More than 3000
visits in 5 days and amazing media impact with TV service on Sky Arte channel,
the main National daily newspapers (Repubblica, Corriere della Sera, II
Giornale, Il Fatto Quotidiano), on historical magazines about design and
architecture like Architectural Digest, DDN, Elle Decor: this is the result of
Cromateria event, a unique initiative in the coating industry that allows art
and design to approach industrial world.
We interviewed Rosalba Busso, Sirca Company Retail,
Sales & Marketing Director.
VDL –You lead the
event on your own involving the whole company and all your customers too:
let’s tell how Sirca company experienced it.
Rosalba Busso - It
was a very important design, very satisfying for Sirca and its customers: an
idea immediately shared by Vice-president Maurizio Durante and all management.
Such a challenging design
needs patience, communication strategy and a great focusing on the final
purpose which was that of bringing Sirca coating products in an unknown area,
that is design and architectural industry
VDL – People could
see various installations manufactured with different material: in this way we
can understand that Sirca company is one of the few Italian enterprises with
coating products suitable for all surfaces.
RB - When I talk
about Sirca coatings I refer to “one Company” concept: we supply to our
customers coating products for wood, metal and plastic surfaces, resins and
adhesives; this is the reason why we are different from other companies and we
will work along these lines.
After all any
work, regardless the material with which is manufactured, needs to be coated,
but often during the planning phase coatings, solvents adhesives and polymers
are not considered, with obvious consequences. Designers and manufacturers
must talk together; listen to both demands, to know each other and to renew
accordingly,
This is the meaning of Cromateria.
VDL
– Why did you choose Museo Diocesano di Milano?
RB - We chose Museo Diocesano di Milano because it is
a place full of art, culture and beauty, it is the right frame to hold all
those who are hungry of knowledge, and the design week is the right contest to
talk about these topics.
VDL –Sirca has
been the first manufacturing company of industrial coatings which follows an
artistic path during the design week and the great news has been the
involvement of its own customers to manufacture the installations.
RB –It is the
first time that a coating manufacturing company becomes the only contractor of
a system consisting of :location, sponsor, designer, video mapping studio,
meeting for architects…all Cromateria actors are chosen and coordinated by
Sirca.
It has been a pleasure to read
how Sirca –Cromateria has been considered the main event for the Design week in
We must thank
Denios, Ferretti & Ferretti, Derthona Serramenti, Falegnameria Biffi e
Stil&Ma, Sirca company partners who participated in the project and have
been able to manufacture perfectly the single installation coated with
certified products, creating colours effects between art and industrial
production.
VDL – Cromateria
event started softly and soon got its stride during the design week. Which are
the main reasons? Do you think that Sirca initiative will have a follow-up?
RB - It was not
easy to coordinate such a complex project but finally right ideas, care to
details and a great enthusiastic involvement of all “authorised personnel”
lead to success.
Sirca will go on
with Cromateria path: for example thanks to an important partnership with
Ordine degli Architetti di Monza e Brianza, some
training course will start soon at “Sirca
Academy
Furthermore we are
still sponsoring “Serate di Architettura al Belvedere”at Villa Reale in Monza
Where art is Sirca is there: at least we hope!
VDL - Verniciatura del Legno Intervista Rosalba Busso, Retali, Sales e Marketing Director di Sirca
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