ranks number three among the Russian Federation’s commercial partners and fifth among its suppliers: mechanics, textiles and furnishings being the main sectors of Italian export

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NOVEMBER 2013

Principal destinations of the Russian Federation exports in 2011

Principal destinations of the Russian Federation imports in 2011

12.8%

13.2%

Netherlands

16.9% 7.3%

Germany

China

7%

China

Ukraine

5.8%

5%

Italy

74.1%

Italy

57.9%

Other countries Other countries (74.1%)

Other countries

1) China (16.9%)

2) China (7.3%)

2) Germany (13.2%) 3) Ukraine (7%)

3) Italy (5.8%) Source: www.infomercatiesteri.it

eyond the traditional markets in which Italian products are already well-established, for some years now Italian enterprises have been looking towards the more rapidly growing economies for interesting commercial opportunities. The Russian Federation is one of these, and is an advantageous opportunity for many reasons, not least because it knows how to appreciate the excellent products of Italian manufacturing. Over the past years, Italian enterprises have noticed the Russian population’s marked preference for Italian luxury brands, bringing Italy to rank second among EU exporters to Russia. Furthermore, various large Italian companies have made, or are starting to make, some important investments in the Federation: Enel, Eni, Fiat, Finmeccanica, Indesit, Pirelli, and Unicredit, to name but a few.

According to recent EU data, the import-export trade

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Other countries (57.9%)

1) Netherlands (12.8%)

Source: www.infomercatiesteri.it

5) Italy (5%)

between Italy and the Russian Federation in 2012 was worth almost 28,000 million euro, of which 18,000 million were Italian imports and 10,00 million for Italian exports. Moreover, statistics for the first four months of 2013 show a growth trend in Italian exports to the Federation: from 2,948 million euro between January and April 2012 to 3,288 million euro during the same period of 2013, with a 11.5% growth.

Russia is the world’s top energy product supplier but its industrial base and agricultural sector are still relatively underdeveloped; Italy, on the other hand, has no raw materials but boasts a wide and diverse manufacturing and food industry sector. This makes the two productive systems complementary and these two countries natural economic and commercial partners.

This is reflected not only by the trade balance, but also by the numerous joint ventures that favour technology transfer. \\\\\ NICOLÒ MULAS MARCELLO

NOVEMBER 2013

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UNITED STATES OF AMERICA ECONOMIC OUTLOOK

A CONSOLIDATED MARKET A vast territory and competitiveness: these are the strengths of the USA market, which still proves to be an opportunity for Italian entrepreneurs

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NOVEMBER 2013

COMMERCIAL EXCHANGE US-ITALY $ million

2012 Jan-May

2013 Jan-May

14,850

15,343

Var.

Source: ITA on US Department of Commerce data

3.32%

US Imports from Italy Market quote

1.58%

1.66%

7,246 6,771 3.32%

US Exports to Italy Market quote

Balance of trade

here must be a reason why the United States economy is still the largest one in the world.

Nowadays, the American giant is recovering despite the slowdown that affected the real estate market at the end of 2006 and Wall Street finance in September 2008. According to the data gathered by the US Department of Commerce, in 2012 the US economy’s growth was low but stable: GDP grew by 2.2% (+605.8 billion $) and reached the value of 15,681 billion. Moreover, according to the Beige Book - the Federal Reserve's periodic report which describes the conditions of the 12 districts of the US Central Bank - the US economy continued to grow at a rate between "modest and moderate" in July and August 2013. Therefore, America still represents a land of hope, as it was defined by the pioneers: besides being the world’s largest investor, it is also the first destination for foreign investment. This is not a surprise. Its wide market, dynamism, competitiveness and the fact that it rep-

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1.13%

1.05%

-7,604

-8,503

resents an international showcase are all good reasons to invest in this great country. Indeed, the economic exchanges between Italy and the United States are one of the most visible aspects of the good relationship between America and Europe. As a matter of fact, the US market absorbs, by itself, 7% of Italian exports and represents the third largest market (after Germany and France), but if we consider nonEU countries, it is the first one. It is not by chance that historically Italy had the largest trade surplus thanks to the United States. In 2012, Italian exports reached 26.7 billion euro, with an increase of 16.8% compared to 2011. At sectoral level, the engineering industry is still the most important sector and absorbs one fifth of total exports from Italy, followed by transport, fashion and accessories, agri-foodstuffs and wine, and metal products. These are indeed the areas which need to be focused on in order to penetrate the US market, as well as information and communication services and chemicals. \\\\\ TERESA BELLEMO

NOVEMBER 2013

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UNITED STATES OF AMERICA CLAUDIO BISOGNIERO

LONG LIVE THE AMERICAN DREAM The United States is a rich country in terms of possibilities for those who want to do business.

And here Italians start out with an advantage

t the beginning of the last century, millions of Europeans undertook the long journey that separated them from America. Land of hope and opportunity, the New Continent was seen as a real possibility of redemption.

Times have changed; nowadays Italy is one of the eight major world powers and the entire world economy has come to a screeching halt which broke out precisely in the United States. However, this has not faded America’s aura, not only for Italians, but for all those who want to take part in the game. If a hundred years ago those who packed their luggage belonged to the poorest segment of the population, today America is very often a land of opportunity for managers, entrepreneurs and anyone wishing

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↑ Claudio Bisogniero, Italian Ambassador in the USA

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to expand his own market. However, this desire often clashes with the normal difficulties of approaching a new market made up of new rules to be respected. This is what embassies are there for, a place of connection between different realities that meet to work together. We talk about it with Claudio Bisogniero, Italian Ambassador in the USA. The United States is on its way to emerging from the crisis. How is the U.S. economy doing?

“The United States has emerged from the crisis and is well on the road to growth. Current U.S. growth might be viewed as modest compared to previous post-recession periods, but stable, especially if we consider that stimulus comes only from the Fed’s quantitative easing without any fiscal incentives. The recovery is solid and largely continuous, 2.5% in the second trimester, sustained by consumer spending as well as the low energy prices produced by the shale gas and tight oil revolution that make the U.S. attractive for investments. There is no question that the structural revival of the U.S. economy and its ability to gain traction will show itself to be very important, especially for the recovery in other countries, including NOVEMBER 2013

2013 YEAR OF ITALIAN CULTURE IS A REMARKABLE PROMOTIONAL INSTRUMENT FOR THE “MADE IN ITALY” ours. Let’s not forget that the U.S. is the number one nonEuropean market for Italian products, which are being increasingly absorbed here (Italian statistics show exports to the U.S. increased by 16.8% last year, and are expected to increase even further in 2013).”

From the point of view of Italian companies in the U.S., what are the functions of the Embassy?

“The support given to Italian companies by our diplomatic and consular network in the United States facilitates their access to the market by identifying and removing non-tariff barriers, mainly but not only in the agro-alimentary sector. Also, in close coordination with the Italian Trade Commission, and in collaboration with the scientific community in the U.S., we organize science and business oriented promotional events, featuring Italy’s excellences in technology. We assist Italian companies in their contacts ITALIAN VALUE

with institutions, research agencies and large local companies, and help them access funding markets, guiding them through to the World Bank and IDB as well. The integrated approach with our cultural wealth is strategic. In fact, “2013 Year of Italian Culture in the United States” is a remarkable promotional instrument for the excellences of “Made in Italy” brand and tourism through our culture, science, technology, gastronomy and lifestyle. The link between culture and trade is, in my view, a fundamental tool for a country like Italy.”

Italian investors continue to find the U.S. market of interest. From your perspective, why do you think that is?

“Italian companies invest in this market because of its sheer size (it is the world’s largest economy, with a high pro-capita income) and because it offers the opportunity to reach NOVEMBER 2013

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UNITED STATES OF AMERICA CLAUDIO BISOGNIERO

that world-wide visibility which leads, among other things, to capturing new markets. Italian investors know that the U.S. is one of the seven most competitive countries in the world and believe the innovation and efficiency of the financial market to be major strong points.”

What advice would you give to an Italian entrepreneur who wants to invest in the United States?

“To learn as much as possible about what advantages are being offered by individual States, as they compete with one

↑ From right, Ms. Marilisa Allegrini, Ambassador Claudio Bisogniero, Mr. Giovanni Mantovani, General Director of Veronafiere 62

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another to attract the largest number of domestic and foreign investors. I am referring to fiscal incentives and benefits and to procedural simplifications that accelerate and minimize initial requisites. One should also bear in mind the negotiation in progress for a trade and investments partnership between the USA and the EU (TTIP). The effect that this transatlantic agreement will have on dynamics in the business world makes it all the more important for Italian companies to stake out positions here beforehand in order to be able to immediately act on potential advantages. A recent survey by Prometeia reveals that Italy would be the EU country to benefit most in terms of economic growth and employment if all tariff and non-tariff barriers with the U.S. were to be eliminated (with an 8% increase in exports).”

What are the potential risks?

“There are no particular operational risks to Italian inNOVEMBER 2013

← Kerri-Ann Jones, Assistant Secretary

↓ Mr. Bisogniero with Paolo Scaroni

for Scientific Affairs at the U.S. State Department, and Claudio Bisogniero sign a framework agreement

CEO of Eni Spa at the inauguration of the exhibition "The boxer. An ancient masterpiece", at the Metropolitan Museum of Art of NY

WE ASSIST ITALIAN COMPANIES IN THEIR CONTACTS WITH INSTITUTIONS, RESEARCH AGENCIES AND LARGE LOCAL COMPANIES

vestments in the USA. What might happen, given that investments on this market are often connected (following or preceding) to sizeable public or private contracts, is that any slow down in development programs in a given sector could result in a subsequent delay in the generation of revenue from the investment. But this is a common risk on all markets. Some entrepreneurs, not only Italian, have told us about problems encountered when seeking visas for their non-local employees.

We have discussed this with our interlocutors in the United States.”

What are the major differences between the Italian and U.S. fiscal systems? What advantages are there?

“In the United States, incentives are adopted by individual States. Recently, during a visit I paid to one State in particular, I was struck by the package of tax breaks in ITALIAN VALUE

place: only the income produced in that State was subject to state taxes, thereby excluding from the taxable amount any income produced by activities outside the State; a tax credit was given for each new job generated; and numerous other facilitations for companies with medium term investments over 5 million dollars. Credit is available at low interest rates through locally issued bonds to build production plants with full tax exemption in some areas for the construction of new buildings and professional training programs geared specifically toward investors. Italy too, with the government’s new “Destinazione Italia” program, is moving in the same direction. It is a very competitive world, also for those who in the past were practically routine destinations for financial flows; we must all, therefore, demonstrate the willingness and capability to adapt.” \\\\\ TERESA BELLEMO NOVEMBER 2013

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50 bn

Sales volume The turnover generated by the Italian textile industry in 2012

50,576

Enterprises The number of the Italian companies of the textile-fashion sector in 2012

430,800 Employees The number of the Italian workers employed in the textile-fashion sector in 2012

THE CATWALK OF ITALIAN STYLE

For Italian textiles, exportation is the remedy for the internal crisis. We need to invest in marketing, research and innovation to arrive at the point where Italy means quality

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NOVEMBER 2013

FASHION MARIO BOSELLI

he jewel in the crown of quality Italian manufacturing, fashion has always been our calling card to the world. From textiles to clothing, leatherwear and accessories, the “Made in Italy” name knows no crisis, especially abroad.

And that of exportation seems to be an obligatory path for the Italian fashion system which in 2012 saw a reduction of 10% of its internal turnover, despite consistent prices. A negative figure for the first time since the ‘70s which, looking at the forecasts, will continue throughout 2013. In this context, growth has only been noted among non-European markets which, in fact, recorded a growth of 6.4%, with excellent results in Russia, China, Japan and the USA, while those of the 27 EU countries decreased by almost 4%. The perception of Italy, especially abroad and in the emerging countries, is therefore increasingly related to the concept of luxury manufacturing. Mario Boselli, Chairman of the association Camera Nazionale della Moda Italiana (the National Chamber of Italian Fashion), confirms this.

“Throughout the world, a garment is ‘beautiful and well made’ when we talk of Italian fashion. This is where our excellence lies”. This is why we need to insist more towards the international front, where the most successful companies are those that have a better competitive positioning, also by helping smaller companies fulfil their potential.

What are the strong and weak points of the sector?

“Our strong points lie first and foremost in the excellence of the “Made in Italy” supply chain: an exceptional ability to produce fashion, from the fabric to the finished product.

On the growing markets, Italian competitiveness is high, export worth is over 40,000 million for the fashion industry and regarding the individual corporate realities value sits at more than 2/3 of the overall turnover. The weak points, on the other hand, mainly relate to small and medium businesses which, due to their size, are less able to compete on international markets, especially those further away which are growing at a faster pace than the others.”

Which products are the most attractive to emerging markets?

“All of them really, to a greater and lesser extent. Sometimes, even for a question of price, consumers tend more towards ac-

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↑ Mario Boselli, Chairman of the Camera Nazionale della Moda Italiana

cessories, allowing them to purchase a luxury brand name, a high quality product, without investing too much of their cash.”

And who are our competitors today?

“France, without a doubt. The French are competitors, but also partners: we signed an agreement with them as among equals and together we defend common interests.”

Which requests should we make of institutions to be even more competitive on the international level?

“We do not require particular protection; however we have noted that Italy has a problem with competitiveness and institutions should intervene more to protect Italy’s exceptional strengths, such as our labour force. Tax burdens represent a big problem for our businesses, having by now reached unbearable levels.”

How can we strengthen links with foreign countries? When could it be useful to organise events outside of Italy?

“We certainly need to accompany our stylists abroad. La Camera della Moda organises various initiatives outside Italy; these projects are especially important for small and medium businesses that do not have the necessary economic resources to reach markets further afield. Furthermore, it is important that foreigners come to Italy particularly buyers and press - even through a series of specific events and facilitations that make their presence in our country more interesting.” \\\\\ TERESA BELLEMO NOVEMBER 2013

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FASHION CLAUDIO MARENZI

IN PURSUIT OF NEW MARKETS Italian textile enterprises face globalisation with ideas and projects addressed to growing markets, with special consideration for Russia and Brazil

→ For more detailed information on federation Sistema Moda Italia

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istema Moda Italia (SMI) is one of the largest organizations representing the textile and fashion industry in Italy. It supports Italian enterprises on international markets by organising periodic seminars and events to connect local operators and Italian enterprises. For instance, last September an event that brought 15 Italian brands to Ekaterinburg, Russia, was organised with the collaboration of ICE (Italian Institute for Foreign Trade) to test the Ural Region market. Claudio Marenzi, President of SMI, explains: “The enterprises introduced to operators their women, men and kids’ collections, which have been really appreciated, especially middle-high and high-end items. The enterprises met 45 operators, among buyers and retailers, from Ekaterinburg and the neighboring cities of Perm, Tyumen, Chelyabinsk, Ufa, Samara and Kazan. Thanks to this initiative, and other similar events organised in Siberia, we have understood that this sector has great growth opportunities in the Russian Federation, in addition to the already-known regions of Moscow and St. Petersburg.”

How much does the Russian Federation appreciate Italian products’ excellence? What are other growth margins in this market?

“In 2012 textile exports to Russia achieved € 1.4 billion, of which 86.4% is represented by the clothing sector, with € 1.2 billion turnover. These data show that Russia is the seventh target market for Italian enterprises, the fifth (if considering clothing only) after France, Germany, Switzerland and the United States. The Russian Federation is experiencing a growth phase and, as a result, its market will tend to expand further. Moreover, given that Italy is the third clothing supplier, our goal should be gaining market shares

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NOVEMBER 2013

THE ITALIAN TEXTILE SECTOR HAS MANY SIGNIFICANT OPPORTUNITIES FOR GROWTH IN THE RUSSIAN FEDERATION

↑ Claudio Marenzi, President of Sistema Moda Italia

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at the competitors’ expense.”

Brazil is another fast-growing market. How interested is this country in Italian products? What strategies will enterprises have to adopt to enter this market?

“Brazil is the fifth most populated country in the world, with 190 million inhabitants. During the last ten years, about 40 million Brazilians have emigrated and in 2010 the clothing expenditure in Brazil amounted to € 26 billion.

Non-official data for 2011 indicate an amount of almost € 30 billion and expectations for 2012 number € 32 billion.

Women’s clothing is the sector that generates the largest volume of turnover, but the kids’ fashion sector is recording the highest growth rate (21.6%). This is an area of potentially great interest for Italian exports, nonetheless it still presents some negative aspects, among which its high import duties. Moreover, Brazil has high levels of taxation, excessive bureaucracy and inefficiency in the administrative system, low availability of skilled human resources and one of the world’s highest costs of credit.”

Speaking of the American continent, how important are the United States for the Italian textile industry? And how will Italian enterprises be able to gain more power on the US market?

“In 2012 the value of Italian exports of textile and NOVEMBER 2013

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Foreing trade of Italian textile industry: 2012 (billion of euro)

Imports

Exports

Trade surplus

Textile

5,730

9,367

3,637

Fashion

12,208

17,318

5,110

Total

17,938

26,685

8,747

FASHION’S LEADING ACCESSORY

Italian products are sought-after throughout the world, especially in Russia and the Far East

Source: SMI on Istat data

clothing products surpassed € 1.6 billion, with a 15.1% growth compared to the previous year. Clothing exports amounted to € 1.3 billion, equal to 80% of the total. Men (+19%) and women’s outerwear (+5.9%) and knitwear are among the products which showed positive trends. Also the shirt industry has increased: a 20.8% growth for the female sector and 7.1% for the male one.”

Can Italy grow further in the US? According to your expectations, what should we invest in?

“Definitely, yes. Since Italy is only the eleventh textile supplier in the US, the market allows for great growth ranges. It is important to know better and more about the American consumer preferences and to streamline marketing, communication and logistics activities.

Italy still has to improve on marketing and communication, but most of all we need a greater commitment to logistics in order to knock down goods transport times to the American market, which is extremely sensitive to this issue. To achieve this goal, ways of cooperation among the enterprises coordinated by SMI should be analyzed.” \\\\\ RENATA GUALTIERI 70

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n Europe’s still uncertain economic climate, the general trend of the fashion accessories sector foresees exports increasing greatly. In this way, implementing commerce with foreign markets has become a necessity, rather than a possibility, for many Italian enterprises in order for them to broaden their reference market and increase turnover. “The role of an organisation is not only to assist enterprises in the markets by giving them an efficient platform from which to sell and promote their products, but also that of drawing up an integrated development strategy for the entire sector,” Cleto Sagripanti, president of FIAMP, the Italian Federation of Fashion Accessories, explains. “This is why we are working with the sole objective of promoting the name of Italian manufacturing in Europe and throughout the world.”

Which markets most appreciate Italian products?

And which ones present the most interesting opportunities for Italian enterprises?

“Italian products are loved and sought-after throughout the world because they are a fine example of quality, creativity and innovation. There are markets that appre-

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NOVEMBER 2013

FASHION CLETO SAGRIPANTI

5%

Export The exports recorded by FIAMP companies out of the entire sector. The credit balance in 2012 was over 12,000 million euro

ciate our products more than others, just think of Russia and the Far East. These are areas in which the middle class has grown from an economic point of view over the past few years – consequently the number of people willing and able to pay more for a well-made, unique accessory has also grown. I do believe, however, that it is wrong to set up strategies aimed at individual markets, but that it is better to think on a global scale, in an increasingly interconnected context.”

In what way does FIAMP promote the value of the “Made in Italy” brand abroad?

“We valorise the programme of the four exhibitions held in Milan in the best way possible: MICAM, leading international exhibition of footwear; MIPEL, the most important leather goods showcase; MIFUR, the international exhibition of fur and leather; and MIDO, an international showroom of optics, optometry and ophthalmology. There is no other calendar in the world that is so rich in content. It is an important resource for developing Italian enterprises and promoting them abroad.”

↑ Cleto Sagripanti, president of FIAMP, Italian Federation of Fashion and Personal Accessories

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How can we increase Milan’s attraction to international buyers?

“The exhibitions that are held in Milan are exclusive showcases that bring together all the world’s leaders in the sector, and the most important buyers simply cannot miss them. My job as FIAMP president will be to best communicate our mission and strengthen relationships among the various institutional bodies, fashion houses, buyers and media in order to valorise the role of the accessory.”

Are counterfeiting and the bad application of commercial rules in international trade among the obstacles penalising Italian brands abroad?

“For years now we have noticed the need to establish certain rules on the origin of products; we need clear rules that are equal for all, both for companies and for all consumers, Italians as well as Europeans and those from all over the world.

This is an absolute priority for the entire manufacturing industry. Article 7 of the European Regulations on the safety of consumer goods, which includes the obligatory indication of origin, would close the gap between the European Union and other global economies. For Italian products, there is the extra challenge of “Italian sounding” goods; here our government needs to put in place an international strategy using their representatives abroad. The anti-counterfeiting desks in the various ITA (the Italian trade agency) foreign offices, for example, were an interesting start which, however, was not followed through.” \\\\\ RENATA GUALTIERI NOVEMBER 2013

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FASHION GIGI MONTI

ITALIAN ELEGANCE From Milan, a collection of 130 day-and eveningwear pieces for young women. The label “with the leaf”

by Gigi Monti

or years he worked side-by-side with Gianni Versace for the Genny, Complice and Callaghan collections. But Gigi Monti had just one thought on his mind: to bring his own idea of prêt-à-porter to women all over the world. Coats, suits, jackets and tulip-style skirts in classic white, black, dove grey and military green, highlighted with orange and purple for a young, active and dynamic woman who is romantic and gritty at the same time. A woman who loves Italian fabrics, such as jacquard and matelassé, decorated with raised graphics and tricot-effect flowers. The dream finally came true when he purchased the Remo Basile fashion-house, established in the 1940s. Today, with Gigi Monti at the helm, Basile’s collection includes 130 pieces for day- and eveningwear. What to wear for lunch with a client? Meeting with the office

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NOVEMBER 2013

CLASSIC STYLE HAS EVOLVED WITH THE CHANGING TIMES, USING INNOVATIVE SIZES AND MATERIALS

← Gigi Monti, stylist and owner of the Basile brand, with its headquarters in Milan. On the following pages, some pieces from the latest collection

manager? During a brief business trip? And with friends? “I have found an answer to all these questions,” Gigi Monti explains, “with a wardrobe that unites comfort, freshness and a touch of personality making this style unique.”

What makes your 2013-2014 collection stand out from the rest?

“Bon ton and a neo-classic street vision. It is basic and pragmatic, with clean lines and very feminine details.

We have gone back to the essence of Italian style, with fabrics and prints that show the world our creativity and professionalism. Woman is the protagonist. She uses her own personality to create, mix and play at the ITALIAN VALUE

same time, all the while maintaining elegance and allure. ‘Classic style’ has evolved and adapted to the changing times, with innovative sizes and materials, as well as careful attention to details and the finishing touch.”

What kind of woman is your collection aimed at?

“I am aiming at a knowledgeable, dynamic woman who is attentive to fashion, but never excessive in how she dresses: the lines are clean, without exaggerating; the skirts are below-the-knee, the tops never show too much cleavage, and the suits are elegant. And this is true for all women, regardless of the geographical area in which they live: the Middle East (Saudi Arabia, Oman, United Arab Emirates and Kuwait), the Far East (China and Korea) and Eastern Europe (Poland, Romania and Russia). My creative choices were influenced by these very countries. I travel to experience different ways of thinking and see the colours of these areas in order to take inspiration from them.”

What will this year’s “must-have” garment be?

“This season marks the return of elegant tailored coats,

www.basileitalia.com gigimonti@basileitalia.com reality@basileitalia.com

NOVEMBER 2013

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FASHION GIGI MONTI

THIS SEASON MARKS THE RETURN OF ELEGANT TAILORED COATS, MANY WITH BELTS 74

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many with belts, and the confirmation of the suit with natural shoulders and soft lines. Masculine-cut jackets, but also short “square” models with important, emphasised sleeves. The skirts are a variety of sheaths, but there are also skirts that flare at the knees: flared skirts and tulip skirts. All materials and fabrics are truly Italian: jacquard or matelassé with raised designs and motifs. And more graphic elements, flowers, tricot effect: an injection of pure energy.”

And the colours?

“We offer four groups of essential colours. A play of contrasts with black and white, occasionally accentuated by touches of orange in the details, such as the shirts. Red in all its nuances, from cherry to oxblood, broken up by a neutral base such as salmon pink or wool white. Over 50 tones of military green alternated with mauve, lilac and violet. Black, especially in eveningwear, softened with taupe – between beige and mud – and peacock violet.”

You relaunched your brand just over a year ago, repositioning it on the market. What action have you taken?

“After the recent period which was aimed at the fast fashion segment, we are now going more high-end, setting our sights at the top of the line with a mediumhigh price range. For this relaunch, we chose an important partner to help us offer a completely Italian product with an easily recognisable identity. In fact, the turning point was the brand licensing partnership with the company Emanuela & Co, which, under the guidance of Emanuela Sbruzzi, has capitalised on a technical and stylistic know how that uses high quality Italian fashion as the very base of its success. Furthermore, we are investing a lot in communication, even if this only makes up a small part of the sales process.

Above all, we need to show that our product is worthy of its brand awareness, thus building up customer loyalty and word-of-mouth sales, which is what makes a brand successful in the long-term in the prêt-à-porter market.” \\\\\ LUCA CÀVERA NOVEMBER 2013

FASHION MONICA BONAIUTI AND PAOLO VITI

THE TUSCAN LEATHER MASTERS

One of the most important leather goods centres.

The example of Exin, a company servicing the most important international designers n Tuscany there is one of the most important leather goods manufacturing clusters in the world. The best-prepared and most highly sought after craftsmen of this sector work here. Driven by historical Italian brands, this cluster has tripled its production in a decade, becoming the most important manufacturing centre in the world and boosting the creation of a centre of mechanics applied to leather processing.

Exin, one of the leading enterprises of this sector, is located in the province of Florence and is specialised in the manufacturing of luxury handbags. Goods are commissioned by the major international brands, particularly French and American ones. An extraordinary craftsmanship resource which, thanks to its mastery, can offer precision and elegance to every detail of each collection.

Relying on a Tuscan enterprise means drawing on a

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Exin Group is located in Bagno a Ripoli (Florence)

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www.exingroup.com commerciale@exingroup.it unique network of excellence. “This production centre allows us to preserve the classical principles of the leather craft which are, however, constantly updated to meet the new contemporary needs – explains Monica Bonaiuti, owner of the enterprise together with Paolo Viti -. Being able to count on an important range of small businesses specialising in the manufacture of leather goods allows us to expand our potential in terms of volume and at the same time to promote the loyalty of experts which we can always rely on.”

For major brands, Exin can perform a complete job, from research to style, from design to the completion of the final sample. The company receives the sketches and the first instructions on the materials to be used.

The next step is the study of the paper pattern, then, the creation of the prototype and, finally, the execution of the final product. “All this takes place within our facility, in the heart of Tuscany.”

NOVEMBER 2013

Florence 43°45′0″N 11°19′0″E Arezzo 43°28′24″N 11°52′12″E Siena 43°19′6″N 11°19′53″E

2,500

Enterprises - Tuscan leather goods cluster With more than 15,000 employees and a turnover of € 6 billion in 2012

An essential added value of the company is its flexibility. Or, in other words, the ability to meet the most diverse demands. “We work with any type of material, from full-grain calfskin to soft sheepskin, from nylon fabrics to the most valuable macramé, as well as precious exotic leathers such as crocodile, python, lizard or ITALIAN VALUE

ostrich.” The selection of hide is very important and usually is carried out in collaboration with the brands themselves. In order to preserve the quality of the product, the sites of the various raw material suppliers are checked, too.

“Our enterprise, despite having grown immensely in the last two years, has kept its traditional artisan soul.

Exin is still very flexible, and is able to meet the demands of various customers quickly, managing to grasp the interpretation that designers wish to give to their creations immediately and thus building a very close and collaborative relationship with them.” To satisfy the needs of international brands, this sector constantly invests in its technical renewal and training of personnel, with whom customers are in close contact for a more direct and engaging communication. “In fact, the managers in charge of brand development come to our facility from all over the world to follow the production process with us – says Bonaiuti -. Together with the representatives of the fashion brands we carry out tests and details so that this can be an interactive job.” In turn, Exin’s owners and staff are willing to visit brands' headquarters so that the enterprise becomes a production and stylistic "partner" in all respects. \\\\\ ANDREA MOSCARIELLO NOVEMBER 2013

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FASHION CATIA AND ROBERTO TEMPESTI

PRECIOUS PACKAGING

Working with major brands.

Product presentation and packaging have become an art for Sacchettificio Toscano

he major brands of Italian high fashion cannot neglect the packaging of their items, on the contrary, they must rely on bags that guarantee the same high level of design and quality. This need has placed enterprises like Sacchettificio Toscano alongside the most famous brands. Catia and Roberto Tempesti, who lead this company located in Florence, point to their experience and the importance of custom-made products. “For over thirty years we have been producing fine and high-quality bags - explains Catia Tempesti - for leather goods, footwear, silverware, crystalware and accessories. This variety requires a wide range of solutions and possibilities that we study together with our customers to enrich and present the items in the best way possible. Bags made of satin, cloth, synthetic or eco-friendly fabric, shopping bags: we follow each phase of the bag production every time. For this reason, the way we are organised allows us to supervise all the steps of the process, from the selection of materials to the cutting stage up to the customisation and packaging of the bag.”

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↑ Roberto and Catia Tempesti, Administrators of Sacchettificio Toscano located in Cerreto Guidi (Florence)

NOVEMBER 2013

ENVIRONMENTAL SUSTAINABILITY IS A FUNDAMENTAL ISSUE FOR ALL MAJOR BRANDS How do you choose raw materials?

“We use a wide range of raw materials: cotton, jacquard, velvet and even organic cotton and bamboo.

The core of our business is represented by our customers and their needs, the choices of the stylist and the brand. Our expertise as artisans, in particular concerning the treatment of raw materials, makes the production process easier and extremely effective.”

What are the features of your craft and why is it different from other production processes?

“It all comes from our staff ’s expertise and knowledge of the market and of the customers and their needs.

The production capacity growth of our enterprise has not affected our artisan tradition. On the contrary, it has made it a distinctive feature and an added value.”

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www.sacchettificiotoscano.it

What are the new Italian fashion trends that involve your production?

“Definitely environmental protection is a rapidly expanding trend. Moreover, we must take into account the stylists’ attention to special textile solutions to distinguish their brand from the others. From the production point of view, the flexibility on which our enterprise is based allows us to fulfil the market’s needs easily. And for us this is an extraordinary opportunity for growth as far as research and innovation are concerned; we work with different and unusual eco-friendly materials, such as bamboo and recycled cotton.”

What are the consequences of environmental sustainability on the future market?

“This is a really up-to-date issue on the market and it will become more and more important. All the major brands are extremely interested in environmental sustainability. I believe that nowadays eco-friendly solutions cannot be excluded by any market. The importance environment has for Sacchettificio Toscano is a further guarantee for the customer and the brand.” \\\\\ RENATO FERRETTI NOVEMBER 2013

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FASHION ALESSANDRA DELLA FIORA

READY TO WEAR, ITALIAN STYLE Gruppo Treci International’s strategy is to propose Italian fashion trends and implement more effective distribution models lothing is still a profoundly Italian business,” emphasizes Alessandra della Fiora, Manager of Gruppo Treci International, made up of Treci enterprises, which is committed to the local ready-to-wear market, and AD Fashion Group, which manufactures and distributes ready-to-wear apparel in the European and non-European Community markets.

The underlying theme of these activities is the latest fashion trends for men, women and children. “The common

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www.lukap.it www.janayako.eu info@adfashiongroup.it cosimo.suma@treci.eu

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features of our brands - explains Alessandra della Fiora can be traced to the total look and in the convenience ready-to-wear provides. After which, the fashion lines differ in style and target price. The brands we are recommending for the foreign markets are “Jan/ayako”, the most elegant and sophisticated brand for the medium-high target markets and “Luk ap”, a more dynamic and spirited brand for the medium-low target markets.”

It is the quality and taste of the Italian fashion system that acts as the decisive factor in an increasingly globalised market, where Italian enterprises meet other global entities offering prices to their competitive advantage.

Italian taste and style are evident in the colours and combinations, originality of the prints, the finishing of textiles (innovative dyeing and souring), the originality of accessories and last but not least, the easy-fit features, so that the way of dressing becomes a matter of taste and physicality. Another feather in the group's cap is the capacity to prepare a collection based on the total look concept, the coordination of the whole outfit. The decline of the NOVEMBER 2013

Photos of the collection of Gruppo Treci International of Settimo Torinese (Turin)

ITALIAN STYLE IS EVIDENT IN THE COLOURS AND COMBINATIONS, ORIGINALITY OF THE PRINTS, THE FINISHING OF TEXTILES AND THE EASY-FIT FEATURES domestic market forced Treci International to focus on a boost in sales from exports. Today the target markets are Russia flanked by Ukraine, Poland, Moldavia and Asian countries mainly China and Hong Kong. “We have had our first contacts with South America, in particular with Chile, Brazil and above all with Mexico, where we plan to concentrate major attention and resources. Increasing exports is one of our priorities, knowing we can rely on the highly requested ready-to-wear fashion by the BRIC economies and other countries. This is still entirely due to that all-Italian capacity to create and manufacture fashion with unique originality.”

Gruppo Treci is about to enter the Chinese market with a local partner by opening two “Luk ap” brand name stores.

“China - emphasizes the owner - like Russia, is an almost obligatory choice. Their GDP speaks for itself. As we know, their domestic consumption is increasing and Italian products are sought after not only by the rich luxury market, but also by a rapidly expanding middle class. This segment of the population requires more and more everyITALIAN VALUE

day consumer products, which require quality and taste presented differently, especially if made in Italy.”

The first results of the China project will be visible around mid- 2014. “Before obtaining results, we expect to open at least eight to ten stores, in highly commercial and specialised centres. Either way, our presence in the Chinese market is vital.”

Moreover, multi-channel distribution is what characterises the group. “Knowing and following market trends allows us to solidify our presence and allows us to respond rapidly to the changing market conditions.” Treci International has already signed contracts with the first six groups of Europe’s large-scale retail channels for supplies to the Italian, European and Russian markets with Italian products belonging to the first price bracket and with optimal results. “The goal is to increase turnover by expanding the multichannel concept abroad, by seeking to build modern distribution channels. To this end, we are looking for partners who can distribute products intended for Europe, Russia and the Middle East.” \\\\\ LEONARDO TESTI NOVEMBER 2013

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FASHION NORICO AND CARLO SOLDAINI

THE WISDOM OF CRAFTSMANSHIP

The Tuscan shoe industry, balancing between the celebration of classic styles and the exploration of new forms of elegance

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n the one hand we have creativity that is put to the test by the succession of trends, and on the other hand, traditions to be safeguarded. A historical brand’s task does not end with the quest for excellence. This is so for many shoe producers like Soldaini, whose knowhow is rooted in Florentine tradition. “Right from the start – the owners, Norico and Carlo Soldaini recall – the enterprise distinguished itself for its innate calling for high quality men’s shoes, characterised by elegance, comfort and suppleness typical only of real leather shoes. The types we focus on are leather and hide footwear of classic genre, English-style and sportive trainers, an average elegant target, also with crocodile and python. We use various finishing processes like “blake” stitching, double stitching “blake rapid,” “tubular,” “Bologna,” and in some cases “goodyear flex”. Addon features and preparations are exclusively Italian, and in our case, even local since the products call for continual on-site controls.”

Soldaini regards the craftsmanship expertise of its partners as a certainty. “Every shoe – Soldaini says – is hand crafted following an accurate processing, from the initial design to preparing the sole, to the stitching and the final polishing phases, with a special eye on single details. The hides used come from the best Ital-

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Soldaini shoe factory’s head office is in Fucecchio (Florence)

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www.soldainishoes.it www.carlosoldaini.it

ian and French tanneries which were selected and placed at the disposition of expert masters who work hard to create true and proper masterpieces of footwear art. During the final polishing stage, aimed at exalting the natural characteristics of the hide, the substances used are not absorbed in the same manner, and nevertheless, even if only for tiny differences, each pair of shoes is really unique.”

Given the variety of models however, the distinct characteristics of Florentine footwear cannot be identified in just one aspect alone. “Generally – Soldaini continues – we believe that our competitiveness lies in continual renovation and creativity for which Italian style stands out. A decisive aspect is the quality of the tanning of hides which we select preferably coarse, of French or Italian origin. The tanning therefore must be elastic to satisfy the requests that tend increasingly more towards greater varieties and colours.”

After years of absence from world fairs, Soldaini recently participated in the September 2013 Micam expo.

“We will take part – the owner continues – in that of 2nd-5th March 2014 for the autumn/winter 2014/2015.

We plan to participate in the Pitti Uomo tradeshow. In fact, clothes shops are more inclined to offer a range that also includes footwear, so as to provide a complete image. Our style can also successfully match a certain type of menswear.” \\\\\ RENATO FERRETTI NOVEMBER 2013

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FASHION ONELIO FRATESI

SHAPED ELEGANCE The new trends in women's footwear from the perspective of the Marche district (central Italy). Ideas, models, skilled cobblers and a unique way of working

he footwear district in the Marche is one of Italy's oldest and most important. The 596 million exports recorded at the beginning of the year, 3,000 small enterprises and roughly 32,000 industry workers, are proof of this sector's growth (+6.6% compared to last year) as well as the foreign appreciation for its quality craftsmanship.

According to the great officer of State Onelio Fratesi, sole director of the brand NILA & NILA, the fact that his company chooses skilled cobblers on the basis of the individual model of shoe gives it the edge over industrial production. Fratesi, who runs the company with his children Giorgia and Michele, believes that the problem with standardised creations lies in the uniform method of working. "As specialists in women's footwear, we create the

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sample in close collaboration with our designers," explains Fratesi, “then we pass the designs on to the skilled cobblers who create our ideas, using their expert dexterity.”

What are the latest trends?

“Recently, we have seen heels with metal accessories. Also, the upper is now much “cleaner” compared to past styles.

Before, fashion was much more elaborate and involved the addition of eye-catching accessories; not surprisingly, our model with rhinestones was really successful in the past.

Now, though, tastes have changed, becoming more refined and the challenge is met in the elegance of the shape. As for us, recently we have chosen a medium heel, because the high one is certainly more challenging. One feature that continues to give us great satisfaction is our boot in stretch fabric; it is elastic and is worn like a sock, adhering to the leg. This is our speciality and our brand NOVEMBER 2013

Pesaro 43°54′36.54″N 12°54′47.88″E

www.nila-nila.it https://twitter.com/nilaenila www.facebook.com/nilaenilashoes

NILA & NILA is now a top example for this type of article.

Over time, shapes and accessories of this model have changed, but basically it has remained comfortable and at the same time elegant.”

Where are your collaborators located?

“Most of them are from the Marche but also from Tuscany, Veneto and southern Italy. In general, our territory represents a considerable advantage, due to all the expertise it encompasses. The numerous companies that deal with a specific product type make it easier to source raw materials and accessories. You can access everything you need on a daily basis, so updating your product is also easier. If you consider that there are many components to footwear, you can quickly grasp the importance of this aspect: you have the heel, sole, lining and upper. If you are able to work in an area where these components are simple and quick to acquire, it is easier to update the product; a process which, in the fashion world, has to be extremely rapid. Our target, in fact, is women aged between 18 and 40: a type of consumer that easily evolves, therefore, we

↖ Onelio Fratesi, sole director of NILA & NILA, based in Pesaro in the Marche

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1,100

Models The sample collection of women's footwear presented

by NILA & NILA at Milan's Micam trade show last September exceeded one thousand articles

have to ensure we are dynamic just like them.”

In what way do you tackle the commercial aspect of your activity?

“Trade shows are a very useful tool. Every year NILA & NILA takes part in various shows in Moscow, as well as in Kazakhstan, Ukraine, Poland, Turkey, China, Japan, and, of course, the most important of all, Micam in Milan, with roughly 1,700 exhibitors. Commercial aspects differ from country to country. At present, Russia is our target market as it is fascinated by Made in Italy products. But China is the next challenge, thanks to the birth of its new middle class. In addition, in regards to the visibility of the NILA & NILA brand, we have already opened flagship stores in Italy, Austria, Bulgaria, and Kazakhstan and we will definitely be looking at doing the same in other countries of the world.” \\\\\ REMO MONREALE NOVEMBER 2013

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FASHION ALESSANDRA E GUIDO CHIAVELLI

MADE IN ITALY STYLE IN CHILDREN'S FASHION High-end children's fashion created and designed in our country is conquering the world.

The market analysis by Alessandra and Guido Chiavelli from the company Il Gufo

ine flagship stores and 700 partners spread across 35 countries, for exports that make up 50 per cent of total sales.

Il Gufo, a clothing brand for children aged between 0-14, achieved, in 2013, profit of 25 million Euros, with growth on the previous year of 21 per cent in retail and 13 per cent in exports. "Although Italy represents the area of choice for the brand," says Alessandra Chiavelli, owner of the company from Treviso, northern Italy, along with her brother Guido, "exports are becoming increasingly important to us. The markets in which we intend to invest in the near future are Russia, the Middle East and the Far East".

However, Europe remains a key market, with turnover increasing in Germany, Austria, Belgium, Switzerland and the United Kingdom. "This," says Guido "is thanks to the brand's strategic development in Europe and to the development of digital platforms for the full-price sale of luxury products. In recent seasons, in fact, increasingly close collaborations with European online

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sales operators, specific to the children's clothing industry, have taken on a crucial role for our European business development". But there is also significant potential in non-European markets. "Russia," adds Alessandra, "despite the continuous growth of recent seasons, is still a country with strong potential. In the Middle Eastern countries, we have already been working for some seasons with the Chalhoub group, with which we oversee distribution in high quality multi-brand stores and department stores. We are planning to open a NOVEMBRE 2013

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Models per collection Dresses, knitwear, shirts, trousers, outerwear, footwear and accessories proposed and produced with over 300,000 garments per season

flagship store, spreading over 100 square metres, in the Dubai Mall in early February". Constant attention is paid to the United States where, after the opening of a flagship store in New York, the company is aiming to expand, particularly along the East Coast.

As regards the Far East, on the other hand, the brand's upcoming commercial developments relate to China, Hong Kong and Singapore, where the company uses strategic partners both for opening flagship stores and for distribution within major multi-brand stores. "In April 2013," recalls Guido "we opened our first flagship store in Chengdu, in the luxury department store Mai-

↖ Alessandra and Guido Chiavelli, owners of Il Gufo Spa, based in Asolo, Treviso in northern Italy

VALORE EXPORT

son Mode, owned by our partner, the Lessin Group".

Finally, in Japan, thanks to a longstanding collaboration with a key local distributor, the company has opened a store-in-store in the luxury department store Hankyu, in Osaka, as the first step on a retail expansion plan.

Aside from its business strategies, the brand's success is due above all to the particular aspects of the product, created and designed in Italy. "We have never betrayed our creative DNA expressed from the very beginning," says Alessandra. "We offer garments created with great attention to shape and colours, which are often exclusive and the result of intense research by our internal style department. Design, wearability and high quality are the strengths of the brand's collection, where trends from adults' fashion are inherited and carefully adapted to the world of children, with a focus on comfort, wellbeing and childhood identity". \\\\\ LUCA CĂ€VERA

NOVEMBRE 2013

37

FASHION ALBERTO FAGANELLI

THE BEST CLOTHING FOR YOUR FEET Socks for men, women and children.

For sport, style and everyday life. Alberto Faganelli presents a Maris production 88

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NOVEMBER 2013

n entirely Italian production of high-fashion and technical sports socks made with the latest machinery and subjected to a manual and accurate quality control, almost handmade, which guarantees the delivery of a practically perfect product.

Maris uses quality and ecological yarns in the manufacturing of its products: Egyptian cotton, cashmere and silk, as well as technical yarns with high performance for sports socks. “We have a demanding target - explains Alberto Faganelli, Administrator of the enterprise -, which is mainly international. For this target, and particularly for the female segment, we offer socks designed to be pure expressions of being a woman. Season after season we reinterpret our socks by providing creative ideas on the best way to dress up your legs and by studying new trends of visual and tactile sensations.” As far as sports socks are concerned, nothing can be a hindrance. “Reliability and performance are the basis of a premium product, able to help improve the performance even in the most extreme sports. This is why for our sports line we only use yarns from the best suppliers made of natural and synthetic fibres: CoolMax, CoolMax Fresh FX, Thermolite, Lenzing Profilen, Meryl Skinlife and Cordura.” For daily use, the Basic line remains an essential point. “It is characterised by elegance and tradition that combine in a classic and timeless style, synthesis of a rigorous and refined taste perfectly matched with practicality and comfort.” Maris's lines are developed and designed either

A

The Maris factory is located in Carpenedolo (Brescia, Northern Italy)

www.maris.it

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SEASON AFTER SEASON WE REINTERPRET OUR SOCKS BY PROVIDING CREATIVE IDEAS ON THE BEST WAY TO DRESS UP YOUR LEGS in-house or in collaboration with experts and customer designers. Their production processes are certified according to the ISO 9001:2008 standards, while the production, which reaches 10 million pairs of socks per year, is certified by Oeko-Tex Standard 100.

Maris directly exports 90% of its production and supplies the biggest fashion and sports brands, in addition to department stores, from large distributors to specialised shops. “Our main markets - continues Alberto Faganelli are France and Germany (which cover 50% of our turnover), Austria and the Netherlands. We are currently developing business operations to approach with highend products new markets such as Canada, Brazil and South Africa, where the Italian style is appreciated and markets are less competitive than in other larger emerging countries, such as China. In a context in which the market in general and the textile industry in particular are suffering, we continue to believe that there is space to grow if we produce quality and niche products and we continue to innovate, both in terms of products and production process, always paying special attention to the customer and to the evolution of market trends.” By firmly following this strategy, Maris’s manufacturing trend has increased both in 2012 and in the first months of 2013. “This year we should have a growth in turnover of about 10%.” \\\\\ VITTORIA DIVARO NOVEMBER 2013

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FASHION GIOVANNI ORSI MAZZUCCHELLI

INTERPRETING DECORATIONS AND DESIGN

Discovering Mazzucchelli 1849, one of the major operators in the eyewear sector for the development of technologies and trends uality and aesthetics are the result of a very long tradition, based on the artisan production of fashion items.” This is how Giovanni Orsi Mazzucchelli, President of the Lombardy company Mazzucchelli 1849, sees the roots of Italian style as a paradigm confirmed the world over.

The company, based in Varese, founded over 165 years ago, works in the production and distribution of cellulose acetate, a plastic material traditionally used for the production of spectacle frames. For its president, it is precisely the experience that has allowed his company to identify intuitively the transition that, from exclusively functional objects, has seen spectacles take on new aesthetic value.

“In the 1970s, we were among the first to introduce fashion and design concepts into the eyewear sector. Spectacles have become fashion accessories,” explains Orsi Mazzucchelli “so they have to meet precise stylistic requirements.

We responded to this requirement largely thanks to one of our technologies - called “block”- which has been developed over the years. Besides technical details, this allows for incredible three-dimensional effects, transparency, brightness of colours and magical compositions that are

“Q

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↑ Giovanni Orsi Mazzucchelli, President of the Lombardy company Mazzucchelli 1849, based in Castiglione Olona, Varese

NOVEMBER 2013

CELLULOSE, HISTORY OF AN INNOVATION

G

iovanni Orsi Mazzucchelli tells us about the

long history of technological innovation that distinguishes Mazzucchelli 1849. “The com-

pany was founded in 1849,” says the President of the Lombardy company, “through the initiative of my family which, generation after generation and in over 160 years, has been committed to research and innovation. The natural materials used at the start of our activity have progressively been replaced by celluloid - the first “thermoplastic material” - and later by cellulose acetate. Alongside the evolution of materials, the company has launched, over time, various different products: articles for jewellery and toiletries, hair clips, pens, dolls, buttons and sunglasses. Still today, cellulose acetate, a polymer of plant origin synthesized from cotton and/or wood pulp, is the raw material we use: its extreme ductility makes it possible for us to achieve highly refined and unique colour effects.”

www.mazzucchelli1849.it

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impossible to achieve with other processes. Our knowhow allows us to develop infinite effects and decorations so that we are able to satisfy the creativity of the most discerning designers. This technology also allows us to create tailor-made products to meet specific requirements for customisation which is becoming increasingly popular on the market. All this, over the last few decades, has helped us become the leading group of the largest industrial hub in the world for the production of semi-finished products in this sector: sheets, granules, metal components and sun lenses.”

What role does research play in your business?

“Research is the very heart and soul of our business. We supervise four laboratories for product development, plus one for chemical research in Italy and two for product development in Asia. In this spirit, we have also continued our research of cutting-edge products to be offered to the various markets or brands, and we are committed to improving consolidated processes and technologies so as to achieve better results. The latest innovations on Mazzucchelli's business journey remain faithful to its initial commitment: the processing of natural materials and a focus on markets that require particular sensitivity to innovative and aesthetic aspects all NOVEMBER 2013

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FASHION GIOVANNI ORSI MAZZUCCHELLI

while respecting the environment.”

What are you referring to?

“In a period of greater awareness and sensitivity towards nature and attention to eco-friendly products, we have developed M49. M49 is made from cellulose acetate, the most widespread organic compound in nature, produced from wood or cotton fibres; it was created with a new formulation containing substances derived from renewable resources. This new thermoplastic and ecological material is 100% biodegradable and recyclable. A further innovation, this time in terms of design, is represented by the high definition printing process on acetate sheets. For the first time, glasses can be customised either with a very detailed and colourful image or with a high resolution image. Coming back to the environment, all these innovations are supported by process improvements that have substantially reduced emissions into the atmosphere and have seen a reduction in the timescale of the production cycle.”

In what way has tradition helped you in the development of new products?

“A concrete example is the opening of "Centro O" in the 1970s. This creative research centre is still active and focuses on both studying fashion trends and performing marketing research, and represents an inexhaustible

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source of style recommendations for all our customers. So, we are able to offer all our clients a large historical archive of roughly 50,000 patterns and colours, which we have developed over time. Often, these become the source of inspiration for designers in order to develop products that are always on the cutting-edge of fashion.”

In which parts of the world are you present?

“Precisely to be close to our customers and to pursue our vocation for service, we are now present in Italy, France, the USA (New York), Hong Kong and China, with branches and group companies. In addition, all throughout the year, we visit customers in order to show them our latest innovations and custom-made products. Our production sites are located in Italy and China, which are reference markets for the production of frames and sunglasses. It is worth emphasising, however, that the Italian production site still remains the centrepiece of a superior experience, culture and sensitivity.”

In which international shows will you be participating in the near future?

“International trade shows in the field of optics are major events. In 2014, we will exhibit in Milan, at MIDO. Then we will be in Hong Kong and at all the other major trade shows.” \\\\\ RENATO FERRETTI NOVEMBER 2013

DESIGN GAETANO PESCE

CREATING IN CHANGING TIMES In our time, values rise and fall like sea waves. “Synthetic materials are closest to the nature of our changeable times” Gaetano Pesce explains n the Nilufar gallery in Palazzo Durini in Milan there is an installation of historical pieces by the architect and designer Gaetano Pesce; they include scale models of interiors and architecture, as well as sculptures and three-dimensional works in plastic resin making up an itinerary through rare pieces starting from as far back as the Eighties. Some of his famous works are the chairs dedicated to the female world, such as “Feminino”, created in a limited edition from a continuous research of new materials and made up of four hand-printed pieces assembled using a particular technique. Among the most recent pieces, there are the “Michetta” sofa, which aims to free itself of fashion and rigid, schematic impositions, as well as the “Insieme” sofa, which pays homage to affectionate relations and all that is opposed to meanness and the ease of separation: “Is it easier to unite or separate? Is modesty or intemperance easier? Is it better to live or survive?” asks Pesce.

From New York, where he has lived since 1983, the Venetian architect returns to enchant Italy and Milan, which he himself defines as the capital of creativity and design.

How has the communicative potential of a design object changed over the last forty years?

“Design has come forward in leaps and bounds while Italian industry has understood the enormous potential of the

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industrial object as an expression of art, opening its eyes to a relatively new design market, that of art.”

How does the choice of materials bear witness to the discoveries of our time and which are best in reflecting the truth of the times?

“Synthetic materials, as we call plastics, are closest to the nature of our changeable times, where values rise and fall like sea waves. In my New York laboratory, we created a table in just three hours, using hard, light foam. This shows how contemporary materials are easier to use; if I had chosen marble or glass, I would have needed several months.”

Describe your typical creative day.

“I have always had two work places. One is the office, which I call the clean space, because it is where I work as an architect, without the disturbance of dust or noisy machines doing all the work. Then there is another place, the laboratory, which is where I get my hands dirty. Our job links the hands to the brain in an extremely direct way; one cannot work without the other.”

With the “Sunset of New York” sofa, you alluded to the decline that, sooner or later, this capital would have suffered. Today, how do you judge the current creative market and which of the big design cities are advancing?

“Thirty years ago, New York was showing signs of fragiliNOVEMBER 2013

← Gaetano Pesce, sculptor, designer and architect

ITALIAN DESIGN IN THE WORLD INDOOR FURNITURE, FASHION, ARCHITECTURAL DESIGN AND AUTOMOTIVE INDUSTRY: ITALIAN DESIGN IS APPRECIATED IN THE WORLD

I

talian design first started to be renowned in the transport sector (cars and aircraft). As a matter of fact, the automotive enterprises Fiat, Lancia and

Alfa, whose first car models have become famous worldwide, were all started in the early 20th century, while the army’s demand of means of transport grew during the war. But Italian design became really famous in 1948 with the production of Vespa and Lambretta. Among the design objects that people remember and that are imitated throughout the world, we find Mirella, the sewing machine made by Necchi, the coffee machine by Bialetti and the typewriter designed by Olivetti. However, bicycles are the most popular Italian products nowadays. In 2012, the Italian exports of bicycles and their components

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worldwide amounted to half a billion euro (+10% in

Principal markets of the Italian design exports 12.7%

9.2%

France

UK

7.7% Russian Federation

13.8% Germany

6.7% USA

49.6% Other countries Other countries (¤ 3608,3 million) Germany (¤ 1009,5 million) France (¤ 926,5 million) UK (¤ 674 million) Russian Federation (¤ 566,5 million) USA (¤ 487,05 million)

NOVEMBER 2013

Source: www.infomercatiesteri.it

ty. In reality, epoch-making changes in capital cities require a long time and today New York is still the capital of the world. However, the design capital is Milan and will be for a long time, just like Italy in general, because our tradition – which started in the Renaissance and continues today – is unique. Shanghai, as well as the many showrooms and exhibitions at the art fairs of London and Los Angeles, can only vaguely compare to the energy of Milan during the Salone del Mobile (International Furnishing Accessories Exhibition). We are the centre of the design culture, no other country comes close.”

But is there room in Italy to understand the innovation produced by design?

“My work has always been understood. It is a direct trade, and children in particular enjoy my works – which, after all, are almost like toys - because they can touch the materials.

Since I started in this profession, however, things have changed, but slowly. While other countries dedicate a lot of energy to innovation, in Italy I can feel a phase of fatigue. On one hand, there is a slow and Byzantine political system, which neither reflects today's world nor does it aid creativity; on the other, there is the private sector, which is proving to be advanced and lively, moving quickly and expanding throughout the world.” \\\\\ RENATA SACCOT

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DESIGN ALESSANDRO MENDINI

A VISUAL UTOPIA

“Characters of novels, painters, thinkers, directors of times gone by and different civilizations, archaic ones”. These are the sources of inspiration for Alessandro Mendini’s work riting and drawing have been inseparable companions in the life of Alessandro Mendini since his birth in Milan in 1931. He is regarded as one of the few innovators in the Italian graphic design scene of the 80s. In his long career, Mendini has been chief editor of Casabella, Modo and Domus, three of the most popular design magazines in Italy, also working at times for international companies. He is now a consultant in the communication and design department of many industries. In 1979 and in 1981 he received the “Compasso d’oro”, the most important Italian award for design. In 1989 he founded the “Atelier Mendini”, in Milan, with his brother Francesco.

You said that when you were young you wanted to become a cartoonist or a painter. Then you got a degree in architecture and you wanted to write and finally you began to draw. What are the passions that get you going nowadays?

“I am matter-of-factly an eclectic personality. I am interested in communicating through images and writing. I am a shy character, that is why I choose many different disciplines, because they allow me to be extroverted.”

You call yourself a draughtsman of the Milky Way. Do you consider fairy tales, fantasy art and utopia the basis of what pushes you to work?

“Yes, I do work on a quantity of little fragments that shine beautifully and then disappear at once as they would on a starry night. When you put them together they acquire a strange cold luminosity that, to me, hints at utopia.”

What was your inner response to the advent of technology in design? Also, what is the juvenile sketch that you treasure most from your youth?

“I am not too scrupulous when it comes to my belongings, but I do remember some little paintings I did when I was a child, representing cypress trees, meadows and animals. They have all been lost, I think. All virtual technology is really fascinating and seductive to me - obviously - though I must say I need help from

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↑ One of different versions of the armchair “Proust” (1979), designed by Mendini ↗ Alessandro Mendini, architect and designer, opened Atelier Mendini with his brother Francesco in 1989

NOVEMBER 2013

one year). Italian bicycles are sold especially on the European market (91.2%), while Italian enterprises receive orders for bicycle components not only from Europe (63% of the total), but also from China and East Asia (13%), the United States and Canada (11%).

Nevertheless, furnishing is the par excellence sector of the Italian design. The most desired brands for sofas, bedrooms, furniture and kitchen are the Italian

ones.

Giovanni

Anzani,

Vice-President

of

Federlegno Arredo, the association that represents Italian wood furniture enterprises, describes Italian know-how in this sector: “High-tech production and the ability to fulfil the customer’s needs from the points of view of taste and budget are the common thread that joins the most famous Italian brands of

younger assistants to use it.”

Which values survived the renovation of design in the 1980s?

“The expression “post-modernism” is now passé, but things have been profoundly different since that moment in the 80s. It was the turning point of a whole new age, which we have just begun. New trends in thought and new talents are plunging into that philosophy even now, the “ideological parallels”.”

Decorative art vs. design: do you think they overlap or are they far-apart?

“I think you can always find common threads and overlaps in all worlds and genres of creative activities, with amazing results.”

Is there a particular work of yours that best represents your personality?

“My quick sketches are the visual expression that most resembles me.”

Where do you find inspiration for your creations nowadays?

“I am a bit of a kleptomaniac these days and I happen to be easily conditioned by other people’s ideas to the point of falling in love with them, even if they do not coincide with mine. I look at a lot of things, I observe them from different angles, I transform them, I interpret them. I owe a lot to the external world but there comes a point in which I need to isolate and empty my mind.”

As an artist you must be used to criticism, but what do you think people really say about you?

“They say I am kind (sometimes), and I like it. It is better than when they say I am cynical, which, I am afraid, is true.” \\\\\ CAMILLA GARGANO ITALIAN VALUE

this sector. Our idea of craftsmanship is shown by the selection of materials and the ability to create unique products.”

In order to support and promote Italian products abroad, Federlegno Arredo has organised the road show “Cucina, anima, design: l’Italia che vive”, an ambitious one-year international project of marketing and communication dedicated to Italian kitchen furniture. The event will conclude with Eurocucina 2014, one of the most important international fairs in this sector. It will take place in Milan from 8th to 13th April 2014, together with the event Eurocucina temporary show, “that aims to express the essence of

NOVEMBER 2013

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DESIGN GIULIO CAPPELLINI

A CALLING CARD OF QUALITY AND TRADITION Italian style continues to fascinate foreign markets, especially in the design world, where aesthetics and functionality are essential traits. Giulio Cappellini’s viewpoint esign is an integral part of the artistic and cultural legacy and the ideas that make up Italy’s heritage. Architect Giulio Cappellini - one of the most active figures on the Italian design scene explains: “Items “Made in Italy” are appreciated more and more abroad, especially in the emerging countries, that are just now coming face to face with design.”

How is this sector doing?

“Design is certainly a part of Italian culture, an ambassador of all exciting artistic and cultural trends. Italian design came on to the world stage in the 1950s, thanks to the work of a small nucleus of young designers and Italian entrepreneurs who believed in the culture of the project as a form of business. Today Italy is reconfirming its industrial record, but the spectrum of collaborations has widened. Designers from all over the world find fertile ground here to cultivate their ideas and develop them

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into products. We are vying on the world stage, meaning that it is vitally important that we create products which can be accepted anywhere, answering the final customer’s needs with beauty and functionality.”

Innovation is one of the key points on which to focus. What is Cappellini brand’s approach?

“Cappellini aims to be a contemporary company, which is not possible without continuous research and innovation. Research not only into new shapes, but new materials, new textures, new productive systems that can bring into being even the most daring projects.

Therefore, not innovation for innovation’s sake, but research into concrete answers without losing freedom

↑ Cappellini’s showroom in Bruxelles ↗ Italian design manufacturer Cappellini’s art director, Giulio Cappellini

NOVEMBER 2013

and creativity. Cappellini believes in a continual exchange of ideas with designers from different histories, cultures and traditions.”

In your opinion, what are the vital characteristics that a design piece must have?

“It must be functional, but above all attractive; it must bring joy to its owner, and allow them to dream. Furthermore, a true piece of design must be timeless; it must be able to surpass the trends of the moment, becoming an integral part of daily life.”

Are Italian design products more successful within or outside the national border?

“Italian design continues to greatly fascinate foreign countries, especially emerging ones, which are just now coming face to face with the design world. We should be careful, though, not to turn design into lifestyle, by continuing to work on real and contemporary projects rather than follow sensations and atmospheres. A true piece of design goes well anywhere and can be interpreted in different ways throughout the world, by adapting to different cultures.” \\\\\ NICOLÒ MULAS MARCELLO

Italy’s market share of world furniture export

92.6% Other countries

7.4% Italy

Source: www.infomercatiesteri.it

Italy”, explains Giovanni Anzani.

As for the market areas, the most important one is the Chinese market. Data provided by the enterprise China Customs show that between January and July 2012 Italy’s market share of Chinese imports of furnishing was equal to 8.1%, compared to 18.14% of Germany, 15% of Japan and 8.5% of the United States.

In order to help Italian enterprises increase their market share in China, ITA (Italian Institute for Foreign Trade), in collaboration with Federlegno Arredo and other trade associations, has created the event “La Cina arreda italiano”. “Trying to involve buyers and distributors is not enough, we must open a dialogue also with trade magazines, architectural offices and local designers” explains Roberto Snaidero, President of Federlegno Arredo. “We should involve those who are able to lead Chinese people’s taste towards Italian classical, modern and contemporary furniture. Moreover, we aim to take an active part in the Shanghai fair next year.”

The Indian market has great potential too. Within the project “Progetto India 2013” promoted by the Indo-Italian Chamber of Commerce and Industry of Mumbai and Unioncamere, the union of the Italian Chambers of Commerce, facilitate several events concerning the furnishing sector. In order to the business relationship between India and Italy, the Indo-Italian Chamber of Commerce has launched the website www.furnituredesignitalia.com, an informative showcase of Italian furniture for Indian operators. Finally, another event will be “Pop-up show India”, a sort of travelling showroom in the main Indian cities. RG

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DESIGN ANDREA POSER

“QUIET” DESIGN Study of air flows and innovative materials.

Ionization that eliminates odours. Andrea Poser presents two Italian technologies in the name of comfort

www.falmec.com

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o eliminate fumes and cooking smells, quietly. This is the objective that Falmec has managed to achieve, patenting a solution that reduces the noise of the air evacuation system by 86%. This is one of the innovations developed and created entirely in Italy and launched on the market by Falmec, which produces cooker hoods in the Veneto region, in northeastern Italy. “In collaboration with the University of Padova - says Andrea Poser, Head of Marketing for the company -, our research activity began with a complex and in-depth study on fluid dynamics, to find an internal shape that would be capable of reducing turbulence to a minimum and, therefore, noise. Eventually, we managed to put into production a truly silent system which we achieved by giving its internal structure a shape that would make the flow of air much easier.

We also used newly-conceived acoustic insulating ma-

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NOVEMBER 2013

terial.” While this model of hood has already been on the market for a couple of years, Falmec's desire for innovation has certainly not waned. In April 2012, at the Salone del Mobile (Furniture Show) in Milan, it presented a new solution, which was according to Andrea Poser “even more revolutionary than the first.”

The main goal of this most recent project was to offer effective filtering hoods. "On the market - explains Andrea Poser -, there are two types of cooker hoods: extractors and filters. The first type extracts air from the kitchen and sends it outside. The other, on the other hand, extracts the air, treats it and retains it inside the kitchen. We therefore focused on the limits of this second type of installation

Two of the innovative hoods developed and produced by Falmecin Vittorio Veneto, Treviso in north-eastern Italy

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and we proposed a truly filtering solution. Often, in fact, filter hoods use air treatment systems that are not particularly effective. Our aim was to create a solution that would be capable of filtering the air, eliminating all odours. We managed to achieve it, obtaining odour elimination of up to 95%.”

After a research process lasting roughly two years, Falmec identified controlled bi-polar ionization as the optimal technology for true purification of the air inside domestic environments. “With a certain ratio of positive and negative ions, you can attack odorous molecules by oxidising them, and thus remove odours. Even the installation is simpler as you no longer need pipes to conduct the air outside. In addition, this technology contributes to energy saving and to living comfort as it does not extract and transfer air out of the room and so it does not alter its temperature, otherwise affecting the cost of heating and air conditioning.” \\\\\ VALERIO GERMANICO NOVEMBER 2013

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APPOINTMENTS PROJETS PRESTIGE

THE ITALIAN CONTRACT ARRIVES IN DUBAI ver € 7,000 million. This is the revenue of European building and furnishing companies operating with international contracts. The sector is developing all the time; contracting is a new way of doing business and has introduced an obligatory new step. Companies can no longer just supply products but must also offer integrated services. To improve visibility of Italian contractors abroad, ICE – the agency for the promotion abroad and internationalisation of Italian enterprises – has been investing in the ContractItaliano project for three years and from 25th to 26th November will participate in Projets Prestige in Dubai. Following the success of ItaliaLive in the United Kingdom and Arc Interiors in the United States, participation in ContractItaliano within this Arab Emirates event is an unmissable opportunity for Italian enterprises (from furnishings and furniture, lighting, floorings and coverings, fabrics, taps and fittings, bathroom furniture and furnishings, door and window frames) aiming to break into a strategic market such as that of the MENA countries (Middle East and North Africa), India and Asia.

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An unmissable opportunity aimed at the hotel and hospitality sector. For those Italian enterprises that wish to break into the markets of the MENA countries, India and Asia.

With help from the ICE

www.ice.gov.it www.contractitaliano.com

NOVEMBER 2013

← Sky-scrapers in Dubai.

The Projets Prestige event is being held in the Arab Emirates city, with the participation of Ice through the ContractItaliano project. ↓Participants of the business forum “Arc Interiors” (Ice)

A PROJECT FOR THE MADE IN ITALY BRAND

I

CE – Agency for the promotion abroad and internationalisation of Italian enterprises – from the beginning has been assisting SMEs and the Made

in Italy brand with promotional activities all over the world. For over three years now, ICE has been successfully investing resources and energy in the ContractItaliano project to support Italian companies operating in the international contract market.

The agency organises a specific programme of promotional initiatives favouring the various sectors of excellence of the Made in Italy brand and through a

Projets Prestige is a business workshop in which specifiers, designers and buyers with contract projects in progress meet companies in the furnishings contract sector (mainly in the hotel and hospitality sector).

The programme includes a customised agenda of meetings aimed at match-making, based on the needs of the participating companies and their counterparts. Important networking opportunities are guaranteed during the moments of leisure that run parallel to the business meetings. These two days will include ContractItaliano, which in just three years has involved over 230 companies in promotional initiatives, highlighting how Italian manufacturers are able to affirm themselves in the high range and luxury sector and operate almost exclusively in supply and sub-provisions, leaving the integral management of international tenders to either large contract companies or international architecture studios.

In order to support the visibility of Italian enterprises, the project is also online through a web portal. Structured as a promotional vehicle, it hosts 170 companies and Italian professionals of the contract supply chain, with over 550 projects all over the world, 2,200 registered ITALIAN VALUE

network of 93 offices all over the world provides assistance/consultancy services as well as information on commercial opportunities, international competitions and investments from and in Italy. Through ContractItaliano, a reference point for operators in the sector in Italy and abroad, ICE is able to promote the Made in Italy market offering in two ways: through a constantly evolving web portal and the organisation of promotional projects, in Italy and abroad, thus supporting those Italian companies looking towards the growing opportunities in the international market.

users and a volume of around 50,000 visitors. Furthermore, the platform holds the details of over 500 business opportunities throughout the world (international competitions, commercial opportunities, international funding, previews of large projects) and links a network of over one thousand professionals through the social networks Twitter and LinkedIn. \\\\\ LUCA CÀVERA NOVEMBER 2013

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CONSTRUCTION CARLO SPADA

65

Countries of reference Edilsider works around the world through its own offices, particularly in the markets of Latin America, Africa, the Middle East and Australia

GREEN CONSTRUCTION Flexible, customised, sustainable solutions.

Carlo Spada describes modular prefabricated buildings

iving comfort, energy efficiency and sustainability of materials. These are the strengths of the modular prefabricated buildings by Edilsider, based in Lecco (northern Italy). These capabilities have lead the company, now operating for 50 years on the market, to export to 65 countries, where, in many of which, it has representative offices (Europe, Asia, Far East, South America, North America), as well as production units in the Middle East, Australia and Africa. "Another strength," says Carlo Spada, President of the Lombardy company, "is the fact that we personally design and produce all the components of our modular prefabricated buildings. This means that we are able to create flexible and customised solutions, to be used in many different sectors (large-scale building and civil constructions, mining, oil and gas, military forces, agriculture, emergencies and humanitarian organisations)."

The latest product developed by Edilsider's designers is the series 3001 module. A prefabricated system that combines uniqueness, flexibility and innovation. "This new series continues the process that we began with both the series 2001 modules and the Sidermajor series of insulated modular prefabricated buildings – our most popular and best selling prefab. Recent technologies have allowed us to add value

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www.edilsider.com

NOVEMBER 2013

WE DIRECTLY INSTALL MODULATED PREFABRICATED BUILDINGS EVEN IN THE MOST REMOTE AREAS OF THE PLANET

↑ Carlo Spada President of Edilsider of Calolziocorte, province of Lecco (Lombardy/Northern Italy)

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to our prefabricated buildings, by equipping them with photovoltaic or solar panels; but it is through the design and the choice of materials that we are able to focus on some environmental aspects. For example, for the flooring of the prefabricated buildings we use recycled plastic panels produced in-house. These, in addition to being ecofriendly, ensure the durability of the flooring even in extreme conditions. The choice of materials and technological equipment then forms part of a production process that is mindful of the effect it has on the environment: at our central headquarters, we have constructed a 600 kWp photovoltaic plant to power the production unit."

Besides quality, Edilsider offers its organisational capacity for the installation of temporary job sites "Recently we created a logistics camp for 1,500 people in Nigeria, 3,000 square metres of offices in Venezuela, 2,000 square metres of offices in Panama, 1,300 square metres of offices and warehouses in Angola and a kitchen for 150 people in the Congo. But our services are also available for constructions located in the most remote areas of the planet, which we achieved successfully for some projects in New Caledonia, Canada and Australia. We are also currently opening new branches in Africa, Australia and South America." \\\\\ LUCA CÀVERA NOVEMBER 2013

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CONSTRUCTION ANGELA MAFFIONE

THE PROSPECTS OF WOOD An eco-sustainable material of huge design potential. Angela Maffione, Stratex CEO, presents wood as a technology

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ood is an adaptable material that offers the possibility to create a huge variety of architectural structures, all characterized by being lightweight and with an excellent aesthetic result. To these qualities we can add eco-sustainability, speed of execution, and precise production costs. “Wood should no longer be seen only as a raw material, but as an actual technology.” This is the opinion of Angela Maffione, the CEO of Stratex, a company of northeastern Italy that has put this idea into practice with three brands and three products that meet building needs from three different angles: Stratex Strutture, Stratex Living, and Xpanel. “From prefabricated panels to post-modern living solutions in wood and large-scale projects, with the use of wood our production expresses the profound respect for the environment of an ideal lifestyle in harmony with nature.”

What are the characteristic features of your structures?

“Stratex Strutture designs and produces large beams and structures of lamellar wood using red firs from certified, controlled forests. Among our most recent significant projects in Italy are: the construction of the new trade fair pavilion of Vicenza, using 90-meter beams without sup-

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www.stratex.it www.stratexstrutture.com www.living.stratex.it www.xpanel.it

ports (the longest ever produced in Italy), the San Carlo Theatre in Naples, the Petruzzelli Theatre in Bari, Outlet Treviso (designed by architect Taylor Chapman), and Trento Futura (designed by Renzo Piano). But our company is also expanding abroad, with recent projects in Kazakhstan, a seafront shopping center in Durres (Albania), a swimming pool complex in Paris, and a resort in Megève (France). Stratex Living is also being used more and more for public works.”

And the other two brands?

“Xpanel is a high-performance prefabricated structural panel, developed by Stratex technicians, which has been patented in Europe. It combines high sound absorption, speed of construction, and excellent fire resistance properties. It is precisely these characteristics that make it the

↗ Petruzzelli Theatre (Bari). ↑ Centre Nautique du Val d'Orge (Paris). ← Angela Maffione, CEO of Stratex based in Sutrio, Udine (in northern Italy)

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ideal solution for the construction of structures for communities, such as schools, theatres, shopping centers, gyms, and sports facilities in general. Stratex Living is the production line dedicated to prefabricated turnkey wood buildings created according to bio-construction criteria, by using natural materials of low environmental impact. These products are characterized by high energy efficiency, sound absorption, and excellent seismic response.”

Why is this building material still limited to a niche market?

“Wood has not yet been accepted by many markets. An example is the Arab Emirates, where the most successful materials continue to be mainly glass and steel, being that they are seen to be the only ones that can guarantee the luxury look typical of their architectural preferences. Nevertheless, by raising the awareness of design firms regarding the possibilities offered by lamellar wood, slowly but surely our technology is making headway. For example, we recently acquired a contract in Qatar, which will offer a great opportunity for gaining visibility in that area. It should be pointed out that even though ours is a niche product, it is not necessarily relegated to high-end brackets: it all depends on the design and the type of structure to be built.” \\\\\ VITTORIA DIVARO NOVEMBER 2013

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CONSTRUCTION ROSARIO CATALANO

NEW ARCHITECTURAL DIMENSIONS

Art resin constitutes a new architectural frontier, with endless possibilities: the only limit is creativity loors and walls as full-fledged design objects. Resin, already used in the industrial field, has become the key for an as yet unexplored architectural dimension, which is attracting increasing attention from the sector's main players. If the surface has been appropriately treated, in fact, the most diverse graphical effects can be achieved, thanks to a new installation technique and the right expedients on the material. The companies that are leading the way in this context include Catalano Rosario, based in Turin, which has invested in order to improve performance and reduce the limits of artistic possibilities. “Our product is called Resin Emotion - says Rosario Catalano -, and it is an element that is both aesthetic and structural at the same time. It looks like a monolithic surface whose crystalline finish enhances the created work of art. Compatible with any intended use, it is adaptable to any pre-existing surface, such as, for example, floors, walls, but also partitions, kitchen tops, stairways or balconies. In addition, the resin we use is water-based so it is odourless, respecting both the environment and the health of workers.”

After twenty years of experience in industrial resin, realising its potential uses, Catalano decided to undertake some initial experiments. “The task - recalls the owner of the construction company -, was brought to a conclu-

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↑ Rosario Catalano, owner of the company Catalano Rosario based in Turin

NOVEMBER 2013

THE RESIN LOOKS LIKE A SURFACE WHOSE CRYSTALLINE FINISH ENHANCES THE CREATED WORK sion thanks to the synergy between my son Carmelo, creator of Resin Emotion, and one of our chemists, with a result on the transparent crystalline that represents an innovation in the field. Crystalline constitutes the protective cover on the work: the greater its thickness, the greater the protection of the surface but, at the same time, the greater the probability it will yellow, thereby modifying the original design. With Resin Emotion the crystalline does not yellow, even when very thick, thus allowing for this technique also to be used in buildings with very frequent footfall, such as airports, train stations or shopping centres. In addition, we are probably the only ones using resins with pure pigments, i.e. without solvents, for a very different result compared to more common compositions.”

Despite the resins proposed by Catalano being waterbased, the graphic effects can be modelled so as to re-

www.catalanorosario.it www.catalanorosariopavimentiindustriali.com www.catalanocostruzionisrl.it estero@catalanocostruzionisrl.it

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produce any requested design or pattern. “There is no limit to the aesthetic results that we are able to obtain continued Catalano -, because we can even create threedimensional effects or roughness, we can use printed patterns. Or an artist can paint, using special products, on a white background, again in resin, only then for his work to be covered with transparent resin. In general, therefore, given the number of possibilities, we prepare special samples: there is no standardised production. Each architect or designer, in fact, asks for a completely different design, with general indications in accordance with which we prepare some sketches. But in any case, whatever the design object may be, we can reproduce it on the surfaces.” \\\\\ RENATO FERRETTI NOVEMBER 2013

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THE EU IS STILL A MARKET OF REFERENCE Although in 2012 there has been a drop in the exports of Italian enterprises, the European Union still holds an important role in this regard

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EUROPE ECONOMIC OUTLOOK

ITALIAN FOREIGN COMMERCE FOR GEOGRAPHIC AREAS AND PRINCIPAL COUNTRIES Millions of euro

Exports 2012

Imports 2012

percentage

percentage

EU member countries 209,214 Germany France Spain UK

53.7

%

48,713 43,169 18,291 18,964

EU member countries

Germany France Spain UK

200,314

52.9

%

42,845

11.3

%

55,219 31,318 16,848 9,554

Non-EU European countries Russian Federation Switzerland Turkey

9,993 22,878 10,618

54,340

14.0

%

Non-EU European countries Russian Federation Switzerland Turkey

18,331 11,018 5,257

Source: Ice on Istat data

he countries of the Economic and Monetary Union (EMU) are still among the main trading partners of Italy, despite the weak demand coming from the Eurozone in 2012.

According to the report “L’Italia nell’economia nazionale” (“Italy in the national economy”), drawn up by the Italian Trade Agency (ICE), which promotes Italian enterprises abroad, food and pharmaceutical exports have showed a slight growth in this market during the years 2012-2013. In fact, Italian exports of pharmaceuticals to the EU increased by about 20% in 2012. A 4% growth in the sales of food, beverages and tobacco has also been registered. The European Union continues to be Italy’s first contact as far as agricultural and fishing products are concerned, despite a curtailment in trade flows in 2012. In detail, Germany accounts for over 25% of Italian exports, followed by France and Austria. Moreover, an increase of 8.6% has

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been registered in comparison with 2011 in the exports of coke and refined petroleum products. This increase has been determined by the demand of Slovenia, France and Malta. A less positive trend, instead, has concerned Italian exports of base metals and metal products as well as textiles and clothing (an average of -2.3% in 2012 compared with 2011 for sales to EU traditional partners).

Exports of shoes and leather goods are still stable with respect to 2011 (0.6%). With the exception of the United Kingdom (+2.3%), the exports of rubber and plastic goods to the EU have decreased; nevertheless, the EU continues to absorb more than 70% of the Italian sales in this field.

The European Union countries represent the favoured target of Italian exports of computers and electronic and precision equipment, as well as electrical equipment and means of transport. France and Germany still remain among the main importers of industrial machinery and equipment of our Country. \\\\\ LEONARDO TESTI

NOVEMBER 2013

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EUROPE ANTONIO TAJANI

A EUROPEAN MISSION FOR GROWTH

“Innovation and the removal of bureaucratic barriers is the course of action needed to restore competitiveness in European-bound Italian production” says Antonio Tajani

↑ Antonio Tajani, VP of the European Commission for Industry and Entrepreneurship

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opened with a marked 8.7% increase over the base in Italian exports thanks to an intensified trade flow in Southeast Asia and the Opec countries. Exports in continental European markets were not as noteworthy. The sole exception was Belgium-bound export with a huge 27% upturn, as the rest stuck to a meagre 2.6% swell against the +17.6 achieved by countries outside the EU. “Therefore, we must look positively at the ability of our enterprises to find an alternative to the European markets and to solidify their position in more dynamic economies” says Antonio Tajani, European Commissioner for Industry and Entrepreneurship. “I’m thinking, for example, of the US’ +2.2%, of China’s 7.8% growth.”

The 2013 Italian export started out well, though we noticed a clear gap between EU and non-EU sales.

What are the factors that make the continental market less responsive to our products?

“I would not talk about “responsiveness”, as I think the idea of responding implies a lesser degree of appreciation of our products in the European market. The negative growth of the European economy by -0.3% in 2012 may, however, lead to a cut in the demand for goods, including Italian ones.”

2013

→ For more detailed information about European SMEs, visit European Small Business portal, provided by the EU

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On different occasions we have heard you calling for a common European industrial policy that would enable the economy in the area to restart. Which sector would you entrust to be the new engine?

“We identified six areas to focus our investments on: advanced manufacturing technologies, key technologies, bio products, coming up with a sustainable industrial policy, construction and raw materials, clean transportation and smart networks. The markets that these areas involve have a great potential to encourage economic recovery and they represent the necessary framework for the ongoing, new industrial revolution. Even if these are our priorities, of course it does not mean we will overlook efforts made in other sectors, while considering their specificity. For instance, we are preparing a plan of action to bolster the competitiveness in the steel industry.”

You recently intimated that Europe aims to bring continental manufacturing back up to 20% of the GNP by 2020. What should commercial policies do to achieve this goal?

“If we want European industry to grow, we should enact a commercial policy that will allow us to capitalize on the international markets while, at the same time, setting up the right conditions to protect our enterprises. In fact, we are working in this direction. Recently we started an important commercial negotiation with Japan, and we will begin talks with the US shortly. Even more, the Commission wants to reform the regulation now in place to protect our businesses from unfair commercial practices by non-European enterprises. We also want to support them in the process of internationalisation. In particular, the “Missions for growth” wich we carried out in third world countries are indeed aiNOVEMBER 2013

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EUROPE ANTONIO TAJANI

EUROPE ON THE MOVE Eurochambres suggests innovative answers to stimulate economic growth

-0.3%

Gnp The negative growth registered by the economy in the EU area in 2012

med at facilitating new ventures in the foreign markets.”

There were rumours of creating a new institution to monitor foreign investments in Europe. What was the follow-up of that idea?

“The Commission is actually taking into consideration the idea of instituting a surveillance agency. The best way to generate exports outside the EU, and at the same time encourage the internal market, is to be competitive in the global market. This can be achieved by constantly improving quality and prices, by innovating products, procedures and services and by meeting the everchanging consumer needs.”

What is the Commission doing to encourage enterprises to go in that direction?

“The Commission supports the development of any project that will encourage innovation, we are talking about public subcontracting for innovation, for instance, in which the manufacturing industry may play an important role. We also intend to promote a wider notion of design and creativity in workplaces. Italian enterprises with their tradition of creativity and dynamicity could benefit immensely from these exclusively technological fields.” \\\\\ GIACOMO GOVONI 118

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t this still uncertain time for the Eurozone, the role carried out by Eurochambres, the Association of European Chambers of Commerce and Industry – “the only community organisation that looks after the interests of each company sector and size” – takes on an even greater importance, as highlighted by president Alessandro Barberis, in his second mandate.

Founded in 1958, Eurochambres represents the interests of over 20 million businesses throughout 45 European countries with a network of two thousand Regional and Local Chambers. More than 93% of these companies are small or medium sized and employ over 120 million people. “The association,” Barberis continues, “intervenes when themes of economic interest come up that may affect businesses and tries to direct the attention of European institutions in these instances.”

What are the European Chambers of Commerce currently working on?

“There are four specific fields in which the European Chambers of Commerce can boast exclusive authority and in which Eurochambres is also working: firstly the creation of business. Each year the European Chambers follow the creation of 1,300,000 new businesses, assisting them in all phases of their development. There are also the issues of education and training: 2.6 million people per year benefit from the Chambers’ training system. In fact, 81% of the Chambers work in cooperation with training centres. On the innovation front, the Chambers offer support services to 250,000 Italian businesses every year, while on the internationalisation side consultancy services are offered to over one million businesses wishing to grow internationally, by organising annual commercial missions abroad in which 90,000 businesses par-

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→ Alessandro Barberis, President of Eurochambres, Association of the European Chambers of Commerce and Industry www.eurochambres.be economy are avoided. Furthermore, it is vital that we put into practice the provisions laid out by the Europe 2020 Strategy and apply the provisions set out in the European Commission’s Small Business Act, to ease the way for small and medium businesses. Companies need to be assisted in accessing foreign markets - particularly emerging ones – by contributing to the development of training strategies aimed at decreasing unemployment, especially among young people. All this without forgetting the importance of spreading a more established entrepreneurial culture throughout Europe.”

The association is an important interlocutor with the EU on the internationalisation front. What are the prospects of the Old Continent on the international markets?

“Economic forecasts tell us that, in 2020, 90% of the world’s growth will be generated outside of Europe. This means that European – not just Italian – companies need to look abroad to remain competitive. Through its important activities of institutional missions and relationships, Eurochambres takes care of the international relations of EU busiMacroeconomics indicators for the EU-27, nesses with the Mediterranean, Latin Euro zone and US (annual growth rates, %) America, Gulf countries, India, China and Asia and the relative commercial 2011 2012 2013 Exports (goods and service) policies. Furthermore, the association coordinates projects financed by the EU-27 ............................................ 6.3 2.4 4.8 Euro zone ...................................... 6.2 2.1 4.6 European Commission. Just a few are: USA .............................................. 6.7 4.9 6.6 Erasmus for young entrepreneurs, Al-Invest in Latin America, EU SME Centre Real GDP Growth in Peking, EU-Turkey Chamber Forum, EU-27.............................................. 1.5 0.0 1.3 and EU-GCC Chamber Forum with the Euro zone ...................................... 1.5 -0.3 1.0 \\\\\ chambers in the Gulf region.”

USA .............................................. 1.7 2.0 2.1 FRANCESCA DRUIDI Source European Economic Forecast, Spring 2012

ticipate. Finally, the Chambers introduce companies, to and assist them in the use of, new technology in the energy field. Eurochambres also tackles economic and financial issues on the European level, as well as themes relating to the internal market and the competitiveness of companies, especially small and medium ones.”

While speaking on behalf of businesses and their needs, which priorities are you bringing to the attention of European top management?

“In light of Europe’s current unprecedented economic and financial situation, no support tool should be held back from companies. European growth is stimulated above all by small and medium sized businesses; they are the ones who create jobs and act as a reference point for social and economic cohesion. This is why the Association of European Chambers of Commerce has articulated some specific recommendations: easier credit access for small and medium businesses; that public administrations respect the 30-day limit when paying companies; and that protective measures or public aid to specific sectors of the

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NOVEMBER 2013

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EUROPE LUIGI MATTIOLO

EUROPE EXPANDS TO THE EAST New countries are looking toward the Old Continent, so cooperation and network building capabilities are of the utmost importance → Ambassador Luigi Mattiolo, general director for the EU of the Italian Ministry of Foreign Affairs

he European Union needs to become even more of a home to all Europeans. This should be the spirit behind diplomatic actions and multilateral agreements over the next few years, as further integration will also contribute ending the global economic crisis more quickly. This concept should also be clear to Italy, who will have its turn at the presidency of the European Commission in the second half of 2014, in a particularly delicate moment for community institutions: the constitution of the new European Parliament.

This is a unique opportunity for our country to have a determining role in the integration process among various countries, in allocating European funds and in resolving fundamental issues, such as the support of economic growth in the Eurozone and the creation of employment, especially for the young.

In fact, the EU market is becoming increasingly important for community countries and will continue to grow if enterprises can take full advantage of the opportunities offered by both the EU Single Market and stronger relationships with other countries. From this point of view, Croatia’s entry into the European Union is

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extremely important. After almost eight years of negotiations, which started in October 2005, on 1st July of this year the Balkan peninsula country became the 28th EU member state. A result in which Italy played an important role. Luigi Mattiolo, general director for the EU of the Italian Ministry of Foreign Affairs remembers: “The European Council encouraged Croatia to finalise the structural reforms in progress in the country to combat corruption and guarantee competitiveness and growth for the Croatian economy. These results, however, could be achieved if disputes relating to the war crimes pending on the national level are settled.”

What consequences do recent European agreements with Croatia have on Italy’s relations with this country?

“The process of European integration is a gradual conquest. Some steps, however, are vital, and at times take on an historical significance. This is the case with Croatia’s entry into the Union, as the first part of the process was completed ten years ago during the Thessaloniki Summit where the European prospective of Western Balkan countries was sanctioned. Croatia is a top level partner for Italy, also for reasons of regional NOVEMBER 2013

↓ From left to right, Mr. Enrico Letta, Italian Prime Minister; Mr Francois Hollande, President of France; Mr Elio Di Rupo, Belgian Prime Minister

THE SINGLE EUROPEAN MARKET IS A FUNDAMENTAL OBJECTIVE IN FAVOURING SUSTAINABLE GROWTH IN THE EUROZONE cooperation. Since 2010, we have shared a political commitment to the “EU Strategy for the Adriatic-Ionic Region” with Zagabria, as well as with the other Adriatic-Ionic countries (Albania, Bosnia-Herzegovina, Greece, Montenegro, Serbia, Slovenia). Obviously without the intention of replacing the project to expand the EU to the Balkans, this strategy extends community values and standards beyond the borders of the European Union, in a highly important area for Europe.

We are working with Croatia and other countries in preparation of the Strategy Action Plan which will be presented to the European Council in the second half of 2014, and therefore right in the middle of the Italian presidency of the Council of the European Union.”

Following a drop in the first quarter of 2013, intraEU trade is growing again. How can we further improve it?

“Completion of the single market is a fundamental objective in accompanying sustainable growth and favouring long-lasting development in trade. The initiatives proposed today are in addition to the first series of 12 priority initiatives defined in 2011. Among the measures under exam by the Council and the European Parliament (SinITALIAN VALUE

gle Market Act II), we find the liberalisation of railway services; simpler administration in sea transport; European management of air space; completion of the liberalisation in the energy market; matching job supply and demand; access of SMEs to medium- and long-term funding; reform of bankruptcy regulations; online payments; the diffusion of broadband internet access; electronic invoicing for the procurement of public administrations; improved quality controls on imported goods; bank deposit guarantees and the comparability of costs of banking services. These are all opportunities that the Italian economy can welcome, having an important manufacturing sector and a strong entrepreneurial set up.”

The “Month of the European Single Market” initiative has just ended. What was the aim of this event?

“Over the four weeks of the initiative, themes relating to employment, social rights, the banking system and ecommerce were confronted. Thanks to this kind of initiative, European citizens can express their opinions on European policies and strategies. They can put forward new ideas, vote or comment on those already presented or ask direct questions to Commission officials and Euro MPs through chatrooms.” \\\\\ TERESA BELLEMO NOVEMBER 2013

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TECHNOLOGIES LUCA FORMENTINI

→ Closeup of a carrier loaded with packages of cotton weighing 1.85 kg each

↓ System of vertical machines for wool top dyeing

THE EXCELLENCE OF YARN DYEING Loris Bellini’s machines for yarn dyeing and drying are constantly more technological and sustainable

n a context where all that matters is price, customisation, flexibility, specialisation and constant innovation are the four main elements that contribute to shaping our competitive advantage in the world.” This is how Luca Formentini summarises Loris Bellini’s added value, whose core business is the exclusive manufacturing and supply of machinery for yarn dyeing and drying of all kinds of fibres on packages, skeins, loose stock fibres, tops, tow and beams.

The company’s success depends on these skills, with an export rate of more than 90% of the sales. Over the last few decades the brand presence has been strengthened even more beyond the Italian boarders, thanks to a commercial policy aimed at the internationalisation of sales.

The company managed to reach all industrialised markets all over the world. Big results have been achieved in China and India, as well as in other markets of strategic value, such as Turkey and some areas of South America, with an economic upturn for all traditional markets, such as those of Europe and North America. These are the brand’s customers, which is known today with a well-deserved nickname all over the world: the “Rolls Royce” of yarn dyeing machines. “The fundamental prerequisite for us is offering top quality technical and technological solutions, both in terms of the product’s construction and the final result to be achieved with it.”

“I

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www.lorisbellini.com commerciale@lorisbellini.com

NOVEMBER 2013

WE WILL TAKE PART IN ITMA ASIA + CITME, ONE OF THE MOST HIGHLY ANTICIPATED TRADE FAIRS OF 2014, WHICH WILL TAKE PLACE IN SHANGHAI FROM 16TH TO 20TH JUNE But in order to achieve the best results, we demand the best. A very strict testing procedure is followed for each item supplied by the company’s production unit, based in the province of Mantua, near Milan.

“Our quality standard is at the top of the worldwide supply of textile machinery and is a simple but effective key to our success”, highlights Formentini.

Furthermore it is inevitable, for those dealing with this sector and within the province of Milan, to work in partnership with other local entities. Loris Bellini is a member of ACIMIT (Association of Italian Textile Machinery Manufacturers), which gathers all the suppliers of machinery for the textile industry in Italy. It is also part of Consorzio Export Alto Milanese CEAM (Export Consortium of the upper area of Milan), with which it has collaborated on several international initiatives.

Every two years, Loris Bellini participates in Itma Asia + Citme, one of the most highly anticipated fairs of 2014, which will take place in Shanghai from 16th to 20th June. The company will also be involved in some other international trade fairs during the same year.

In addition to these events abroad, it is possible to experience the quality of the products directly by visiting ITALIAN VALUE

the company’s manufacturing facility near Milan. “Our factory is an excellent example of Italian creativity that we proudly show to all those customers who would like to understand more in detail how machinery by Loris Bellini is produced.” This way our customers can get an impression of the company’s production standard, which is characterised by no compromise between economic factors and quality: a very important added value.

Loris Bellini does not focus only on the final quality of its products, but also on the reduction of consumption, a process which started in Italy and in the industrialised countries years ago, but has become more and more important even in some other developing ones.

“In recent years, this assumption brought us to invest huge resources in research and development, in order to improve the already effective technology of our machinery.

Our determination and sacrifices have allowed us, today, to fully commit ourselves in the achievement of a new revolutionary technology that will drastically cuts down the operating costs involved in the process of yarn dyeing, and that will be introduced to the market soon.” \\\\\ CARLA ROLLANI NOVEMBER 2013

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TECNOLOGIES MATTEO GALMARINI

THE DETAILS OF GREAT CARS The IMR Group as an example of satellite activities generated by automotive excellence. “The high level expected determines our constant improvement”

errari, Maserati and Lamborghini are synonymous with absolute excellency both in design and construction. And these are just some of the car manufacturers that rely on the IMR Group, based in Carate Brianza in the Lombardy region. The core of the industrial branches which form this business Group is IMR Automotive. Specialised in the manufacturing of exterior car parts, this company can count on more than 60 years experience in the moulding and assembly of plastic products and in the manufacturing of moulds and equipment.

One of the more recent examples of IMR manufacturing is the body panels for the new Alfa Romeo 4C. “This project – explains owner Matteo Galmarini- required lighter body components, with function integration, freedom of style and design, but limited investment. Therefore, our solution included low density moulding, hardware integration, strengthening elements in aesthetic body parts, and the creation of mould and process equipment using technological solutions which guaranteed cost reduction.”

IMR provides a complete range of services from engineering to mass production. “In recent years –continues Galmarini-, most investments have been used to enhance computer technologies guaranteeing a significant increase in quality and a reduction in the time and cost of creating new production tools. Investments have reached

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↑ Detail of the tool department of the IMR Group, based in Carate Brianza (Lombardy)

↗ Example of water based painting

NOVEMBER 2013

The three new projects which will significantly influence IMR’s annual turnover in the period roughly between 2013 and 2018, are: • OMG (Maserati) M156/M157 • Ferrari F152/F149M • Alfa Romeo 4C

€ 30 mln/year € 7 mln/year € 8/10 mln/year

all phases of the internal process: from design to mould and equipment creation, from mouldings in diversified technologies to water-based painting and finishing systems.”

The performance of IMR Automotive in the first six months of 2013 is showing an increase in sales. “This increase –says Galmarini-, which we assume to be a decidedly stable trend until the end of the year, is due mainly to two factors. First of all, there has been a significant increase in the number of orders from clients with ongoing projects –especially IVECO and Volkswagen. Secondly, the simultaneous launch of four strategic platforms has lead to a considerable increase in turnover. I am referring to entirely new models such as: Maserati Quattroporte and Ghibli, Ferrari F12 Berlinetta and Alfa Romeo 4C.”

www.imr-industries.com

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But the Brianza (north-western area of Lombardy) based company goals go beyond achieving Italian excellence.

“The great manufacturing companies which for many represent the real “Italian dream” – continues the CEO- are a constant motivation, pushing us to do better and better, aiming at top customer satisfaction. But our international clients are no different: Audi, Volkswagen, Aston Martin, Bentley and Porsche act as a constant drive towards quality standards improvement. This is because the standard expected is extremely high, promoting the growth of company professionalism and work methods.”

An example of development is the implementation of LWRT technology: a solution for reducing the weight of underbody shields. “The need –says Galmarini- was to obtain a substantial weight reduction and increased sound – absorption performance, whilst maintaining the functional characteristics of gravel resistance, flame resistance, impermeability to liquids and limited water absorption. We provided a solution without having to add sound-absorbtion elements to be welded or overmoulded onto the part.” \\\\\ REMO MONREALE NOVEMBER 2013

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TECHNOLOGIES LUCIANA CHERUBINI

→ Cherubini located in Bedizzole (Brescia, Northern Italy)

INNOVATION IN DOMOTICS The technological advancement in home automation leads to a greater control of residential building devices. The experience of Cherubini company oday the pursuit of comfort in everyone’s home or office and also the need to save energy have led to an increasing interest in domotics and home automation, especially regarding residential building devices (rolling shutters, electric devices). Cherubini company, located in Brescia (Northern Italy), has focused its efforts on the development of cutting-edge technology products in this sector. “Our company deals with the automation of sunshade systems - explains the Administrator Luciana Cherubini -,

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50

Channels Skipper LCD remote control by Cherubini can control up to fifty devices (such as rolling shutters, awnings, screens)

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and we aim at improving the performance of our devices constantly. In particular, we are specialist in the manual motion systems of blinds, rolling shutters and Venetian blinds, supplying all components to fulfil even the most diverse needs. We have used our expertise to design and manufacture tubular motors (and their mechanical accessories) as well as remote controls and automatic devices that can offer comfort, reliability and safety.”

Cherubini has invested in many areas. “As far as automation is concerned – explains Mrs Cherubini -, one of our products is the remote control Skipper LCD 50 channels with 1.8” LCD colour display and a built-in timer. It allows users to control up to 50 devices (blinds, awnings, screens), create 16 groups (such as first-floor windows, bedroom windows, etc.) and 10 programs (for example, open the bedroom shutters every working day at 7 a.m.). This product is easy to use and to set up thanks to its drop-down menu and it thus helps saving energy through an optimised management of sunshade systems (rolling shutters, awnings, screens and blinds) even when people are not at home. As far as domotics is concerned, the Vitrum system allows people to control all the electric and electronic devices of a building by using a tablet NOVEMBER 2013

www.cherubini.it

VITRUM CONTROLS ALL ELECTRIC AND ELECTRONIC HOME DEVICES VIA TABLET OR SMARTPHONE or a Smartphone.”

The search for new solutions has led Cherubini to other new generation products with high performance aspects. “In 2013 - she says - we launched a new range of radio control units: they are one of a kind because they give a wired motor all the characteristics of an electronic limit-switch radio motor.

At the beginning of next year a new motor head allowing the motor to be fastened directly onto the aluminium side pin of the rolling shutter case will be introduced. This new feature permits the rolling shutters manufacturer to save both in terms of assembly time and device cost. Again in early 2014 a completely automatic wired motor will be launched; it can be employed in all kinds of shutters, even those without safety stops and caps, with safety return in presence of obstacles and highly sensitive obstacle detecITALIAN VALUE

tion adjustable over 3 levels. Furthermore, we are developing a new technological advanced and new designed range of remote controls, besides other research projects on new materials and technologies for energy saving.”

Cherubini’s business channels are in line with the strategies commonly adopted by those who usually deal with exports. “On the main markets we have sales offices equipped with warehouses and offering on-site after sales service (France, Germany, Spain and Shanghai), while in other countries we avail ourselves of sole agents or retailers. We also participate regularly in several trade fairs, including R+T in Stuttgart, R+T in Shanghai, Equip’Baie in Paris, Veteco in Madrid, Made Expo in Milan and from 2014 also in Fensterbau Nuremberg and Artibat in France.” \\\\\ REMO MONREALE NOVEMBER 2013

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TECHNOLOGIES ALBERTO CIAMPICHETTI

INTERCONNECTIONS AT THE VERY PEAK OF HIGH TECH Designed to guarantee performance even in extreme conditions.

These are the interconnections made by CPE

hat attracts us most are diversified applications.” Alberto Ciampichetti, director of Milan-based CPE, which has been in the telecommunications sector for 35 years, thus summarises his entrepreneurial attitude. In particular, the diversifications referred to by Ciampichetti relate to a specific field of specialisation: the design and production of special cables and connectors, along with the accessories required for installations, used in the most varied fields. One of the company's slogans, not by chance, is “from the depths of the seas to outer space.” And it is precisely this variety that leads to the search for solutions at the peak of technological possibilities. “Our solutions for electrical interconnections,” explains the director, Ciampichetti, “can be applied to a significant variety of sectors in which it is necessary to establish an electrical connection: telecommunications, industry, military and avionics, telecommunication systems (from antennae to Base Stations), and high-tech components used by research institutions. Therefore, we strive to identify components that are resistant to extremely high pressure, up to 1000 BAR. I mean, these components can even be used on some new generation submarines. We took part in the EFA programme, a Euro-

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5 million

Cables For 35 years, CPE has performed assemblies in thousands of different configurations depending on cable length, conformation and types of connectors

pean project to create a stealth fighter, with interconnection systems on the motor side and with particular protection characteristics (mechanical and electrical protection, and protection from heat) for the cables themselves. In addition, we have supplied mono- and multicontact connectors for voltages of up to 15 KV to physics research institutions.”

In addition to the extreme applications, like the special cables to be installed on the seabed, Ciampichetti believes that CPE's distinctive element is its strategic decisions.

“Our rapid time to market,” says the director, “our compliance with lead times and our constant attention to quality are the three cornerstones on which our competitive strengths are based. This is what makes us a leader on the relevant markets. In addition, the strategic positioning of our production plants allows us to be close to our major national and international clients, so as to ensure compliance with delivery times as well as constant technical support. Our structure includes a technical department

↗ A digital displacement sensor.

CPE ITALIA is based in Milan. In the photos, design and production of connectors with high technological content.

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www.cpeitalia.it

focusing on research and development, a laboratory for the construction and analysis of prototypes, and various production plants on an international level with a workforce of 250 people.”

In light of recent developments, CPE has also opened up to new sectors. “By maintaining our EN 9100, EN ISO 9001 and EN ISO 14001 quality certifications,” continues Ciampichetti, “as well as obtaining certificates in relation to product quality and ensuring the continuous update of the skills of our technical department, we are able to meet all requests and create tailor-made solutions. In particular, we are developing products for the railway, medical and telecommunications industries, with the use of new technologies. Of course, we remain extremely attentive to the military market, in which we provide products and services of great complexity and with high added value. This sector, for us, offers significant prospects for development; therefore, we are structuring our organisation so that we are able to grasp even more opportunities in the future.” \\\\\ RENATO FERRETTI NOVEMBER 2013

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TECHNOLOGIES ALESSANDRO QUAGLINO

INVESTING IN PRECISION TECHNOLOGY Developments in the industrial filters sector at Sotras, a Turin-based company whose aim is to perfect its production processes

he filters sector today is a particularly unstable one: to be competitive you need to understand and fulfil the various needs of the sector.” Starting from this premise, the management has ensured that this Turin-based company has the necessary flexibility to offer a top-quality product, both standard and custom-made. Throughout its forty years in business, Sotras has focused on the production of industrial filters for compressors, vacuum pumps and applications for compressed air, and in particular of air/oil separator filters, a notoriously demanding sector, in which the most diverse characteristics are required. “We have not limited ourselves - Quaglino explains - to increasing the breadth of our range of products, but we have invested in technology in order to perfect the production processes, to be able to offer a product that is free from all those defects that most frequently alter functionality. With the machinery at our disposal, much of which is designed and built in-house, we are able to produce longer-lasting, more resistant and higher performing filters quickly, attaining a product with the greatest consistency in quality.”

What differentiates production using these new tools compared to the other types of processes?

“The precision, mainly. One piece of machinery, in particular, generates a spiral inside the tube making it robust,

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↑ Alessandro Quaglino, Executive Director Finance of Sotras, based in Borgaro Torinese (Turin, Northern Italy)

NOVEMBER 2013

GENERATING A SPIRAL WITHIN THE FILTER MAKES IT ROBUST, MORE RESISTANT AND CONSISTENT IN ALL THE ESTABLISHED SIZES more resistant and consistent in all the established sizes.

This precision in our sector is unusual, especially if the quantities required are quite low, in which case the procedure calls for manual production. Making filters by hand, however, means not being able to guarantee consistent sizes and shapes, and this leads to problems: deflection, low level oil separation, short life. The high quality of our products can be seen in our partnership with some of the most important compressor manufacturers; to some we even guarantee exclusivity.”

What is your commercial strategy?

“We have always insisted on a direct relationship with our clients, not through intermediaries. Sector exhibitions are for our partners – all multilingual – an important occasion to meet many of our clients. The most important one is

www.sotras.com

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held in Hannover every two years, but we also never miss the PTC Asia in Shanghai and the PCVExpo in Moscow as well as other sector exhibitions in Europe and other countries throughout the world.”

What international policy have you adopted?

“Over the last few years, we have decided to put Sotras into the international productive scene with productions that keep local users in mind, thus creating independent businesses which have close links with the parent company, such as Sotras China. Furthermore, they have undertaken a Joint Venture in India with a large American filter company, based in the industrial centre of Pune, thus achieving good results in areas that are not always easy to win over and manage.”

What difficulties do areas such as India present and how have you been able to overcome them?

“The difficulty of initiating and managing new relationships in markets with different dynamics, the complexity of building an image abroad, the different taxation systems and bureaucracy, are all factors that concerned us. The decision to build a Joint Venture with a partner already operating onsite in the end paid off.” \\\\\ RENATO FERRETTI NOVEMBER 2013

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TECHNOLOGIES ANDREA DALLAN

INDUSTRIAL PROFILES

Italy is the world's third producer and exporter of machinery for metal sheet working.

Andrea Dallan explains why “know-how and first-class design are essential” 134

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→ Andrea Dallan, Administrator of Dallan, located in Castelfranco Veneto, Treviso (Northeastern Italy)

talian manufacturing is synonymous with excellence not only in the fashion sector but in industry, too. In fact, Italy is the world's third producer and exporter of machinery for metal sheet working after Germany and Japan, but before countries such as the United States, China, South Korea, Switzerland and Finland. One of the Italian enterprises working in this sector is Dallan, located in the Veneto region, in the northeast of Italy. Its Administrator Andrea Dallan talks about this little-known tradition. “Italy - he says - has a long tradition and an international reputation of reliability and flexibility concerning the production of these machines. Our strengths are the know-how and the design of the products made by our profiling machines.”

What are the distinctive features of your activity?

“We build each machine and plant by taking into account our customer’s products. We are specialized in specific industrial sectors (which are related to thin materials), such as sun-shading systems, building, lighting, and metal furniture. We pay particular attention to the appearance and the design of the profiles produced by our plants. As a matter of fact, we first test all the machines and products together with our customers in Italy. Then, the systems are disassembled, delivered to their final receiver and reassembled. Finally, we also offer solutions for complementary services such as packing, packaging, advice on the supply of raw materials and accessories to integrate their products.”

What are your trade channels and how do you handle distribution?

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2,700

Machines Number of systems that are installed and monitored through tele-assistance

by Dallan throughout the world

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www.dallan.com info@dallan.com https://twitter.com/DallanSpa www.facebook.com/DallanRollformers “Since we deal with production plants, customer relationships usually start with a consulting service: for each customer we analyze the product, the market, the productivity demand and automation. For this reason, in order to develop projects, we often need a direct contact with Dallan’s technical and commercial division, which is able to operate in several foreign languages, namely English, French, German, Russian, Spanish, and Portuguese. Over the years, in markets such as North America, Germany and France, we have built strong partnerships with distributors and agents who can offer this kind of support themselves.”

How do you organize your after-sales services?

“Since our machines work 24 hours a day, after-sales services are essential to guarantee the correct and continuous functioning of the plants. Our facility avails itself of 40 mechanical, electronic and software technicians who can provide direct assistance on site. During 2012 a specific facility (operational since 2013) was created for teleassistance services, which allow fast diagnosis and, in many cases, the solution of the problem without direct assistance. With thousands of machines installed all over the world, tele-assistance is proving to be a really valuable instrument that provides the support of one of our software technicians in a few hours.”

Are there different needs depending on the markets NOVEMBER 2013

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TECHNOLOGIES ANDREA DALLAN

in which you operate?

“Of course there is a difference in demand throughout the world. For instance, in mature markets, customers require very high-quality products and full automation to keep production costs competitive in comparison with emerging markets. Today, thanks to our enterprise structure, we offer integrated solutions for production, packing and packaging. Finally, we provide emerging markets with basic production solutions but which are able to create products of very high quality starting from the raw materials available in that geographical area.”

On which projects are you working now?

“On average, 4% of the turnover is invested in research and development. Every year we register from 4 to 10 new patents including products and processes, and many are extended to European and international levels depending on the business prospects. Currently, the most interesting projects concern the automation of

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EVERY YEAR WE REGISTER FROM 4 TO 10 NEW PATENTS INCLUDING PRODUCTS AND PROCESSES production processes (automatic packing of roller shutters and Venetian blinds, packaging of plasterboard and T-bar profiles) and the application of laser cutting technologies from coil to products that are typically obtained from flat sheet metal.”

What is the performance of this latter technology?

“The production technology using sheet metal strips can turn the raw material into a product with percentages very close to 100%, while other techniques generate production residues from 5% up to 20% in some cases. This represents a significant advantage also from the environmental protection point of view.” \\\\\ REMO MONREALE NOVEMBER 2013

TECHNOLOGIES ENRICO ORIO

EXCELLENCE IN TECHNOLOGIES

The world production of subsea valves for the oil and gas sector is almost entirely Italian. Enrico Orio explains the importance of Italian know-how

ome production sectors require great responsibility and therefore allow only the highest level of quality: excellence. For instance, subsea valves are complex and pivotal components in oil platforms. They must be designed and produced with particular care, as shown by the environmental disaster in the Gulf of Mexico in 2010.

The know-how required for the production of these valves is almost entirely provided by Italian enterprises. As a matter of fact, 80% of the valves used by the world giants of oil and gas are produced in Italy. We delve into this issue with Enrico Orio, Managing Director of Valforge, a company that deals with the main oil enterprises such as Shell, Texaco, Exxon, Bp, Total, and Petrobras. “Our core business - he says – concerns the production of the principal components for valve construction. Manufacturers carry out further processing, assembly and final testing. In order to obtain an excellent product, they have to rely on the suppliers who guarantee the quality of the semi-finished product and are able to provide documentary evidence to the major energy groups in the oil and gas sector. The business customers of the important engineering enterprises that commission the work from us supervise all the production stages them-

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↑ Valforge is located in Cortenova (Lecco), Northern Italy

NOVEMBER 2013

ADVANCED TECHNOLOGIES ARE NECESSARY IN THE SUBSEA SECTOR. CUSTOMERS EAGER FOR HIGH-QUALITY PRODUCTS CAN RELY ONLY ON ITALIAN ENTERPRISES

selves. Therefore, although our production is in Italy, multinational corporations collaborate and are mainly involved in the control stage of the production process.”

The leading companies in this sector are Italian “as well as those who produce the components - points out Valforge’s Managing Director - with the exception of some foreign suppliers. We mostly have collaborative relationships with domestic enterprises, but we manufacture products intended for export only.”

Given the importance of the task, technical tests are highly selective. “Since we do not have the possibility to produce large volumes - he explains - we decided to focus on high quality products, aiming at features that are competitive on the market. Considering the subsea sector, where technologies - such as anti-corrosive cladding - and operations require a highly skilled staff, we distinguish ourselves from the competition of emerging countries. Customers eager for quality products can rely only on Italian businesses. Up to now our elevated level of technology has protected us against foreign competition.”

Besides the customer’s technicians, also the technicians of institutions such as Bureau Veritas, Lloyds and Tuv enter Valforge plants. Moreover, the company has obtained offiITALIAN VALUE

www.valforge.it

cial A.B.S. and D.N.V. certification for special subsea applications. “We usually have three regular inspectors for each order,specifies Mr. Orio. Furthermore, we carry out laboratory tests on the equipment and strict checks from the beginning to the end of each production cycle, including supplier audits, check of input materials, production cycles, final and non-destructive testing. These are the main factors that determine the high quality of all products. The enterprise has also obtained ISO 9001:2008 certification from Bureau Veritas and works according to laws and quality standards expressly requested by our customers.”

The results of Valforge’s strategy are evident, especially considering the current recession. “We are in constant growth.

2013 will end with a 20% increase compared to 2012.” In figures, we are talking about an enterprise started in 2007 with 20 employees and a yearly turnover of €23 million which processes eight thousand tons of steel of several qualities. \\\\\ RENATO FERRETTI NOVEMBER 2013

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TECHNOLOGIES PAOLO AND ALBERTO CRIPPA

FIBERGLASS, INNOVATION CONTINUES One of the examples of progress in this sector is Brianza Plastica, whose technology maintains its primacy in Europe thanks to two different processing methods rightness, unbreakability, lightness and ease of processing have determined the success of fiberglass, which over the years has increasingly influenced the industrial and agricultural sectors. Fiberglass includes the kind of composite materials of a thermosetting nature, made up of a polyester resin matrix and glass fibre reinforcement. Its excellent performance features, together with a particular lightness, come from a balanced ratio between these two components. Brianza Plastica is one of the first enterprises that has invested in this sector and which is specialised in the production of fiberglass laminates, both in sheets and rolls. “Our laminates division – explains Alberto Crippa, Managing Director of Brianza Plastica – deals with the supply of this material for application in both the construction industry and in the sector of isothermal transport and recreational vehicles as a coating for insulating panels. Our first product, Elyplast, was created in the 1960s: the fiberglass features are employed for interventions in industrial, residential and agricultural buildings. The increasing demand subsequently led the enterprise to experiment with several applications of this product. In the following decades, at the

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↑ Paolo and Alberto Crippa, Managing Directors of Brianza Plastica located in Carate Brianza, Lombardy

NOVEMBER 2013

EVENTS • SOLUTRANS Eurexpo Lyon (Chassieu Cedex), 19th – 23rd November 2013 sector: transport www.solutrans.eu • ROOF+TIMBER INTERNATIONAL TRADE FAIR Cologne exhibition centre, 18th – 21st February 2014 sector: construction www.dach-holz.de • IAA COMMERCIAL VEHICLES Hannover Exhibition Center, 25th September – 2nd October 2014 sector: transport www.iaa.de

production plants of Carate Brianza, Rovigo and Ostellato, new lines dedicated to fiberglass laminates production of better quality and performance have been introduced: Elycold and Elyplan.”

What are the distinguishing features of this two products?

“Thanks to Elycold and Elyplan we are the only ones in Europe to introduce, in the production of flat laminates, the hot-continuous and cold-discontinuous processing methods destined to the manufacturing of recreational and temperature-controlled vehicles. These two tech-

www.brianzaplastica.it export@brianzaplastica.it

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nologies are completely different and offer different advantages. Hot-continuous laminating process guarantees constant good quality over time, lower production costs and high productivity, while cold-discontinuous laminating process represents an excellent solution in terms of aesthetic value with extreme production flexibility: the minimum order is in fact a single piece.”

What kind of innovations are you going to present next year to foreign markets?

“In the fiberglass laminates sector we are going to put forward great innovations in terms of new finishings, such as laminates in mock-wood finishing with tridimensional grains. It is also worth mentioning the possibility of supplying rolls up to 1500 m long and from 0.5 mm thick.”

What kind of tie do you have with your territory?

“Although there is no specific industrial district, within a few kilometres there are some enterprises which we share production similarities with. Over the years, specific satellite activities based on craftsmanship and professionalism have come about. In this sector, and in the markets we export to, Italian products distinguish themselves thanks to their excellent quality, great flexibility and the support service supplied. Some aspects of the production process are, in fact, part of a specific knowhow related to the operators’ expertise. This is an essential factor if we consider that, besides the automated part of the production process, manual work is still decisive in some key steps.” \\\\\ RENATO FERRETTI NOVEMBER 2013

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TECHNOLOGIES GIACOMO MINGOTTI

HOT FORGING, INNOVATIONS IN PROGRESS

Brescia, Northern Italy: the capital of non-ferrous metals. Giacomo Mingotti describes the know-how and production process of the Metal Technology group 144

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e is one of the pioneers of brass in the capital of this metal, the district of Brescia, Lombardy (in Northern Italy).

Giacomo Mingotti, founder of Metal Technology, after half a century spent working in the world of hot forging, continues to work on new projects and on patenting them – he is currently developing a new and extremely advanced type of press. “The fact that we are located in a district which, considering its wire drawing plants, press manufacturers and the entire chain of brass, copper and aluminium, makes this territory more competitive when compared to other multinational industries, is an advantage for us. In this context, we, as the Metal Technology group, invest roughly 8% of our turnover in innovation, know-how and staff training.”

Metal Technology carries out all the phases of forging, studying the product for the construction of specific moulds, blanking matrices and all the equipment needed for the subsequent processing phase. “The design stage,” explains Giacomo Mingotti, “is very delicate and requires us to work very closely with our customers. Together, we assess the possible modifications that will not only reduce the cost of the item but also improve its workability. We strive to design high quality items that last over time but are not excessively expensive for our customers. And since we are contractors, our customers know that nobody will copy their work.” Thanks to its use of the most modern technologies, Metal Technology guarantees the creation of moulds in the most varied and complex shapes. “The raw materials we use for forging are supplied to us mainly by companies from Brescia that specialise in selling, nationally and internationally, non-ferrous metals. The subsequent central phase of the production process, the forging, is carried out with 21

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www.metaltechnology.it

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↓ Giacomo Mingotti, founder of the Metal Technology group of Villa Carcina in Brescia, together with his brother Damiano

presses (from 250 tonnes up to a maximum of 1,600 tonnes), which can produce items from 8 grams to 54 kg, with parts that can be forged both as a solid or pierced.”

Subsequently, blanking is carried out (to remove product residues from the press), along with surface treatments with brass or steel shot cylinders. “Forging blemishes are then removed through tumbling and possibly sandblasting in brass or steel. The process is carried out using over 20 transfer machines, some of which have robotised loading and unloading. We also carry out any type of treatment: pickling, polishing, nickel-plating, chrome-plating and anodization. During processing, each batch is checked for full tolerance compliance and checked again, finally, before shipping and packaging.”

The testing phase involves various controls. “The best is the crash test and the production process cannot be given the go-ahead until this test has been performed, NOVEMBER 2013

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TECHNOLOGIES GIACOMO MINGOTTI

DURING THE DESIGN STAGE, WE ASSESS MODIFICATIONS TO CUT COSTS AND IMPROVE QUALITY

particularly to check that the material is suitable.”

According to Giacomo Mingotti, Metal Technology's added value, in addition to the quality of its product creation, lies in the relationship it establishes with the customer. “We become our customers' partner. When they need to make a new product, they come to us, trusting in our experience. I have done this job for 54 years, creating over 30,000 different moulds, so I have had personal experience with all the issues that can arise in this sector. Moulds targeted at the most diverse sectors: brass, aluminium and copper for all types of industry.

This has allowed us to build up customer loyalty.”

Metal Technology's products, made entirely in Brescia, are supplied to the markets of Germany, France, Luxembourg, the Netherlands and Europe in general, as well as the United States, Japan and China. “The most important sectors are those of water meters, pump-bodies and special taps and fittings, which involve very complex moulds and a very high technical level. These are complemented by other sectors: hydraulic, electric, heating, automotive, catering, refrigeration and gas. For distribution in the United States, we have a branch in New Jersey (Metal Technology NY). Given the importance of this market, in January 2014, we will attend the AHR Expo in New York the leading global show covering issues linked to energy efficiency through the promotion of more ecological products and sustainable technologies - with 1,800 manufacturers and suppliers coming from around the world.” \\\\\ VITTORIA DIVARO 146

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NOVEMBER 2013

THE MECHANICAL SECTOR ECONOMIC FIGURES

THE PRIDE OF ITALIAN EXPORT Italian manufacturing excellence involves also the mechanical sector: 57% of all manufactured goods in this sector are destined to be exported

Italian trade balances by sector (billion euro) 11,0

Total

-9,2

Agri-food

Textiles and furniture

28,8

Chemicals and rubber industry

-62,5

-7,4

Mining industry

Mechanical engineering

48,0

Other products of the manufacturing industry

13,1 Source: Federmeccanica on ICE data

he mechanical engineering sector in Italy has approximately 260,000 businesses employing over 2 million people. The average size of these companies - 27 employees - highlights the strong presence of small and medium enterprises, which are the backbone of the Italian economy. Companies with less than 200 employees are 98.3% of the total and they give work to 59% of all workers. 37% of the companies belong to the “metal products manufacturing and processing” sector, in which 24% of the mechanical engineering workforce is employed. In terms of employment, the most numerous sector is the “machinery and mechanical equipment manufacturing” one, with a percentage of 31%. Employment in mechanical engineering accounts for approximately 10% of the entire Italian economy and for 47.4% of the manufacturing industry.

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known safety valve for this sector,” underlines Sandro Bonomi, President of ANIMA – “are vital for those companies that can still afford to invest abroad.” By the end of 2013 exports will make a positive contribution, as, according to the federation’s estimates, they should experience an increase of 1.1%, the same registered in 2012.

ITALIAN PATENTS Last year Italy submitted 3,793 patent applications to the European patent office (an international public organization, based in Munich, responsible for issuing European patents). Italy has 61 patent applications per million citizens, a number not so distant from Great Britain’s 75. Most of the credit for this goes to the handling sector (which covers all areas of mechanical engineering for storage products, goods packaging, and logistics) and to civil engineering. These two sectors acPRODUCTION AND EXPORTS count for 16% of total patents. Moreover, Italy presents According to the estimate of the Federation of National As- a high degree of relative specialisation in both sectors, sociations of Mechanical Engineering (ANIMA), in 2012 the as well as in others, such as the machine tools one. value of production of the mechanical sector amounted to € 40.2 billion. Exports account for 57% of that production, ENGINEERING AND INNOVATION € 23 billion. Of these, 59% is destined to EU countries and Italian companies in the mechanical sector represent the remaining 41% to other areas of the world. “Exports, a true excellence and are appreciated all over the world.

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THE TARGET MARKET IS STILL EUROPE Italian engineering products, as far as the level of technological innovation is concerned, play a very important role when compared to what the competitors of other countries have to offer. 234 is the number of mechanical industry products in which Italy is the leading exporter in the world for a total value of $ 58.7 billion. In addition, the Italian mechanical sector has an added value of € 69.8 billion, higher than that of the German automotive industry (€ 68.2 billion) and that of the chemical sectors in England, Spain and France (€ 67 billion).” Credibility is an important factor in order to be competitive and stronger abroad” - explains Fabio Storchi, Vice President of the Italian Trade Union Federation of Metalworking Industries (Federmeccanica).The sector has maintained a wealth of entrepreneurial skills that still allows us to be the second manufacturing force in Europe and the seventh in the \\\\\ NICOLÒ MULAS MARCELLO world.”

distinctive feature of the Italian instrumental

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goods manufacturing industry is a strong inclination for export. Based on 2012 preliminary fi-

gures, exports in this sector have reached 75% of company turnover. All sectors registered a turnover/exports ratio over 60%, with peaks higher than 80%. The main target markets for mechanical engineering products are represented by the European Union countries, which are worth 27.5% of total sales.

The areas that have gained more are Asia and Latin America, but progress has also been made in the Middle East and Africa and, into the last two years, in North America. The areas that have been able to better address the economic crisis are the emerging ones, to which the phenomenon of the United States reindustrialisation must be added. Overall exports have grown by 2.2%, but North America is approaching 20%, while others are less impressive (Europe, Africa).

The markets of Italian products: 2012 24,8 %

Italy

15,0 %

Asia

South America

Non-EU countries

EU countries

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9,1 %

5,9 %

10,0 %

27,5

Source: Federmacchine on ISTAT data

NAFTA (Canada, United States and Mexico)

NOVEMBER 2013

BIANCALANI THE MECHANICAL SECTOR

Biancalani enterprise is an example of high technology in the production of finishing machines. “The quality of the final fabric depends on this”

MACHINERY FOR PERFECT FABRICS he quality of a finished fabric depends on many factors. One of these is the finishing, which is one of the most important stages.

This process is carried out with sophisticated machinery and technologies that can improve the fabric texture or modify it, even if only superficially. Among the companies manufacturing finishing machines there is Biancalani from Prato (centralwestern Italy), whose business started in 1957. “The aim of our finishing machines – explains Rossano Biancalani, one of the owners – is to have a decisive effect on the final softness, volume and appearance without affecting the technical performance the fabrics have to comply with for their many uses. In most cases, the best performance of fabrics is achieved thanks to the processes of drying, shrinkage, stabilisation and bio-polishing carried out with these machines.” One of the machines produced by this company from Prato is Airo, which 25 years ago introduced an innovation still present in the most modern machines. “Its functioning is based – continues Biancalani – on the transport of the fabric into an air jet through the mechanical action of a metallic grid on which the fabric is launched at high speed. This allows refined processes on the most difficult compositions and structures, offering great mechanical softening capacity (with or without chemical

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products) which is effective also on dry fabrics.”

Recently, sustainability is a topic of fundamental importance for today’s textile manufacturers. “Our machines – says the company owner – allow, if needed, completely chemical-free, and therefore, eco-friendly treatments, since in most cases only air and kinetic energy are involved.”

Biancalani participates in many international trade fairs in this sector. “The most famous one is ITMA, a global itinerant event that takes place every four years and whose next edition will be in Milan in November 2015.” \\\\\ RF

→ Rossano Biancalani, President and CEO. Biancalani is located in Prato (Tuscany - Italy)

www.biancalani.com sales_assistant@biancalani.com

NOVEMBER 2013

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THE MECHANICAL SECTOR MATTEO CERESA

HIGHLY INNOVATIVE for the fibre cement MACHINES Plants industry, for automation and machines for the production of wheels.

The common denominator? Innovation long business history distinguishes Esam, whose origins date back to 1936 when the company, based in Turin, northern Italy, worked in the field of mechanical constructions for the automotive industry, with names such as Fiat and Lancia. Over the years, the company has diversified its activity, adding the production of machinery for the fibre cement industry to its established automotive sector. Matteo Ceresa, grandson of the founder and now Commercial Manager of Esam, whose owners are 100% Italian, provides us with some indications of the prospects for the two production lines, which have always been geared towards international markets.

What, specifically, is your core business?

“Esam operates in two very distinct sectors: one linked to building materials market, in which we create machines and lines for the production of fibre cement sheets; the

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↑ Matteo Ceresa, Commercial Manager of Esam based in Trofarello, Turin

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20,000

Sq.m/day The productivity of an Esam manufacturing system for fibre cement sheets

other aimed at the automotive industry: we design and manufacture lines for the production of steel wheels for passenger cars, trucks and agricultural vehicles. As manufacturers of capital goods, industries turn to us when intending to expand or improve their production capacity, both from the aspect of quantity and quality.”

What makes your production competitive?

“In general, what distinguishes our machines from those produced by our European competitors is the long experience we have acquired and the continuous search for improvements in terms of quality and performance, with an eye on maintaining competitive prices.”

What are the most frequent requests in regards to your reference sectors?

“First and foremost, we must consider that the need to modify their production machines comes from the will of the customers to innovate the product. Until today, apart from the technological "revolution" that was necessary for our customers in the fibre cement industry - removing asbestos and replacing it with other fibres - there have not been major changes. We are witnessing, however, increasing attention to aspects related to safety, even in de-

www.esamitaly.com

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900

Units/hour The productivity of a manufacturing system for automotive wheels created by Esam

veloping countries. This focus is leading to the introduction of devices and systems, sometimes complex, which guarantee the safety of personnel working on the machines.”

Which are your most important markets abroad?

Do you have a plan to expand your field of action?

“Since several decades, we have operated on international markets with customers distributed in over 40 countries in the world. Recently, we have intensified our commercial activities towards countries of the former Soviet Union as well as China and Far East in general.”

What is the situation in your sectors of activity?

“We cannot give a uniform assessment of each of the two sectors in which we operate. The situation is very difficult and fluid; the competition in developing countries is increasingly stamping its mark, although we Europeans still enjoy some technological and qualitative advantages. Of course, the cost of labour is not helping us to be winners on an economic level: so, better quality but more expensive prices. Some customers understand it, and fortunately, choose quality.”

Medium and long-term prospects and goals?

“To acquire new customers, but in particular to keep those we have already gained, keeping offering skill, professional attitude and reliability, as we did for over 75 years now.” \\\\\ LEONARDO TESTI NOVEMBER 2013

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THE MECHANICAL SECTOR EDMONDO PIFFARETTI

CONSOLIDATED TECHNOLOGIES Competitiveness on an international scale can be achieved through experience and focused investment strategies

onstant and regular investments have allowed us to remain competitive on the market.” That is how Edmondo Piffaretti explains the strategy that has marked the growth of Pero-Press, an enterprise from Canton Ticino (Switzerland) producing different hot-pressed mechanical components.

“Pero-Press’s annual turnover in 2012 amounted to USD 5.4 million - states Mr. Piffaretti - Presumably this turnover figure will not vary in 2013.” The importance of investments has contributed to keeping products innovative and competitive. “We invest around USD 112.000 every year in the renewal of our machinery.”

Exportation is an important element for the enterprise’s business. “The current export rate is equal to 20% and it is steadily increasing” emphasises the owner. It is an aspect of growing concern for the company's future and it is based on an added value given to these products by foreign markets: “Pero-press offers high-quality products entirely manufactured in Canton Ticino, great service both during the design and aftersale stages, flexibility and compliance with the delivery

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www.peropress.com

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PERO-PRESS IS FAMILIAR WITH THE ENTIRE EVOLUTION OF HOT-PRESSED PRODUCT TECHNOLOGY schedule.”

Enterprises working in the building sector (handles, taps, bathroom furniture, fire sprinklers, electricity and gas meters, components for office furniture, doors and windows, pipe fittings and locks) are Pero-Press’s main customers. Pero-Press also works for the machinery industry, providing components for machinery construction, parts for coffee machines and measurement tools. And finally there is the electric and electronic industry (electric contacts and connections). “Pero-Press is able to carry out all the required machining operations on the moulded parts, such as drilling, turning, boring and threading, by using machine tools and CNC machining centres. It is also able to take on the implementation of any surface finishing operations, such as sandblasting, nickel plating, tinning, silver plating and

Pero-Press is located in Novazzano, Canton Ticino (Switzerland)

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epoxy coating. The processing can be completed with assembling and integration of further parts” Mr. Piffaretti adds.

The enterprise’s know-how comes from its 40 years of experience. “The fact of having experienced the whole evolution of hot-pressed product technology enables Pero-Press to be familiar with every possible issue. The resolution of every problem we have had to face has built a solid basis for the enterprise which helps solve any new production issue - explains Edmondo Piffaretti -. This knowledge allows fast processing of products and provides a sure guarantee of their quality and accuracy.”

Pero-Press intends to broaden its export network by focusing on European countries, in particular those in Eastern Europe. In order to do that, it is necessary to invest in strategies aimed at increasing the company's visibility. “Undoubtedly, it will be essential to invest in marketing and in building our enterprise’s image” concludes Pero-Press’s owner. \\\\\ PAOLO BIONDI NOVEMBER 2013

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INNOVATION PIER GIUSEPPE BERNINI

MOBILITY AND RENEWABLES, THE BREAKTHROUGH OF LITHIUM Lithium ion batteries will prove to be strategic for the development of sustainable mobile technologies and for the better use of renewable resources.

Pier Giuseppe Bernini is certain of this

n the sector of lithium ion batteries for electric traction, a growth of 25% to 35% per year is expected from now through 2020; the same thing goes, perhaps with even higher growth patterns, for the storage applications for energy from renewable resources. At the present time, thanks to the electronics sector, the production of lithium ion batteries is concentrated in the Far East, with European companies finding it difficult to operate in this field. “Innovative technologies and applications require economic

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efforts that must be supported by government institutions, on both the European and the Italian levels,” says Pier Giuseppe Bernini, the COO of SoLith, a division of Sovema SpA, a company founded about 40 years ago which, thanks to a constant development, has become one of the world’s major suppliers of machinery for producing lead/acid batteries.

Thanks to the new, enlarged production facilities at Villafranca di Verona, Sovema is able to supply complete turnkey systems to the world’s battery producers. “SpeNOVEMBER 2013

25-35% www.sovema.it www.solith.it

cial attention has been paid to the production of machinery with a high degree of automation as well as of production systems with low environmental impact and high energy savings.” In 2008, Sovema acquired the Bitrode Corporation, a U.S. company operating in the supply of both testing systems for electric and hybrid vehicles and test equipment for battery production lines.

“Our customers have acknowledged the advantages of Sovema’s innovative production systems,” comments the COO, taking stock of the company’s business in the past year, “in both lead strip and grid production; we have thus achieved important results in terms of sales - which have totaled approximately ¤ 60 million – and market share.”

SoLith, an acronym for Sovema Lithium, was founded three years ago for the purpose of developing assembly technologies for lithium ion cells and their battery packs in the automotive and energy storage sector. “Lithium ion cells,” says Pier Giuseppe Bernini, “first appeared on the market in the early 1990s thanks to Sony; they quickly gained popularity as a primary source of power-

Sovema has its headquarters in Villafranca di Verona.

Solith is in Casalecchio di Reno, Bologna

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Annual growth Development forecast for the sector of lithium ion batteries for electric traction per year from now through 2020

ing electronics, thanks to their high energy content and light weight.” In the past decade, the growing request for mobility with low environmental impact has created a demand for battery performance that only lithium ion cells are able to provide. “The growing use of renewable energies is also creating problems for traditional electrical networks because of the variable production of electricity. Battery-based storage systems can be a very effective and efficient system for stabilizing consumption, storing energy in the daytime and giving it off when needed in the evening hours or on days when there is no sunlight or wind.” These markets are thus new, but with huge potential. “The production technology for lithium ion cells is different from the production process for lead storage batteries,” concludes the SoLith COO, “so a new division, called SoLith, has been set up to meet the specific needs of this market. The engineering team has a lot of experience in this sector and guarantees the development of projects of high technical content.”

SoLith will enter the market with a complete pilot line for the production of lithium ion cells for energy storage and electric mobility applications. In order to guarantee lower production costs for our cells, a new cell formation system has been developed in collaboration with Bitrode. This system offers a much higher efficiency in the charging phase than its competitors, as well as the opportunity to recover the energy emitted from the discharging of batteries during the test phase and return it to the network. \\\\\ RENATA GUALTIERI NOVEMBER 2013

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BUSINESS MODELS VITTORIO BONOMI

GAS, SAFETY IN THE DOMESTIC ENVIRONMENT

Production flexibility and product customisation.

This is the added value of MP Gas Controls’ creations according to Vittorio Bonomi e work in a similar manner to a tailor creating a madeto-measure suit”: a bold comparison but one which perfectly describes the flexibility in design and production of MP Gas Controls, which specialises in the manufacture of brass valves and thermostatic controls for the distribution and control of gas for domestic use. “Our products,” continues Vittorio Bonomi, President of this company based in Lombardy, “are installed in kitchens, portable stoves, caravans, barbecues or gas heaters and convectors”. Between 2008 and early 2013, MP Gas Controls strengthened its presence in the Arab countries and in North Africa, however, this growth phase was interrupted by the subsequent geopolitical instability in the area. “This led us to expand towards other markets,” explains Bonomi. “We chose to accompany this process with the development of a new type of valve, designed specifically for the highest quality range hobs on the German market. And, to complement this product, we are also working on an innovative safety thermostat, noteworthy for the exceptional temperature precision that it is able to achieve in ovens.”

“W

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What approach does the company take in targeting different markets? “Predominantly, we like to act in a direct manner, by getting to know the other person so as to put people at the centre of the relationship. We try to create a virtuous circle between the producer, product and user.

Added to this, then, is the work performed by distributors and agents.”

Returning to the tailoring analogy of MP Gas Controls, it can be explained by the extremely wide range of applications of its products, which are often custom-made. “Our strength is precisely in our ability to be decisive, quick and efficient even when constructing special solutions that are not yet present on the market. We are aided in this not only by our mindset, but also by the flexibility of our technological equipment which allows us to reconfigure the production systems in less time than that of our competitors. Having said that, in order to reduce production timescales and costs even further, we are cur-

www.mpgascontrols.com

NOVEMBER 2013

TO REDUCE PRODUCTION TIMESCALES AND COSTS WE USE MASS PRODUCTION TECHNOLOGY rently in the process of developing some products that involve the use of mass production technology.” By implementing the two production methods under a single strategy, MP Gas Controls intends to combine its specialisation in the high quality range with the benefits of large scale economies. In order to achieve this objective, significant investments have been made (20% of the turnover of the last three years) both in the business organisation and in the production machinery, which have allowed the company to start processing new materials in addition to brass, such as aluminium.

“For processing components obtained from profiled brass and aluminium rods and others, we use Mikron and Tornos machines, both of Swiss origin, designed to produce clock-making parts: we transferred that tech-

MP Gas Controls is based in Pisogne, in the province of Brescia (Lombardy)

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nology to gas valves. In regards to the processing of forgings, we use transfer machines produced in the province of Brescia (Lombardy), an area that has a leading international role in this particular sector. Special attention is given to the systems used for assembly and quality control. Since the machines used for this purpose are very specific, they are designed in our company and are made, up to 60%, by external suppliers. We will soon add the range of aluminium valves to our longstanding production of brass valves. Our technical department manages the whole phase of product planning and design autonomously. Thereafter, the assembly is completely automated and assisted by CNC equipment which guarantees the utmost reliability of the processes and, as a consequence, the finished product, thanks to high quality production with strong technological content. The constant monitoring of qualitative parameters is performed through work stations connected to the network; these are made up of transfer machines and CNC work centres assisted by the latest generation of robots.” \\\\\ ARIANNA LESURE NOVEMBER 2013

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BUSINESS MODELS CRISTINA BENEVENTI

ELECTRIC CABLES AND WIRES, SUSTAINABLE PRODUCTION Manufacture of copper and plastic materials for finishing purposes.

All under one roof.

Cristina Beneventi explains

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igh performance electric cables based on customer specifications. This is the specialisation of the company Mondini Cavi, located in Verona (Northern Italy), which exports low voltage electric cables and single wires (insulated with plastic and rubber materials) to Germany, UK and Eastern Europe, and targets the extension of its referral markets to the so-called emerging countries of North Africa, the Middle East and the Far East.

As Cristina Beneventi, the enterprise’s spokeswoman says: “We guarantee production flexibility and punctual delivery thanks to our technological independence. Indeed, besides cables, we also produce the materials needed for their production. We have our own metallurgy department that processes copper conductors (diameter of 0.50 to 500 sq. m) and a plant for the production of PVC compounds. All this allows us to supply enterprises like ENEL (Italy’s main electric utility company) and RFI (Italian Railways).”

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← Mondini Cavi is located in Caprino Veronese (Verona, Northern Italy)

Along with the PVC granules plant, which has ensured independent and automated power feeds of plastics extrusion plants, this company has also introduced a vulcanizing plant for the production of rubber insulated cables.

The next target is to develop and apply solutions that allow the use of plastic material to ensure an eco-friendly product.

To complete the production process, the enterprise performs strict tests on the cables. “Our in-house laboratory – Cristina Beneventi continues – for tests and trial runs continually monitors product compliance with technical specifications and standards, verifying that the standards required in safety certifications are extensively complied with. However, the entire process is regulated by a qual-

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← Scan for real time quotes for copper according to the London Metal Exchange

ity control system certified by IMQ (Italian auditing company for conformity control, certification of products, quality systems and corporate management) and is constantly updated and implemented. We have also obtained the CSQ/IQNET ISO 9002 and Vision 2000 certifications.”

Beyond the technical aspects, Mondini has adopted an ethical code which governs its activities and relationships with its partners. “We have always –Cristina Beneventi concludes – based our relationships with clients, external suppliers and our work force, on total compliance to an implicit code of conduct inspired by the utmost clarity, honesty of intent and respect for the laws in force within the referral markets. We have always applied this code of ethics to our relationships with all the professionals who come to interact with our enterprise and with the local public administration. This was a way of working in the past, but now it has been subsequently formalised and turned into a concrete operating tool. The key points of the code are human resources, environment and safety, privacy, protection of competition, avoiding conflicts of interests, clear accounting and good relations with the public administrations and suppliers.” \\\\\ VITTORIA DIVARO NOVEMBER 2013

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BUSINESS MODELS ALESSANDRO CAMPLANI AND DARIA GATTO

TAILOR-MADE LOCKSMITHING Locks designed to resist extreme heat and cold.

Manually tested, one by one. Alessandro Camplani and Daria Gatto tell us about them

undreds of thousands of locks produced every year. All manually tested and checked, one by one. This is the hallmark of the Lombardy-based company Omec, 100% Italian, which specialises in the tailor-made design of locks. “Despite the fact that there are machines for performing cyclic product testing," explains Alessandro Camplani, Head of Production for Omec, “we have chosen to supplement those tests with manual tests on every single lock we produce. To assist in this process, we have three in-house specialists dedicated solely to testing who are able to correct even the slightest defect. This is absolutely essential because even tiny deformities, not visible to the human eye, over time, can lead to problems when locking a door.

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www.omec.info export@omec.info

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Of course, this close attention involves an increase in costs and a reduction in productivity. This is why we have developed a production process that reduces to a minimum corrective interventions in the testing phase, because attention to detail and product quality should not come at the expense of competitiveness.”

The mechanical production of the individual components is entrusted to numerically controlled machines and is certified by strict testing. “We always try to be on the cutting-edge,” adds Camplani, “so we have introduced new solutions that are able to maximise productivity while minimising inaccuracies in assembling components. The introduction of new and sophisticated automated assembly machines has allowed us to reduce production NOVEMBER 2013

50%

Export share Percentage of turnover achieved by Omec in Europe, Africa, Asia and the Middle East

timescales and, at the same time, to improve product quality even further. Furthermore, prior to the production process, in addition to our tailor-made designs, we pay specific attention to our choice of raw materials. In fact, our choice of innovative materials is an essential element. In order to achieve high level performance, in recent years, almost all our locks have been modified so as to have front and internal components in stainless steel and special steels - while the rest of the competition, possibly, is still sticking with low quality products, such as iron. This aspect is extremely important with regards to the different atmospheric conditions to which the products are exposed. Thinking in global terms, our locks have to be able to perform not only in hot climates and in proximity to the sea (preventing corrosion and rust)

Locks produced by Omec of Lumezzane, in Northern Italy

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but also in cold countries (avoiding clogging due to frost).” All this has made it possible for Omec to cross the Italian borders, to the point of developing half its turnover through exports. As stated by Daria Gatto, Head of Foreign Sales: “We work a great deal in the European market and we are gaining a foothold in areas which, in the past, we considered to be off-limits, such as Africa and Asia. While, before, our horizons stopped at nearby countries like France, Spain, Portugal, the United Kingdom, Croatia and Slovenia, in recent years, Russia has become a market of strong interest for us, also because it has ample opportunity for growth based upon its territorial vastness. And in Africa and the Middle East, where we are doing well thanks to cost optimisation processes, we are also managing to achieve good results.” Omec's strategy for penetrating new markets starts with the Web. “We never go into a foreign country and start distributing on a broad scale,” concludes Gatto. “Instead, we select the main distributors in each country and seek to develop an exclusive partnership with them.” \\\\\ ARIANNA LESURE NOVEMBER 2013

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BUSINESS MODELS GIANFRANCO BOLLINI

ALUMINIUM, SOME STABILITY IS EXPECTED The stabilisation of the price of aluminium could make some resources available to then channel into investments.

Gianfranco Bollini, Manager of Sapre, and his future plans

he forecasts of 2013 for the global production of aluminium amount to 51.1 million tons, of which the market will assimilate 49.7 million (in line with the demand trend of the last five years), resulting in a reduction of price due to supply overflow (source: data and analysis by Wood Mackenzie, international agency of consultancy and research in the energy and mining sector).

Therefore, the future market conditions will contribute to determining the prices of aluminium, established on a daily basis by the London Metal Exchange in relation to commercially pure metal. The forecast for the stabilisation of the price of aluminium is good news for Gianfranco Bollini, Manager of Sapre, an enterprise based in Lombardy dealing with the treatment of ferrous and non-ferrous metals, and specialised in the processing of aluminium die castings. “The trend regarding the price of aluminium has a big effect on our business, since it is the only metal we use. Therefore, a price stabilisation will allow us to invest more resources.”

In light of an optimisation of your financial resources, which areas will be entitled to medium-term investments?

“Sapre foresees several investments over the next few

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← Gianfranco Bollini, Manager of Sapre, located in Gorla Minore (Varese, Northern Italy). ↗ On the next page, a die-cast aluminium technical article

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years, especially in terms of energy saving and in the optimisation and control of processes. I believe our challenge for the future will be to improve the performance of our industrial processes as much as possible. Optimizing all standards related to this process is a strategic tool to tackle the market fluctuation and boost our competitiveness. By 2014, we will complete a large investment programme, which started five years ago and consisted in the replacement of a substantial part of our production and control process plants.”

What actions will be carried out in detail?

“We will replace the whole melting plant with a state-ofthe-art tower system with aging ovens that save more than 40% in terms of energy, so that we can save our resources and improve our environmental impact standards. Furthermore, by recovering the heat of these ovens, thanks to a cogeneration plant, we will exploit the thermal energy and then reuse it in the production cycle, which at the moment is powered only by electricity.

Apart from this, another programme for the acquisition of a specific software-hardware has been carried out. This software has been designed for data acquisition and scheduling and is connected to all our machines and production plants for real-time controls of the production

www.sapre-srl.com ufficioestero@sapre-srl.com

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Quotations of aluminium price in the last 5 years US$/LB

1.40 1.20 1.00 0.80 0.60 0.40 0 24th October 2008 – 23rd October 2013 Source: London Metal Exchange

cycle and quality. This is what we will do in order to meet the needs of international markets.”

What kind of role does export play in terms of turnover?

“These last few years the majority of Sapre’s turnover has been made up of sales abroad (98%). Today our most important market is Germany (70% of the whole turnover), and Switzerland is growing, too (it accounts for 28% at the moment) while Italy accounts for only 2% (up until 2004, Sapre made 100% of its profits in Italy). Since 2004, the enterprise has had a +312% increase in profits.” \\\\\ VITTORIA DIVARO NOVEMBER 2013

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BUSINESS MODELS RUBEN GUIZZI

RELIABLE ALLOYS

Focusing on the added value of non-ferrous metal alloys. We hear from Ruben Guizzi, Foreign Manager of RMG 174

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The production centre of RMG (Raffineria Metalli Guizzi) is located in Villa Carcina, Brescia, northern Italy

reating an alloy ingot that strictly complies with the metallurgic characteristics requested by the customer, based upon the performances required by the application and keeping those characteristics constant throughout the whole production process, even for small quantities - this is the added value of Raffineria Metalli Guizzi (RMG), a company from Brescia in northern Italy, a historic district for processing brass and other copper alloys. In addition to the constancy of the metallurgical characteristics, obtained through stringent chemical tests, RMG can also boast of its reliability in delivery timescales and quantities, a support service dedicated to correcting any non-conformities and attention to eco-sustainable development issues, thanks to which the company has obtained specific certifications.

RMG produces special copper-based alloys: bronze, aluminium bronze and manganese brass.

Here to introduce the company is Ruben Guizzi, Foreign Manager and representative of the new generation of shareholders, which also includes Silvia Mangiavini, Logistics and ICT Manager, and Andrea Guizzi, who deals with procurement. “The approach that we have taken for our enterprise,” explains Ruben Guizzi, “is that of extreme production flexibility. For this reason, we also process small quantities, which allows us to stand out from the large companies who only accept orders above a certain amount.”

Production flexibility and accuracy of metal compositions, verified through in-depth analyses, has opened up several sectors to RMG's ingots. “Our main sectors of application are the mechanical and naval industries. For the latter, we create aluminium bronze and manganese bronze alloys that must comply with certain characteristics, as they are used to construct propellers, rudders and other parts of vessels.”

Another significant sector for RMG's business is that of mechanical applications. “These are the most critical from the production perspective, however, our alloys,

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RMG'S CERTIFICATIONS QUALITY MANAGEMENT SYSTEM AND RESPECT FOR THE ENVIRONMENT ACCORDING TO THE UNI EN ISO 9001:2008 AND 14001:2004 STANDARDS

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articularly attentive to respect for the environment, since 1995, RMG has been certified for quality management according to the

UNI EN ISO 9001:2008 standard. Since 2004, it has also possessed the environmental certification UNI EN ISO 14001:2004. In addition, it was one of the first companies in the field of metalworking to install an air filter to get rid of fumes. Today, its commitment continues through the overall analysis of all flows of materials and energy as well as through quantitative verifications of chemical compositions - all ingots produced are certified via chemical analysis performed by its in-house laboratory. Finally, with particular reference to the provisions of the UNI EN ISO 14001:2004 standard, RMG is also committed to reducing its environmental impact even further, using the best technical standards and adopting measures to reduce incidents to a minimum.VD

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BUSINESS MODELS RUBEN GUIZZI

30

Tonnes The quantity of material this company produces per day. Per year they produce between 6,500 and 7,500 tonnes

thanks to their mechanical characteristics, are used successfully in gearboxes and their components, as well as to build gears, slides, pumps and bushings.”

Another sector, albeit secondary compared to the industrial area, is that of artistic applications. “Bronzes, traditionally used for art objects, as well as having the usual characteristics of any foundry alloy, need to meet other requirements. These include colour, surface appearance and resistance to atmospheric corrosion. It should also be noted that the percentage of lead must be reduced to a minimum for safety reasons.”

Thus, faced with the option of putting itself forward on the market with the lowest price or that of offering, on the other hand, a quality product, RMG chose the latter. “Purchasing a very low priced product," explains Guizzi "is always a risk because it might not provide sufficient guarantees in terms of quality and, considering

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the problems that could arise from using a low quality product, ours actually cost less.” Guarantees on product quality are not, however, limited to the processing and production techniques; they are also based on the selection of raw materials and suppliers. “The reliability of suppliers is crucial to our ability to be reliable for our own customers. Our suppliers are predominantly local but one of the most important is foreign. We select them very carefully and try to ensure we have few, but trusted, suppliers with which we can build a relationship that lasts over time, so as to keep the quality of the final product constant. Undoubtedly, at present there is a problem related to the cost of raw materials. We are directly linked to the London Metal Exchange and in order to limit the effect of price fluctuations, where possible, we enter into long-term contracts with our suppliers.”

The desire to establish loyal relationships with suppliers is the same sought by RMG with its customers. “One of the channels we use to maintain and strengthen relationships is that of trade shows, in which we take part both as exhibitors and as visitors. We always attend as an exhibitor every two years at Verona's Metef-Foundeq (the next meeting is scheduled for June 2014).” \\\\\ VITTORIA DIVARO NOVEMBER 2013

BUSINESS MODELS CLAUDIO BUSI

DIE-CASTING BECOMES HYBRID TOO As a result of the experience of the mechanical industry in Brescia, this innovation allows productivity to be boosted thanks to quality and research aicopresse, established in 1975 has been constantly growing over the last decades until reaching the uncontested status of a manufacturer, able to represent a family-run and customer-oriented business which can keep up with a more and more exigent market in terms of customised appliances.

The continuous innovation of traditional technical systems, such as the exclusive use of drop-forged steel and the commitment to product reliability have been combined with the search of low consumption technologies and the use of the most advanced solutions.

The company – rooted for a long time in the mechanical engineering sector of the province of Brescia, Northern Italy – has conceived highly-technological solutions both in the sector of thermoplastic injection and in the fast growth sector of die- casting of light alloys. The automotive sector has particularly represented a strong growing factor thanks to the “customised solution” expertise of Maicopresse and of the automation company Irobi, collaborating together in the supply of complete work units.

Some technologies that have been developed in different sectors (plastic and aluminium) allow offering reliable and state-of-the-art solutions, such as the new series of die-casting machines: “Hybrid – explains Maicopresse’s Administrator Claudio Busi – is the first low-con-

M

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↑ Maicopresse’s

headquarter is in Borgosatollo (Brescia, Northern Italy)

NOVEMBER 2013

-80% sumption die-casting machine: thanks to its modern inverters, integrated within the hydraulic system, and to the servo-motor drivers that control the clamping system, you can obtain a reduction in the operating costs so that return on investments is achieved in a faster way, maintaining our excellent levels of product quality and reliability.”

“As a matter of fact – explains Busi – an investment that aims at reducing the operating costs allows for a better profitability compared to the solutions based on the import of low-cost components, which often cannot guarantee an operating life compatible with amortisation times.”

“Our after sales service – carries on Busi – is addressed to all kind of customers, included those who do not use our machines: we assess on a daily basis the cost of all issues related to the reliability of unsuitable components used to keep under control the operating costs. In any case, we supply high-quality spare parts, technical updates and reconfigurations, keeping our company profile customer-oriented.”

Our inclination to flexibility is reflected in Maicopresse’s

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Energy saving The consumption of the Hybrid series produced

by Maicopresse is comparable to that of electric moulding machines , maintaining full reliability and flexibility

wide array of accessories and solutions: “For instance, as far as the multi-colour moulding of plastic products is concerned – explains Busi – you normally need to purchase dedicated machinery, which is usually expensive and suitable for this kind of production only. In order to enable our customers to enter this growing sector, we have developed a line of ancillary injectors, supplied with independent control panel and hydraulic circuit, which can be interfaced with any kind of existing machines thanks to the experience of our engineers.”

“Our latest innovation – showed at the fair K2013 in Düsseldorf – is a hybrid injection moulding machine specifically designed for the production of heavy joints and developed in partnership with the German company Baenninger. Thanks to the use of high-efficiency servo drives and to the specific design of the hydraulic system, we have been able to reduce dispersions and manage to cool the hydraulic fluid just with a simple ventilated radiator. Once the energy consumption of the refrigerator is cut down, we can save up to 80% compared to traditional injection machines, still guaranteeing better performance and a longer reliability in time.” \\\\\ RENATO FERRETTI NOVEMBER 2013

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BUSINESS MODELS BRUNO BORGHETTI

THE INDUSTRY OF STYLE Moulds for plastic materials.

The district of Brescia in Lombardy stands out for its innovative industrial processes and absolute precision machining ne of the strengths of Italian industry is most definitely design. Aside from graphic designs, the modus operandi that has contributed to this treasured asset also lies in an innovative industrial process which is adapted to each individual project in order to meet specific requirements. In this context, Italtechnology is a company that perfectly represents the machining and design tradition in the industrial sector of Brescia. This Lombardy company specialises in constructing moulds for plastic materials and its Managing Director, Bruno Borghetti, identifies some of the essential characteristics that really make this area's products stand out. “We work with top level international designers,” says Borghetti, “but we do not stop there. Our technical research and development department designs moulds equipped with drives, creating new and guaranteed solutions and programmes, using certified, high quality materials. We perform tests and structural analyses on the product, with moldflow and gas flow simulation software, before actually producing the mould. We carry out precision mechanical processes in short timescales. Finally, we

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offer an after-sales technical support service, 24 hours a day. Our prompt intervention is a crucial aspect. We provide continuous support: in fact, even though customers do not identify problems themselves, we regularly check that the machines we have sold are operating correctly.”

For 48 years, Borghetti has been dealing with moulds, press NOVEMBER 2013

↗ The mould of a plastic chair produced by Italtechnology Srl, based in Brescia, in northern Italy

ITALTECHNOLOGY REPRESENTS THE MACHINING AND DESIGN TRADITION IN THE INDUSTRIAL SECTOR OF BRESCIA, IN NORTHERN ITALY

installation, production start-ups and technical support internships. “This experience,” says Borghetti, “has led me to believe that the customer's involvement in all phases of the production process is absolutely essential: Italtechnology's organisation, with its team of qualified professionals, is based on this principle. Ours moulds are custom-made: from receiving the order to the final testing stage, we support the customer step by step.”

Italtechology relies upon various collaborators, from designers to engineers, as well as various companies with different specialisations. “Our strength,” explains the Managing Director, “is also in our ability to choose who we work with. One of the most important resources that we tap into, in fact, is our territory: in itself, it is a guarantee of quality for investments. The chosen enterprises collabo- rate with other nearby companies they trust, which have all the requirements for a job well done.”

The success of a product on the market, according to Borghetti, is not only a matter of production volumes and costs. “We try,” continues Borghetti “to work on proposals that ensure customers get appreciable returns. The product consultancy phase itself is crucial and allows us to act as true partners to the enterprises that contact us. Lately, this aspect has significantly influenced our work in exports. The most proactive companies, in fact, are in emerging countries, like Brazil and Turkey, where there is not, however, an industrial culture. This means that, in those areas of the world, our customers do not have specific experience. They are investors who are open to everything and they expect good ideas and industrialisation from us. So we often end up studying the market, the product and the best general conditions alongside our customers. Actually, for the period of time in which we are working together, we live in www.plastart.eu their pockets.” \\\\\ RENATO FERRETTI ITALIAN VALUE

NOVEMBER 2013

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BUSINESS MODELS GIANCARLO ROSSI

FLEXIBILITY AND PRECISION

Ball valves designed to satisfy various requirements and functions. The experience of Alfa Valvole

pproximately 85% of the Italian production of valves is concentrated in Lombardy, second only, on a European level, to Germany.

This was the region, known for its manufacturing know-how and vocation for mechanics, in which Alfa Valvole, founded in 1971 and now a leader in the construction of ball valves, developed its experience.

The particular characteristic of Alfa Valvole's production is its flexibility. Constructed in carbon steel, stainless steel and special alloys, these valves are used in many sectors, from cosmetics to food, from plant engineering to the petrochemical sector, from the offshore industry to the energy sector (electricity, LPG and gas, nuclear energy), from detergents to applications on ships, ferries and offshore oil platforms. “Our main competitive lever,” explains Alfa Valvole's Director, Giancarlo Rossi “is to pro-

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vide a product made entirely in-house, accompanied by a long-term guarantee. A second crucial factor for us is to have a streamlined and efficient organisational system, which allows us to satisfy the requirements of all types of customers - from large enterprises to small and medium companies – even in relation to particularly complex products, by providing after-sale service where necessary.”

Thanks to the acquisition of the company Penta, in 1995, this enterprise , based in Casorezzo, Milan, is able to produce valves suitable for handling the most extreme and prohibitive working conditions. “Our valves,” continues Giancarlo Rossi “can absorb a temperature range from -196 to +700 degrees centigrade, withstanding pressure that can reach as much as 800 bar”. Since the nineties, Alfa Valvole has also had its own laboratory for analysing raw materials and performing nondestructive testing.

NOVEMBER 2013

40%

Export Percentage of turnover achieved by Alfa Valvole on international markets

“The fact of having a workshop within our company allows us to be seen, in the eyes of our customers, as the complete package, because we are not entrusting the treatment and testing of the valves to any third party.

In a global market characterised by a price war that is now oriented downwards, often at the expense of product quality, this fact still makes the difference when faced with aggressive competitors like the Chinese and the Indians.” The accuracy of the processing and testing ensured by Alfa Valvole thus represents a strong competitive advantage.

“Every day, our tests are watched by both Italian and foreign customers who come to see for themselves just how we work.” One daily challenge is to increase innovation. Alfa Valvole, which has just undertaken the processing of a new Double Block & Bleed line of valves, has always been attentive to renewing and increasing

↗ Mr. Giancarlo Rossi, Sole Director.

Alfa Valvole is based in Casorezzo, in Milan (northern Italy)

ITALIAN VALUE

its machinery, equipment and tools, without overlooking the component of new information technologies to reduce work timescales. Another fundamental development path is that of internationalisation. “We have always been an active and operational force in Italy. In fact, 60% of our turnover is generated in Italy but through companies that predominantly work with foreign counterparts. What is certain is that we are increasingly looking beyond Europe because, at present, the Italian market and, in general, that of Europe, is still rather stagnant. The best opportunities for growth are in non-EU countries: so we try to focus on these markets without altering but, rather, strengthening our distinctive characteristics.” \\\\\ LEONARDO TESTI NOVEMBER 2013

183

BUSINESS MODELS GIORGIO FEDERICI

THE TURNING POINT IN ORGANIC FEED

Regulations and proceedings make its production management more complex, but it represents an investment with many possibilities.

F.A.ZOO enterprise is proof

he organic sector offers many opportunities to all commodity sectors related to foodstuff and zootechnics is no exception.

During the last ten years, in spite of the greater difficulties professionals have had to face compared to traditional procedures, the entire organic zootechnics sector has expanded. Even those who produce organic feed run into procedures which are difficult to follow in the production chain. “But zootechnics now represents an important sector of our activity” says Giorgio Federici, Administrator of F.A.ZOO, an enterprise from Pesaro dealing with zootechnical feed for both food-producing animals and pets. According to Mr. Federici, the incentive provided by the new challenge in the organic field is very important. “In 2008, we decided to join the organic sector in order to develop potential opportuni-

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ties offered by new markets. This has obviously involved large investments in terms of technology and facilities. At the present time we are one of the very few enterprises that stores and works with organic products in unconventional facilities, and our methods of processing organic products are made using supplier lot numbers, which are essential in determining the complete traceability of the production chain. We have now managed to increase our export rate in this sector by 40%. That is the reason why the future activities of our enterprise will keep us very busy consolidating and,

www.fazoo.it salesdepartment@fazoo.it

NOVEMBER 2013

22,000

Tons Of conventional goods produced by the company in 2012. In the same year it produced 10,000 tons of organic goods

hopefully, increasing foreign market shares in this sector, without leaving out, of course, all other activities.

The current domestic market conditions, however, do not help us foresee any substantial change, at least not in a medium-term perspective.”

F.A.ZOO’s commitment is not only towards its organic products. “We have almost reached the fourth generation operating in this sector and our experience is certainly an added value to our enterprise - Mr. Federici states -. This experience has guided us in the right selection of our suppliers, whose compliance we constantly monitor, and encouraged us to be very meticulous: we make preventive checks both on raw materials upon receipt and after their processing in accredited laboratories. Furthermore, we have obtained the UNI EN ISO 22.000 certification, a European standard and reference point for professionals to ensure the

The Zootechnical Food Industry F.A.ZOO is located in Chiusa di Ginestreto (PU), in the Marche region (central Italy)

ITALIAN VALUE

enforcement of European community regulations on safety and food hygiene. We are also committed to reducing environmental pollution through significant investments in the sector of renewable energies: we produce around half of our energy requirements with photovoltaic rooftop installations.”

The enterprise’s communication network involves its website and a specific page on Europages. “We are considering the possibility of participating in events such as Biofach in Nuremberg and Sana in Bologna. We also collaborate with both Italian and international stockbrokers and distributors - continues Mr. Federici -. As far as the zootechnical sector is concerned, our sales managers buy and sell directly. As for pet food, we sell our products through shops and wholesalers, and we have recently launched a new online service.” \\\\\ REMO MONREALE NOVEMBER 2013

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PHARMACEUTICALS GIANCARLO GHIRLANDA

DRUGS, A HELPING HAND FOR DISTRIBUTION The start-up of new, as yet unregistered, pharmaceutical products. Giancarlo Ghirlanda presents Unipharma's health mission

↑ Unipharma’s central headquarters are based in Barbengo, Lugano, Switzerland

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o procure and supply pharmaceutical products that are not available in a health worker’s country but have already been assessed and approved in other states, in compliance with the supervisory role and activity of the local health authorities: this is one of ITALIAN VALUE

Unipharma's missions, a company that operates internationally in the import and distribution of drugs and medical equipment, from and to all parts of the world.

Unipharma concentrates predominantly on the Italian market, which accounts for 60% of its turnover; there, it has introduced Vidaza and Thalidomide produced by CelNOVEMBER 2013

HEALTH MINISTRIES CAN CONTACT UNIPHARMA TO REQUEST UNAVAILABLE DRUGS gene, Eylea and Stivarga by Bayer, Plenadren by Viropharm and Lucentis by Novartis. “These and other manufacturers - explains Giancarlo Ghirlanda, the company President-, rely upon our organisation for startingup their products in new markets. We specialise in supplying new generation drugs to countries where they are not yet registered. The initial recommendation comes from doctors who, informed of the presence on the market of new therapeutic solutions, make a request to Unipharma to import these products. Significantly, importation is only done if there is a patient who requires a certain treatment. In addition, unregistered drugs cannot be imported, except when specifically authorised by the Health Ministry. Such an authorisation is only given for the supply to the individual patient.

Every country, obviously, has its own legislation and its own rules. Thus, we also support clients in managing all the necessary documentation.”

In addition to new drugs, Health Ministries can contact Unipharma to request either drugs that are temporarily unavailable due to manufacturer production problems, or medicines that are no longer produced for reasons of poor economic sustainability. “Furthermore, in recent years - Giancarlo Ghirlanda adds -, manufacturers themselves have contacted us and offered us their products, so that they can be sold before registration in the relevant market. Manufacturers thereby benefit in terms of time (months and, sometimes, years) so, when their product is finally registered, they already have a market history.”

The geographical area in which Unipharma works in order to procure medicines includes European countries,

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the United States, Canada and Japan. “Recently, for some types of customers, we have also acquired supplies in new countries, including those of Eastern Europe, South Africa and Australia. This aspect, irrespective of the requirements of the different markets, is one of our targets for 2013, that is to say, to increase and improve the number and quality of our suppliers. Of course, we are faced with large competing companies that are organised on an international level and have greater financial resources than our own. But we intend to gain a footing through our work ethic, which is in line with the highest quality standards and is compliant with the regulations concerning importing and marketing drugs.” \\\\\ LUCA CÀVERA NOVEMBER 2013

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TOURISM PIER LUIGI CELLI

A NEW, MODERN AND TAILORED APPROACH

Diverse and social: this is the winning combination to increase the international appeal of Italy, according to Pier Luigi Celli, president of ENIT, the National Tourism Agency in Italy n a tourist context which is becoming more and more competitive and which compares destinations located anywhere in the five continents of the globe, Italy really needs to make a meaningful change to its policies, change that should take into account the expansion of foreign demand; moreover, the Country should be prepared to overcome the structural deficit it has been dealing with for many years. According to ENIT’s number one, Pier Luigi Celli, it is necessary to consolidate the efforts in terms of promotion by focusing on more effective web strategies, on the simplification of visa policies and on a more integrated and comprehensive offerings.

How will ENIT's commitment be arranged in the next two years? What are the main objectives?

“The main objectives are four. Firstly, the development of a “product factory”, within the Agency, which helps Italian regions in the planning, construction and promotion of priority tourist products, which should possibly interest more than one region. Secondly, a new digital presence and therefore a digital strategy - should be implemented,

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↑ Pier Luigi Celli, President of ENIT, the National Tourism Agency

NOVEMBER 2013

Expenditure of foreign visitors in Italy (2013, January-June, billions of euro)

14,164 total +1,6% compared to 2012

8,236 holiday expenditure +6,4% compared to 2012

Source: Italian Observatory of Tourism (ONT)/Eurostat

also allowing for the possible entrustment of the portal Italia.it to ENIT. Other two fundamental points concern the communication and marketing promotion of Expo 2015 as a national tourist product and the strengthening and promotion of an Italian calendar of events.”

What are the main critical issues that still slow down Italy’s tourist appeal on an international level?

“The offering of different products, the size of tourist accommodation, public transport and infrastructure. Finally, the education and skills of the professionals of this field and the tourist visa policy.”

What kind of tourism should our Country strengthen in your opinion? What are the most promising ar-

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eas in the world in terms of potential tourist flows?

“The strength of the Italian tourist choise is its diversity, which requires an intelligent combination in its construction: that is to say, combining the demand for sustainability in long stays and a proper value for money in short-haul trips. Forecasts confirm that the growth of tourist expenditure in the coming decades will come mostly from the new emerging countries; yet, at least for Italy, traditional markets like the USA and Europe should not lose their influence.”

How important is it to be able to achieve an effective coordination among the various bodies dealing with the promotion of tourism?

“It is decisive. Within ENIT this logic of “competitive cooperation” was successfully tested in the relationships with Regions and associations, with which technical coordination meetings have been arranged, and with other State bodies designated to promote our Country all over the world, as proved by the positive collaboration with the Ministry of Foreign Affairs on the subject of tourist visas.” \\\\\ FRANCESCA DRUIDI NOVEMBER 2013

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TOURISM RENZO IORIO

TOURIST DESTINATION PAR EXCELLENCE Italy is one of the most sought-after tourist destinations in the world. For Expo 2015 over 20 million visitors are expected xpo 2015 will be a great occasion for Italians show off to the world and expectations for this exhibition are high. Already, 140 countries have confirmed their participation and over 20 million visitors are expected by the organisers. “We must be prepared,” explains Renzo Iorio, President of Federturismo, the association representing the entire chain of the Italian tourist industry, “for the important influx of tourists in arrival, by developing high quality tourist proposals to valorise our nation’s cultural and artistic heritage and use the exhibition as a showcase of our country. We have to communicate, promote and market the Expo as a national tourist product.”

Can you give us an idea of how many foreign tourists have come to Italy over the past few years?

“Despite global economic uncertainty, over the past years international tourism in Italy has been positive, thanks to the wide variety of tourist attractions that our country has to offer. Overall, overnight stays have increased: this summer ho-

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↗ Renzo Iorio, President of Federturismo

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NOVEMBER 2013

INTERNATIONAL TOURISM HAS BEEN POSITIVE, THANKS TO VARIETY OF ATTRACTIONS THAT ITALY HAS TO OFFER visited country in the world, after France, the United States, China and Spain and is at the top of foreign tourists’ wish lists. The country could challenge an increasingly tough international competition even better by employing a tourist policy to optimise our territory’s great potential and its cultural, artistic and landscape heritage. People come to our country mainly for cultural holidays, in the cities of art, followed by seaside holidays that are most popular with the younger travellers, and then mountain and lake holidays that attract a more adult tourist.”

What tourist promotion strategies is Italy adopt-

tels welcomed more foreign than Italian clients (+4.5%), especially French, Russian and Germans. In fact, it is foreign influx that is guaranteeing the solidity of the sector. There has also been a reported increase in how much foreign travellers in Italy are spending, according to the Banca d’Italia’s surveys regarding the first half of 2013: a growth of 1.6%.”

Italy offers a varied range of tourist opportunities. Which are the most appreciated internationally?

“Italy is still extremely well loved: it is the fifth mostITALIAN VALUE

ing abroad?

“International promotion is limited to a few initiatives of moderate impact. Faced with a demand that is increasingly conditioned by the Internet and social media, the moment has come to rethink promotional activities. 85% of tourists use the Internet to choose where to go on holiday: therefore, nothing is stopping us from creating a social media team both to promote Italy through the new communication channels and to create an online platform for giving and sharing information as well as a schedule of Italian events promoted through content marketing and social media.” \\\\\ NICOLÒ MULAS MARCELLO NOVEMBER 2013

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TOURISM GIOVANNI PUGLISI

ITALIAN ARTISTIC GEMS Italian World Heritage sites now total up to 49 thanks to the inclusion of Mount Etna and the Medici Villas.

An endowment must be adequately managed he 37th session of the World Heritage Committee, meeting in Cambogia from 16 to 27 June 2013, declared Mount Etna in Sicily and the Medici family compound in Tuscany, made up of 12 villas and 2 gardens, a world heritage site. Thanks to the addition, Italy has now more world heritage sites than any other country in the world, followed

by China (45 sites) and Spain (44). “We are really proud”, commented Giovanni Puglisi upon hearing the news. “It is an important result for Italy. Such recognition goes in the right direction: the rest of the world and Unesco keep trusting our country.”

What does it mean for Italy’s cultural heritage to receive such recognitions?

“Italy is a leading nation in terms of cultural property. Unesco placed the quality stamp on Mount Etna and on the Medici compound.

They included Mount Monviso in Piedmont, which is one of the tallest mountains in Italy, in the Biosphere Reserve list. They finally listed the Istituto Luce historic film archive, which holds a vast visual and documentary primary source on the 1920s and 30s in Italy, in the Memory of the World register.”

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↑ Garden of the Villa di Castello, near Florence → The “I Gigli of Nola”, one Italian portable shrines

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NOVEMBER 2013

→ Mount Etna, in Sicily ↓ Giovanni Puglisi, President of the Italian National Commission for Unesco

Which one of the Unesco-sponsored sites in Italy would you name as an example of virtuous management and accessibility?

“The Palace of Venaria Reale near Turin, a residence of the Savoia royal family of Italy, is an example of nearly perfect management of cultural property, independent of its affiliation with Unesco. I could also name the mosaics in the early-Christian and Byzantine churches in Ravenna, a city in Northern Italy. This is the kind of Italy that works, the Italy we must endorse.”

Let’s look ahead at 2014. Which sites are running for recognition by the upcoming committee?

“The Langhe-Roero and the Monferrato territories in Piedmont are running for the list of historic-artistic sites and for that of natural landscapes, having the most beautiful, scenic wine cultivations. Likewise, the traditional agricultural practice of “alberate vine training” typical of the small island of Pantelleria, south of Sicily, is running for inclusion in the list of Intangible Cultural Heritage. We are also waiting for the Committee to rule on the eligibility of the “Macchine a spalla” portable shrines advanced by Italy for the “Gigli di Nola”, a town near Naples, the “Varia di Palmi”, in the Calabria region of southern Italy, the “Candelieri” of Sassari, in Sardinia, and the “Macchina di Santa Rosa” of Viterbo, near Rome.” \\\\\ FRANCESCA DRUIDI ITALIAN VALUE

NOVEMBER 2013

199

UNITED ARAB EMIRATES ECONOMIC OUTLOOK

NOT JUST OIL

Less importance given to oil and more opportunity for new manufacturing and services.

This is Dubai’s new economic model

he economic model of the Arab Emirates market has always revolved around the Oil&Gas sector. Ranked fifth in the world for oil and gas production and third for hydrocarbon reserves, the Emirates are, however, slowly changing strategy, taking advantage of the situation following the crisis of 2008-2009 to diversify their growth model. A process started up and managed by the emirate of Dubai, which over the past few years has pushed towards developing the services sector: lo-

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gistical activities, financial centres, information technology, tourism and shopping centres. A valid decision, as confirmed by the 4% growth in GDP in 2012 according to the International Monetary Fund (IMF), and the estimated growth of 5.1% for 20122016. However, what is most striking about this data is that oil revenue dropped from 60% in 1980 to 23% today while there was a contemporary increase in the “non-oil” share, thus convincing Adu Dhabi to join in and follow this development model. In fact, in the “Vision 2030” economic programme, the Emi-

Italian exports to United Arab Emirates

Italian imports from United Arab Emirates

(million euro)

(million euro) 2012

Goods C

Goods B

2011

2010

2012

504 499

Goods C

271 1066 761 801

313 69 212 225

Goods A

719

100 5513 4729

Total 0

2010

167

Goods B

1322 1271

Goods A

2011

54 25 0,05

3686

2000

4000

651 860

Total 6000

Goods A: Machinery and Equipment Goods B: Products of other manufacturing industries Goods C: Coke and products derived from oil refining

0

450

200

400

600

800

1000

Goods A: Coke and products derived from oil refining Goods B: Product of metallurgical industry Goods C: Food and wine

Source: www.infomercatiesteri.it

rate has set itself the goal of raising the GDP share deriving from non-extractive or downstream activities by 64%. The development of non-oil sectors is also driven by the presence of numerous tax-free zones, an advantageous tax system, and the geographically strategic position of the Arab Emirates. Italy has also taken advantage of these favourable conditions, increasing exports to the UAE by almost 50% over the past two years and confirming itself at third place amongst the Emirates’ European partners. And in 2012, we registered another step up in bilateral commercial relations with

record sales of ¤ 5,517 million. Jewellery, computer and electronics are the sectors with the highest growth indexes, while machines record the highest volume of exportations, with over ¤ 1,300 million. In perspective, the new-found real estate optimism should also be highlighted: it is expressed by the 15.4% increase in residential building in the second quarter of 2012, as reported by the department of statistics of Adu Dhabi (SCAD), and symbolised by the recent construction of a 340-metre sky-scraper in Dubai, the second highest the Emirate. \\\\\ GIACOMO GOVONI

UNITED ARAB EMIRATES GIORGIO STARACE

PEOPLE WHO LOVE ITALIAN EXCELLENCE

The business alliance between Italy and the UAE is strengthened also thanks to the Embassy, which supports Italian enterprises in the Arab market owadays the United Arab Emirates represents one of the major business hubs of the Gulf Region for the financial and economic world and for tourist flows.

Since the beginning of 2011, when the effects of the financial crisis weakened, the UAE have increased their degree of attraction for foreign investment and have opened the doors to many international figures. Among them, Italian operators have made their presence felt with more than 300 enterprises, some of which with their own branch and others operating through local agents. The Italian Embassy in Abu Dhabi plays a decisive role in the process of penetration in the UAE market. It promotes the bilateral relationships between the two countries and helps and encourages entrepreneurs who decide to do business in this area. Ambassador Giorgio Starace makes an assessment of the trade relationships between Italy and the United Arab Emirates and identifies future opportunities for enterprises eager to enter the UAE market.

What is the current level of visibility of Italian enterprises in the UAE business context?

“The UAE are the first target market for “Made in Italy” products in the Arab world and in 2012 exports amounted to € 5.5 billion. Italy is in fact the UAE’s third European supplier and this level of interchange has become part of Emirians’ daily life. They pray in the Abu Dhabi mosque, which was built and decorated by Italian enterprises. The New Presidential Palace building complex will be decorated by the Italian enterprise Fantini Mosaici. Again, the most popular international food is Italian, exactly like the luxury boats and cars that the Emirians prefer. Finally, when the UAE’s inhabitants take off the "Kandura", their traditional white

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dress, they wear Italian luxury clothes and accessories.”

In which sectors have Italian enterprises already established themselves and where can they gain significant market shares in the coming years?

“In the UAE, Italy has consolidated in the consumer goods sector as well as in the engineering and high-technology industry: for instance, Saipem and Tecnimont are building the first railway stretch and FISIA ITALIMPIANTI owns the plants for seawater desalination. Agusta Westland supplies the helicopters used by sheiks, Elettronica and Selex ES have cre-

↑ Giorgio Starace, Italian Ambassador in Abu Dhabi

NOVEMBER 2013

ITALY PLAYS AN IMPORTANT ROLE IN THE CONSUMER GOODS SECTOR, AS WELL AS IN THE ENGINEERING AND HIGH TECHNOLOGY SECTOR ated high-technology systems for UAE’s navy, while Alenia Aermacchi has built the airplanes used by the newly-formed UAE aerial acrobatic team, which is led by an Italian instructor pilot. Again, the system that will collect Abu Dhabi waste water in the coming years has been designed by the Italian enterprise Impregilo. Probably the sectors which are destined to grow in the coming years are agri-food and petrochemical industries and advanced services.”

How does the Embassy support Italian enterprises in doing business in the Uae? “Here, the so-called “Sistema Italia” (literally “Italy System”) is a practical reality. The Embassy in Abu Dhabi, the Consulate General in Dubai, the Italian Institute for Foreign Trade (ICE), the Italian Chamber of Commerce in the UAE and Promos can provide, each one with its own specific skills, any kind of support to Italian entrepreneurs in the UAE. “ What are the estimates of the UAE’s economic development in the next 5 years? And where will there be new chances of investment apart from the areas of Dubai and Abu Dhabi?

“We expect that the UAE will maintain steady growth rates around 4% in the coming years. There will be a progressive ITALIAN VALUE

EVENTS • GULFOOD Dubai World Trade Center, 23rd-27th February 2014.

Sectors: Hotel industry, food, refrigeration equipment www.gulfood.com • MIDDLE EAST ELECTRICITY Dubai International Exhibition Centre, 11th-13th February 2014 Sectors: Energy, renewable sources, electricity, energy production www.middleeastelectricity.com • ARAB HEALTH Dubai International Convention & Exhibition Centre, 27th-30th January 2014 Sectors: Medical technology, medical equipment, personal care, medical services www.arabhealthonline.com

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A DEMANDING, BUT OPEN, MARKET Corrado Chiarentin explains the role carried out by the specialised companies in assisting Italian enterprises in the Arab Emirates

$ 12,000

MILLION The total value of the works carried out in 2012

by Italian enterprises in the UAE territory

release from the hydrocarbons sector and its share in GDP will become smaller.”

Which are the trade fairs, the events and the most important meetings that take place in the UAE? To what extent does Italy participate?

“Every year Dubai hosts more than 60 international exhibitions concerning a wide range of sectors. There are flagship events for the entire Middle East, such as the “Big 5” for the building industry, building materials and construction equipment, “Arab Health” for medical products and equipment, “Middle East Electricity” for energy, electrical/electrotechnical systems and lighting, “Dubai International Boat Show” for pleasure boats and “Gulf Food” for the food industry. Italy keeps maintaining significant shares in all the most important fairs and still is the first country in terms of number of exhibitors and stands.” \\\\\ GIACOMO GOVONI 206

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or an Italian company to be competitive on the international scene, available capital is not the only measurement. It is just as important to have professionals who are able to give the entrepreneur the right direction, advise promotional and commercial development activities and supply cultural intermediation tools. These requirements are fulfilled

by Rois BMM, a business management and marketing company that assists Italian enterprises directly from Dubai. “Reliability, practicality and transparency are the concepts on which Italian companies must base their business in the Arab Emirates.

Maybe even more so than on the products and services themselves,” Corrado Chiarentin, CEO of Rois,

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300

Italian Companies Italian companies present today in the UAE with their own premises or which operate through local agencies

+6.6%

Visitors The increase in air traffic for business and tourism to and from the UAE in 2012

says “entrepreneurs must always remember the need to adapt to the operative and structural demands of the foreign markets.”

Why should an Italian company choose Dubai over other markets?

“Today, the UAE is a mature country opening its doors to those offering products and services. There are many advantages to setting up operations here, for example a tax-free system, the highest level infrastructure, transport and services, efficient administration and clear rules. Among the negative aspects of this market is the higher cost of living compared to other, less developed countries and the banks’ unwillingness in terms of financial support and credit.”

Which sectors are seeing openings of interest to our SMEs and in which parts of the Arab Emirates?

“We are talking about a region with very high population growth, fast-developing tourism and the need to adapt quickly to this growth. Therefore, the best opportunities are in the energy, oil and civil infrastructure (roads, ports and airports) sectors. Another fastdeveloping area is that of construction, from hotels to houses, hospitals and schools. But more than opportunities for Italian SMEs, I believe it is important to confront the difficulty of doing business in this market, which has become very demanding from many points of view. To be able to start a business, you need ITALIAN VALUE

investments, both economic and time.”

One of the growing businesses in Dubai is linked to tourism. How can Italian enterprises enter this sector? And what strengths could they play on?

“Tourism is one of the most developed and advanced sectors in the UAE. In my opinion, Italian tour operators have missed out an opportunity by considering this destination as inferior to other Arabic and middle-eastern tourist resorts. There are many obstacles now to starting up new tourist activities in the UAE. There are many high-quality DMCs and travel agencies, with impressive set-ups and gross revenue. Therefore, I would advise Italian travel agencies and tour operators to consider this part of the world for their holiday and travel packages, since this area is highly attractive with outstanding accommodation.”

The Rois company also organises missions for entrepreneurs. How important are these occasions for building businesses?

“These missions are important to initially evaluate the market. However, many companies confuse missions with the chance to make immediate sales, giving themselves false expectations. In my opinion, missions are an opportunity both to learn about the country and gather tips and useful information from local contacts in order to better define the strategy required to enter the market.” \\\\\ GIACOMO GOVONI NOVEMBER 2013

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MAINLAND AND FREE ZONES In the UAE, specific, but advantageous, corporate regulations are in force when doing business.

For example, fewer taxes and more protected credit hen considering either incorporating a company or making new investments in a foreign country, it is crucial to be aware of the regulatory, bureaucratic and fiscal context in which one will be operating.

Therefore, in the initial phase, it is not just preferable, but imperative, to obtain legal advice. In this context, DubaiLegal.it represents one of the best qualified firms to provide advice to investors looking with interest towards the UAE. By speaking with Stefano Meani, the law firm's founder, we discover the finer details in relation to corporate and commercial law in the UAE. Dubai and the UAE today represent one of the most interesting markets for investment. What are the be-

W

↗ Stefano Meani, lawyer and founder of the law firm DubaiLegal.it

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nefits in relation to taxation?

“There is no direct or indirect taxation, both for corporations and individuals. There are only municipal taxes, which are of little bearing. However, it should be noted that Italian enterprises operating in the UAE must check taxation relationships with Italy closely, given that the UAE is still included on Italy's taxation “black list” precisely because of its low taxation regime.”

How is corporate law structured in the United Arab Emirates and in Dubai in particular?

“In the field of corporate and commercial law there is a full-fledged Civil Code under the federal matrix. Occasionally, some rules are similar to Italian laws. In addition, the UAE's contract law is based upon Common Law principles, given that it was, in the past, a British protectorate. In Dubai, then, there are specific rules regulating requirements for company incorporations. There are also free zones, which adopt more streamlined corporate regulations. All economic activities carried out outside the free zones are governed by the Department of Economic Development (DED), which is responsible for issuing the necessary licences for performing economic activities in the NOVEMBER 2013

THE EXPERT RESPONDS

GUIDE TO DOING BUSINESS territory of Dubai; a territory that is defined as “mainland” as opposed to the free zones.”

On a bureaucratic level, what steps must an enterprise take in order to open a headquarter in the Emirates?

“Dubai and the UAE offer numerous possibilities for investment. You first need to assess the relevant market (Emirates or surrounding areas), business methods (direct sales or participation in tenders) and the possibility of creating an industrial base. Once any Italian enterprise has managed to estimate the initial investment and develop knowledge of the market, it can start an agency or distribution relationship with an agent in the UAE. It is worth paying attention to the type of agreement to be drawn up with the intermediary, as regulations tend to favour local agents.”

What if, on the other hand, the enterprise is aiming to open representative offices, a branch or a subsidiary company immediately in the UAE? “In that case, the bureaucratic aspects are a bit more complex. In fact, based upon the type of business, one should be liaising with the various Ministries involved, as well as with the UAE’s economic development body. Documents have to be translated into Arabic and one needs to have a local partner. In the case of representative offices and branches, the “service agent” will have the sole function of liaising with the local authorities; in the case of a company, ITALIAN VALUE

GET A BASE IN THE UAE To avoid duplications of costs, the best strategy is to verify, on a step by step basis, the profitability of the individual choices and to plan subsequent investments.

TAX Italian enterprises operating in situ must verify taxation relationships with Italy, given that the UAE is included on the so-called taxation black list by virtue of its much lower taxation regime.

REAL ESTATE Those wanting to invest in bricks and mortar should avoid purchases “on paper” and concentrate on finished real estate, even in less well-known areas, such as Dubai Sport City, JLT. COMMERCIAL DISPUTES Often it is worth establishing the jurisdiction of arbitration, rather than that of your own domestic courts, since the process of enforcing foreign rulings can be very long and complex.

TRADEMARK PROTECTION If you intend to operate in the UAE, even through agents or distributors, it is advisable to register your trademark with the local authorities.

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If you intend to operate in the UAE, even through agents or distributors, it is advisable to register your trademark

it will enter into the corporate structure as a majority partner, even though its actual powers can be limited by shareholder agreements. If, on the other hand, the company intends to use the UAE merely as a logistics base for developing deals in surrounding areas, it can create a subsidiary company in a “free zone”. In this case, given that the only interlocutor will be the free zone officer and that the presence of a UAE partner is not required, all documentation will be in English and the bureaucracy reduced.”

In relation to the free zones, there are numerous different ones in the UAE. How does the treatment for foreign enterprises vary in these areas?

“The free zones, which currently number almost forty including general, industrial or consultancy zones, have autonomous corporate regulations. The most important regulation involves the possibility of possessing 100% of corporate shares, without the need to have a UAE sponsor.

It should be noted, however, that enterprises incorporated in these areas usually cannot conduct business directly in the UAE territory. Entrepreneurs can decide whether to open a company branch or to create either a wholly-owned company, known as a Free Zone Establishment, or one with other shareholders which, in this case, is called a Free Zone Company. I should note that free zone companies, along with those of the mainland, can only perform activities for which they have received the appropriate licence.

The licence has an annual renewal cost that varies depending upon the activity carried out. For example, general trading licences are generally more expensive than the others.”

In the event of commercial disputes, how is it pos210

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sible to protect your rights in Dubai?

“In the UAE great attention is paid to protecting credit.

For example, issuing cheques that bounce can even be punished by imprisonment. The local justice system is very efficient, although it is expensive. However, timescales for justice are very rapid: usually, a dispute at first instance is concluded within a few months, while all three levels of justice are completed in less than two years. The enforcement stage of rulings is different from the Italian system.”

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FOCUS ON

For example?

“In the UAE, the creditor does not have to identify to the bailiff the assets of the debtor to be seized; the bailiff, having received the mandate, proceeds to check the moveable and immovable assets of the debtor. The foreign entrepreneur can also choose, where it is established in the contract, to submit any disputes with the UAE counterparty to arbitration. In fact, the UAE has ratified the 1958 Convention of New York: this provides for the acknowledgement and enforcement of foreign arbitration rulings.”

In which venues are disputes examined?

“There are numerous arbitration chambers in the UAE, including that of the DIFC, Dubai International Financial Centre, established precisely to encourage the settlement of commercial disputes between foreign entrepreneurs.

Anglo-Saxon matrix arbitrators operate there who follow Common Law principles. In addition, there is no public database of enterprises operating in the UAE, meaning that it is sometimes difficult to know the actual solidity and solvency of the UAE counterparty. For this reason, it is advisable to perform a preventive analysis, perhaps requesting assistance from local professionals. If you intend to operate in situ, even through agents or distributors, it is also a good idea to register your trademark with the authorities, in order to prevent misuse by third parties.”

The firm Dubailegal.it deals in particular with real estate. What is the attraction of making a real estate investment in Dubai? And which economic operators would you recommend it to?

“The real estate market in Dubai is in constant growth.

The investment in bricks and mortar is attractive beITALIAN VALUE

THE BENEFITS OF THE FREE ZONES • Lack of bureaucracy and high level of administrative support from the zone authorities.

• Dedicated logistics structures and availability of offices and warehouses, often close to ports and airports.

• Simple procedures for recruiting employees and availability of qualified and expert labour.

It is even permitted to have an entirely foreign staff.

• Flexible and confidential banking system, used to operate with international investors.

• Possibility of transferring profits abroad with no limits, freedom of repatriation of capital and no currency barrier.

• Absence of customs duties for goods entering and exiting the Free Zone.

• Absence of taxation usually guaranteed for a period of 15 years.

cause the rental market is very profitable; it is secure because the rental duration usually does not exceed two years and payments are made with post-dated cheques, which rarely remain unpaid. The only caution to be followed is to rely upon serious companies, which enable those residing abroad to avoid problems in relationships with tenants, condominiums and the local authorities. Given the numerous offers on the market, we believe that both private entities and industry companies can invest in Dubai.” \\\\\ GIACOMO GOVONI NOVEMBER 2013

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WORLD EXPOS

WMF

February 25-28, 2014 Beijing, China

The International Exhibition on Woodworking Machinery & Furniture Manufacturing Equipment (WMF) and The International Exhibition on Furniture Accessories, Materials and Wood Products (FAM), collectively known as WMF 2014, is the largest expo of its kind in Asia. The upcoming edition showcases the latest woodworking technologies.

February March

Cebit

March 10-14, 2014 Hannover, Germany

Cebit is the most important international exhibition of technologies, software and digital services, as well as the field of telecommunications. It offers a complete overview of the applications and services already on the market, but also of the news and trends that will soon characterize the ITC industry market.

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NOVEMBER 2013

EXPO BUILD CHINA March 31 – April 3, 2014 Shanghai, China

Expo Build China showcases premium and innovative products and sets the trend for the building industry.

It gathers over 100,000 visitors consisting of industry professionals, traders, agents, designers, hotel owners and developers and hosts a comprehensive event & conference programme.

April SIAL Canada

April 2-4, 2014 Montreal, Canada

The International Food & Beverage Tradeshow, held with SET Canada, the National Food Equipment and Technology Tradeshow, caters to North American food-industry professionals. At SIAL Canada, exhibitors will get an opportunity to showcase their innovative products and service such as food processing machinery & equipment.

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