Snaidero is the leader in premium priced kitchens and one of the most aggressive kitchen manufacturers in Europe. They have been the first to understand that kitchens were evolving from a place where you cook and eventually eat, into a place where you transform food into love and affection for yourself and your family and friends. Famous designers have worked for them. Their new ES kitchen is made in such a shape that it can be put anywhere - even in front of a window. It feels smooth and functional and it follows the curves of your body when you flex yourself in one of your favourite sports: cooking!
Renault Clio is a fantastic example of a Lovemark which has built its success on love and respect with its drivers. Love was the key difference which has allowed Renault to have a leading role in the market and made its main competitor Citroen fade. We have to go back to the 50’s, 60’s, and 70’s to understand what love has meant for both competitors. R4 and Citroen 2CV were very simple, cheap, sturdy cars with great personality and an ugly shape! Over the years Renault has still a high level of love and respect among its clients. Citroen has instead lost its avant garde charm, becoming a “good value for money car”. They were loved by everyone who was free of mind and young at heart. My wife has had several cars, but she still refers to her Red R4 as her real car! The challenge for Renault is to continue to keep the same love intact for Clio, with a target group which is less idealistic, more cynical and more cultured. In a world of screws, carburettors and pistons, Clio had to find its way to the heart of the consumer and stay there. Since the beginning the new Clio has been launched on friendship, love and complicity because in the end a car is needed to go to places, to visit places you’ve never been to, and eventually meet people!
Riva started building runaboats after the Second World War. Their shape is classical and they were built in wood. They continued to build wooden runabouts until 1973. Then it became too expensive, but there is a second-hand market which is very lively. Their names are extravagant, bold, but not excessive: Acquarama, Tritone, Florida, Ariston, Olympic. The wood with which they are built is smooth and you can feel it. You pay a price for it. They are very expensive to keep to start with and they are impractical (if you put your feet on the wood you slip!) But there is nothing like the roar of their engine to turn you on (and to get the attention of who is around!). They are the most beautiful objects built by a human being that you can see at sea. Of course they are rare and numbered! Brigitte Bardot, Peter Sellers, Reza Pahlavi, Ranieri of Monaco had one. And the legend goes on.
Instant classic plastic furniture. A piece designed in the 60’s is as contemporary and appealing as one built today. They are simple, colourful, practical. They make no fuss furniture: tables, chairs, trays, stools, shoe lockers, bookcases! They fit it with any kind of furniture you have, adding fun to your home, and in the end to your life. They are miles away from Ikea!!
Canadian is outdoor clothing and accessories inspired by the outdoor life of the Canadian mountains. The fabric is light (so it can be packed easily) but when you need it, it can be very warm. The colours are bright, you can spot a Canadian piece of clothing miles away, but it’s not intrusive, no flashy labels. In a way, Canadian clothing and accessories respect you for what you are. They know you don’t go hiking every morning, they know you take your children to school and then struggle for a parking place behind the office. But they respect you. They privilege lifestyle, but not demographics. They surround you with their spirit: when they write you home with a catalogue, which does not look commercial (it does not say buy me, buy me!) or in the shops where they are sold, where the assistants are people like you, but with a different job. Wearing Canadian clothes makes you feel, on your day off, like you're either on the mountain or at the sea, even if it is not true. A Canadian piece of clothing can be easily stolen from your husband’s (or wife’s) wardrobe!
Tiscali is the David’s in the telecommunication business who became a leader in Europe in only two years. Its founder - Renato Soru – has one of the lowest profiles I’ve ever experienced, his brightness is engaging, his heart very big, his attachment to his land very moving. When you speak about an Internet provider you speak about technology, ease of use, abundance of services, tariff plans … but Tiscali is the only provider you choose because first of all you adhere ideologically to their vision. Freelosophy is not just about free Internet: it is about enriching everyone if each and all can freely participate.
You put in a mixer the chic of Jackie Kennedy, the coolness of her husband Jack Kennedy, the mystery of Audrey Hepburn, the scent of sandalwood, the comfort of a 1960’s Citroen, the aggressiveness of a Ferrari, the low profile of barbecue on the beach - and you mix it. When it’s mixed you wear it on your feet.
To shave is a pain in the neck. It is one of those things for which I envy women. If you shave in a hurry or with a cheap blade you cut yourself and so you’ll begin your day bleeding. Who wants that? With Gillette Sensor Mach III you feel really smoother (almost cool!) and safe. And 80% of the time, when you look at your face, you like it. (Blades are very intimate, it‘s very difficult to share them with anybody else!)
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A place to transform food into love
Snaidero
27 March 2001
Snaidero is the leader in premium priced kitchens and one of the most aggressive kitchen manufacturers in Europe. They have been the first to understand that kitchens were evolving from a place where you cook and eventually eat, into a place where you transform food into love and affection for yourself and your family and friends. Famous designers have worked for them. Their new ES kitchen is made in such a shape that it can be put anywhere - even in front of a window. It feels smooth and functional and it follows the curves of your body when you flex yourself in one of your favourite sports: cooking!
Friendship and complicity
Renault
07 April 2001
Renault Clio is a fantastic example of a Lovemark which has built its success on love and respect with its drivers. Love was the key difference which has allowed Renault to have a leading role in the market and made its main competitor Citroen fade. We have to go back to the 50’s, 60’s, and 70’s to understand what love has meant for both competitors. R4 and Citroen 2CV were very simple, cheap, sturdy cars with great personality and an ugly shape! Over the years Renault has still a high level of love and respect among its clients. Citroen has instead lost its avant garde charm, becoming a “good value for money car”. They were loved by everyone who was free of mind and young at heart. My wife has had several cars, but she still refers to her Red R4 as her real car! The challenge for Renault is to continue to keep the same love intact for Clio, with a target group which is less idealistic, more cynical and more cultured. In a world of screws, carburettors and pistons, Clio had to find its way to the heart of the consumer and stay there. Since the beginning the new Clio has been launched on friendship, love and complicity because in the end a car is needed to go to places, to visit places you’ve never been to, and eventually meet people!
Rare and numbered
Riva Yachts
27 April 2001
Riva started building runaboats after the Second World War. Their shape is classical and they were built in wood. They continued to build wooden runabouts until 1973. Then it became too expensive, but there is a second-hand market which is very lively. Their names are extravagant, bold, but not excessive: Acquarama, Tritone, Florida, Ariston, Olympic. The wood with which they are built is smooth and you can feel it. You pay a price for it. They are very expensive to keep to start with and they are impractical (if you put your feet on the wood you slip!) But there is nothing like the roar of their engine to turn you on (and to get the attention of who is around!). They are the most beautiful objects built by a human being that you can see at sea. Of course they are rare and numbered! Brigitte Bardot, Peter Sellers, Reza Pahlavi, Ranieri of Monaco had one. And the legend goes on.
Add fun to your home and your life
Kartell
27 May 2001
Instant classic plastic furniture. A piece designed in the 60’s is as contemporary and appealing as one built today. They are simple, colourful, practical. They make no fuss furniture: tables, chairs, trays, stools, shoe lockers, bookcases! They fit it with any kind of furniture you have, adding fun to your home, and in the end to your life. They are miles away from Ikea!!
Inspired by the outdoor life
Canadian Clothing
27 May 2001
Canadian is outdoor clothing and accessories inspired by the outdoor life of the Canadian mountains. The fabric is light (so it can be packed easily) but when you need it, it can be very warm. The colours are bright, you can spot a Canadian piece of clothing miles away, but it’s not intrusive, no flashy labels. In a way, Canadian clothing and accessories respect you for what you are. They know you don’t go hiking every morning, they know you take your children to school and then struggle for a parking place behind the office. But they respect you. They privilege lifestyle, but not demographics. They surround you with their spirit: when they write you home with a catalogue, which does not look commercial (it does not say buy me, buy me!) or in the shops where they are sold, where the assistants are people like you, but with a different job. Wearing Canadian clothes makes you feel, on your day off, like you're either on the mountain or at the sea, even if it is not true. A Canadian piece of clothing can be easily stolen from your husband’s (or wife’s) wardrobe!
Freelosophy is about enriching everyone
Tiscali
27 May 2001
Tiscali is the David’s in the telecommunication business who became a leader in Europe in only two years. Its founder - Renato Soru – has one of the lowest profiles I’ve ever experienced, his brightness is engaging, his heart very big, his attachment to his land very moving. When you speak about an Internet provider you speak about technology, ease of use, abundance of services, tariff plans … but Tiscali is the only provider you choose because first of all you adhere ideologically to their vision. Freelosophy is not just about free Internet: it is about enriching everyone if each and all can freely participate.
The low profile of a barbecue on the beach
Tods
27 May 2001
You put in a mixer the chic of Jackie Kennedy, the coolness of her husband Jack Kennedy, the mystery of Audrey Hepburn, the scent of sandalwood, the comfort of a 1960’s Citroen, the aggressiveness of a Ferrari, the low profile of barbecue on the beach - and you mix it. When it’s mixed you wear it on your feet.
When you look at your face, you like it
Gillette
27 June 2001
To shave is a pain in the neck. It is one of those things for which I envy women. If you shave in a hurry or with a cheap blade you cut yourself and so you’ll begin your day bleeding. Who wants that? With Gillette Sensor Mach III you feel really smoother (almost cool!) and safe. And 80% of the time, when you look at your face, you like it. (Blades are very intimate, it‘s very difficult to share them with anybody else!)