An act of clarity and responsibility. But also a rightful recognition of a reality in which beauty, craftsmanship and history are the layers of memory, contained in the material itself. This is the purpose of the Pietra Naturale Autentica, network of companies of the Italian chain of supply and production of marble, created two years ago to safeguard the value of an ancient material and to defend its heritage of know-how passed down over time, from family to family. A legacy of excellence across generations, from quarrying to workmanship, first by hand and then with the help of innovative technologies, in production processes of the highest quality. At the same time, the association focuses on special care in the utilization of resources.
“Render unto Caesar the things that are Caesar’s” becomes a fundamental tenet in a market invaded by imitations, which run the risk of compromising the aesthetic sensibilities of those who make choices, making them incapable of understanding how fine varieties of marble, granite and travertine can represent a true plus in projects of design, real estate and art. It is no coincidence that one of the members of the network has intelligently coined the slogan “Haute Nature,” emphasizing the combination of unique quality and creative potential of natural stone.
Explosion Blue by Antolini
The network presently has 46 members who with the battle cry of “No Fakes. Natural stone is better” have joined forces to safeguard diversity and authenticity, against false appearances and imitators. The member companies are not acting alone in this initiative, since they are accompanied by promoters and by an advertising agency, Emmegi Group, to carry out the important task of translating a manifesto into an educational project.
The activities are mostly online, with a website, videos, digital publishing activities and advertising. There is also an academy, and a 24-7 customer care services. The goal is to put all the main players into contact: the supply chain and designers. The first are required to comply with the network contract (with financing), choosing and orienting communication projects, while sharing new and expertise. The latter are asked to play a decisive role in recommending the use of authentic materials.
It is still too soon to gauge the result of the work of this young network, but the main objective is to reach an important portion of all designers in the USA, UK and Italy. To bring these counterparts to the website, encouraging them to use natural stone in their projects, and to make contact with the companies involved.
The present crisis has caused postponements of many ‘physical’ initiatives in 2020, and probably in 2021, and this has led to the shift of efforts and investments into digital channels. But the goal is to transmit the charm and performance of stone materials, their inimitable unique character, as well as the originality of creative activity, which has never diminished throughout centuries of history. Today, particular issues such as that of hygiene can be addressed through the use of natural stone. Proof that new challenges can be approached with verve and enthusiasm, starting with credibility and the teachings of the past, as a guarantee of a solid future.