“Why Palm Springs? The answer is simple: California is the fifth largest economy on the planet, now bigger than the United Kingdom or France. It is full of creativity, curious to know more about the companies of Made in Italy. It no longer makes sense to talk about the USA in general; the dimensions are so large that you have to carefully select areas and priorities. Last year we organized the first Italian Design Forum in Texas, and we did it on tiptoe, with an event of small size, to get acquainted with the territory and its players. It worked, and with Palm Springs we have decided to raise the bar. The date is no coincidence either, because in that period in Palm Springs there will be Modernism Week, a week of discussion of architecture,” says Roberto Cuneo, in charge of international promotion for FLA Eventi, and the true spirit behind its expansion program.
How did the companies respond?
Very positively. The list is intriguing, with 19 Italian firms that take part in the B2B at Palm Springs, in a very heterogeneous group: there are companies already operating in America, like Poliform and others, small but well-organized, who have chosen this formula to come into contact with American designers, and to take their first steps in this region.
What B2B formula have you chosen?
We have organized 3 very intense days, with OneToOne encounters, seminars, conferences and networking moments, a bit like what we did in China (at Shenzhen in June), but while the Chinese formula was more open (the professionals and audience at the conferences took part, but then returned home), here the companies and professionals remain at Palm Springs for three days, all together, which facilitates more informal contact and relationships (hopefully) of greater empathy.
Have you noticed different reactions between the designers in Texas and those in California?
Not particularly, though we should observe that Texas, though it is a highly evolved state, was not used to receiving stimuli of this type, so at first there was above all a lot of curiosity. In California there is undoubtedly a culture of design and decor that reaches a lower level than in New York, but it is a state with plenty of trade and many projects in progress, both residential and otherwise.
But this edition of the Italian Design Forum will not only be Californian. We have tried to widen the boundaries, to create a Pan-American event: there are as many as 10 Mexican studios, and one from Costa Rica. In this way, we can intercept projects that arise in smaller or less familiar states, where it is harder for a company to operate.
Central America is very active, and in fact after Palm Springs I will be going to Panama for a visit, to understand what is happening there in terms of constructions, and to evaluate the possibility of making it our location next year.
Are the projects to be discussed at Palm Springs only residential?
By our choice, we address only architects and interior designers who work in high-end residential, but here we also have firms that are developing hospitality projects.
The professionals we have invited are mostly interior designers, but there will also be architects to respond to the needs of those – for example – who make very technical window frames and therefore interact with the world of architecture.
Can we say that Italian Design Forum has become a true brand at this point?
I think so, yes. With this brand we will be on hand at many events around the world, with an important stop in Asia, and in June 2020 we will organize an invent on sustainable hospitality in Italy.
Italian Design Forum – Palm Springs – California – from 15 to 17 October 2019
Participating companies: Essequattro, Wall&Decò, Gabel Group, Penta, Marmivrech, Technogym, Visionnaire, Secco Sistemi, Galleria Frilly, Nardi, Chiavari, Atmosphera, Poliform, Capoferri, Sicis, Dom Edizioni, Meridiani, Garofoli, TM Italia
