Italian Trade Commission • NY

Dear readers,

On behalf of the Italian Trade Commission-ICE, I am very proud to be part of this amazing project, focused on the excellences of the Italian furnishing industry on display at i Saloni Worldwide - ICFF New York 2008.

Italy is the leading furniture exporter and the second largest manufacturer in the world. Among the competitive factors determining the success of Italian furniture is the fact that the Italian furnishing industry is a forefront in terms of quality planning and product aesthetics, and Italian design has the clear role of global trendsetter.

Italian design is a by-product of a virtuous circle made up of quality workmanship, a winning manufacturing model - the industrial furniture district - constant technological innovation and a strong creative attitude in the marketplace. This is an important success factor for the furniture related sectors (furniture components, woodworking machinery, household appliances) and is strategic for the image of the Italian furniture.

The strong leadership of the Italian industrial design relies on major factors such as the decision making process, the human resources involved in the decision of investing in design, the impact of design on communication strategies and a branding policy worldwide.

For centuries, Italy has been revered throughout the world for producing home furnishings of extraordinary beauty and quality. Today, designs from this same country continue to stand at the forefront of style and ingenuity, conjuring images of sleek silhouettes, vibrant hues and iconic forms. Why does Italy have such a personality and why does the design world have such a strong connection with Italy?

The Italian artistic climate allows for ultimate expressions, encouraging furniture designers from around the world to create seemingly without limits. An international cast hailing from Japan, Brazil, Germany, France, Great Britain and the United States is recruited by Italian-based manufacturers, often resulting in long-lasting relationships. Italian manufacturers innately understand the importance of quality. They also believe in artisans and their craft, whether in traditional leatherworking or more technical aspects of the manufacturing process.

The question is, what ingredients are necessary to generate such a body of work? Italy exports supreme craftsmanship. Italy also holds a heritage of beauty, an emphasis on individual expression and a willingness to take a risk. Although Italian design is now a hot ticket pursued by homeowners themselves, the fascination began with professionals whose attuned senses could recognize fine quality. When you think of Italian design you think longer, leaner, stronger well made element that are omnipresent and create a strong identity. Risk-taking can either create a disaster or something of enormous beauty, Italians are willing to take the chance. American consumers have become more and more knowledgeable and passionate, taking an active role and seeking out specific pieces.

The United States is among the most important exporting markets for the Italian furniture manufacturers. Italy, with over one billion dollar in value, is the leading exporting country to the United States for the high-end segment of the marketplace. Italian interior design is well appreciated in the United States. Italy, thanks to its longstanding traditions and craftsmanship, is a landmark reference for many renowned international interior designers who have found in our country the right partners to make their creativity dreams a reality.