Calvi Brambilla Design Curator for Flos

'We like to imagine Flos as an art gallery, and us as its curators'

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Calvi Brambilla Design Curator for Flos
24/10/2019 - Calvi Brambilla, Milanese studio founded by architect duo Fabio Calvi and Paolo Brambilla, has been nominated new Flos Design Curator.

Taken together, Fabio Calvi and Paolo Brambilla are already looking back at twenty years of collaboration with Flos: from the design of countless special installations for corporate events and new product launches, the planning of highly prestigious stands and display architecture, including Soft Walls—best stand winner at the Salone del Mobile 2017 and ADI Design Index 2018 finalist—to recent refurbishment of the historic Milanese Flos flagship store in Corso Monforte. Their experience has endowed them with an extensive and privileged awareness of the brand’s philosophy and collections,  with insights into its evolution and a chance to really get inside the extraordinary relationship Flos enjoys with the greatest creative talents on the international design scene.

As external, across-the-board figures, rather than product designers for the brand, Calvi Brambilla can guarantee a passionate yet objective mode of operation that promotes the delicate equilibrium of Flos’ relationship with designers.

This new role will see Fabio and Paolo working closely with all four Research and Development teams across the collections: the R&D division at the decorative lighting plant in Bovezzo (Brescia); the R&D team at the Flos Architectural plant in Valencia, Spain; the Flos Outdoor R&D division based in Bernareggio (Monza e Brianza); and, finally, the Flos Bespoke team in Collebeato (Brescia). They will also work alongside CEO Roberta Silva and with the Head of International Marketing and Chief Digital Officer Barbara Corti, thus forming a Steering Committee that is almost a tribute to the historic model of the Image Committee set up when Flos was founded in the sixties. Calvi Brambilla - photo©Emilio Tini

Calvi Brambilla - photo©Emilio Tini

Roberta Silva, CEO of Flos, about the company’s future strategies: “Significant changes are underway in the home design and lighting sector. These challenges represent huge potential opportunities for Flos, considering what our major stakeholders increasingly demand from us and experiences that pioneer companies have already had in other sectors. To successfully guide Flos, we must evolve in the direction taken by the company, preserving strong roots in its values, but also innovating strategies and market approaches. The innovations that I am putting in place with my team will be focused on improving coordination between the company’s four collections. These innovations will preserve the cultural and cutting-edge strength of the past, hand in hand with the exciting creativity of our wonderful designers, in an approach that is both more versatile and effective. It is a great pleasure for me to welcome two architects as passionate about design as Fabio and Paolo into the Flos family in the innovative role of Design Curators. Their great culture of design, teamed with a hefty skill set, professionalism and critical spirit, corresponds perfectly to the qualities that we were seeking for this role.”

Fabio Calvi and Paolo Brambilla about their role: “Flos is a brand that has always turned trailblazing and design innovation into an element of differentiation and uniqueness. We are honored by the confidence Roberta has shown in us, and we are ready to step up to the plate in this exciting challenge. We like to imagine Flos as an art gallery - and us as its curators, where works of art are represented by poetical creations of light and the artists by the great designers who conceived them.”

This is the first time in the history of Flos that the company has had external product design curators, a concept very different from that of an art director. The idea is to work closely, continually and comprehensively on product development, with the purpose of extending the product range by fostering interdepartmental synergies. This new role is meant to guarantee continuity with the past, in terms of attention to the creative process, and to ensure a better structured, more efficient product development process for each of the brand's four collections: Flos Home, Flos Architectural, Flos Outdoor and Flos Bespoke, the latter now 100% owned by Flos. This change will allow Flos to inspired the market with a faster, more streamlined production cycle and with an all-encompassing vision of lighting products for any type of application, indoor and outdoor, thus boosting its competitive capacity.

This decision came as part of the company’s strategic reorganization and development program, drawn up and put in place by Roberta Silva, just a few months after she joined Flos as Chief Executive Officer. The company is an essential part of Design Holding, the leading international group in the high-end interior design sector established in November 2018 by Investindustrial and The Carlyle Group, comprising also B&B Italia, Louis Poulsen and Arclinea, including their respective affiliates.

FLOS on ARCHIPRODUCTSRoberta Silva - photo©Emilio Tini

Roberta Silva - photo©Emilio Tini

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