[ DESIGN DISTRICT ]
GIOVANNI DEL VECCHIO GIORGETTI CEO by Marta Bernasconi
Giorgetti creates designer furnishings for a very high-end clientele. What are clients looking for these days? Our typical client is a connoisseur who identifies with the brand’s core values of elegance, quality and uniqueness. They surround themselves with exclusive, artistic yet extremely functional items. They demand meticulous attention to detail in everything, from the smaller-scale objects in the Atmosphere collection to large-scale spaces or even entire buildings, such as the prestigious Giorgetti Houston building with 32 residential units furnished entirely by Giorgetti. The collections reflect the brand’s eclectic soul: each piece is unique and timeless. What is the Giorgetti idea of luxury? Made in Italy products just defy standardisation logic and guarantee a high level of personalisation from the individual product to the entire project. The company has always excelled in the designer furniture world – not merely because of its tradition and the manual skills which we have held onto over the years, but also for the high quality of the materials it uses: wood, fabrics, leather and suede, metal, stone and glass. All of the aforementioned lay the foundations for luxury if you focus on product quality. Some furniture demands extreme attention to detail and special techniques: is Italy still the leader in this sector? Italy maintains a strategic position in this sector. Italian companies have proved they can mix imagination and design rigour to create objects that are not merely functional but also vehicles for a huge human and emotional meaning. Our approach to design is that we feel people prefer to surround themselves with objects that are beautiful – and also useful and unique. What are the top new products in your collections? Over the last four years, we have thought of Giorgetti as the perfect platform for working on projects. We even highlighted that in our new 2020 advertising campaign which has the tagline “Object to Project” taken from the title of a luxury publication we issued for our 120th anniversary. Our philosophy is that we are not just interlocutors that flank a designer or a private individual in selecting objects for a space but that we contribute to designing the space itself. Giorgetti and the yachting world: how important is working with the latter? We are interested in any sector that gives us the opportunity to work on a structured design with a Giorgetti atmosphere. The nautical sector involves very specific design and material constraints that we can cope with. Some of our furniture has always been used by owners and yards anyway to give the finishing touch to living spaces aboard their yachts. Good examples are the recent MCY76 from Monte Carlo Yachts, Vanadis by CCN and Dragon from Columbus Yachts. We would like to imagine we could develop further in that direction but in line with what we are doing more generally in the residential world. In that sense, we are talking with the yards we know and respect best, not just about supplying pieces but also being able to present a more complete look within a yacht. Something that would go beyond invidiual pieces and create an entire space, an atmosphere. 18
