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LEOPOLD CAVALLI
ELEONORE CAVALLI
LUCA SCOPEL
FABIO BONFA’
BRUNO BOVELACCI
the re-evolution of a brand
Company presentation
standing for Design
Art Direction-Communication
made in Italy making of
Product Development
enchanting the space
Interior Projects Development
chasing the horizon
Retail & Contract
LEOPOLD CAVALLI
t h e r e-e v o l u t i o n o f a b r a n d
Company presentation
10.00-10.30
Company’s evolution
Brand’s current position in the
furniture industry
Brand’s philosophy
Visionnaire’s internal structure
Outline
2
company’s evolution
1959
IPE was founded from the
idea of Vittorio, Carlo and
Pompeo Cavalli. The family
started operating as car seats
producer for Lancia cars
2007
First flagship store opens in
Bologna in a building that
was previously a church
1961
2004
2006
IPE attended the I Saloni
International Furniture Fair
in Milan and started to
produce home furniture
At the trade fair “Abitare il
Tempo”, Visionnaire Home
Philosophy is presented to
the public for the first time
First monobrand showrooms are inaugurated in Jeddah and Rome
Jeddah, Saudi Arabia
Roma, Italy
2008
2009
2010
2012
Visionnaire Design Gallery,
multifunctional space in the
heart of Milan, is inaugurated
The Company celebrates 50
years
Wellness and food room
collections are launched
Dehors collection is launched
5
Kosmo
armchair, 1959
3
b r a n d’ s c u r r e n t p o s i t i o n
in the furniture industry
PAST
TODAY
furniture companies mainly focused on a single product
Beds
Sofas
Lighting
Kitchen
In addition to companies offering a single furniture product, a new segment has born
offering complete luxury furnishing solutions (the so called “total look”)
Beds
Sofas
Lighting
Kitchen
TOTAL LOOK
4
b r a n d’ s p h i l o s o p h y
accessories
lighting
5
b r a n d’ s i n t e r n a l s t r u c t u r e
DESIGN
MARKETING &
ADVERTISING
SALES
PRODUCTION
ON ORDER
ORDER PROCESSING
TECHNICAL AND
PURCHASE DEPARTMENT
FINAL PRODUCTION
AND ASSEMBLY
Client
“Bill of materials”
(technical department)
Final product
and assembly
Beginning of production
process
Order confirmation
Advanced payment
(50% down payment)
Backlog
The company
assigns every
single product
to one specific
supplier
Each product is
a combination of
different materials
and components
done by different
suppliers
Main Contractor
Responsible for quality
control of single
components and final
assembly
~ 50 Main Contractors:
thereof 10 manage ~55% of
total production and have a
long time relationship with
the Company
“Made in Italy” is one of the
most important value for
our commercial offering:
main contractors are usually
expert and skilled craftsmen
Quality control
100% before shipment
Final products
6
...a n d a c r o s s a l l g e o g r a p h i e s
2010A
Italy
Italy
2011A
Middle East
Middle East
Eastern Europe
Eastern Europe
2012A
Far East
Far East
Western Europe
Western Europe
2013F
America
America
Rest of the World
Rest of the World
7
outline
K EY W O R D S P A R T N E R S H I P
- Unique design by Visionnaire providing tailor-made complete
interior design solutions integrated with Visionnaire’s catalogue
products
- Design proposal for bespoke solution and arrangement
* Loose furniture product range for a total look and for
all the home areas (living, dining, bedroom, bathroom,
kitchen, outdoor, lighting, carpets, home accessories,
personal accessories, art gallery)
* Built-in product range for a total look capability (boiserie,
wallcovering, flooring, ceiling, decoration, staircases, etc.)
- Production made in italy, involving excellences from selected
districts
- Daily quality control of production process and 100% quality
control on the sold products
8
A contract
9
COLLABORATION PROCESS
the ARCHITECT
the DESIGNER
*
STEP 2
Preliminary
Concept
Mood Board
Payment of brokerage and
for the advice = design FEE
1
Payment of Fees as defined by
terms and conditions of sale
2
*
STEP 3
Design,
Development,
feedback
STEP 1
IPE
Visionnaire
the ARCHITECT
the DESIGNER
proposal
FINAL APPROVAL
proposal
Plant, Raise,
Render Prospects
feedback
contract
+
sale conditions
proposal
Changes, final
Drafts, Render,
Layout,
elevations and
quotations
Valutation
Budget
Economic offer
Order
Pro Forma
IPE
Visionnaire
FINAL APPROVAL
PROJECT TIMELINE
contract:
design FEE 150€/Mq
the CLIENT
to the CLIENT
to the CLIENT
to the CLIENT
50% payment order
50% payment before
delivery to IPE srl
the CLIENT
STEP 3: Changes,
final Drafts, Render,
Layout, elevations
and quotations
10
ELEONORE CAVALLI
standing for design
Art Direction-Communication
10.30-10.45
Mood board
Design process
Marketing and communication
- Catalogues
- Integrated marketing
- Main publications
- Events
11
design moodboard
Emotions and atmosphere to evoke through new Collections
2004
Gothic world
Literature
Precious leathers and materials
2008
Lost Paradise world
Cinema “Narnia Chronicles”
New materials and shapes
(organic and iconic from animal world)
2013
Art
Fashion
Cinema “The best offer”
12
design process
NEW CONCEPT
VISIONNAIRE
CREATIVE
COMMITTEE
Visionnaire’s
designers
PROPOSALS
Visionnaire
stylistic codes
NEW COLLECTION
presented during the
Salone del Mobile
sensations
emotions
atmosphere
colors
- Visionnaire’s stylistic codes are
stored within Visionnaire
- There is not any exclusive
relationship with any of the
designers and it is Visionnaire
to decide on a case by case basis
the right designers
Luigi Cavalli
Roberto Lazzeroni
Stefano Pirovano
Philippe Montels
Maria Serebrianaya
Alessandro La Spada
Giuseppe Viganò
Simone Micheli
Samuele Mazza
Maurizio Manzoni
Roberto Tapinassi
- The collections are not product
oriented but rather products are
considered to be just one part
of a whole story
13
ma r k e t i n g a n d c o m m u n i c a t i o n
catalogues
Visionnaire’s
catalogues
present the new collection
and are distributed to the
commercial network and the
top customers
- The catalogue includes a
collection of pictures taken at
the Salone Internazionale del
Mobile in Milan
- Since 2004 more than 40,000
copies were handed out
- Specific catalogues are edited
for architects: technical books
edited each year and interactive
e-catalogues are at disposal on
Visionnaire’s website
- Visionnaire’s catalogue is more
than a catalogue, it represents
the Company and its unique
attributes
14
ma r k e t i n g a n d c o m m u n i c a t i o n
catalogues
Ginevra
vedi anche/see also GINEVRA letto-bed
DIVANO, POLTRONA, POUF - SOFA, ARMCHAIR, POUFFE
Struttura portante in multistrato di pino e legno massello d’abete. Molleggio seduta
e schienale a cinghie elastiche. Imbottitura in resine espanse a quote differenziate.
Foderatura in vellutino acrilico accoppiato a falda acrilica. Cuscini di seduta in Rombo-fè
(piuma d’oca mischiata a chips di poliuretano), fodera in cotone 100%. Cuscini volanti
in Mollapiuma (piuma d’anitra mischiata a falda di fibra acrilica), fodera in cotone 100%.
Gambe in acciaio cromato. Rivestimento sfoderabile.
Ginevra Modular
vedi anche/see also GINEVRA poltrona-armchair,
GINEVRA pouf-pouffe, GINEVRA letto-bed
DIVANO, ELEMENTI COMPONIBILI - SOFA, MODULAR ELEMENTS
design Alessandro La Spada - Samuele Mazza
design Alessandro La Spada - Samuele Mazza
Main structure in pinewood multiply and fir solid wood. Sprung system for seat and
back sides made of elastic belts. Padding with expanded resins in different densities.
Acrylic lining coupled with an acrylic fibre layer. Seat cushions in Rhombo-Fè (feathers
and polyurethane “chips” mixture), covered with 100% cotton lining. Loose cushions in
Mollapiuma (duck feathers coupled with acrylic fibre layer), covered with 100% cotton
lining. Legs in chromed steel. Cover removable.
Struttura portante in multistrato di pino e legno massello d’abete. Molleggio seduta
e schienale a cinghie elastiche. Imbottitura in resine espanse a quote differenziate.
Fodera in vellutino acrilico accoppiato a falda acrilica. Cuscini di seduta in Rombo-fé
(piuma d’oca mischiata a chips di poliuretano), fodera in cotone 100%. Cuscini volanti
in Mollapiuma (piuma d’anitra mischiata a falda di fibra acrilica), fodera in cotone 100%.
Gambe in acciaio cromato. Rivestimento sfoderabile.
destro/ right
elementi laterali
lateral elements
destro/ right
chaise longue
94
110
45
94
110
94
94
94
94
94
sinistro/ left
elementi laterali
lateral elements
Main frame in pinewood multiply and fir solid wood. Sprung system for seat and back
sides made of elastic belts. Padding with expanded resins in different densities. Acrylic
lining coupled with an acrylic fibre layer. Seat cushions in Rhombo-Fè (feathers and
polyurethane “chips” mixture), 100% cotton cover. Loose cushions in Mollapiuma (duck
feathers coupled with acrylic fibre layer), covered with a 100% cotton lining. Legs in
chromed steel. Cover removable.
94
sinistro/ left
chaise longue
120
280
202
202
120
94
destro/ right
elemento angolare/ chaise longue
corner element/ chaise longue
elemento angolo tondo
round corner element
120
182
elemento angolo tondo
round corner element
182
120
120
110
94
145
145
94
130
94
110
94
42
45
94
sinistro/ left
elemento angolare/ chaise longue
corner element/ chaise longue
94
120
120
120
180
260
145
94
sx
prodotti.ipe.it
22
technical book
120
120
162
265
162
265
145
94
145
145
240
180
240
120
- Specific catalogues are edited
for architects: technical books
edited each year and interactive
e-catalogues are at disposal on
Visionnaire’s website
sx
dx
dx
DiVani - sofas
23
15
ma r k e t i n g a n d c o m m u n i c a t i o n
integrated marketing
- Visionnaire coordinates all the
marketing activities among its
distribution network
- The company realizes standard
“marketing tools” (brochure,
business cards, diverse product
catalogues) to create a strong
corporate identity
- Visionnaire also works directly
with its partners (monobrand
and pluribrand shops and
exclusivists) to realize ad-hoc
personalized materials for
advertising
16
ma r k e t i n g a n d c o m m u n i c a t i o n
main publications
ITALY
GLOBALLY
- Visionnaire is nowadays
present in the main design/
lifestyle magazines
- In Italy, AD Architectural
Digest, Vogue Lifestyle, Elle
Decoration
Design,
Marie
Claire, Vanity Fair, IO Donna
(Corriere della Sera), Interni
Panorama, Pambianco, IFDM
Trade magazine
- Globally, Elle Decoration
(Russia/India/Poland/Germany),
Noblesse (China), Elite Traveller
(USA), World of Interiors (UK/
International edition), How to
Spend it – Financial Times (UK/
International), Forbes (India/
Russia), Marie Claire Maison
(Turkey)
17
LUCA SCOPEL
made in italy making of
Product Development
11.00-11.15
Production process
Network of suppliers
18
production process
work flow
PURCHASING/
PRODUCTION
LOGISTIC DEPARTMENT
RAW MATERIAL
SUPPLIERS
MAIN CONTRACTOR
Production orders
(finished goods)
CUSTOMER
ORDER
Bill of materials
Iron frames Handcrafted Tuscany
Murano glass leather
and wood
from Brianza
craftsmen
PRODUCTION
PLAN
QUALITY CONTROL
WEEKLY PLAN
Logistic plan
To collect finished production
Shipment organization
Transportation, cash
balance, invoicing
Production process
QUALITY CONTROL
Logistic plan
Finished product collection
Costumer Order
Consolidation
Logistic plan confirmation
Shipment documents
19
production process
the conceptual idea
FROM IDEA TO REALIZATION
hand-made drawings
proposal rendering
20
production process
3D model and drawings
side elevation
front elevation
plan
21
production process
manufacturing
wood lacquering
turnings and finishings
marble shape cut and
polishing
glass cut
upholstery
sheet metal cut
and forming
components
22
production process
standard and bespoke product
23
network of suppliers
VISIONNAIRE’S NETWORK OF ARTISANS
SPECIALIZED INDUSTRIAL DISTRICTS IN ITALY
- Visionnaire has developed its
network of suppliers since 1959,
when was founded
- Visionnaire has direct contacts
with approx. 50 artisans (“Main
Contractors”), mainly based in
Northern Italy
- The Main Contractors have
their own network of suppliers
(subcontractors) allowing for
significant production capacity
- The Main Contractors are
responsible for assembling
the product and for ensuring
excellent quality
- Orders are typically fulfilled in
8-10 weeks
- Outsourcing the production to
artisans and their subcontractors
allows for flexibility and high
customization
24
FABIO BONFA’
enchanting the space
Interior Projects Development
11.15-11.30
Contract channel
Interaction client-architect
The projects
25
contract channel
bespoke interior design solution
Following the trends
of today’s market, the brand
Visionnaire is increasingly
involved in contract projects
providing tailor made interior
design solutions integrated
with Visionnaire products
26
contract channel
FIRST CONTACT
CLIENT/
ARCHITECT
DESIGN FEE
AND SALES
CONDITIONS
STEP 1:
Mood board
Preliminary
Board
STEP 2: Design,
Development
Plant, Raise,
Render
STEP 3: Changes,
final Drafts, Render,
Layout, elevations
and quotations
Furnitures
Production,
Delivery,
PROJECT TIMELINE
27
STEP 1: Preliminary Concept
28
STEP 1: Mood Board
29
STEP 1: Design, Development
30
STEP 2: Design, Develoment
OBERON sofa
CYCAS table
GRIMILDE
CYCAS low table
AMANDA
ACER consolle
ESMERALDA chair
MONROE armchair
ENTRANCE
1. Scarlet, consolle
2. Tsen Kee, ceiling lamp
TUDOR
AGON
CHESTER DUDLEY bed
ESMERALDA lamp
MARIENBAD
EGG BIG table lamp
CYCAS DINING ROOM
1. Cycas dining table
2. Esmeralda chair
3. Tudor cabinet
4. Art Gallery, Trofeo Cervo
5. Esmeralda ceiling lamp
6. Amanda walllamp
OBERON LIVING ROOM
1. Oberon sofa
2. Cycas low table
3. Agon armchair
4. Maxim’s low table
5. Chantilly low table
6. Esmeralda ceiling lamp
7. Amanda wall lamp
8. Nottingham carpet
9. Daydream writing desk
10. Egg Big table lamp
11. Excalibur floor lamp
12. Iring mirror
13. Garet low cabinet
ARTU’ BEDROOM
1. Chester Dudley bed
2. Perceval bedside table
3. Zantas wall lamp
4. Monroe armchair
5. Bibli low table
6. Midnight low cabinet
7. Acer consolle
8. Art Gallery Pavone
9. Grimilde lady desk
10. Grimilde armchair
11. Mercury carpet
12. Duir ceiling lamp
13. Duir wall lamp
14. Excalibur floor lamp
15. Amanda wall lamp
MARIENBAD BATHROOM
1. Marienbad consolle
2. Brunilde wall lamp
31
STEP 2: Plant, Raise, Render Prospects
32
STEP 2: Render Prospects
33
STEP 2: Wall Covering / Finishing studies
34
STEP 3: Changes & Finishing
35
STEP 3: FINAL PAPERS
Final Draft, layout, elevations and quotation
Final High Quality Render
36
Furniture delivery, mounting
37
The project is finished and ready to be living
38
BRUNO BOVELACCI
chasing the horizon
Retail & Contract
11.30-11.45
Distribution and Sales channels
Visionnaire in the World
Visionnaire in Italia
- Bologna
- Milano
Contract | Private Yachts and Jet
39
distribution and sales channels
VISIONNAIRE
FLAGSHIP
STORES
AGENTS
MONOBRAND
STORES
INTERIOR DESIGNERS
ARCHITECTS
EXCLUSIVISTS
PLURIBRAND
STORES
CONTRACT PROJECTS
40
visionnaire in the world
agents network
Long standing relationship
between Visionnaire and most
of the agencies who target all
of Visionnaire’s sales channels,
including contract projects
Countries covered by the agent network
41
visionnaire in the world
monobrand stores
Bologna (Italy)
Milan (Italy)
Saint Petersburg (Russia)
Moscow (Russia)
Guangzhou (China)
Miami (United States)
coming
soon
...
Bari (Italy)
Shenzen-Foshan (China)
Istanbul (Turkey)
Singapore
Chisinau (Moldavia)
Cairo (Egypt)
Jeddah (Saudi Arabia)
Byron Bay (Australia)
Countries covered by the monobrand stores
42
visionnaire in italy
bologna
43
visionnaire in italy
bologna
44
visionnaire in italy
milan
45
visionnaire in italy
milan
46
contract | private yachts and jet
- For some years now Visionnaire
has worked in close relationship
with prominent yacht designers
and shipyards, designing and
executing the interior of several
yachts for diverse building sites.
- As an example of these
works, the yacht Nameless, a
40-meters-long yacht built by
the prestigious italian shipyard
Mondo Marine and designed by
Cor D Rover.
- A total number of 12 guests can
be comfortably accommodated
on board, offering a full-beam
master cabin on the main deck,
as well as four guest cabins on
the lower deck. These include
two full-beam VIP cabins, one
double cabin, as well as one
twin cabin.
47
the projects
a yacht
ENGINE ROOM
48
contract | private yachts and jet
- OPEN AIR is Visionnaire’s
latest challenge, arisen from
an agreement signed with 328
Support Services Group (328
SSG) and in collaboration with
Blu Jet Capital S.p.A
- It has resulted in an ambitious
project for the refitting of
Private Jets that completely
reflect Visionnaire’s Design
and Style
- The jet is personalized in every
detail. As well as the seats, also
doors, bathrooms and even
the jet’s fuselage will bear the
Visionnaire logo
- The project has met with
great interest in a number of
countries, fi rst and foremost
the Arab Emirates, and could
be expanded worldwide with
the personalization of long-haul
aircraft
49
contract | private yachts and jet
50
contract | private yachts and jet
51
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