{"id":1718,"date":"2020-05-20T18:21:49","date_gmt":"2020-05-20T16:21:49","guid":{"rendered":"https:\/\/trj.it\/en\/?p=1718"},"modified":"2020-05-29T18:46:30","modified_gmt":"2020-05-29T16:46:30","slug":"the-future-of-relationships-within-the-furniture-sector","status":"publish","type":"post","link":"https:\/\/trj.it\/en\/the-future-of-relationships-within-the-furniture-sector\/","title":{"rendered":"The future of relationships within the furniture sector"},"content":{"rendered":"

The future of relationships within the furniture sector<\/b><\/h2>\n

Phase two is here. TRJ, one of the entities directly involved, has questioned itself over the future of <\/span>relationships\u00a0within the furniture sector after the COVID19 emergency and beyond. <\/span><\/p>\n

Guidelines <\/span>to implement the reopening of <\/span>businesses in the <\/span>food and beverage, tourism, services<\/span>\u00a0and retail\u00a0<\/span>sectors and <\/span>consequently for furniture showrooms<\/span> have been drawn up but shifting to a future time frame, we <\/span>wonder how the areas in <\/span>trade fairs, showrooms and events will be designed<\/span>, and <\/span>ask whether<\/span> everything will be reduced to a mere digital relationship or <\/span>whether human contacts will remain fundamental.<\/span><\/p>\n

Above and beyond information regarding the use of personal protective equipment and the implementation of organi<\/span>sational measures,<\/span> i.e., working from home or <\/span>shift work to reduce to a minimum the number of presences and <\/span>guarantee social distancing between workers and third parties (e.g.<\/span>, customers, suppliers, etc.)<\/span>, how will this situation evolve<\/span>?<\/p>\n

TRJ<\/strong>, both as an agency assisting furniture retailers<\/a>,<\/strong> and as consultants for architects<\/a><\/strong> and developers<\/a>,<\/strong> has spent <\/span>considerable time in the last 10 weeks glued <\/span>to the screens of <\/span>its devices on video conferences, webinars, live interviews, to discuss, to learn, to ponder <\/span>over the past and <\/span>envisage a new future within the furniture sector.<\/span><\/p>\n

We asked some of the leading professionals in the world of design and architecture to share with us their vision of the future of relationships within the furniture sector.<\/span><\/p>\n

\"The<\/p>\n

“I don’t think <\/span><\/i>it\u2019s possible to <\/i>reduce the complex mechanism of the design industry to a mere digital relationship <\/span><\/i>given that t<\/b><\/i>he system is based on relationships<\/span><\/i><\/b>, meetings and physical displays of products. <\/span><\/i>All of us<\/i> were <\/span><\/i>saddened when we learned Salone del Mobile had been cancelled. For the most part, we<\/i> were <\/span><\/i>all <\/i>ready for the <\/span><\/i>world of design\u2019s <\/i>main event, the one that marks <\/span><\/i>its <\/i>creative and productive year<\/span><\/i>; <\/i>Salone, together with FuoriSalone, <\/span><\/i>represents not only <\/i>a crucial moment from a commercial <\/span><\/i>view<\/i>point, but also an opportunity to confront creativity<\/span><\/i>. As<\/i> such <\/span><\/i>it\u2019s the non-renounceable<\/i>event for <\/span><\/i>all persons <\/i>working in this sector. <\/span><\/i>Everyone in the supply chain of this <\/i>industry<\/span><\/i>, from designers<\/i>, architects, entrepreneurs, distributors, institutions <\/span><\/i>to <\/i>the whole world of communication<\/span><\/i>, <\/i>is trying to fill the void left by Salone<\/span><\/i>\u2019s and FuoriSalone\u2019s absence<\/i> by organi<\/span><\/i>s<\/i>ing virtual and digital meetings, conferences<\/span><\/i> and<\/i> presentations. However, in <\/span><\/i>each and every one of the<\/i> 170 interviews we are publishing in the June paper and digital issues of Interni, entrepreneurs as well as designers <\/b><\/span><\/i>all said they <\/i><\/b>long to return to old habits as soon as possible.<\/span><\/i><\/b> <\/i>For September, Interni magazine has been toying with the idea of organising <\/i>the <\/span><\/i>same type of <\/i>event we <\/span><\/i>were <\/i>accustomed to <\/span><\/i>having during FuoriSalone, and offer suggestions for s<\/i>trategies and values<\/span><\/i> we can count on, and most importantly, albeit with <\/i>post-pandemic limitations<\/span><\/i>, enter into <\/i>a complete recovery phase <\/span><\/i>permitting <\/i>direct encounters between <\/span><\/i>everybody in the sector.<\/i> The pandemic has <\/span><\/i>unveiled <\/i>the need <\/span><\/i>for us <\/i>to change the way <\/span><\/i>in which we relate<\/i>\u00a0to <\/span><\/i>one another,<\/i> but <\/span><\/i>my <\/i>hope <\/span><\/i>is that <\/i>these <\/span><\/i>constraints<\/i> are only a passing emergency”<\/span><\/i> – <\/span>Gilda Bojardi<\/b>, Director of <\/span>Interni Magazine<\/a>.<\/p>\n

\"The<\/p>\n

“During this period<\/span><\/i>,<\/i> digital technology has <\/span><\/i>helped us tremendously to keep <\/i>in touch with our loved ones<\/span><\/i>,<\/i> colleagues and customers<\/span><\/i> alike. Right from the start in<\/i> February, we <\/span><\/i>took<\/i> the necessary measures to <\/span><\/i>make sure<\/i> that <\/span><\/i>worldwide, <\/i>our <\/span><\/i>whole <\/i>staff <\/span><\/i>and the company\u2019s entire <\/i>eco-system employees could<\/span><\/i>\u00a0constantly work from home, in total <\/span><\/i>safeness. We<\/i> even mov<\/span><\/i>ed<\/i> our designers\u2019 hardware into their homes<\/span><\/i> to ensure work continuity<\/i>. All this would not have been possible without technology and <\/span><\/i>a <\/i>new mentality. We<\/span><\/i> <\/i>understood <\/span><\/i>to an even greater extent, <\/i>\u00a0how powerful and useful the technology<\/span><\/i> <\/i>available nowadays is. But we also understood that technology is only the means, not the goal<\/b>. We do not believe this period <\/span><\/i>will<\/i> stop development and <\/span><\/i>evolution, nor do we desire it,<\/i> but we think it will bring more centrality and value to man, time and relationships<\/b>. We <\/span><\/i>do believe <\/i>that the value and work behind brands and products<\/span><\/i> <\/i>such as ours, where <\/span><\/i>major <\/i>research <\/span><\/i>is conducted <\/i>on content, craftsmanship, materials and shapes, will be <\/span><\/i>become <\/i>increasingly <\/span><\/i>more <\/i>important “-<\/span><\/i> Hans Hoegstedt<\/span><\/b>, CEO of the prestigious and ever innovative British brand <\/span>Tom Dixon<\/a>.<\/p>\n

\"The<\/p>\n

In the words of Francesco Librizzi<\/b>, who founded <\/span>his eponymous Milanese architecture, interior design and industrial design <\/a><\/span>studio in 2005, “The relationship<\/span><\/i>,<\/i> tested <\/span><\/i>over time in Milan, <\/i>between Salone and FuoriSalone<\/span><\/i>,<\/i> has provided <\/span><\/i>a wealth of experience to <\/i>our sector<\/span><\/i> and <\/i>will <\/span><\/i>furnish t<\/i>he answers and models <\/span><\/i>on how to manage large crowd events. <\/i>For years we have been <\/span><\/i><\/b>experimenting with exhibitions <\/i><\/b>in spaces that <\/span><\/i><\/b>became<\/i><\/b> actual prototypes <\/span><\/i><\/b>for <\/i><\/b>an innovative relationship between public and private<\/span><\/i><\/b>, new interpretations of outdoor areas<\/span><\/i> and moments of great attractiveness. Dissecting <\/i>this experience will <\/span><\/i>provide us <\/i>unprecedented moments and formulas <\/span><\/i>able to respond both t<\/i>o this emergency, <\/span><\/i>and <\/i>possibly <\/span><\/i>generate<\/i> new <\/span><\/i>enduring <\/i>models. I think<\/span><\/i> great opportunities for <\/i>exhibitions <\/span><\/i>also exist in<\/i> virtual space<\/span><\/i> where they already live as advertisements and in the form of brand <\/i>storytelling<\/span><\/i>, <\/i>in-depth analysis, <\/span><\/i>portraiting and reach<\/i>. However, sale<\/b><\/span><\/i>s are<\/i><\/b> deeply characteri<\/span><\/i><\/b>s<\/i><\/b>ed by human contact<\/span><\/i><\/b>. Contact with objects in a shared context creates the moment in which desire <\/span><\/i>embodies <\/i>the idea of a purchase. Furthermore, without human contact, there is no negotiation, which is essentially an art based on personal mediation. So the idea of the <\/b><\/span><\/i>\u200b\u200b<\/span>physical <\/span><\/i><\/b>trade show<\/i><\/b> will <\/span><\/i><\/b>remain alive but we must give it time to let <\/i><\/b>innovations made to its model in recent years mature, and stop thinking of itself as a monolith\u201d.<\/i><\/i><\/p>\n

\"The<\/p>\n

With <\/span>his thirty years of experience in the academic, curatorial, editorial and research fields, architect <\/span>Luca Molinari<\/b>, founder of the <\/span>eponymous firm – Studio Molinari<\/a> \u2013 <\/span>believes that the future of relationships within the furniture sector will rely on improving the \u201cexperience\u201d, through greater <\/span>attention to relationships<\/span> and better quality and <\/span>safeness of the service provided. <\/span><\/p>\n

“We have entered Phase 2 to all intents and purposes<\/span><\/i>;<\/i> you can tell from the growing number of people <\/span><\/i>milling about on<\/i> the streets and <\/span><\/i>an uptick in the<\/i> noise <\/span><\/i>pollution level <\/i>of our cities, but <\/span><\/i>the thought that keeps gnawing away at my mind and at that of the <\/i>thousands of people <\/span><\/i>who d<\/i>eal with collective spaces<\/span><\/i>, <\/i>is how we will behave in museums, shops, restaurants, parks and gyms from now <\/span><\/i>through the coming months.<\/i> In <\/span><\/i>recent days every newspaper has endeavoured <\/i>to offer imaginative renderings illustrating Plexiglas devices, windows and spacers <\/span><\/i>with the hopes <\/i>that impos<\/span><\/i>ing<\/i> such features <\/span><\/i>will suffice <\/i>to reassure people. But I don’t think this is <\/span><\/i>right course of action <\/i>to take. On the one hand, quarantine has definitely got us used to using digital tools in a more widespread and mature way. This is a<\/span><\/i>n important<\/i> point and from this,\u00a0<\/span><\/i>there\u2019s no turning <\/i>back. But on the other hand we are social animals<\/strong>, we are citizens and we will always need relationships and human contact. The issues of <\/span><\/i>social distancing<\/i> and s<\/span><\/i>afeness<\/i> should <\/span><\/i>transform into<\/i> an increase in the quality of services, a <\/span><\/i>differentiated and<\/i> more conscious use of time thanks to digital contribution, greater <\/span><\/i>attention to providing<\/i> a richer and better quality public experience. I believe that, in due time, it will be necessary to work on the concepts of care, quality and <\/strong><\/span><\/i>safenes<\/strong>s<\/i> as primary services that every manager will be able to offer, thus building stronger relationships over time that could enrich what we have left behind. All this may have consequences on spaces but I <\/span><\/i>believe we should not <\/i>rush <\/span><\/i>ahead but rather <\/i>observe what happens in<\/span><\/i>\u00a0the coming months <\/span><\/i>so we can focus on well thought-out <\/i>transformations <\/span><\/i>that will bear up <\/i>in the future. We can think in terms of quality, <\/span><\/i>and avoid <\/i>panic and haste that would <\/span><\/i>lead to<\/i> further confusion.<\/span><\/i> The richness of <\/i>service will <\/span><\/i>boost a stable relationship <\/i>with users and our lives”.<\/span><\/i><\/i><\/p>\n

\"the<\/p>\n

Antonio Iraci,<\/strong> founder of Iraci Architetti<\/a> studio, that deals with private residential construction, commercial, industrial and public works, hospitality structures and industrial design tells us that<\/span>, “It was a pause, a pause for reflection, we were always thinking about <\/span><\/i>the next day as<\/i> we listened to our clients<\/span><\/i>. W<\/i>e told <\/span><\/i>ourselves to keep on going while we waited<\/i> to see each other again, but <\/span><\/i>to not <\/i>stop, <\/span><\/i>to continue, to continue planning and detailing<\/i>, to make <\/span><\/i>sure we were <\/i>ready and so the <\/span><\/i>lockdown <\/i>period flew <\/span><\/i>by. At the same time we wound up<\/i> with new projects<\/span><\/i> right away and<\/i> we immediately realised that the <\/span><\/i>lockdown had not curbed our<\/i> desire to <\/span><\/i>\u201c<\/i>DO<\/span><\/i>\u201d. N<\/i>ew proposals lead us to think that architecture <\/span><\/i>and the home environment<\/i> are fundamental for rebirth, <\/span><\/i>so we can <\/i>forget, <\/span><\/i>so we can<\/i> feel the emotions <\/b>they give<\/span><\/i> us once more, so everything becomes<\/i> “fren<\/span><\/i>etic<\/i>” again<\/span><\/i>. So we can have<\/i> moments <\/span><\/i>to recapture<\/b><\/i> lost time <\/span><\/i><\/b>and re-experience s<\/i><\/b>pace<\/span><\/i><\/b>, that space <\/span><\/i>which <\/i>generates well-being, work, conviviality, relaxation<\/span><\/i>;\u00a0<\/i>that <\/span><\/i>all-purpose <\/i>space <\/span><\/i>which,<\/i> to varying degrees <\/i>seemed <\/span><\/i>so small and constricted to us. So <\/i>we start <\/span><\/i>all over, endeavouring to understand what <\/i>happened <\/span><\/i>then – and what is still happening to us now – and to evaluate it. P<\/strong><\/i>aradoxically, the world of architecture and design has an opportunity to <\/span><\/i><\/b>ensure <\/i><\/b>the rules of <\/span><\/i><\/b>conventional society are upheld, provide for professionalism<\/i><\/b> and answer the thousands of doubts arising from <\/span><\/i>recently passed legislation remind<\/i> us that ethics is of primary importance <\/b><\/span><\/i>out of respect for <\/i><\/b>those who believe in us<\/span><\/i><\/b>“<\/span><\/i><\/b>.<\/span><\/i><\/b><\/p>\n

\"the<\/p>\n

As far as Paolo Bleve<\/b>, Chief Design Relation Officer of Keywords Design<\/a><\/span> is concerned, fairs and events will maintain a fundamental role <\/span>in \u201cphysical\u201d meetings but it will be necessary to rethink them<\/span>. Now <\/span>is the time to be bold and creative. “In this emergency, a window has<\/i><\/span> <\/i>opened on <\/span><\/i>new working methods. <\/i><\/b>Companies want to explore new digital tools, identify valid solutions <\/span><\/i>with an eye to <\/i>extend<\/span><\/i><\/b>ing<\/i><\/b> <\/i>and integrat<\/span><\/i><\/b>ing<\/i><\/b> their commercial, marketing and communication strategies<\/span><\/i><\/b> towards an ecosystem of combined digital activities and services to support new business contexts. The design and high-end showrooms will be the places where <\/span><\/i>you can live <\/i>the brand’s Design Experience; they will guarantee <\/span><\/i>even greater <\/i>tailor-made attention by <\/span><\/i>offering <\/i>new design and customer services, to make the shopping experience increasingly <\/span><\/i>more <\/i>satisfying<\/span><\/i>\u201d.<\/i><\/i><\/p>\n

\"The<\/p>\n

As <\/span>Massimiliano Troja<\/b>, founder of TRJ, says, <\/span>“<\/span><\/i>M<\/i>any companies have <\/span><\/i>proven to be <\/i>proactive in trying to <\/span><\/i>remotely <\/i>stimulate architects and end<\/span><\/i>–<\/i>consumers and <\/span><\/i>steer them t<\/i>owards their collections and corporate philosophies. We have interacted on a daily basis with dozens of architects and new potential “leads”, <\/span><\/i>as have <\/i>my collaborators and our partners <\/span><\/i>from various regions whom we involved in<\/i>\u00a0the diverse <\/i>digital projects of each brand<\/span><\/i>. Aside from the true picture they gave us of people\u2019s <\/i>moods<\/span><\/i>, these conversations emotionally \u201ci<\/i>nfected” <\/span><\/i>us with their <\/i>widespread positivity<\/span><\/i>, and confirmed <\/i>that at the end of lockdown<\/span><\/i>, our <\/i>final choice <\/span><\/i>of <\/i>quality projects <\/span><\/i>could only come about through <\/i>the <\/span><\/i>pleasure<\/i> of physical contact with products and people<\/span><\/i>\u201d.<\/i><\/i><\/p>\n

\u201cIn brief, w<\/i>e have <\/span><\/i>definitely<\/i> found<\/span><\/i> that while <\/i>some purchase choices in our sector <\/span><\/i>can no doubt <\/i>be processed <\/span><\/i>with proper know-how with<\/i> a click from home, sale<\/b><\/span><\/i>s <\/i><\/b>cannot be finali<\/span><\/i><\/b>s<\/i><\/b>ed, except in rare cases, <\/span><\/i><\/b>until after<\/i><\/b> crucial “physical gestures”<\/span><\/i><\/b>, like sitting on sofas, <\/span><\/i>stroking<\/i> fabrics, “feeling” woods and materials, checking the “live” lighting characteristics of a lamp or the comfort of an armchair<\/span><\/i>, have been made. Moreover<\/i>, in the last 10 weeks <\/span><\/i>sales on <\/i>e-commerce <\/span><\/i>sites specialising<\/i> in our sector have not increased despite the enormous rise in <\/span><\/i>the number of visitors to Internet<\/i>. In some cases <\/span><\/i>instead,<\/i> there has been a decrease. Because if you buy a pair of shoes you know that<\/span><\/i> without remorse, <\/i>you can <\/span><\/i>simply <\/i>put them back in the<\/span><\/i>ir<\/i> original <\/span><\/i>box<\/i> and return them immediately. When it comes to choosing a bed, a table or a sofa, <\/span><\/i>that <\/i>will be <\/span><\/i>part of your life for a long time<\/i>, physical contact and human relationship<\/span><\/i>s<\/i> still <\/span><\/i>mean something\u201d.<\/i><\/i><\/p>\n

Once this emergency has passed, the future of relationships within the furniture sector<\/span> will still be characteri<\/span>sed by the emotions and values <\/span>\u200b\u200b<\/span>that<\/span>, in the opinion of these experts, only human contact and physical relationships<\/span> can guarantee<\/span>. We will certainly have to work on improving th<\/span>is \u201cexperience\u201d both in terms of <\/span>relationship quality and <\/span>safeness, but the “world of design” is ready for a new humanism<\/b><\/span>, centred on the renewed value placed on relationships.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

TRJ May 20th, 2020<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

The future of relationships within the furniture sector Phase two is here. TRJ, one of the entities directly involved, has questioned itself over the future of relationships\u00a0within the furniture sector after the COVID19 emergency and beyond. Guidelines to implement the reopening of businesses in the food and beverage, tourism, services\u00a0and retail\u00a0sectors and consequently for furniture […]<\/p>\n","protected":false},"author":1,"featured_media":1719,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[21,19,23,24,20,22,18],"class_list":["post-1718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-editorials","tag-antonio-iraci","tag-francesco-librizzi","tag-gilda-bojardi","tag-hans-hoegstedt","tag-luca-molinari","tag-paolo-bleve","tag-tom-dixon"],"yoast_head":"\nThe future of relationships within the furniture sector<\/title>\n<meta name=\"description\" content=\"Phase two is here. 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