take a seat

A temporary show room in Cape Town for 7 major Made in Friuli Venezia Giulia furniture manufacturing companies

A major project targeting the South African market brings together the leading
companies of the Friulian furniture manufacturing industry: Domitalia, Fornasarig
Frag, Gervasoni, Moroso, Potocco, Tonon.
From May 28th to 31st, they will be in the heart of Cape Town, the main actors in a temporary showroom and a tight schedule of events planned for architects and interior designers and aimed at promoting Italian chairs, the “Made in Italy” notion, and the quality offered by an industry that is ready to take on the challenges of a market which, though distant, is clearly and increasingly eyeing Italian design products. As part of a broader project entitled “Gateway to South Africa”, where the lead partner is the Chamber of Commerce of Udine (and the goal is to promote the economic system of the Friuli Venezia Giulia Region and its internalization processes) and the Italian Char District is the main coordinating body, this operation is particularly significant because for the first time ever, these major brands are cooperating to highlight their productive excellence and distinguishing features, while at the same time networking to promote and enhance each individual company more forcefully in this emerging market. A form of networking where the know how gained by each single company in terms of internationalization processes is capitalized to define a strategy aimed specifically at better understanding the diversified needs of local operators of the trade. “South Africa – says Giovanni Da Pozzo, president of the Chamber of Commerce of Udine – is a country with which our companies have long been having exchanges, in the form of
seminars and check-ups, or specific missions conducted in the past years in various South African cities, but also receiving incoming delegations of specialized operators, as in the case of the recently held International Furniture Fair in Milan. Furniture ranks seventh in terms of exports from our Region to South Africa and we firmly believe that there are remarkable opportunities for our businesses in that market, given the increasing amount of attention that it is devoting to our quality products. It is, therefore, one of our privileged destinations in the vast African continent, and it is at the same time becoming a major hub to reach out to other Sub Saharan African countries such as Mozambique, for instance, where successful relations were first established last year”.

Giusto Maurig, President of Asdi Sedia, adds: “There is tremendous satisfaction in being able to introduce our enterprises of excellence on the international market in South Africa, based on a form of collaboration between companies that share the ICD trademark and use synergy as a winning formula to approach foreign markets”.
South Africa is a dual speed country: characterized by strong social contrasts, it is inhabited by a mediumhigh class of Europeans and South Africans who travel the world and are increasingly informed about and sensitive towards all that is “Made in Italy” and Italian brands. The future outlook indicates that there is good potential, and architectural projects in both the residential and the contract sectors are becoming increasingly interesting. The heart of the design buzz is Cape Town, rightly chosen as the 2014 World Design Capital. This is where the main local architecture and interior design firms have their offices – their projects are directed to local clients but also clients in other countries such as Angola, Congo, Nigeria, Seychelles, Mauritius… - as do also the main South African design magazines.

ITALIAN CHAIR DISTRICT meets CAPE TOWN, therefore, aims at establishing systematic relations with trade magazines and design firms alike. The “Temporary Show Room” will be housed in the “Youngblood Beautifull Life Building”, a tremendously appealing location in one of the trendiest neighborhoods in town.
On the ground level of a building that, apart from being spectacular in architectural terms, is widely acknowledged as the Center for design promotion, 150 square meters will be the space where Domitalia, Fornasarig, Frag, Gervasoni, Moroso, Potocco and Tonon will be exhibiting their latest products, the ones presented at the recently held International Furniture Fair in Milan and best expressing an industrial
production that focuses on research and attention to details, drawing further improvements from a knowhow that may be ancient but continues to evolve.
There will be an info desk of the Chamber of Commerce of Udine, promoting the regional economic system of the furniture/design industry and offering the network of contacts that the Chamber developed in the course of internationalization and marketing activities conducted in the past years in South Africa.
The agenda for this four-day show offers meetings with representatives of design firms and interior designers, procurement managers, and private clients, as well as significant marketing events. One of these is an important general presentation meeting with the press, involving journalists from major design magazines and national TV stations, while another one is an event focusing entirely on
the world of hospitality. Fifty among the most influential players from the world of South African architecture and interior designing
will be attending a workshop entitled MADE IN ITALY meets SOUTH AFRICAN DESIGN. The workshop will be held by the internationally renowned designer Sam Baron, who is director of Fabrica’s design department, and who has been working in Italy for many years now, gaining a profound knowledge of the relevant Friulian manufacturing industry. Together with the designers at Fabrica, Baron has also collaborated on several major projects aimed at promoting the Italian Chair District.
He has been entrusted with the task of bridging South African and European design and, most importantly, of testifying to the excellence and productive expertise of the companies making up the Italian Chair District.

All the scheduled events and cocktail parties will also be opportunities to promote Friulian wines among the South African guests, especially by way of a recently-published guidebook entitled Italian Wines from Friuli Venezia Giulia and edited by the Chambers of Commerce of the region.
ITALIAN CHAIR DISTRICT meets CAPE TOWN is without any doubt a new and interesting way of establishing relations. Expectations are high among the South African operators of the trade, who have been involved thanks to the strong support provided locally by the company A+1 set up by Matteo Amatruda, a long-established presence in the South African market. For their part, the 7 Italian companies believe in the innovative value of this smart, open collaboration formula.
In the mean time, the Italian Chair District is already working on other projects to provide the chair/upholstered furniture manufacturing companies with yet more international showcases. Next stop will be Brussels, for Contract-Contact, involving another group of companies from this industrial sector.


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Periodico online registrato presso il Tribunale di Udine il 28 gennaio 2012 n° 1