Berti magazine IT 08 by Berti

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BERTIMAGAZINE BERTIMAGAZINE M

N° 8

THE NEW DIESEL STORE IN LOS ANGELES. CONTEMPORARY HABITAT, PURIST SOPHISTICATION. MIDDLE EAST: NOT ONLY PETROL! The story by Corrado Mulfari.

MADE EXPO: BERTI PROTAGONIST, THE FUTURE IS ALREADY HERE.

AN ANPHITHEATRE FOR AUTEUR WINE. Inaugurated the rocca di Frassinello winery designed by Renzo Piano. 1

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DESIGN PROJECT: FREE SPACE AMONG LIGHT, MATTER AND CREATION. A lounge bar opened a short time ago in Cittadella summarize the expressive art of the designer Elvis Pettenuzzo.

KATIA RICCIARELLI IN CONCERT. At the Public Theatre in Cittadella great success for the musical event of the year. Official sponsor: Berti Pavimenti Legno.

MIDDLE EAST: NOT ONLY PETROL! The story by Corrado Mulfari.

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CONTEMPORARY HABITAT, PURIST SOPHISTICATION. Fine minimalism and art design describe a house with an open contemporary soul.

18 16

THE NEW DIESEL STORE IN LOS ANGELES. Customised for very focused, unique and exclusive clients.

AN ANPHITHEATRE FOR AUTEUR WINE. The exclusive Rocca di Frassinello winery designed by Renzo Piano

IN THE LAND OF THE TULIPS.

ENERGY SAVING STARTS FROM YOUR HOUSE.

FRANCO FERRARI, the new Berti’s export manager.

MADE EXPO: BERTI PALYS THE STARRING ROLE, THE FUTURE IS ALREADY HERE.

OPENED IN PADUA the store of Bigolaro Antonello.

ABITARE Interview with Mr Vincenzo Fernandez.

FLASH NEWS: The evolved automated warehouse Always in the foreground in the point of sale The new Berti website is on-line

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PROJECTS IN THE FOREGROUND

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AN ANPHITHEATRE FOR AUTEUR WINE. Renzo Piano designed the exclusive Rocca di Frassinello winery.

o sign the first winery, and maybe the only one, the architect Renzo Piano chose the wine producing Company Rocca di Frassinello owned by the journalist and publisher, as well as vinedresser, Paolo Panerai. Besides forty-year-long friendship between the two, it was his great passion for wine to convince him of this new project. “The wine” – tells the creator of the Beaubourg - “reminds me of my father’s cellar, where my mother was often taking me…”. Therefore Piano took up the challenge

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and, after five years of work, here is the result: a radiant structure that is in perfect symbiosis with the surrounding vineyards, around Gavorrano, in the heart of the Maremma. It is a very remarkable work, a building of great effect, arranged on two underground levels and capable of 2500 barriques, made with French oak. In designing the Rocca di Frassinello winery, the architect, that certainly doesn’t need to be introduced, started from a completely opposite

Architect RENZO PIANO Graduated in architecture in 1964 at the Polytechnic Institute in Milan, he then became a pupil of Marco Zanuso. Thanks to his father, a builder, he immediately had the possibility to know the life in the building site and to practice the job, as well as to establish the first relations with clients. Between 1965 and 1970 he travels between United States and England completing his education. At the time, he met Jean Prouvé (1901-1984), famous French architect, with whom he established a solid professional and profitable friendship. During the same period he met Richard Rogers (1933) and together they established the “Piano & Rogers” studio. Between 1971 and 1977 the two build in Paris the “Georges Pompidou Centre” (also called “Beaubourg”), a kind of manifesto for the high-tech architecture of the time. Piano left Rogers in 1997 and joined Peter Rice (1935-1993), famous civil engineer, to establish the Piano & Rice Atelier”. In 1981 the “Renzo Piano Building Workshops” are established, one in Genoa and one in Paris, where today work approximately 100 co-workers of the architect. Among the many awards won by Piano, we mentions the Pritzker Prize1998, considered the most prestigious award worldwide in the architectural field. Piano, who is also ambassador for UNESCO, in May 2007, joined the group of the mayor of Genoa Marta Vincenzi as town planning consultant on the concept of a project that will go to define the lines of the city of the third millennium.

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PROJECTS IN THE FOREGROUND concept to the one of the recent auteur winery. “I didn’ t want it to be” – as he explains - “a monument for itself, but a factory, a noble factory in which the wine is produced and raised”. No luxury than and let alone magnificence, nor in the choice of the materials: visible cement for the interiors, warmed by birch wood patterns that leaves on the surface a sort of soft velvet. At the outside, plaster coloured

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with the red of the Maremma. “As factory” - says Panerai – “the winery has been planned in the respect, or rather in the exaltation of the best vinification characteristics”.

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PROJECTS IN THE FOREGROUND

Renzo Piano has conceived the core of the winery as a big amphitheatre even though square shaped, underneath the parvis on which the grapes arrives. Above the parvis, from which you can enjoy a breathtaking view, a glass and steel construction spreads out, transparent and light, in which a space of 500 square metres with sliding walls has been reserved to welcome the visitors and hold concerts, wine tasting and conferences. They are a total of 7.500 square metres, which revolutionize in the tradition, the architectonic concept of the wineries. It is anyway the tower the most conspicuous from far away, a plain catchlight parallelepiped that dominates everything. Perfectly integrated with the geography of the hills, it allows to check the 8

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temperature, the humidity, rains, sun: the ray of light, catched from the top of the construction, illuminates the centre of the barriquerie through an inner mirror system: a sudden ray of light that illuminates the darkness of the quarry. This is indeed the pulsating core of the winery. ''The magic” – explains the master - “comes from the 2500 casks of wine that, as if they were big eyes looking at you''. Around it, a property of 500 hectares of which 280 fit to be sown and the remaining to a wood, while there are less than 80 hectares cultivated with vines. Searching for a perfect harmony between nature and the building, the architect wanted the vineyard to be the only protagonist of the Rocca di Frassinello BERTI MAGAZINE

PROJECTS IN THE FOREGROUND

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project and, planted at a few metres, the rows seem to walk down the winery. “The vine is a cultivation of great wisdom. With its rows, it draws a landscape outline better than any other plant” - says Piano that before starting to design it, wanted to fly with a helicopter over the area where the winery should have stood. “I always have the need to understand the surroundings before carrying out a project and to look at it from above, as birds do. Since an architect must learn how to fly”. Simultaneously to this modern Bacchus nectar “factory”, the project scheduled also the carrying out of the Panerai’s private dwelling, inside which, have been installed the exclusive Berti Pavimenti Legno parquet. For the installation in progress, Renzo Piano personally chose the Company of Amerighi Salvatore, established at the beginning of 1982 as business for the installation of the wooden floor.

Mr Salvatore tells us: “In only three days and by direct request of the architect, we have installed 270 square metres of parquet. What is the type of wood chosen? The antique brushed oak is in all the rooms of the private house, including the bathroom and the indoor stairway that connect the two floors of the building. I cooperate with Berti for fifteen years and to this I must say with pride that my shop has been the first Partner point of sale to open in Tuscany. A partnership bringing in well that always guarantee me a high quality selected product, made with type of wood coming from certified forests, from woods managed in a sustainable and correct way, from an ecologic, economic and social point of view”.

On the pictures, some indoors of the private house, to stand out it is the Berti’s oak brushed parquet

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TREND INTERIORS

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THE NEW DIESEL STORE IN LOS ANGELES. CUSTOMISED FOR VERY FOCUSED, UNIQUE AND EXCLUSIVE CLIENTS.

Los Angeles: it is here that Diesel opened a few months ago a new flagship store. We are at 8401 of Melrose Place; the famous street immortalized by the TV series with the same name, broadcasted in the ninetees. The store is at the ground floor of a gorgeous two-floor building dated 1896, that previously holded an antique trade showroom. “During the palace restoration work” – explains Michele Trevisan, architect and interior design manager for Diesel – “we wanted to keep and recover some antique elements, like the visible bearing wood beam and some parts of the floor in raw cement, that were hidden by the previous restorations. The Client entering the store walks through a wood portal coming from a gothic medioeval castle, while a sales area marked by a particular exhibition island immediately draws his/her attention. In the background of this showroom area, to mark the boundary in a very unique way indeed, there is a wooden floor planned and designed by the Diesel Interior Design Department. The fashion house chose once more the ability and the technical support of Berti Pavimenti Legno for the implementation of the store, getting in contact with the agent Marco Schiavi. Inside the company operates a Product Developing Department always at the disposal of the Client, able to interpret the needs of the purchaser and to convert them, using specific softwares, in projects with no limits to complexity. Thanks to the contribution of the laser technology, however, also the simplest wood board becomes a stylish artwork, tiny pieces of wood, joint with taste, can give life to real masterpieces, as in this case. “What looks like a huge wood carpet when entering the store” – tells us Michele Dianin, experienced layer, as well as staff coordinator that in only one week managed to set the floor – “is defined by a very dark central area, made in wengé. To highlight the elegant nuances of this type of wood is a contrasting band with a different shade at its border, a brighter frame, and once again inlay patterned. What are the patterns chose and the represented subjects? Fighting Jets that shoot roses, globes, names and coat of arms, which identify the military fighterbomber squadron. Above this unique floor, that is

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TREND INTERIORS

the outcome of the extraordinary art decoration of Berti and its technicians, were placed exhibition display windows of an equally retro taste, two of which are bearing pillars to a false ceiling with filler decorations. On the background, the very original wall of the denim section, made with control panels taken from aeroplanes flight decks”. “The concept of the store” – carry on Michele Trevisan – “starts from the presumption to show the DNA of the Company: sexy, rock, ironic, passionate, uniqueness. To do this we thought about a space easily modifiable for what concerns the lights, the music and the arrangement of the furnitures. Beyond its merely trading purpose, this new showroom will have to hold various contexts, events or art displays. Instead of using the common Diesel iconography, here there is a different approach, in order to achieve a clear aesthetic differentiation. Each element, from the furniture, the merchandising to the customer care, has been customized for the local Clients very keen on the exclusiveness and uniqueness of the products. The surface of the selling area has been equally allocated between man’s fashion and woman’s fashion, with a choice of clothing and accessories among the most innovative and trendy 14

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of the Diesel collection. This store in Los Angeles is indeed one of the three stores in the world to hold the exclusive right for the Diesel Denim Gallery, a collection signed and created by Staff International”.

The architect MICHELE TREVISAN Michele Trevisan, confered a degree in architecture at the IUAV in Venice and a Master in Industrial Design at the SID in Padua. He is an interior design manager for Diesel and for years he deals with retail design, industrial design and brand communication. Teacher of basic retail design at SID, in 2007 he published “Retail Design – Planning the shopping experience” edited by Franco Angeli. In the book the architect explains the role of the retail designer, a profession having as objective the definition of new sales communication languages and of exclusive models for involving the consumer. The retail designer performs as a mediator between the companies on one hand, always researching new strategies for the promotion of its products, and the consumer on the other hand, whom needs and approach to purchasing are in continuous and quick chage. Who, as Michele Trevisan, deals with retail design not only has the duty to plan commercial spaces in the physical sense, but has also the duty to define new interrelation patterns between products and consumers, reinventing the purpose of the stores.

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E X P R E S S

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PROJECTS IN THE FOREGROUND 18

CONTEMPORARY HABITAT, PURIST SOPHISTICATION. Fine minimalism and art design define a house with an open contemporary soul.

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PROJECTS IN THE FOREGROUND

he choice of neat and linear spaces, marked by a modern minimalist rigour, is absolutely functional. It goes together with the vitality of design’s objects, of

original works and fitting inventions choose to be admired, and not only seen. We can summarize in this way the interiors of a private villa in Stra, lately restored, on the Brenta coast, in the Venician land. Giancarlo Tollin supervises the project and talks about it. He is the owner of the “InternoLegno” showroom in Fiesso D’Artico, a new space

designed to welcome the most demanding client with great style, enhancing all the quality of the Berti product. Besides being a layer with twenty years of experience, Mr Tollin deals with interior furnishings design, suggesting the Client both in the choice of the wooden floor and in the furnishings elements and lights, in the arrangement and decoration of the spaces. All this to create original spaces with an absolute contemporary taste, suggestive views in which the harmony of the proportions, the symmetry balance, the richness of the details show great mastery with interior design. As in this house, approximately 250 square metres, a breezy and modern open space marked by tidy volumes, by the rigouros style of just a few furnishings design. To stand out in each room, from the day area to the

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In the picture, an interior view of the villa. As a background, an original mural painting made by a contemporary young artist

night area, up to the bathrooms, is the neat

“Beyond the interiors of the villa” – tells us Tollin – “I

continuing of the oak parquet by Berti Studio, its

also dealt with the outdoor space, deliberately

simple and emotional warmth. As a natual and

framed and enhanced by the wide windows of the

striking stage set, the wooden floor determine the

villa. In the green area I estimated approximately 150

space, bringing on stage contemporary objects that

– 200 square metres of passageway in iroko entirely

create communication with neautral shades such as

made with the new Berti planks Havana”.

grey, beige and the bright white of the walls. A distant aura of classic and tradition is confered to the geometries and the rational lines of the modern concept. 22

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EXPLORING DESIGN

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ELVIS PETTENUZZO He is young and enterprising, born in 1980; he defines himself, and likes to be defined as a versatile and innovative contemporary designer. After having worked as an employee in important Offices of Architecture, he specialized in the graphic information processing of projects; today he works as a freelancer. Technical and artistic adviser, he offers a service at 360degree in the designing and in the production of indoors and outdoors spaces, offering advanced and original Client’s solutions from the point of view of the materials, the lights, and spatial effects. Thanks to the use of the “rendering” that is the creation of photo realistic prospective, he can transfer in an almost real way the feeling of depth and spatiality of his projects, anticipating and reproduce the emotions of the environment he had in mind. Following out the projects directly also in the planning phase, he organizes and coordinates each time a team of specialized professionals. Private houses, companies, public places, the design of lamps and futuristic interior design items: the research and creativity of Elvis Pettenuzzo doesn’t know limits. www.elvispettenuzzo.com

DESIGN PROJECT:

FREE SPACE AMONG LIGHT, MATTER AND CREATIVITY. A lounge bar opened a short time ago in Cittadella summarizes the expressive art of the designer Elvis Pettenuzzo. A new shining island that holds fluid and extremely accurate spaces, unexpected matter experimentations.

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In the picture, a shot of the opening of the “Café Noir”. www.noir-cittadella.it

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EXPLORING DESIGN

e met at “Café Noir”, the café designed and created by Elvis Pettenuzzo for a friend of him. The effect is very exciting: the first thing that struck us as soon as we entered the place is the enormous chandelier at the entrance of the lounge bar: 64 “stretched out” and lit cubes that, coming down fluently from the ceiling, shape with an endless motion a unique and harmonic space, in continuous movement. “In my creations I’m very keen on using the geometric perfection of the square, of the straight line, of the 90 degrees angle” – he tells me – “also if in nature this shapes do not exist. It is for this reason indeed that I try to regain possession of the spontaneous mysterious fluidity of the curve, and the irregularity of shape and elements, using geometric modules studied and remould in a curvilinear way. Looking at my “Ottoquadro”, for example – this is the name of the big shining element situated at the entrance of the “Café Noir” – you can see many small parallelepipeds that with an endless movement come down from the ceiling in different heights, confering motion, wave and softness to the entire installation”. We carry on our tour inside the lounge bar, and we slowly discover a very smart place, essential, minimalist, where the white walls and the endless squared volumes are regularly marking the rhythm of the black elements, efficient, powerful: the elegant and very shining bar, the bar stools and the café metal tables, curious leather straps that twisting around themselves hang down from the ceiling creating outstanding depth special effects. Behind the bar strikes a completely white wall, ethereal and unblemished. Here, Elvis Pettenuzzo wanted to confirm once again the concept of motion, developing and shaping the wall with a sinuous, irregular and twisting pattern. “What I consider fundamental in my research of dynamism and spatial evolution is the expressive effect, I will say showy, that I am able to create using the lights. In this case, programming with the computer a set of 27 small lights, Spot Led RGB, I covered with colour the bright white wall, changing the nuances in time, gradually mixing the shades of colour, almost elusive. Who enters the “Café Noir” can initially feel as to be in a place where the background is in red shades and, after an hour, go out and find out with great surprise that the walls changed in the shades of green or light blue. This chromatic quivering note, this diffused and balanced brightness visible also from the outside, shines through the spacious glass walls containing, as a precious casket, the interior of the café”.

Above, two prospects of the original bar. At the right, a panoramic rendering of the lounge bar.

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The experimental aptitude and creative talent of Elvis Pettenuzzo, stand out powerfully also in the meticulous research of the materials, in their revision and innovative interpretation. The bar, for example, a single shining block in MDF, has been lacquered with 7 black varnish layers and processed superficially with an advanced scratchresistant finishing called Crystal. The china cabinet, which does not show any joints, having Chrystal elements that has been assembled together using UV glue, looks like an enourmus and bright hanging showcase. Also the tables catch the eye for their originality: the singular table surface have been varnished and then processed with particular oil, capable to highlight the unique and natural veining of the metal. “Usually Clients give me carte blanche once they saw and appreciated my style” – concludes Elvis – “For this reason, when I am into a project, I love to give myself over freely to my creativity, discovering that space and matter can show each time new emotional dimensions”.

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EVENTS AND SPONSORING

KATIA RICCIARELLI IN CONCERT. Great success for the musical event of the year at the public theatre in Cittadella. Berti Pavimenti Legno official sponsor.

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EVENTS AND SPONSORING

In the picture above, Katia Ricciarelli with Mr and Mrs Berti In the other pictures, the soprano with the tenor Francesco Zingariello, at the piano Angelo Nigro.

t was a real gift for the city the concert organized by the town council of Cittadella and by the Councillor's Culture department, with the help of the Local Tourist Office and the Provincial Administration of Padua. The Public Theatre of the town holds for the first time the famous soprano Katia Ricciarelli whom, performing in an exclusive and enthralling concert, offered to the audience many pieces chosen from musical collections of various genres. To accompany the popular singer from the Veneto region, from the most classic lyric to the exotic rhythm of famous Latin-American songs, the piano played with virtuosity by the Maestro Angelo Nigro, already known in the past in the bands of Eros Ramazzotti and Albano Carrisi. At Ricciarelli side, the tenor Francesco Zingariello, versatile musician from Puglia, besides being an esteemed lecturer at the conservatory of Matera. It was an international concert having as star, on the stage of the "bonbonnière" of Cittadella, also the

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young singer Federico Stragà. The well-known artist from Padua, boasting already of two-brillant participation to the Sanremo Festival, beyond to duet with Katia Ricciarelli, offered a sequence of songs by Frank Sinatra, not well known to the big public, but nonetheless interesting and captivating. Giancarlo and Rosanna Berti of Berti Pavimenti Legno, sponsoring in the first line the occurrence, attended the event. The concert is among those many cultural projects strongly desired by the town councillor and deputy-mayor Giuseppe Pan, plenty organized by the Local Tourist Office of Cittadella presidied over by Marirosa Andretta. “It was a twohour show very bright and pleasant, with the presence of many people” – tells us over the phone Mrs Andretta and she concludes: “It is a pity that the crowded Public Theatre could hold only a maximum of 240 spectators!”

KATIA RICCIARELLI Katia Ricciarelli was born in Rovigo in 1946. She took a degree

operas, together with orators, duets, arias, and recitals.

at the conservatory B. Marcello in Venice, she debuted as soprano

In 1994, in the occasion of her twenty-five years carrier, she was

in Mantova in 1969, in the “Bohème”opera and the following year

awarded the title of Kammersinger in Vienna and the title of Gran

with the “Il Trovatore” at the Regio Theatre in Parma. In 1971 she

ufficiale of the Italian Republic. She always had a solid interest

won the “Voci verdiane” Rai contest and since then she sings in

and commitment towards young singers: in 1991 she founded the

all the most prestigious theatres of the world. In 1986 she debuted

International Lyric Academy of “Katia Ricciarelli”, personally

also as an actress with Placido Domingo in the “Otello” by Franco

following the best artists. In the last few years she took part to

Zeffirelli, where she played the role of Desdemona. Since 1990

various TV shows and to the reality show ‘La Fattoria’.

she contended with operas such as: Medea, Adriana Lecouvreur,

In 2006, Katia Ricciarelli won also the Nastro d’Argento for the

Orfeo and Euridice, Agrippina, Barbiere di Siviglia and Cinderella.

performance in the

The gretest directors such as Riccardo Muti, Metha, Pretre and

nozze”.

film by Pupi Avati “La seconda notte di

Gavazzeni conducted her. She taped over thirty-six complete

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A market in continuous development and progress, that in the last few years had a significant economic growth and a construction boom with no comparisons. Here is the story of someone who lives and works for years in the Middle East.

BERTI IN THE WORLD

THE STORY BY CORRADO MULFARI. BERTI MAGAZINE

BERTI IN THE WORLD

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MIDDLE EAST: NOT ONLY PETROL!

orrado Mulfari cooperates with Berti for eleven years, as an Agent and Sole Distributor for the brand name and its products in all of Saudi Arabia. For a few months, however, thanks to the excellent results achieved in this country and in agreement with the company, he decided to widen his orizons expanding and strengthening his range of action to all the Middle East, including Giordania, Kuwaith, Bahrein, Qatar, Arab Emirates and Oman. “In a general positive economic phase” – he tells us – “all the middle east countries are experiencing a period of big growth and development. The influx and the capital return following the Gulf war, but mainly after the tragic event of 11 of September, as well as the attemps of deregulation and liberalization, represented the foundation for a remarkable economic growth, with a resulting and total diversification of the markets. In the Middle East is not only the petrol nowadays the primary source, but it quickly moved its attention to other segments, such as the financial, the turist and the building sector. Dubai is the real example, today it represent the economic and financial core of the seven Emirates, and in general of the whole Gulf, at

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the moment living an incredible contruction boom. The projects implemented over there are considered by the media all around the world among the most futuristic and prestigious ever made on a planetary scale: huge housing estates, giant and luxurious shopping centres, authentic thematic cities, managerial and industrial leaders at the top of technology and logistics, facilities with no precedings. Exaples are project outcomes such as "The Palm Jebel Ali", "The Palm Jumeirah" and "The World". Not last, the Burj Dubai skyscraper and the very modern shopping center aiming to become, respectively, the highest tower and the bigger shopping center of the world. Other countries tried to imitate the Dubai success: in Qatar, outside of the capital Doha, is emerging “The Pearl of Qatar”, a marvellous island where by 2010 will rise 8000 villas and luxurious apartments and three hotels. The new paradise of the Persic Gulf will be connected to the mainland via a motorway with eight lanes and 335 metres long. On the trail of this huge contruction teeming, Berti promoted and carries on to promote its business with great dynamism, suggesting to interior designers, design engineers and to the architects that work in the main countries of the BERTI MAGAZINE

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BERTI IN THE WORLD In the pictures, the interiors of some private residences.

Middle East, the quality of its parquet. “Thanks to two showrooms in Riyadh and Jeddah” – carries on Corrado Malfari – “the company obtained numerous job orders, creating inlaid and prefinished

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floors for offices, private villas, residences. Among these projects, stand out the private house of the son of the Secretary of the Intelligence Service of Saudi Arabia, in which there has been layed wonderful inlaid floors, matched with colour resins. After having strengthened the Berti brand name in Arabia, my new role will be the one to break in commercially in other countries of the Middle East. Such countries do not know well yet the creative potentials and the aesthetic beauty of our wooden floors: but this will happen very soon, I’m sure about it!”

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IN THE LAND OF THE TULIPS.

erti draws attention in Holland too. Thanks to the job order of an authorised Dutch retailer, the company produced the floors of a private apartment in Amsterdam, gaining more visibility and prestige in the Flemish land. Ten Dam Parket – this is the name of the retailer – boasts of 50 years of experience in the field of the wooden floors, from the traditional parquet to the inlay and the prefinished floor. Besides having 2 trade central offices and to offer an installation service, Ten Dam Parket is a member of "Parket Groep Nederland", an association of 40 range experts, spreaded around the entire Dutch area, acting as a "trade union" among the various suppliers and its associates. Some time ago, Parkett Groep visited Berti and enthusiastic about the product, appointed the firm as its official supplier. To talk about the recent job order in Holland is Cristina Bernardello working in the Export

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office: “We had to produce the floors of a luxurious private house. The contractor, Mr Frank Bart, in agreement with the Ten Dam Parket Company came here to decide about the type of wood. Initially we received a drawing, arranged and then adapted to our productive needs by our Technical Department, under the supervision of Ombretta Lorenzato. Once arranged the agreements with the Client, the production work started which broaght to the creation of exclusive hardwood hexagonal boards, cut with the evolved laser technology. The result? A total surface of approximately 135 square metres, where 65 square metres show off an elegant floral pattern; while other 53 square metres have inside traditional hardwood, with a random installation and a frieze made of wengé ribbons, afrormosia and chestnut. The external comb is made of squares in afrormosia made in a single piece”. BERTI MAGAZINE

ach one of us can play a part in the fight against climate changes, starting from our house, from how it is built: as a matter of fact, you only need a few expedients to make a building more efficient from the energetic point of view, obtaining tangible results. As far as it concerns the heating of the rooms, the condensing gas-fired absorption heat pumps represent today what of most efficient the market can offers. The evolved technology used allows retrieving part of the heat contained in the exhaust fumes in the form of water vapour, allowing a better exploitation of the fuels and the achievement of higher performances. The condensing gas-fired absorption heat pumps convey the maximum performance when they are used with low temperature heating systems (30-50° C), as the floor heating system or the like, which guarantee maximum comfort and an optimal humidity degree: using the wood parquet it exalts the performance, besides to gift the user with the pleasant feeling of walking on a natural material. For the production of hot water, the solar thermal technology allows to turn directly the energy linked to the solar radiation in thermal energy for houses, sport facilities, offices and industries. This way, the hot water, produced at zero cost, can be routed also in household appliances such as washing machines and dishwashers, avoiding the starting up of the heating coil of the appliances and doing so, saving on the cost of the bill. Besides that, exploiting the sun to produce energy, there is no consumption of fossil fuels and there is no the emissions of pollution in the atmosphere.

Following the European Community guidelines we will assist in the next three years to a change that will revolutionize the way to build the real estates centres. The enforcement of the energy certification of the buildings will be gradually applied to the new buildings as to the old ones. In some regions in the North we can already notice, next to the house number, the “number of the energy certificate”, in which it is highlighted the corresponding certificate class, just as we are used to see in the 38

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FACTS AND PEOPLE IN THE COMPANY

Building properly to live better: some companies start to put it into practice. They look at the future with responsiblity, which goes well with sustainability. In favour of a greener and more livable planet; where the real leaders are the ecologic materials and the renewable energy.

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ENVIRONMENT

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THE ENERGY SAVING STARTS FROM YOUR HOUSE. household appliances. The real estate value of the buildings will be deduct to what actually the building itself dispels and consumes in terms of kW necessary to the environmental comfort. For example, two equal buildings, one class A certified and one class G certified, will have two completely different values, inasmuch the first one will consume five times less then the second one for the heating. The companies that have nothing to do with the energy production, but that equally commit themselves in the respect of the environment can convey this ecologic knowledge too. Environmental Certifications of the production cycles and innovative technologies applied to the products are their philosophy. Berti Pavimenti Legno, for example, offers wood floors made using raw material coming from guaranteed growing that assure the natural reforestation of the forests. Besides this, the Company cooperates directly with the sales agencies working for more than one firm such as Promedil Srl, which select companies ethically committed in the respect of the environment. In such way, Promedil has also build in Pescara a tryout room dedicated to renewable energies, in which it is possible to test directly the operational products. An information point for all the people responsible in the sector willing to deepen the themes regarding the consumption and the energy saving.

The MTS technologies, by Merloni Termosanitari Group, originated to improve the daily comfort with a low environmental impact, and the highest energy efficiency. Particularly, the Chaffoteaux hot-water heatings, one of the products developed and distributed by the Group. They are all made for the management and integration of the thermal solar system.

FRANCO FERRARI, THE NEW BERTI’S EXPORT MANAGER.

e is forty-one years old, his father from Bologna and his mother from Holland. He graduated in Political Science: Franco Ferrari is, since the first of December 2007, the new company’s Export Manager.

What is your role? “Wanting to use an English expression, I should label myself as the new Berti’s Export Manager. In plain words this means that I will deal with the marketing actions plans expanding the business of the company above the borderline”. Tell us something about your past, your professional background … What were you doing before coming to Villa del Conte? “I worked in the field of the instrumental mechanics for many years, managing with enthusiasm leading companies in this field. Then, during the last nine years of my carrier, I worked in a large Italian reality, historically operative in the manufacturing and selling of prefinished and traditional parquet. For this reason, I can say to have gained a strong experience both from the product and the marketing strategies implementation approach in the difficult field of the wooden floors”.

What are your aims? “My primary aim is to consolidate the Berti brand name in the foreign markets, besides to ensure and to optimised the relations with the Client already acquired. At this time it is fundamental to expand the business of the Group in other countries, through the acquisition of new Clients, making more faithful distributors and sole retailes. Obviously, in my growing phase I will be supported by the Commercial Export Office Assistants, Cristina Bernardello and Carlo Bido”. Will your commitment of new business focuses in specific countries? “Certainly yes. I will aim particularly to the East European countries, and then I will carry on with my expansion plan in Germany, Austria, Spain and Switzerland. The brand is known in these contries, but it must be widespread further on and supported by the consistent business of new point of sale. Moving outside the European Community, I am confident in Berti having the firm potentiality to expand, having a strong wooden floor know-how, so in the Middle Est, in Corea, in the United States and in Canada”.

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AT THE FAIR The stand has been branched in two distinc areas but still connected between them: one focused on Berti Studio and the other one on Berti Pavimenti Legno.

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MADE EXPO: BERTI PLAYS THE STARRING ROLE, THE FUTURE IS ALREADY HERE. BERTI MAGAZINE

AT THE FAIR

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he design world met from 5 to 9 February in Milan. The new fair district, signed by the great architect Massimiliano Fuksas, hosted the first edition of the new International Salon â&#x20AC;&#x153;Milano Architettura Design Ediliziaâ&#x20AC;?, entirely devoted to building with quality. A prestigious venue, acted as a necessary basis for the success of an event that gathered the best of the national and international production. In such contest, Berti Pavimenti Legno couldnâ&#x20AC;&#x2122;t miss it, deciding to be there in a strong and very effective way with a stand excelling for uniqueness and innovation. An open space of more than 200 square metres hosted the Berti Pavimenti Legno and Berti Studio production. This involvement is an essential part of the phase and the aim of growth, also as far as it concerns

communication, that the company set for the imminent future. To realize the achieved goals on the technologic and design front with its own products, the company management decided to create an exhibition space in which the absolute leader was the aesthetic of the wooden floor. The performance characteristics and the quality of Berti parquet by now are indeed constants absorbed by the market. Therefore the great commitment is to make the wooden floor a contemporary product, accessible to wide market segments and meeting with the taste of a young target, modern and particularly susceptible to design. The Berti stand inside the MadeExpo fair was a real flag of this will; the planning was commissioned to the Studio RWS Architetti Associati (Padua).

The strong colors and great effect chosen for the display, together with a few essential furnishings elements, contributed to enhance the quality of the introduced by Berti.

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As well as the parquet is not anylonger solely the floor of the tradition, the way of living a space, as it is classically understood, as in the showroom of the firm, the floor has become the ceiling and viceversa. It is a kind of upsidedown world, in which the traditional references were lost to arrive at a new dimension, a dimension in which Berti is the leader. An opposite ironic and glamourous special effect that allowed enhancing colours, size and textures of the Berti new proposals. A special effect that finds the equivalent in the innovations introduced at the Trade Show, from the parquet made with salvaged wood and featuring metallic finishing, to the more traditional releases but offered King size. Indeed these proposals, unique products on the market, met the interestes and arouse the curiosity of many designers visiting the Berti space.

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t is located near the historic centre in Padua, with the antique walls of the city to do as a background, the new point of sale of “Bigolaro Antonello” opened the 29 September 2007. The showroom, extending on a surface of approximately 60 square metres, proposes in a sound way the concept furnishings, the compositional rigour studied by the firm for all the Partner points of sale. A new space with an essential and elegant

In the left picture, a view of the Berti corner inside the showroom. Below, Mr Fernandez in front of a display of the product.

ABITARE Interview with Mr Vincenzo Fernandez, owner of the point of sale in Caserta. ell us something about your showroom… “Living is a wide and very elegant exhibition space inside which, as well being represented by the best brand names of the coating sector and of the bath furnishings such as Bisazza, Tubes, Apavisa, etc., strikes out a Berti corner of approximately 30 square metres. I work with the firm for about 3 years, but I knew it before, since the time in which I was an employee…” What were you dealing with before opening the doors of your store? “I have been in charge of the showroom for fifteen years and I must say that during all that time I always appreciated the aesthetic and technical quality of the Berti product… For this reason, as soon as I decided to start

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my point of sale I wanted to reserve for the brand an exclusive space, creating an elegant corner, but mainly comprehensive of the multiple solutions suggested by the firm”. What were you dealing with before opening the doors of your store? “I have been in charge of the showroom for fifteen years and I must say that during all that time I always appreciated the aesthetic and technical quality of the Berti product… For this reason, as soon as I decided to start my point of sale I wanted to reserve for the brand an exclusive space, creating an elegant corner, but mainly comprehensive of the multiple solutions suggested by the firm”. What about the curstomer care? “The experience gained during the course of many years of activity allows me and my collegues to offer a global professional advise service. The Client doesn’t enter my shop only to view and purchase the product: up-to-date and skilled staff of architects is always ready to join the client in his choices and technical evaluations, starting from delicate planning phase up to the installation and realization”.

FLASH NEWS

design, thought to welcome the Client with great style, heightening all the quality of the product. The sales area is regularly marked by the presence of functional displays, proposing and giving value to multiple lines of parquet. The well-lit columns and photographic panels help to define the corporate Berti image, optimizing the identifiability of the brand name. On the occasion of the new opening, some news about the product has been integrated: new type of parquet attracting the attension and filling with curiosity for the particular shade of colour and finishing, and the matching of unusual materials such as the resin. The owners of the store have a long experience in the field of the wooden floor: Mr Bigolaro actually, and before him his father Lino, always performed with great passion and creativity the layers work. To welcome the customer in the store is the politeness and the sales proffesional competence of Mrs Barbara, the wife of the owner. The new point of sale in Padua is part of the important franchising project of “Partner Berti”, a distributing politics and a sales philosophy that brought to the creation of a solid and widespread distribution trade network, extended all around the national area.

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PARTNER BERTI SPECIAL

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OPENED IN PADUA THE BERTI SHOWROOM BY “BIGOLARO ANTONELLO”.

THE EVOLVED AUTOMATED WAREHOUSE. Flavio Cacco and Ruggero Grando, in charge of the it systems of the firm, talk about it. mong the five buildings that form a part of the new corporate headquarter of Berti Group stands out the overshadowing self-supporting warehouse. It is a modern engineering work designed for the storage of goods, that must not be considered only from an urban and construction point of view: we are talking about a real machine, totally automated. It is 23 metres high and about 100 metres long, an evolved building made by selfsupporting shelving, covered by tin-plated boards used as walls. In this new space, able to contain up to 12.500 pallet slots, will be stored the goods and, through the help of special robots called “trasloelevators”, it will be possible to position, take out and move the material, without the physical presence of any operator inside it. The technology of the accessories, the trustworthiness, the speedup of the trasloelevators, and the interface software make this system very efficient and productive. Thanks to the support of a straightforward and complete computerized management, it will be possible to increment the performance of the warehouse that, relying also on dimensions relatively scaled down, will guarantee a higher speed in the finding and storage of the goods.

What is set up of the technological core of the new warehouse? The 4 trasloelevators will help the handling of goods and they will move on 4 tracks, operating on 2 shelvings for each side, selfcollecting and self-shifting the pallets. In the case of outbound material, once the material has been taken out, each traslo will position it on a conveyor roller table, likewise automated, that will

move the pallet towards a base, a shuttle used as area of pick-up. All this, under the strict and diversified supervision of 3 information levels: the first level provides some processors that supervise the movement of the machines; the second level will guide the shifting and the flow of the goods. Whereas the third and last information level will function as interface between the warehouse and the business management: the modern Galileo system that by two years coordinates, plans and supervises all the business resources, optimising the processes, answering in a complete and immediate way to the daily operational needs. The Company that supplied the automated instrumentations and planned the infrastructure of the new warehouse is Automha: strong of the know-how acquired and the multi-year experience, it always offers optimal solutions to the logistic issues linked to the efficient use of the Company space.

ALWAYS IN THE FOREGROUND IN THE POINT OF SALE. The new Berti display units.

ntroducing with elegance and functionality the wide range of products, but mainly allow the end user to see with his own eyes the quality, the warmth and the aesthetic value of each type of parquet. It is with these aims that three new product display units have been studied and produced: the architect Nicola Gardin and Stefano Celegato, who is in charge of the Berti Purchase Department are the authors of the project. Easy to handle and manageable, ready to offer great effect and atmosphere to each show room, these exclusive exhibition units can contain various

types and size of parquet, for a total of 78 square metres. Each product sample, positioned and fixed on special panels (horizontally or vertically), that moves and opens with the same logic of a drawer, is easily pulled out and shown to the Client: the panels sliding system is provided with life oiled wheels, and doesn’t require any maintanance. In the specific case of the vertical panels, these can be pulled out and rotated on its axis up to 360 degrees. Besides the space dedicated to the positioning of the samples, on two sides of the display unit there are some backilluminated set shots summarizing in a reliable way the distinctive image of Berti. The neon light electrical system enlightens at the top the brand name of the line of products. One’s can choose if keep the display shutters open or close, provided with wheels it can be place at one’s own will inside the point of sale, on the base of the specific needs of style and space available in the showroom.

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FLASH NEWS

THE NEW WEB SITE IS ON-LINE. www.berti.net t has an elegant graphics, and at the same time it is of great effect, perfectly in line with the corporate image chosen and applied in all the communication tools. In this way it appears to the eyes of the user the up-to-date Berti Web Site. Once accessed the home page, the user can easily surf by intuition inside the new web project, finding useful information about the Group, its history, and the wide range of products. It is very interesting and complitely new the Berti Art section, a real virtual â&#x20AC;&#x153;galleryâ&#x20AC;?, a creative workshop in which the firm introduces the most famous designers, but also young artists with whom undertake authentic partnerships, unique experimental ways. Exploring new expressive scenarios, unusual art threats, of design and music. Once more, Studio Quadrante has created the web site, helped by with the Communication Department of the firm.

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alking the talk…walking the walk. We like it this way! Towards the virtuous, which is also trendy and determines even more the behaviours of many towards a more shared environmental responsibility. Preferring the natural to the synthetic, the original to the clone, the education to the…. These are behaviours of a niche that is spreading quickly, for shared feelings. Worry for the future? Legambiente introduces an optimistic approach towards the future, how will the earth be in 100 years? “In the next century we will live in houses provided with the necessary technology for the maximum energy saving, with an eye obviously also to the garbage. No more grey cities, good-bye to skyscrapers and reinforced concrete, giving way to small houses built with polymers in the green and self-sufficient from an Matteo Berti energetic point of view. For the happiness of the vegetarians, we will consume more fruit and vegetables, rigorously organic, in season and at a distance of km 0. To move around we will use the bike, the tram, the car sharing, vehicles with steamers and electric engines”.

(The new ecology) Exactly as it used to be once upon a time… the steam was moving the world, locomotives, boats and the first cars…. Everything was moving using steam power. The steam is back! And there is who cleverly made of it the leit motiv advertisement of success. From the feet to the puffing jackets…. An idea to suggest to our state-owned railroad system always in deficit: Crowded wagons with people wearing the famous clothing with the ending x, the locomotive will move with a free ecologic energy supply. Steam and again turbo steam; that one of the squirrels that transform the most off-color sound uttered by the human body, in a cheerful and fresh providential fire extinguisher… It is a success to bite and not to imitate. The climatic emergency will suggest new ideas. What will be the next one? matteo@berti.net

Registered at the Tribunal of Padua n° 2017 on the 21.03.2006

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CONCEPT: Matteo Berti Giuseppe Piazza GRAPHIC AND DESIGN: Silvia Bonato TEXTS: Katia Marin SPECIAL THANKS TO: Giancarlo Berti, Rosanna Berti, Andrea Berti, Swarovski, Jacuzzi, Salvatore Amerighi, Diesel, Arch. Michele Trevisan, Michele Dianin, Marco Schiavi, W W W. B E R T I . N E T

Giancarlo Tollin, Faber Mobili Spa, Detail Design Studios, Katia Ricciarelli, Comune di Cittadella e Assessorato alla cultura, Proloco e Provincia di Padova, Marirosa Andretta, Elvis Pettenuzzo, Cafè Noir, Corrado Mulfari, , Take-Two, Ten Dam Parket, Sig. Frank Bart, Cristina Bernardello, Ombretta Lorenzato, Promedil Srl, Piero Lamperti, MTS Group Merloni Termosanitari, Angela Amato, Architetti Associati R.W.S., Bigolaro Antonello, Vincenzo Fernandez, Franco Ferrari, Flavio Cacco, Ruggero Grando, Quadrante.

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