Buccellati to Debut at Milan Design Week, Partners With Ginori 1735

Pat J. Fraley


MILAN For the initially time, storied jeweler Buccellati will stage an occasion and an exhibition throughout Milan Design 7 days doing the job with 4 top worldwide up to date designers, highlighting its collection of silverware and launching a new line of tableware with Ginori 1735.

In an exceptional job interview with WWD, Gianluca Brozzetti, chief executive officer of the enterprise, underscored the importance of this undertaking for the model and its owner, Compagnie Financière Richemont, and the legitimacy of Buccellati, a expert in equally jewellery and silverware given that its basis in 1919, in underwriting it.

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Essentially, the organization for a prolonged time was much more known as a silverware firm in the U.S. just after Mario Buccellati released the model in that marketplace in 1952, recounted Brozzetti.

“Today jewelry accounts for extra than 80 percent of our business, and silverware 15 per cent of the total, but silver objects signify additional than 50 % of the items marketed,” claimed Brozzetti, proudly incorporating that Buccellati only performs with sterling silver 925, which ensures the purity of the material.

The undertaking is primarily timely given “the rediscovery of the dwelling and the artwork de la table” in the wake of the prolonged lockdowns and the effects of the COVID-19 pandemic, he said.

The exhibition normally takes cues from the treaty “Il Libro del Cortegiano” by Baldassarre Castiglione, which displays the culture of 16th-century courtiers, and from the guide “Il Galateo [Etiquette] ” by Giovanni della Casa courting back to 1558, which look at the artwork of the desk critical for conviviality.

The party will aim on a present-day reinterpretation of proper and social behavior and conventions, intended as a rediscovery of conviviality. The exhibition will be curated by Federica Sala, and, with the installation challenge made by Stefano Boeri Interiors, it teamed with Dimore Studio, Ashley Hicks, Chahan Minassian and Patricia Urquiola.

“We had a long checklist of attainable candidates, but we required internationally established and proficient designers who would be characterised by a powerful Italian connection, sharing a Milanese identity with Buccellati, just about every with their possess distinct design and style in purchase to each and every interpret the collections in a various way and we are really joyful with the benefits,” mentioned Brozzetti.

Each designer was invited to present their possess interpretation of the contemporary desk with one particular of Buccellati’s silver collections — Caviar (with very small caviar beads) Doge (with pearls and gemstones this kind of as lapis lazuli or malachite) Rouche (with a rouched pattern), and Tahiti (with bamboo things) — with each other with the new porcelain collection produced in collaboration with Ginori 1735 named “Double Rouche – Florence Furnace.” Selling prices selection from 4,400 euros for a flute to a tray at 8,700 euros and a bowl with gems at 91,000 euros.

Each individual item from the new assortment, which includes plates for the table and reward sets, is offered in a few colors — cream white, celadon environmentally friendly, and cobalt — reproducing the rouches, and made with the historic “vetrina” strategy, immersing the objects in the paint.

Brozzetti praised the Made in Italy experience of Ginori 1735, which is controlled by Kering, noting how well two luxurious teams labored together on this challenge.

Costs selection from 110 euros for a dessert plate to a salad bowl at 390 euros and an Asian established at 650 euros.

The tableware selection will be offered exclusively in the Buccellati boutiques close to the environment and on the new web site the enterprise will unveil in May or June, which will cover 15 nations around the world from three hubs — in Milan for Europe, in New York for the U.S. and in Shanghai for China. Brozzetti, nevertheless, pointed out that Buccellati is also “working well” with e-tailers these kinds of as Net-a-porter, Mr Porter, Neiman Marcus, and Feng Mao, the joint enterprise established in between Richemont and Alibaba.

The exhibition will be unveiled on the terrace of the Buccellati headquarters on June 6 with a evening meal celebration, kicking off the international furniture and style and design trade display Salone del Mobile, which will run from June 7 to 12, and then will be readily available all week as a Fuori Salone event.

“The Salone is these a prestigious option for this, we will start out a quantity of electronic things to do to advertise this challenge and then shift to one particular or two venues with the exact method in the U.S. and Asia,” explained Brozzetti.

In the slide of 2020, the enterprise moved its headquarters to a freshly restored creating intended by Piero Portaluppi in 1919, next the acquisition by Richemont in 2019.

Brozzetti reported that, although the pandemic hit shortly immediately after the sale, the group did not alter its methods for Buccellati.

“We capitalized on 100 a long time of background to mature as if there ended up no COVID-19,” said Brozzetti. For illustration, Buccellati, which was under-represented in brick-and-mortar, has been growing its retail community, opening eight retailers in 2020 and 9 in 2021, with 12 planned for this year.

Because the acquisition, Richemont has permitted Buccellati to function in continuity, with Andrea Buccellati as its inventive director working with his daughter Lucrezia.

Brozzetti himself joined Buccellati in 2014 and worked through two past homeowners — Clessidra and China’s Gangtai Team Corp. Ltd., which obtained the brand name from the personal equity fund in 2017 and offered it to Richemont two several years afterwards.

As for each Richemont procedures, Brozzetti did not expose precise income figures but mentioned that Buccellati saw triple-digit growth in 2021, symbolizing an “all time absolute superior, doubling business due to the fact the acquisition.”

The executive also reported “the initially quarter is demonstrating a incredibly intensive double-digit progress outside of the regular of the mentioned companies. However, we are conscious of the present-day uncertainties, with ongoing COVID-19 constraints — primarily the lockdowns in China — and the war in Ukraine, and we preserve our feet planted on the floor.”

The corporation has 55 stores all around the entire world and 100 suppliers thoroughly committed to silverware in Italy, Europe and the U.S. Buccellati goods are accessible at 80 multibrand stores.

The new openings replicate the brand’s well balanced markets and important retail places. This yr, in addition to retailers in Zurich and Luzerne, Switzerland, a store-in-store will open at Neiman Marcus, adhering to units unveiled in February at Wynn Las Vegas and at South Coast Plaza in Costa Mesa, Calif.

In February, Buccellati opened its very first store in Dubai, at the Dubai Shopping mall, and is owing to open a 2nd banner in Doha and a to start with locale in Riyadh, Saudi Arabia. The first store in Singapore will open up in a thirty day period, and four added models are planned in China, and a 3rd in Korea, in Seoul.

After acquiring back its company in Japan, last calendar year Buccellati opened its to start with retail store in Tokyo, which will be adopted by a shop-in-store at Isetan. At the same time, the model is expanding its Paris boutique, and in Milan it will develop its retailer on Through Montenapoleone to permit far more place for its silverware collections.

The U.S. has traditionally been Buccellati’s selection-one particular market place, but Asia has now emerged as representing fifty percent of the brand’s business enterprise, said Brozzetti.

Buccellati continues to work ateliers in Valbrona, outside the house Como in Zola Predosa outside Bologna, the place its silverware is created, and in Chiasso, for its watches.

“We are doubling our atelier in Valbrona and Bologna,” claimed Brozzetti, “to meet up with the increasing demand from customers.” To ensure Italian manufacturing, the business has introduced the Buccellati Engraving Academy, as everything is finished by hand, partnering with the Milan-based mostly goldsmith school Scuola Orafa Ambrosiana, to train the engraving techniques to young artisans, who will then be employed by Buccellati.


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