As part of the reorganization and development plan put in place by recently appointed CEO Roberta Silva, Milanese architects Calvi Brambilla (Fabio Calvi and Paolo Brambilla) have been named as Design Curators for FLOS.
This is the first time in the history of FLOS that the company has had external product design curators, and the concept is very different from that of an art director. The intention is to work closely, continually and comprehensively on product development, with the purpose of strengthening product range, stimulating interdepartmental synergy and speeding up development. This role will guarantee continuity with the past in terms of attention to the creative stage behind the idea, while at the same time ensuring a more structured, more efficient product development process for each of the brand’s four collections: FLOS Home, FLOS Architectural, FLOS Outodoor and FLOS Bespoke, the latter now 100% owned by FLOS. This change will allow FLOS to reach the market with a faster, more streamlined production cycle and with a truly integrated vision of lighting products for any application, indoor and outdoor, in this way boosting its competitive strength.
Calvi and Brambilla together have a total of 20 years of collaboration with FLOS, from the design of countless special installations for corporate events and new product launches, the planning of highly prestigious stands and display architecture to recent refurbishment of the historic Milanese Flos flagship store in Corso Monforte. This experience has afforded them an extensive privileged awareness of the brand’s philosophy and collections, hands-on experience with its evolution and a chance to get inside the extraordinary relationship Flow enjoys with the greatest creative talents on the international design scene.
“Huge changes are underway in the home design and lighting sector,” says Silva. “These challenges represent a huge potential opportunity for FLOS, considering what our major stakeholders increasingly demand from us and experiences that pioneering companies have already had in other sectors. To successfully guide FLOS, we must evolve in the direction taken by the company, preserving strong roots in its values and its DNA, but also innovating strategies and market approaches. It is a great pleasure for me to welcome two architects as passionate about design as Fabio and Paolo into the FLOS family in the innovative role of Design Curators. Their great culture of design, teamed with a hefty skill set, professionalism and critical spirit, corresponds perfectly to the qualities that we were seeking for this role.”
“FLOS is a brand that has always turned trailblazing and design innovation into an element of differentiation and uniqueness,” say Calvi and Brambilla. “We are honored by the confidence Roberta has shown in us and we are ready to step up to the plate in this exciting challenge. We like to imagine FLOS as an art gallery and us as its curators, where the works of art are represented by poetical creations of light and the artists by the great designers who conceived them.”