Its name was Florì, then it has been renovated, became Riflorì and, in 2012, took the name of Art on table: we’re talking about one of the most successful ranges of Gio’Style, now out of catalogue, which has revolutionized the horizon of household products bringing the design in supermarkets and making it available to everyone.
We talk with its creator, the designer Marco Maggioni.
Florì was born in 1995, when Gio’Style ranges dedicated to the house were composed of a few uncoordinated pieces.
I decided to dare, imagining shapes inspired by the floral and botanical world, and I have been rewarded.
The iconic piece of the collection is certainly the cutlery drainer, which I saw used also on the desks as pencil cases: when an object exceeds its intended use is always a good sign.
The entire line was based on curved and sinuous lines, almost sensual – a type of plasticity that is known to work: it is known that customers are more attracted by soft forms, which give a feeling of warmth, less than sharp and cold.
At that time for these objects there was only one language: the language of the functionality.
The idea to introduce a new one was a brave choice but lucky.
Florì was very different from the other ranges, it emerged in the hubbub of products, all anonymous and all similar, and was immediately intercepted by those who traveled with the trolley between the shelves, establishing a sort of emotional residence in the client.