ISH PRESS RELEASES
February 2017
Caleffi Stand
Where you can find us >>> CALEFFI STAND: Hall 10.1 C20
THE STAND CONCEPT
Caleffi comes to ISH Frankfurt not only with the aim of presenting its new products, but
especially armed with a desire to communicate what the company is about - all its values and
dreams as well as all the people that make it up and the places they work in.
A cursory glance will soon show anyone how close Italian manufacturing is to Caleffi's heart.
The predominating colours are white, red and green: a deliberate and strategic choice
representing the Italian flag. This belief has accompanied it for 56 years now and is also proved
by the choice of establishing all its manufacturing plants in Northern Italy. After all, what could
better express Caleffi's deeply-rooted pride in its nation's aptitude?
The aim of bringing the parent company closer, even physically we could say, to the
international market is also clear. It is by means of the Experience Wall that Caleffi intends to
present a digest of its set-up and a glimpse into its corporate identity and ethical core. It is an
incredibly huge red staved wall on which a 7-m led display has been installed. It’s been
designed to give visitors an immersive experience as they admire the video projections of the
Italian manufacturing plants and logistic centres and take in graphics and engaging
commentary.
The red staved panelling is an instant and direct reference to the CUBOROSSO (RED CUBE)
set up at the Italian headquarters. It is the operative beating heart which has been churning out
new products and projects for almost a decade now.
Taking it with us to Germany means symbolically opening our doors to the international
audience as we narrate of our company's feats, its dedication to our customers and its ongoing
commitment to research and development.
And now we come to the three main spaces on the stand, each one conveying a definite
architectural and symbolic meaning:
- PRODUCT AREA > PRODUCTION
The industrial slant and technical materials clearly show how strongly we identify with the Italian
engineering sector - an area which has quickly grown and ably expanded on an international
level, without ever betraying the intrinsic elegance of its traditional roots. Our manufacturing
core has not altered, yet we have forged into world markets with giant strides and broadened
our offer of components for heating and hydronic systems to cater for a constantly evolving
market.
Unfortunately pavilion 10.1 of Frankfurt Messe does not allow us to build upwards, so we have
striven to exploit the horizontal space available using panelling which describes our product
areas and new installation systems.
- CUBOROSSO > INNOVATION AND TRAINING
This is the novel element in our set-up: an outline of the CUBOROSSO (RED CUBE) is a clear
reference to the beating heart which has pumped life into new products and projects for about a
decade now. Caleffi has decided to bring it along to the trade fair and show it off in an ingenious
way: by exploiting the power of digital communication and turning it into an exciting experience
which speaks of the company's calibre and its constant investment in research and
development.
Even though it is smaller than the MCE2016 version, it is still a striking landmark, acting as a
wheel hub from which the other units fan out geometrically.
The most pioneering digital innovations are to be found between CUBOROSSO and PRODUCT
AREA: apps, free calculation and sizing software and new BIM libraries. An increasing heed is
being given to designers in terms of training, investments and on-the-job mentoring on a daily
basis.
- HOSPITALITY AREA > CUSTOMER CARE
Our attention to our guests and our desire to build up a team spirit is perfectly expressed in this
welcoming setting which has been furnished in warm and comfortable materials. We want this
to be an enjoyable moment, intense yet serene - a special place offering privacy with a pleasant
harmonious touch.
Arch. DESIGNER Giorgia Giordano from Kibox Italia.
Contacts:
Federica Beretta – Press officer
[email protected]
skype: federica_beretta