Envisioning Visionnaire

EC: It’s a perfect myth for narrating the unveiling of the product, through the three levels of what was once an arthouse cinema that only screened independent films, right here in this space. We liked this concept of wanting to stay connected with the nature of the place, with its genius loci, with its spirit identity.  

EC: We decided to take a holistic approach. The journey begins at the gate, which is a sort of half-sun or half-moon, depending on how you look at it, that makes you want to enter and welcomes you. It continues with the emerald colour, which is a symbol of renewal, on the way down, as far as the mocha mousse colour shades, reminiscent of the clay at the earth’s core, returning to the soft beige tones in the central part given over to the nucleus of the company.   

EC: We used the colour of the sky, which is a type of azure, almost emerald green, that welcomes you into a sort of organic cave in which all the corners have been blunted to make you feel as though you’re embarking on a journey, entering a place that leads to something unknown. You go down these double tread staircases, there’s the feeling that one’s going down and the other up, which we decided to clad in stone - Emerald Light quartzite, which has its own symbolism. It’s a purifying stone, and as you descend further, veining of a similar orange colour to the shades of the earth becomes apparent. This descent then leads to the bistro area.  

EC: The lifeblood of Visionnaire. Edoardo Valsecchi, born in '91, a perfect ambassador of our values, offers a plant-based cuisine, completely vegan, gluten free, super tasty, following the principle of health and well-being. The same as was channelled in the renovation, pursuing beauty and things that are good for you. 

EC: Often beauty corresponds to wellbeing, not necessarily to something aesthetic, which is always very subjective, but to feeling good, being in a good place and providing content that can feed into the intrinsic values in the brand’s manifesto. 

EC: We come up with keywords which we share, not just orally, but also in writing, designed  to spark enthusiasm, make people feel involved, to create this sense of community.  

EC: Good and beautiful things, in the symbolic sense of the word. It’s the most important week in Italy for creativity, innovation and beauty; so for us it’s a hugely important time because all our values are unveiled, displayed not just on a commercial stage but a cultural one too, also thanks to the efforts of Maria Porro and the whole team over the last few years. There are projects designed for producers, for exhibitors, to highlight all the creations. It’s fundamental for the entire design ecosystem, which ranges from the suppliers to the purchasers, obviously. The Salone is a fundamental occasion that needs to be preserved, fed and carried forward because it has made us undisputed leaders in the world.