Cover Story Vista Alegre
Vista Alegre’s vice president Nuno Barra speaks with Tableware International about the company’s continued expansion into textiles and home décor – taking Vista Alegre on an upward trajectory from tableware company to lifestyle brand. But this is not about forgetting Vista Alegre’s 200-year ceramic history, this is about future-proofing the brand…
Thank you for speaking with Tableware International. How important is it for Vista Alegre to provide lifestyle options such as home décor and textiles in addition to its tabletop offering? It is a strategic decision that many luxury brands have chosen to follow, and I can outline a few points that help to understand its relevance: on the one hand, by adopting a lifestyle positioning, brands no longer sell just products, but rather an aspirational lifestyle. This strengthens the emotional bond with consumers, who now want not just a plate or a cup, but everything that brand represents – aesthetics, values, status, lifestyle. Another point, related to the previous one, is that when a brand is part of various aspects of the consumer's life, it becomes more difficult to replace it - the consumer invests emotionally in the brand, which increases loyalty. We have moved from the universe of having things to a much richer, much more exciting universe - the universe of having experiences. Not to mention the issues of portfolio expansion, 34 TABLEWARE INTERNATIONAL
which allows brands to diversify their sources of revenue, diluting financial risks. Is Vista Alegre always looking towards the next natural product extension? We like to look at the world with boldness. What is a natural product extension? It is a finite universe, in our view and obviously, not everything counts. There are values and standards that are non-negotiable for us: quality, innovation, and respect for our stakeholders. We want to be seen as a company that innovates, without forgetting the place it occupies in our customers' homes and the legacy of 200 years of history that we respect and honour. Tell us about some of the different areas Vista Alegre has a presence in? For example, we know there are new textiles for the home. Vista Alegre has a textile collection that we are very proud of. As you know, we have a fashion textile collection composed of scarves and carrés based on the decorations of porcelain collections or based on our archives: Duality,
Ivory, Transatlântica, and Amazōnia, Paço Real and, more recently, as part of the brand's 200th anniversary, inspired by old images in our museum. The table textiles, with pieces in superior quality linen, consisting of tablecloths, napkins and placemats, are inspired by the design of the porcelain collections with The Meaning, Ivory and the beautiful Metamorphosis and are available in three colour combinations, were developed in partnership with a Portuguese company - Bordal dedicated to the iconic embroidery of Madeira. An organic evolution that continues the brand's passion for art and beauty, reflected in fashion accessories and a home line defined by originality, sophistication and exceptional comfort, thanks to the superior quality raw materials. This movement of introducing textile collections into our range has been carried out with careful and consistent steps, never forgetting one of the pillars I mentioned earlier, which are fundamental to us – the quality and design that identifies us so much earning us several international awards.
This leads us really nicely into Accento, your collaboration with design leaders Pininfarina. How did this come about? Furniture is not necessarily what you might expect from Vista Alegre! Why did this collection make sense to the brand? The collaboration between Vista Alegre and Pininfarina is based on deep affinities: an appreciation for craftsmanship, a relentless pursuit of innovation, a taste for sophistication and a heritage marked by excellence. But there is also a more intimate historical link — in the 20th century, Vista Alegre produced porcelain components for car interiors, and members of the founding family were involved in organising landmark motor racing events, such as the 1930 Monaco Grand Prix and the management of the Automobile Club of Portugal. Our mission to create pieces that contribute to the well-being and happiness of our customers led us to work with Pininfarina to create Accento, a line of furniture that transposes the excellence of 1950s-1960s automotive design, and Vista Alegre's own connections