|Right to left VP of FederlegnoArredo Giovanni Anzani, chef Giorgio Locatelli |
and Roberto Snaidero
The event featured a conversation between architect Claudio Silvestrin, former Chelsea manager Gianluca Vialli and Italian-born chef Giorgio Loctatelli about the role of kitchens on the back of the Italian lifestyle.
Vice president of FederlegnoArredo and CEO of Poliform, Giovanni Anzani spoke to Kitchens & Bathrooms News at the event: “We want this to represent the culture and the tradition that there is in Italy…what is more the mood of Italy with la Dolce Vita.”
He continued: “We want to express and to show around the world that there is a big difference between Italian and German kitchens. Germany has the engineering of the product but we put something more around the product. We want to express that we are not selling a product like it’s an automotive, that is engineered, but we want to sell something that is a memory. It is an impression of family and friends inside the kitchen…. It is more than engineering. We have the same engineering but we have something more – design, craftsmanship, completely different to German kitchens.”
It was the second of five international events, which started in Milan and continues to New York, Moscow and Shanghai, returning to Milan at Eurocucina in 2014.
As part of its promotional progamme, FederlegnoArredo will also publish an image-led book on Italian kitchens and is launching the international Kitchen Award 2014.