After the success at the event of the year dedicated to design, the Milan Furniture Fair, we want to share the background that characterized the organization of this event.

We have thus brought together the experiences of some of the protagonists: Engineer Antonio Ammirabile, co-founder of TrackDesign, engineer Mina Cistulli and Giose Brescia, the commercial representatives present in the days of the event, and Alessandra Savio, the art director who signed the exhibition design project.

Spring 2019 marked the first participation in this acclaimed event dedicated to design, marking our positioning within a container that presents novelties and trends signed by the biggest furniture brands. Two years after the birth of TrackDesign, we have already trod this big stage which represented a big challenge for the whole team. Antonio Ammirabile explains the reason for this choice and future goals. "I have always experienced the Salone as a visitor, being there for the first time as an exhibitor, it was an exciting experience. It was a shared choice as I believe that the success of a project is always determined by teamwork. We aimed straight ahead at the heart of the Milanese design machine, excluding collateral events: it is a complex scenario that tests one's work and confronts you with industry realities, icons of style and quality. ”Comparison is essential. Salone del Mobile, is an international showcase and represents new commercial perspectives, our goal is to keep the quality of our productions constant, to innovate production systems that are attentive to the issues of sustainability and respect for the environment, and to expand our network of collaborations and increase the collective of creative TrackDesign ".

We have seen numerous consents from visitors and from "experts": sector journalists, designers, architects and buyers.

"It breathes harmony". This is the feeling that the visitors of our stand at the Salone del Mobile in Milan exclaimed. The magic of colors and shapes within the Track Design space has thrilled the visiting people. But what were the criteria for choosing the objects and what did the fitting suggest? This is why the art director, Alessandra Savio, has revealed the themes that inspired her. "Our strength is diversity. Skills, styles and personalities intersect and mix together in a synergistic way to give life to every work signed TrackDesign. Our product catalog is signed by twenty-four designers who nominate their ideas, subsequently selected, prototyped and put up for sale on our online shop. We network, annexing ideas that turn into real objects. In some ways we are all involved in a shared creative process. Our goal is to communicate the uniqueness of a brand in which you they move so many "creative cells". On the occasion of the Salone del Mobile, I wanted to communicate these values ​​linked to our work, so the forest model inspired me for the concept of abstraction of the themes of diversity, rediscovery of the senses and relationship between nature and steel On the other hand, nature is a teacher.

The greatest recognition came from the visitors who were excited about visiting our space. To convey emotions, you have to get excited and, for me, the most exciting phases were those that preceded the opening days of the exhibition. The choice and attention to detail. The design of the stand and its construction. I am happy to share this result with the whole team. We have worked hard for the success of the installation ".

Our brand has reinterpreted the field of application of corten steel, making it the specificity of the productions. This focus on the material, the corten, represented an element of curiosity and innovation even during the days of the Salone del Mobile. This is why the role of the online store is an important element for us: we provide information on the material and trends of interior and exterior design to ensure that customers have a complete purchase guide. However, in the era of digital commerce, it remains essential to create an empathic and real interface with customers. Let's see with our salesmen, Giacomina Cistulli and Giose Brescia, what are the online and offline sales scenarios and what are the strategies that focus on the increase in turnover in the world of Made in Italy furniture.

"One of our goals is to present corten steel and transfer to our interlocutor its strengths and weaknesses, comparing it with the other metals most commonly used in the furnishing sector. The aim is to transfer knowledge to the customer detailed and the peculiarities of the material.This diffusion and knowledge work becomes a commercial opportunity to be cultivated during our daily technical-commercial activities.This process, then, is facilitated by the collaboration we have established along this path with the architects, the designers, artists and technicians who share the love for this steel with us and who, by offering their products to their customers, represent the first interface, so we try to establish a relationship of trust with customers, providing them with all the information and detailed answers about the strategies to increase turnover , the "after salon" represents a window also on the foreign market. During the event, the "staging" of the products, and especially the multi-function Big Bark in natural corten, caught the attention of many visitors: 85% of the total visits were registered by foreign stakeholders , from French architects to Russian buyers, from furniture dealers in New Delhi to Turkish general contractors. This interest has led us to review the business plan to adapt it to market demand. Today, on the foreign front, we are committed to defining new partnerships for representation and resale ".