Oct 02, 2020

Fossati Interni: the furniture is emotion

With over a century of history and experience in the world of interior design, Fossati Interni‘s roots are set in Brianza. From there they reach Milan and Monza. The result of this path is the Fossati Design Network: a sales system based on the excellence of multiple factors on which converge all the passion and culture acquired over the years; from the simple concept of furnishing to the development of custom-made furniture items, most innovative areas of design.

Let’s talk about the post lockdown situation. How is it been? What is your forecast on how the situation will evolve in the next months?

The months of lockdown have been very complex but inspiring. We had already some experience with creating projects remotely because of our involvement with international customers. This allowed us to continue to work on project development. Logistic has been the main problem, what has suffered the most significant setbacks, even if in some cases we were able to finish some assembly work, obviously respecting all the safety instructions imposed by the government and the region.
The stimulus, coming from the obstacle of not being able to have a typical designer-customer relationship, has challenged us to think differently, define new work methods and create exciting hypotheses.
As far as the post lockdown, our designers are working at full capacity, and the supplier companies are all ensuring the respect of delivery times. This allows us to express a certain optimism, at least in the short term.

How has changed, or how will the consumer change? What about their relationship with the physical showroom?

Trying to define the consumers as a single entity is utopian; explaining how they changed is even more difficult. The multifaceted nature of attitudes, needs, dreams, and budget means that the consumer remains an interesting ground of discovery. There are some macro-behaviours, though. They are mostly due to the now common practice of the customer to consult the web as the first step, which leads the consumer to be more informed about products and brands. The showroom, therefore, becomes a place where one can create relationships and live experiences more than a mere exhibition of products. In a showroom, the consumer can meet the designers, confront them, see and touch the materials, feel the scent of new furniture, breathe in the atmosphere and style of the project.

How can a showroom face these new challenges?

A showroom can and must maintain its identity. I will outline two hypotheses.
The first is that the showrooms become the “place of the project”, expanding the possibilities of relationship and involvement of the consumer. The fastest showrooms will mature into places where people can live sensory, cultural, emotional experiences, the more the consumer will embrace the projects, the professionals the brand.

The second possibility is that showrooms will become multi-disciplinary entities that interact with different activities which have a similar mood to them. According to us, this can lead to a proactive, dynamic mix and match. The challenge for each business will be not to lose its essence. To avoid the problem we will have to take advantage of the different times of the day and week, or the moments/events of the year.



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