What is experiential marketing? And how is it possible to go deeper in the relationship between company and customer, looking for real interactions, answering the need of the latter to experience authentic emotions?
Our COO Stefano Giust has an answer: he explains it through Varaschin case study, with the article published on the February issue of Sistemi&Impresa, one of the most authoritative Italian magazine of Innovation Management.
“I thought of a clean and simple product with distinctive details”. Monica Armani talks about the concept behind the #Emma collection.
It was the brothers Ugo and Pietro who started Varaschin back in September 1969.
In 1973 the situation evolved and Giancarla Antoniazzi joined the company as a new fundamental component of the organizational structure. Today, 50 years later, Varaschin is a well-established firm with an avant-garde headquarter and represents one of the most successful businesses in eastern Veneto. Today, like 50 years ago, hand- weaving is Varaschin’s core competence.
A SUCCESSFUL BUSINESS TURNAROUND STRATEGY. THE VARASCHIN CASE STUDY.
This book summarises the key principles that need to be followed when developing a new strategy to turnaround a company, particularly when it comes to Small and Medium sized Enterprises (SMEs). This approach significantly increases the likelihood of successfully turning a company around. The Varaschin S.p.A. model was a success because the company’s remarkable recovery coincided with a significant creation of value for its stakeholders. Identity and consistency were the main premises for properly structuring the turnaround. The strategy of focusing on its core business has significantly strengthened the company, which has concentrated its efforts on activities linked to its core competencies, that is, on what it does best. Diversification in the company’s target segment is based on Varaschin’s core values: hand-woven, high comfort, ergonomics, quality, design, outdoor setting. These values are the genuine strengths capable of characterising the company’s offering in a manner which is consistent with its identity. The ability to properly plan over the medium to long term and a strategic vision capable of promptly interpreting the changes both inside and outside the confines of an industry are discriminating factors needed for guiding a company towards a successful future.
A spherical vision of design, an architectural and artisanal approach too, all inspired by a strong connection with nature: this is Daniele Lo Scalzo Moscheri’s idea of #OutdoorTherapy.
A booth devoted to the Outdoor Therapy.
The “Tropical Forest” and the scenography of nature.
Nature Inspires Us.
The design of the booth includes a spectacular interaction between tropical plants and Varaschin new product collections.
Spaces are supported by vertical screens projecting suggestive scenarios about nature, man and wellbeing, an experiential representation of corporate philosophy linked to Outdoor Therapy.
Digital communication takes place through vertical monitors able to create a THREE-DIMENSIONAL EFFECT.
The division of the spaces makes it possible to create a PATH and a gradual and contextualized discovery of the products.
Work in progress for next Little Run! Join us December 26th https://www.facebook.com/littlerun26dic/
Find more info at https://varaschin.it/outdoor-therapy/littlerun-2018/
The outdoor therapy is for us a lifestyle, the outdoor living a source of inspiration.
Nature inspires us by its colours.
Its shape discloses different stories, its lines suggest amazing images.
We don’t design furniture, we share a philosophy.
Art Director: Daniele Lo Scalzo Moscheri
#varaschin #varaschinoutdoortherapy #varaschinmoments
Archiproducts Design Awards is coming back!
Bergère armchair is the candidate to 2018 edition as the icon of the Emma project, whose the weaving represents the past and the future of our company: that’s why you have to vote it!
Waiting for the results, we think about the win of last year thanks to our Bahia, design Calvi Brambilla for the outdoor category: find more on http://bit.ly/2x9q7fq
#varaschin #varaschinoutdoortherapy #varaschinmoments
A look from above on Varaschin photo shooting in its summer dress.
What can you see?
A location: Ibiza, water, sea, reef.
The distinguishing features of summer with its June sun.
Colors: the blue of our logo, of the sky, of the sea; the warm and natural colors of rope, fruits, the soil and of a spectacular sunset.
A subject: the new Landscapes collections, our new catalogue 2019/2020.
A team: the management, the photographer and his assistants, the Art Director and the Varaschin logistic’s group.
When we started our short journey from Italy to Spain, we had some sources of inspiration packed in our suitcase to give shape to our ideas:
Outdoor therapy philosophy, a dynamic mood, a summer energy, a team with its different faces and the concept of our new collections.
We came back with a lighter suitcase: after having spent our ideas and realized the shooting, we were pervaded by the healthy thoughtlessness and light-heartedness of those who have carried out a job with extreme satisfaction.
From above we shift our view and look at ourselves and at the future.
Between us fellow glances as architects of a common project, smiling despite so much work to do.
We carried out the shooting simply watching the sunset, relaxed on the design of a sofa, that perfectly represents the pleasure of being together, and the concept of conviviality, a value for Varaschin.
We laughed, we joked and we talked about the future looking the future.
#wearevaraschin #varaschin #outdoortherapy
