Talking with Alain Prost, CEO of Ginori 1735 since 2019, we discovered a strategy that brings the iconic manufactory of Sesto Fiorentino at the centre of a broad and fluid world. It’s a New Humanism in which local craftsmanship is amplified by digital tools, creating a process capable to originate a universal beauty, involving many creative minds and a wider audience.

In the second year of the Covid the whole society has been overturned. How did you relate to the change?
We have accelerated our path of digitization and internationalization, with the aim of bringing our more than 100-years-old history to a clientele of young digital natives. Making the most of the opportunities offered by new technologies, such as WeChat or our e-commerce channel that allows us to reach 31 countries worldwide, we have multiplied the activities through which we generate awareness and approach the international customers to our creations, reaching new markets and identifying the most loved products. This path, of course, has not slowed down the development of our physical presence: we launched our new factory store, relocated within the factory with the aim of offering the customer a unique and immersive experience in the world of Ginori 1735. Completely remodulated in concept and architecture as part of the overall renovation of the visual presentation of our brand, the new factory store in Sesto Fiorentino now allows us to present at best our selection of objects and accessories.

Which scenario do you see for the promotion/communication of design? Salone, Fuorisalone, show-room, b2b, digital, virtual...
I think the keyword is phygital: a combination of the best of physical and digital. In this sense, even in the future we intend to continue to exploit the opportunities offered by new technologies, but we also want to go with major physical events, such as the Fuorisalone.

Imagining the production of the near future there are three recurring words. How do you decline them?
Sustainability: as part of the Kering Group, sustainability is an element of our growth and development. We have recently worked on the efficiency of our manufactory energy system, through the creation of lighting devices that allow an effective management of electricity. In addition, we intervened on individual machines reducing the consumption of electricity per produced piece.
Artificial intelligence: we are a manufactory; our added value is the ability of our artisans whose creations represent a perfect synthesis between art and craftsmanship. Nevertheless, we have transformed our production processes over the centuries, combining ancient techniques with continuous innovations to create objects with an always contemporary and evocative taste as result of visionary guides.
New-normal: Ginori 1735 is driven by the typically Italian passion for culture, colours, art and hospitality. Our mission is to promote a modern Renaissance, through a revival and a rediscovery of daily life in its pleasures, in its artistic expressions and in the affirmation of individualities, bringing art into daily life and daily life in art to create new Ginori 1735 worlds, more and more fascinating ones.

What do you ask your leading designers today for tomorrow?
The Ginori 1735 world is shaped by a multiplicity of voices, opinions and styles. It reinvests its legacy in the vision of new generations of innovative style masters, coming from the most diverse fields: fashion, art, design, architecture, cinema and furniture. We are back to our roots, as deep sense of hospitality, attention to good manners and lively spirit. These values are at the centre of our creations and of the many collaborations we have in place with international designers, as well as, of course, our in-house team.

Which designers and products are you focussing on for the restart?
In general, we focus on a gradual evolution of our core-business: from tableware and home furnishings in pure porcelain to the luxury and lifestyle sector, with an increasingly international approach, as well as a renewed attention to the new generations of luxury consumers, with evolving tastes and lifestyle.

Which products have been the most successful in your production over the last twenty years?
It’s hard to say, all our creations were born from the idea of innovating in the tradition, but if I have to choose, I will go for Oriente Italiano, Il Viaggio di Nettuno and... all those we plan to launch soon.