Opera Contemporary: a question of brand awareness

Opera Contemporary continues to consolidate its brand as a strategy of international growth, wagering on retail, marketing and new art direction

Barry sofa & Sally armchair by Opera Contemporary
Barry sofa & Sally armchair by Opera Contemporary

A unified, well-defined pathway has been taken by Opera Contemporary in recent months. The imperative is to reinforce brand awareness, making it the focus of current corporate policies. “From the new marketing strategy to the hiring of a new Art Director, with openings of showrooms and points of sale in leading European and international cities, we intend to boost the brand’s perception around the world.”

Doris by Opera Contemporary

Barry by Opera Contemporary

Oliver by Opera Contemporary

These are the words of the Brand & Marketing Manager of Opera Contemporary, Stefano Zecca, of the fourth generation of the family firm, effectively summing up the in-house ‘revolution’ of the company that is bringing new energy to a brand that has immense potential. Though it is ‘young,’ Opera Contemporary can rely on the extensive heritage of the mother company Angelo Cappellini, founded in 1886, and on great depth in terms of craftsmanship and know-how; the new brand with a contemporary spirit was created in 2010 to complete the group’s stylistic range. 

Hilary by Opera Contemporary

Oliver by Opera Contemporary

Expanding the distribution network is therefore the first step in a path of international growth, “to spread the word about the brand also in markets not traditionally reached by the Angelo Cappellini trademark, giving people a chance to directly experience the quality of our products, while addressing the needs of professionals and consumers,” Stefano Zecca continues. Europe, and especially countries with a taste for modern design like Germany, “are practically a new area for us, where we thus have ample margins for growth.”

The reference point for this market is the monobrand showroom of Opera Contemporary in Frankfurt, opened in 2011 and still the leading showcase, through which the company has taken part in many residential contract projects. The firm’s most iconic products are the favorites among German clients: first of all, the Butterfly bed (designed by Castello Lagravinese), which takes its sinuous forms and capitonné headboard from the sofa of the same name; or the sofas of the Mavra collection (design Castello Lagravinese), whose geometric profiles are balanced by soft upholstery. Other trending items include the Ludmilla tables with their particular metal base, creating an interplay of arches and curves.