15.05.2017

ICFF 2017
Molteni&C | Dada
New York Flagship Store

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During the largest American celebration of design, Molteni&C | Dada will open its SoHo Flagship Store doors to architects, designers, media and the global design industry to debut a new store design under the Creative Direction of Vincent Van Duysen as well as introduce key Gio Ponti re-issues D.156.3 and D.151.4.

Artistic DNA: creativity passed through generations

Giulia Molteni, Director of Marketing & Communications Molteni&C | Dada, will participate in important panel discussions relating to creativity and brand storytelling throughout the city as part of the largest North American celebration of design.

MODERATOR:
Michael Klug
Founder, Whitewall Magazine

PANEL:
Ara Starck Furst
Visual Artist & Multi-Disciplinary Story Teller
Eames Demetrios
Director, Eames Ofce
Geographer-at-Large Kcymaerxthaere
Giulia Molteni
Director, Marketing & Communications Molteni&C | Dada

Wanteddesign panel
“The New Brand Museums”

On Monday, May 22nd from 2:00-3:00pm Giulia Molteni will participate in a panel discussion entitled “The New Brand Museums: How Companies Tell Their Stories.” Hosted in the Conversation Room at Grimshaw as part of WantedDesign Manhattan, the discussion will focus on three iconic design manufacturers – Molteni&C, Alessi, and Kartell – which present brand museums to tell their stories to the modern world through archive collections, iconographic materials, and unique objects.

“A museum is an amazing opportunity to reinforce the Brand Relationship with people, involving them within the company’s storytelling and sharing the Brand vision.”


Here are some excerpts of her pitch.
“A good customer experience means that experience matches one’s expectations.
According with the new customer experience index BEA - Brand Experience Assessment -, developed by AKQA Italy, our digital Agency, together with SDA Bocconi University, there is a high correlation between the quality of customer experience and a return in revenues. This model shows that people are looking for Brand honesty, inclusiveness, gratification and fulfillment from their experience with Brands. All those drivers are the foundations of the new BEA Index. Our Brand’s MolteniMuseum, relaunched 2 years ago in our Headquarter in Giussano, is the most sincere way to demonstrate the Brand honesty, talking about people behind the brand and revealing the secrets of a family story. It’s definitively the perfect chance to include people, giving them a memorable experience and a sense of belonging and alignment to a set of shared values.
And, as a key of the vision, our Brand Museum is going to be the way to stimulate people amusement and pleasure.
Our goal for the next months will be connect our premium place with the entire communication ecosystem and extend this experience even to people who can’t enjoy it physically, through digital media.”

Molteni&C | Dada NY Flagship StoreMolteni&C | Dada NY Flagship Store
Molteni&C | Dada New York Flagship Store

60 Greene Street
New York, NY 10012

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