Getting stronger

MisuraEmme is taking many steps to consolidate the company with an eye on a complete restart in September: from communication to retail, with collections led to the innovative Palo Alto I-Box system

MisuraEmme, Palo Alto I-Box
MisuraEmme, Palo Alto I-Box

We might call it an abrupt adjustment, caused by the post­ponement to 2021 of the Salone del Mo­bile in Milan. What initially seemed un­thinkable soon became an opportunity to revise internal dynamics, alternative meth­ods of communication and different retail strategies. MisuraEmme has done just that.

While the debut of new products has shift­ed to 2021, the company’s efforts have now addressed the extreme enhancement of the items in the collection. First of all, the Palo Alto I-Box system, completed last year and gradually updated with technical and aes­thetic innovations, which transforms the bedroom zone into a theatrical set with a wide range of wardrobe systems. Based on the unification of two MisuraEmme systems (Palo Alto and I-Box), thanks to the creation of an exclusive hinge that per­mits insertion of the doors in the wooden uprights or the frame uprights (with the possibility of 180° opening), the program enables users to combine wardrobes and closets: a true novelty in interior design.

MisuraEmme, Palo Alto I-Box
MisuraEmme, Palo Alto I-Box

“This is a value of great innovation and originality, which we want to communicate in the most perceptible way – says Ottavi­ano Borgonovo, co-owner of the company. – The activities currently in progress have this long-term goal, developed in different channels: starting with the complete restyl­ing of the corporate showroom, to create an ideal, innovative setting to grant emphasis and force to our products, with an eye on September, when we will fully resume all commercial and retail operations, as well as services and communication.”

The adver­tising campaigns are parallel and comple­mentary, in fact, focusing on the Palo Alto I-Box system across Italy and in collabora­tion with national partners, and given the already excellent results, they will continue this fall. Along the same lines, the plan of digital communication, B2B and B2C, has also been reinforced. The company’s new website will soon be up and running, en­hanced by the important functions of the 3D configuration system for the ward­robes of the collection.

AA1 sofa, Collezione Atelier by MisuraEmme
AA1 sofa, Collezione Atelier by MisuraEmme

“This situation has brought out the essential character of the digital realm, and its potential. The config­urator will soon be joined by a new e-com­merce approach for the Atelier Collection; while for our partners around the world, the platform becomes a valid tool of train­ing and information. Never before have we felt so close to our clients from all over the world, translating into a great desire to act and to participate in the life of the company, also with training sessions and webinars.”

Relying on this active, farsighted approach aimed at consolidating the corporate struc­ture, MisuraEmme is also engaged on the front of production, reacting to new trends in interior design that have emerged as a result of the lockdown: “We have witnessed a true return to the value of the home, as a place where it will be increasingly necessary to reconcile personal life and work. This is a theme we are approaching in terms of new collections, and we will concretely explore these ideas in specific products.”