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Dear Sirs ,
You are reading the Agape Newsletter May 2010 edition
In this issue:
Spotlight:
Useful links:
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Agapecasa, Spazio Corneliani
A new brand dedicated to the home was launched against an essential but theatrical backdrop designed by Camilla Benedini of Benedini & Partners. Selected items from the historical furniture design collection by Angelo Mangiarotti were set against a restrained backdrop, thus focussing attention on the products on display. Each item was illustrated by texts, sketches by the Maestro or historical photographs: a homage to Mangiarotti’s work as a designer and a demonstration of the continuing relevance of the products Agapecasa has rediscovered.
The first collection includes eleven series – tables, chairs and modular systems – dating back mainly to the Fifties and Seventies, re-designed or engineered for the first time by Agapecasa. The new brand will be marketed through an independent distribution network, although the consistency of its products with Agape’s production philosophy will create synergies with the existing marketing and distribution network.
Since its launch, the new brand has been applauded by the press and commended by architects, designers, clients and opinion leaders. -
Agape at the Milan Furniture Fair
Agape was at this year’s International Bathroom Exhibition at the Milan Furniture Fair with an extensive 300 m2 stand, exhibiting new products as well as designs that are representative of Agape’s current production range. The installation, designed by AAPA in collaboration with Agape Retail Design, with lighting by Viabizzuno, showcased other ranges in the catalogue in eight different interiors, each offering an original interpretation of the bathroom as a concept. Products extending the ‘Memory’ range further were launched, revisiting classic icons of the 18th and 19th century in a contemporary style. ‘Evoluzione’, a new range of storage and shelving units was conceived using innovative materials and design solutions to meet the needs of a young clientele, while retaining product quality and design excellence. Other installation centre pieces were: the Vieques, Cartesio, In-Out and Spoon XL bathtubs, the Pear and new In-Out washbasins, the Sen tap range and the new Handwash basins. The Made a Mano surfaces articulated spaces by interacting with Agape products and creating evocative scenarios. Numerous journalists, architects, designers, clients and sector operators attended: no one missed the opportunity to visit Agape’s stand and see their many new products.
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Shop in shop Agape at B&B Italia Store
The two-tone version of the Ottocento washbasin and bathtub were on show at the Agape shop-in-shop at the B&B Italia Store in Via Durini 14, together with the Novecento and Flat XL product ranges. Here, too, thanks to the synergy with the B&B Italia Store, a great number of visitors was recorded and the feedback was very positive.
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Agape image at the Milan Furniture Fair
Agape’s promotional initiative of providing ABICI bicycles to Agapecasa visitors was much appreciated, allowing easy access to the Fuori Salone locations. An ecological and enjoyable way of coping with the Milan Design Week traffic.