"As a company, you have to show presence, you have to be there and present your products", says Ernesto Gismondi full of conviction and beaming with enthusiasm for the showroom opening marathon - which Artemide has completed within just a few months. First Zurich, Vienna, then Frankfurt and finally Amsterdam. Gismondi sees in the new Frankfurt exhibition a platform for design, light expertise and technical innovation in a central and strategically favorable location, among other things in the immediate vicinity of the Vitra showroom. On two levels light is orchestrated in an emotional and inspiring manner. The Italian architect Carlotta de Bevilacqua's totally white interior concept impressively underscores the design and the lighting effect of the luminaires on display. Furthermore, the elements making up the exhibition can be revolved like props, meaning that different light installations are possible.

With its brand presentations, the Italian company is asserting itself around the globe. This might come as a surprise at a time when companies are focusing on what is essential and thinking twice about spending anything. Gismondi, however, disagrees: "We are fine. Moreover, we decided before the crisis to open several stores. You need to invest at the right time in order to be ready when people have recovered."

He merely puts his finger on a change in purchasing patterns and not necessarily a decrease in sales. Customers attach greater importance to the quality, energy and durability of products, i.e., important sustainable criteria. And Mr. Gismondi invites everyone to go to the showroom to see for themselves the quality and effect of the products. So a visit is definitely worthwhile - even if Signore Gismondi is not present.

ARTEMIDE GmbH
Baseler Straße 10
60329 Frankfurt am Main