Ethimo strengthens its bond with London, the pulsating heart of international design. With a showroom in the heart of the City, a deep-rooted presence in the territory, and constant participation in industry events, the brand continues to breathe the creative spirit of the British capital. We discussed this synergy with the brand’s CEO, Gian Paolo Migliaccio, following Clerkenwell Design Week, where Ethimo distinguished itself with an immersive installation in the Details space.
«We have been participating in Clerkenwell Design Week for many years», explains Gian Paolo Migliaccio. «It’s an event that has grown over time, consolidating itself as a benchmark in the international design landscape. London confirms itself as a strategic hub, where we meet studios and designers who operate not only in the United Kingdom but on a global scale». For Ethimo, Clerkenwell is a valuable showcase: an opportunity to strengthen existing relationships and activate new, targeted, and qualified ones. This led to the creation of an evocative and highly representative display of its philosophy in the enchanting Garden of St. John’s Order as part of the Details event: a “secret garden” where the brand’s latest collections lived in synergy with the natural element and its richness of flowers and plants, but also with the deeply historic architectural setting.
The distributed model of Clerkenwell—showrooms, decentralized locations, events in a compact area of the city—is, according to Migliaccio, «the most effective response to the loss of attractiveness of large trade fairs». «With the exception of the Salone del Mobile in Milan, which remains a benchmark for the sector», he continues, «local events are gaining increasing interest. They are short, concentrated, and direct. In just a few days, genuine relationships are activated with the local community of architects and designers. A vertical communication, much more effective».
The Old Street showroom, on the other hand, consolidates its presence directly and continuously. «We see great interest in our product», states the CEO. «The high-end positioning of our brand allows us to engage with leading players». What convinces the market most are the quality of materials, such as teak, natural stones, and upholstery, and the design flexibility: «We are distinguished by our ability to accommodate customization requests, which are increasingly central to outdoor design». Attention to sustainability is also a focus, a theme in which Ethimo has invested heavily: «We have obtained ISO 14001 certification, an essential element today for collaborating on high-level contract and residential projects».
The contract segment is indeed the primary one for Ethimo in the United Kingdom, although the high-end residential market is growing. Among the most recent projects, the CEO mentions The St. Regis Bermuda Resort, developed by a London studio and carried out outside the UK. «London is often the starting point for projects that then develop globally», he emphasizes. According to Migliaccio, the British capital thus plays a unique role among design cities: «It hosts very high-level studios, with a strong focus on quality Made in Italy. More than half of the projects that originate here then develop elsewhere». In this scenario, Ethimo stands out for its «responsiveness, customization capability, and reliability, both aesthetic and technical». And about the future? «We are working on many interesting projects for the second half of the year», concludes Migliaccio, «but for now, we cannot reveal anything».
Stay tuned.
