A consolidated strategy of internationalisation is embracing Iran as Giorgio Collection demonstrates its global appeal. A marketing network straddling 50 countries backed up with a restructured press plan and a poster campaign at Malpensa airport, which demonstrate the company’s determination to increase brand awareness
After Baku, Lahore, Istanbul, Doha, Dubai and Abu Dhabi, the opening in Teheran is another step towards the Middle East. The Iranian market is a high-potential economy with a diffused culture and a growing core of well-heeled consumers. It is no coincidence that Iran is the country in the region with the greatest increase in growth, following Implementation Day, which marked the revocation of EU sanctions following the nuclear agreement.
“The building sector boom in this new geographical area is an opportunity for growth for Made in Italy furniture that satisfies the tastes of a top-of-the-range market, close to the Art Decò style.” Fabio Masolo, owner of the company, underlines the potential of a significant presence in a country that enjoys such a strategic position,
A dependable commercial partner, Ghanbari Ltd, and an 18th century villa owned by one of the Shah of Persia’s seven generals: these are the features of an ambitious project that occupies the entire second floor, covering a total of 400 square metres. The space required to display the total look of the latest collections. Coliseum, with dining room, bar area and office in Santos Brazilian rosewood, and Alchemy with bedroom, bar and dining room in striped African sycamore.
The Art Decò inspiration, the geometric shapes and the elegant lines are also seen at Malpensa airport, in the non-Shengen area, with a backlit maxi panel proclaiming the uniqueness of the Giorgio Collection brand to travellers from foreign markets, due to remain there until 15 April. An integrated communication plan that includes more than 20 trade and consumer journals with international reach in support of the expansion strategy.
“We are working towards three new openings in China, two showrooms in Vietnam and one in Bangkok,” says Fabio Masolo. “All projects that will start in 2017, together with the complete restructuring of the exhibition space in Harrods, which will occupy 300 square metres on the store’s third floor.”
