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.
“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.
“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.”
