Inspirational Owners: November 2005

Legnomagia

Legnomagia is an Italian company that manufactures unique handcrafted items for the home. Founded by Bianca Susanna and Gerhard Roese in 1978, Legnomagia is based in Perugia, Italy, and prides itself as a company inspired by Lovemarks philosophy. Legnomagia’s ecologically friendly products have a solid fan base and are sold across Europe, America, Asia and the Middle East. Bianca shares her thoughts and ideas.

Lovemarks: Has the idea of Lovemarks made a difference to the way you think or talk about brands and branding?

Bianca Susanna: For me, it was a wonder to find Lovemarks. It’s a confirmation of my deep thoughts and philosophy in design and marketing, which I’ve been involved in for 27 years. I identify myself with it contents, especially about emotions and how they are moving the world, and commerce too.

LMKS: Lovemarks recognizes that the senses are portals to our emotions. Can you identify how the senses connect with your products?

BS: The trilogy of pleasure, form and function has guided my work from the very beginning. Pleasure is the result of good quality, mystery, art, sensuality, transmission of heat from one piece of design to a human being, messages of good feeling and living. We need new ways of thinking in using very popular, everyday objects. But we don’t only need function, and not only pleasure. We need love in everything we do.

LMKS: When the essentials of a Lovemark were being formed, Mystery was always at the top of the list. How does Legnomagia apply the element of Mystery?

BS: Sometimes the mystery of Legnomagia objects and utensils are so hidden (what is this?) that the consumers need to think about it and discover the secret. Every discovery is a pleasure in design. A few days ago a good fan of Legnomagia said it is "the company which transformed a trivet into a piece of art".

LMKS: Attributes associated with design, innovation and sustainability are a part of the evolution from trademarks to brands to Lovemarks. How has Legnomagia approached the issue of the environment in manufacturing its products?

BS: My focus has always been on the "quality of life" and the desire to reach it. It started when I studied architecture, environment and landscape (in Roma). When Legnomagia was born, my partner and I had dreams to make something beautiful that people could have in their homes which would contribute to their lifestyles. Thinking about this, we decided to do this through natural and ecological means. We care about the quality of life and we love to communicate this to our team and others. Hopefully we will keep growing and together make everything to better the quality of life. Thinking pink, working pink!

LMKS: What are your top 5 Lovemarks?

BS: * Roma, Italy (Where I was born)
* Pink Floyd
* Yohji Yamamoto fashion
* Camper shoes
* Moroso sofas and armchairs Italy