“B (u) Y Design” to overcome war and emergencies: the project to support the design sector lands in Florence to conquer the internal markets … / Tuscany / Home


These are some of the peculiarities at the center of the 21 Tuscan companies in the “furniture and design department”, yesterday and today in the CFR auditorium in Nana Bianca in Florence, told at the meetings with 10 investors, the largest architectural firms coming from Hungary, England, Israel, Switzerland and France thanks to B (U) Y Design, a virtual platform “inspired by Boccaccio and his Decameron”, presented in Siena in March last year, created to promote and internationalize the “furniture design” Tuscan combined with a plan for meetings in the area with high-level operators selected to favor the international market: a project that seeks to overcome the war and emergencies and the consequent blockages of commercial contacts.

The investors were involved with the support of, among others, the Ministry of Foreign Affairs, ICE (the Agency for Promotion and Internationalization of Italian Companies), the region of Tuscany and the University of Florence. To inaugurate the Florentine stage Federica Fontana of ICE (agencies for the promotion of Italian companies abroad); Giuseppe Lotti from the University of Florence; Irene Burroni, Director of CSM (Tuscana Region Service Center for the Sector). The guests were also journalists from the English newspaper “Icon” and the French magazine “Intramuros” and the virtual meeting with Daniel Gava, an expert in the sector for over twenty years, now Design Patron at the Design Museum in London and an associate member of RIBA ( Royal Institute of British Architects).

Foreign operators want to touch Tuscan furniture products first hand – said Federica Fontana.

B (u) Y Design brings selected international operators in the sector to Tuscan companies with meetings that will last all year round for procurement opportunities and increased international contacts. Design thus becomes a lever to support the entire “furniture” sector to resume with enthusiasm after the pandemic, despite the difficult geopolitical situation, because “operators have shown that they want to return to choosing and touching craft and design products “highest level made in Tuscany,” said Federica Fontana of ICE.

“In the design system – it is recalled in a note published by the organization – which marks + 5.3% in the first 11 months of 2021 compared to the same months of 2019, the Tuscan district has made an important contribution, after exporting Tuscany 1 billion euros in products (exactly € 1,019,000,000 related to the abitare design system, ie furniture, furniture, ceramics, crystal, accessories, artistic crafts) with 5,500 companies (furniture, accessories) and 18,000 employees ”.

B (u) Y Design, an interactive virtual platform, is in its form inspired by Boccaccio and his Decameron, his short stories recur in the video, they are read gradually, “in a clear parallelism between the contemporary and the mid-14th century, which evokes the rebirth after the pandemic and brings openness to a new scenario, now as then, Humanism and the Renaissance “. The platform allows two accesses: one for virtual experience, open to all, the other for B2B meetings for operators and companies that are subject to login. The products of the 30 companies, representatives of Tuscan expertise, are told in 10 rooms as many as the Tuscan provinces and the stories of “Decameron”. Each room represents a province that hosts 3 design products associated with an explanatory keyword about the product’s close relationship to the area: innovation, heritage, nature, stories, sociability, rituals, consciousness, balance, work and landscape. A video on each of these keywords shows the Tuscan product from the companies present, focusing not only on the decor but also on the Tuscan “emotional package” using Tuscany’s competitive identity. “B (u) Y design – explain the creators – is a multisensory event which, thanks to the support of ICE (the Agency for the Promotion of International Affairs and the Internationalization of Italian Companies), the Tuscany Region, the Ministry of Foreign Affairs and regional trade associations, aims to attract international operator and to fill the meeting moments with customers and intermediaries lost in recent months (eg Salone del mobile) “.

B (U) Y DESIGN is co-financed by the Tuscany region, MAECI / ICE, supported by Confindustria Toscana, CONFAPI Toscana, CNA Toscana, Confartigianato Toscana and technically managed by CSM (Tuscana region service center for the sector) – Interior and Design District (technological Tuscany district); University of Florence: DIDA – Department of Architecture

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