Italian design has great potential for growth if it responds to authentic needs

The possibility to do something, but also not to do it: to go on a beautiful trip, but also to stay put; to go to a wonderful hotel or to stay quietly at home; to wear an extraordinary dress or to put on a tunic because it makes you feel better. If I had to describe the essence of luxury today, it is the freedom to choose, the pleasure of not feeling compelled to act or buy just because others do, but opting for a particular experience, object or place because, at that precise moment, it is right for you. It is a much more introspective and personal dimension than a decade ago, more related to well-being, identity, feeling good about oneself'. The conversation with Dario Rinero, ceo of Lifestyle Design, leader in high-end furniture, part of the American Haworth group, begins with the comfortable relaxation of a sunny afternoon, the first after long rainy days. The traffic in Milan remains closed outside the rooms of a headquarters conceived as a home, where one often finds oneself for a dinner, a meeting, a presentation or a simple networking get-together.

Rinero has the affable naturalness of international managers and a personal communication register of soft cordiality. He has just arrived from Dubai and will be leaving for the States in a few hours, but his readiness for the present moment is complete. "This dimension of luxury reverberates in a new sense of home," he resumes with the rhythm of a reflection pondered over time and only now put into words. "An element of life, of aggregation, of love for others, of hospitality very very much (he repeats it three times, ndr) stronger than in the years of hedonism, when going out was the priority. It is a rethinking that also leads to a decluttering, a reorganisation of spaces according to new needs. If the home is the centre of private hospitality, the kitchen area is becoming increasingly central. Once it was a relegated corner, perhaps hidden, now it is an element of hospitality and time spent together". It is no coincidence that in these offices there is a well-equipped open kitchen available for chefs and convivial occasions. "Another crucial theme is lighting, first of all to encourage a aging population that needs modulating and directional intensity, and to see better, perhaps even inside cupboards and furniture. And then light makes the shared spaces of sociality, such as the dining room or living room, more comfortable and hospitable".

He may be a cosy landlord, but Rinero is at the head of a federation of companies: his group has in its portfolio brands such as Poltrona Frau, Cappellini, Cassina, JANUS et Cie, Luminaire, Ceccotti Collezioni, Karakter, Luxury Living Group, Interni, Zanotta, Vivente, designs and manufactures furniture under licence for Dolce & Gabbana, Versace and Trussardi, and has recently added Home Ralph Lauren. It comes naturally to him to ask whether this speech describes, under the surface, the themes of upcoming acquisitions. "At the group level we continue to look at the market by searching, identifying and attracting, when possible, realities of excellence, i.e. companies that represent the best in their segment. It is true that we are not present in some crucial sectors such as kitchens, bathrooms (another area of strong value in homes today) and lighting, but the criterion for acquisitions is another. The quality of the company counts, not the category. I like to think of our offering as a bouquet: when we add a flower, we do so because it goes well with the rest. Rather than adding a missing category at any cost, I prefer the balance of the whole.

A balancing of professional steps that resonates in the thread of a reasoning on luxury that weighs not only freedom but also the speed of choices. "We live in a society that evolves at an increasingly frantic communication pace, we are a generation in a constant state of stress: telephones, the web, advertising, thousands of options available... It is no wonder that the need for moments to refresh ourselves, spaces to pause, to disconnect, is growing. For a long time we have identified success and fulfilment with the rapid achievement of goals. We should recognise that it lies rather in the ability to balance haste with deceleration, action with thought. Knowing how to run when it is time to run, but understanding when it is time to stop to rest and recharge the batteries. Inside a house, this means being able to carve out a private corner, a room or a small comfortable place all to yourself, where you happily sit and read a book, listen to music or just think, but with the knowledge that you feel yourself there.

Placed in this context, the numbers have a different echo. With a turnover of EUR 850 million, Lifestyle Design is part of the American giant Haworth, which has reached USD 2.57 billion by 2023. Rinero, who works for the premium sector, is convinced that 'the opportunities are still all ahead'. He explains this with the lucidity of what he calls 'honest reasoning'.