Francesca speaks to Georgia Boscawen of Superyacht News about what the true meaning of “Italian Style” is ::
Over the years, the term ‘Italian style’ has become a victim of its own success. Global reverence has been taken advantage of by PR gurus, who have inadvertently overused the term, and thus diluted its meaning. “Its perceived meaning may lose its lustre due to PR, or it may be considered a stereotype, but it is really beyond style,” says founder and CEO of FM Architettura d’interni, Francesca Muzio. “If it is used purely for PR, it is very easy to see through. Italians will often talk about the birth of an idea, its development, the passion… they tend not to merely push the final product.
“The most clearly I understood Italian style was when we started working internationally and in the multiple realms of hotels & spas, private residences, as well as superyachts,” explains Muzio. “Working with international teams, it was obvious ‘Italian style’ brought a lot of the heart and soul to the table, and that made us proud. But what is perhaps more interesting is when these cultural strong points mix on international projects and seeing how they complement and benefit one another. With our past international experiences, we have developed excellent organisation, structure, and project management, combining it with the Italian passion and creativity - it is where we have found ‘Italian style’ to really shine.”
“The word style is misleading, perhaps associated with superficiality,” says Muzio. “Italy is a humanist culture, made up of an intermingling and influence of many cultures over the centuries. We deeply believe in dreams and beauty, whatever shape they may take. The style comes in with really being able to listen, and understand the client - how they live, how they want to spend their time, what is important to them, and then manifesting their ideas and dreams with a certain elegance. Style may be subjective, but the resonance a space has with the person it was designed for is undeniable.”
See the full article here : http://www.superyachtnews.com/opinion/italian-style-a-national-stereotype
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