wearable architecture designed by Boeri- time.news

by time news

Nava is betting on Stefano Boeri’s new “wearable architecture”, to plan the international growth of the historic brand of accessible design, starting with Europe and Asia. The goal: to double profit and turnover, exporting the famous stationery products, luggage and bags for work and leisure all over the world. «Thanks to our catalog and the strong anchoring in the history of design, Nava has great potential for development all over the world. We were looking for a way to reconnect with design and our cultural heritage, we wanted a Milanese but globally known brand “, says Gianni Crespi, majority shareholder and CEO of Smemoranda Group, which has controlled 100% of Nava Design since 2016. Boeri has taken up the challenge.

From graphics to design

The company, founded in Milan in 1922 as a graphic arts company, which later became a typography and split in 1970 to venture into the world of design, has always collaborated with the big names in the sector, from Max Huber, who redesigned the logo of the Rinascente, Walter Ballmer, the creator of the Olivetti logo, from Enzo Mari to Ettore Sottsass.


For Nava, the architect of the Vertical Forest designed the new collection of backpacks, called BodyPacks, introducing the concept of “wearable architecture”, which adapted products to new needs. Says the star architect: «Since the pandemic we have learned a lot about how to organize spaces and lifestyles. The the concept of time and space – divided between work, residence and leisure – has vanished. Today we need to carry all the objects we need with us ». Thus the backpacks allow you to “add or remove elements”, which can be used separately.

It is “the first step”, Crespi anticipates, of a road that every year will lead Nava to “a foray into the neighboring areas” to the core business. In compliance with the brand style, “minimal, functional graphics, the opposite of ostentation”. The purpose is “Promoting design applied to people’s needs”, emphasizes the creative. Starting with the research on materials. The industrial plan envisages “27 million and a gross operating margin of 3.5 million at the end of 2023 compared to 15 million in current revenues and an EBITDA of 1.2-1.3 million,” says Crespi.

The partnership with Inter

A boost will also come from the partnership with Inter Milano for a line dedicated to the Nerazzurri colors intended for managers and professionals from all over the world. «No luxury or first price, we bet on the medium segment. Our added value is great credibility, attention to materials and functionality », says the top manager. With a multi-channel distribution, both physical and online, direct or intermediated, which includes the major Asian digital platforms (Nava has signed agreements with the T-Mall of Alibaba and Jd.com in China and the GMarket in Korea), concept stores, department stores, clothing stores, leather goods up to single-brand boutiques, such as those in Milan and Miami .

© Time.News

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