If over the years Giorgio Collection has gotten us used to new and innovative proposals, offering a constantly renewed image of the company, this year this tendency has certainly been taken to the extreme: ‘wonder’ is probably the effect that best describes the approach to the new Charisma collection, presented exclusively at the Salone del Mobile in Milan. An effect that stems from an unprecedented design – created by the Castello Lagravinese studio which with the brand thus inaugurates its first collaboration – and by a mood indicative of a constant openness to internationality that today has found its main interlocutors in Africa, Russia and the Middle East.
In the same way as the previous collections of the Giorgio Collection company, Charisma also presents itself as a complete line for the panorama of the interior space – living, dining, sleep, bar and office areas – for over 60 furnishing and decoration products (vases, carpets, wallpapers, chandeliers and mirrors are an essential part of the catalogue); but absolutely new is the allure that distinguish it. While fitting into the stylistic trend set out by the previous Infinity line, thanks to the references of the golden finishes that act as a point of connection, Charisma boasts an unexpected ‘feminine’ character, revealing for the first time the ‘sensual’ side of the company. Castello Lagravinese studio has in fact played with curved and soft lines, with a reassuring and enveloping effect, clearly visible in the tops, in the bases, in the padding. A approach fully embraced also by the Russian designer Maria Serebryanaya who contributed to the creation of the collection by designing a sofa and a carpet.
Art Deco references shape the aesthetics of the collection, emphasised, however, by a combination of unusual materials, starting with the introduction of rare African briar-root with deep nuances and finely shaped grey Alpine marble that embellishes the tables tops, matched to the brilliance of the details in steel with galvanic gilding. The polish polyester finish combined with the marble tops and the African briar-root is paired with the softness of precious silk velvet blends and nabuk quilting (often also used to upholster furnishing accessories).
This new look, to be presented at the Milanese event, will be the inspirational imprint for the Giorgio Collection exhibition spaces in the world. A concept dictated by the company to maintain a distinctive and unified identity in the windows of the 48 countries in which it is present. The company’s distribution network is fertile ground for important innovations, with the opening of four monobrand stores: in Amman, in Jeddah, in Kiev and in Moscow; this latter city will host, in addition to the exposition space, also the offices of the Russian branch of Giorgio Collection. “A choice that confirms the company’s recent successes on the market, after a year of intense on-site activity, with events, meetings, focus events and collaborations,” says Fabio Masolo, owner of the company.
Keeping with the topic of strategic openings, in March the company inaugurated the Giorgio Collection Africa, a subsidiary company based in Kigali, Rwanda, a region that is experiencing an unprecedented development phase. The African distribution of Giorgio Collection comes from the collaboration with important local players and general contractors. The company will be active in multi-year assignments for a series of contract and hospitality projects, some of them already completed. This is the case of the 105 apartments in Ghana, which will be followed by common spaces and 147 new apartments. In Rwanda, the company will be involved in the supply of 80 total look creations in Kigali. Last but not least, the management of a project to come in the next years in Addis Ababa (Ethiopia), a new ultra luxury residential area. The synergy between the company and the market was sanctioned last year by the awarding of the RED Awards 2018 – on the occasion of the RED Summit West Africa – in the category “luxurious product of the year”; an award that, as Fabio Masolo explains, recognises “our ability to offer highly customised products, our great willingness to listen to the customer and meet their needs.”
