good morning everyone and welcome to a new episode of RiFRA design talk; today we
are in our showroom in Milan, Corso Matteotti 1. I am Ylenia
RiFRA TV presenter, and I am in company with Didier François co-founder
S&D Concepts, welcome
Good morning
and with Matteo Rivolta, president of RiFRA
welcome
before to start a little video introduction
Matteo, when did you meet Didier and how long have you been working together?
Well, first time that I meet this person, Didier, was, if I remember well, Batibouw 2014
Batibouw is a trade fair in Belgium
in february 2014, is a big trade fair where we introduce every year
the bathroom collection and in 2014, we start to introduce in Europe
the kitchen collection, so we participated at the Paris fair in 2013 and Batibouw 2014
and the Milan salone del mobile, (a furniture fair) the kitchen in 2014 and I remember that Didier, and his business partner
partner, would like to open the showroom with RiFRA Kitchen and Baths,
as well like an Italian brand so, I personally meet in 2014, but I think is working with RiFRA
since ten years from now, and because we have an agent in Belgium, good friend of mine
good friend of RiFRA, and is David Leleu that, introduced the company, at that time we was a bathroom company,
to Didier, that was an interior designer in Belgium, well know, and so he started to place RiFRA in his project, I think this is right... right?
Yes, that's correct
Ok, thank you
You're welcome
Didier, do you want to talk about your story, when you start to work, when start your passion for design, and where are you from?
When I finished my studies of interior architecture I directly started to work in interior
design company, to have some experience because when you left school you don't
have the experience to start directly your business and it's in that business
that I met David Leleu, the agent of RiFRA, at that time only for the
bathroom collection and after a couple of years I am I wanted to start as an
independent interior architect and to make some career and I met my present partner
of the S&D CONCEPT, Steven Callebaut, we met while meeting a mutual
friend and at that time the idea was growing of making a new company
S&D concepts and also to open a showroom
where is your showroom?
we are located in Sint Martens Latem
at famous Road where lots of designer are located
Didier, do you want to introduce your showroom for our spectators?
Of course, in 2014 we built the showroom as it is at this present time and the
purpose of the showroom was not to have an ordinary showroom but more to have a sort
of home projection of interior like it is at your home with kitchen and bathroom
living, a fireplace and therefore we don't only collaborate with RiFRA for
the kitchen and the bathrooms but we also work together with other famous
Italian brands as Minotti, Porro and Glas Italia and also for lighting we
work with Flos Italia and also a Belgian light designer Dark, so our showroom
is in fact a
combination of those brands to have an idea of a home space PVC for
instance the big ONE RiFRA kitchen it's located in the
showroom and where we also have sometimes a chef who comes to cook when
there were some meetings with clients
Live cooking
Live cooking
I saw the showroom during construction and during the inauguration
It was a very cool inauguration with all Ferrari and
Maserati and Porsche outside the showroom, best cars, and other people I think you
can feel the atmosphere
Yes
the atmosphere of high-end italian design
so, I think there is an high-end nich of the market that want this type of design and products
but there is also the job of Didier
it's a consultant, and he make beautiful project to
transform the product of the manufacturers fitting in the home of the
client I think this is your goal, no?
We not going to use the product of each
brand as a product, but we have we integrate the product as a RiFRA
or Minotti in a complete project that's the purpose to build a total
project, we don't only do the total projects, some clients come to have a
kitchen or a bathroom
What they need
What they need, but more and more we are specialized
in building complete homes where the client wants to have a nice atmosphere and
Feel home
Yeah, feel home and we try to translate this in the interior design
using the materials that we like to use as lots of woods warm colors
combination of color.s not the black and white as it was ten years ago that more
warm materials and to build a cozy house
Wich color the client prefer?
Client prefer for the moment woods as it is for instance eucalyptus to that is very
special we have also the oak but not only
tinted oak
and some like that
Thank you
And, it's important to listen the customer,the client, but i think the most important thing is your concept
this is also I think about this, S&D concept is the name of the two cofounder
but concept is what do you like to bring in the
marketplace, so your design, I don't know, is it right?
That's correct
What concept come from?
Concept comes from the idea of creating something for
the client so for instance as we have there at the table there is a first
drawing what is really important to have a good relationship from the
beginning with the client so when the client comes to the showroom or we go to
the house we directly try to make some sketches to gain some
trust of the client to give some ideas because most important thing is the idea
behind the house. Yes of course. Afterwards we start working and it's a
computer who does a big part also well it's in fact we know already from the
first sketch how we want to create so for us it's clear, the sketch is a
3d, but for the client it's important to present the 3d with the correct
materials, correct lightening, to build the atmosphere that he sees how his
house will be in reality
so, first step is the 2D, and is the concept,
first step is in fact sketching
And questioning the client...
Yeah, afterwards we are building to the 2D plan in combination with the 3D and we always
work until good final project and then the work starts in
combination with RiFRA to build the furniture and the atmosphere
this is first step and then we have from the same drawing we have a effect an example
of the 3D, the second
The second, the second step
here we see already the material, lighting, atmosphere
how the interior will be like in reality
Didier, now I would like to talk about your actually project
Okay
for example we have the first project is a project we made
three years ago in the South of Belgium its we see here the first 3d sketch of
the kitchen, kitchen ONE, a big kitchen but it was also a total project so the
client also came to us to style the complete house with Minotti
with lightning, to make a complete project
it's a ONE kitchen where we had a combination of the Corian with a matt
lacquer and also the stone bar
This is a living room
living room and in fact delivering with
where the kitchen is integrated so also there we see the combination of the
Minotti composition with a beautiful RiFRA kitchen at the back also for ceilings
and the lightening of design lights
and now we have a second project
this project is effective total project that we made in collaboration with the famous
belgian architect, where we started from the beginning in collaboration with
the architect to build the house so for instance the architect adapted some
walls for that our concept to be completely integrated is also a
combination of RiFRA with Porro with Minotti we always have the
combination of all the brands that we combine to do a made to measure project, also
also there we see RiFRA ONE, kitchen six metres long, and there we have the first
introduction of the eucalyptus material where RiFRA made
eucalyptus material, Porro had eucalyptus material and from two brands
separated brands they made one big project in the same material
you see also in the bathroom which is also a combination of Thickness tablet with ONE
at the left side you see the wardrobes of Porro at the right side you see the
RiFRA but you don't see any difference RiFRA project is completely integrated
in the Porro furniture and otherwise here we also designed flooring
on the walls and forward with the shower combination with the Gessi Taps, Gessi
is also a brand where we work together as italian company
Just let me know that in S&D Concepts showroom there is not only the kitchen, two kitchens, right?
the model ONE and the model FLY, but there is also a couple of bathrooms
combination so people can also shop a bathroom as well as kitchen
to do the total project of kitchen and bathroom, bat the reality of the market is a unique category. yeah.
it's another view of the same bathroom where you see combination of
the flooring, the Porro, the Gessi to build complete project as the walk-in
shower you see there
Perfect, thank you
And finally we have your work in progress project, for example this
first
Living room?
Yes this is effective total project an apartment at the Belgian coast and
it's the first time that we will make the all the cabinets with RiFRA and very special
combination of ONE island, kitchen island in stone.
It's, real stone right?
Real stone
So, we have the 3D of the
You change the color?
the project is in the UK, a big house we are remodeling it's about thousand square
meters where you see we made a big space, because for the client it was very
important to have a living kitchen, kitchen where not only is cooking, but
they have living, or inviting friends, cozy kitchen where in the past kitchens
were isolated places, and in a house we are not trying to have some open spaces
as you see with the big island combination with a fireplace big dining
table, contact with the garden is very important in the project so really to
have the feeling of living in the kitchen
And so also in this case the material is a little more warm
Yeah we were always listening to the client and what he wants from
material so also there the house is a traditional English house we made some
really modern elements we integrated some really modern elements but we
wanted the warm and the traditional English has to be represented
It's a combination of contemporary designer classic material
Yes because we have for instance
all fireplaces integrate with modern
And this
This is a new project we are working on it's also a total project where we have
a combination of a big living kitchen with also fireplace in combination with
a bar and living room so you have here the bar element in the same material
with the wine cabinet big wine cabinet and the kitchen island
completely with the cabinets and fireplace integration of television big
dining table it's really nice project that we have working on for the moment
we have some 3D from how it will be
Is it in Belgium?
it's also in the south of Belgium a new building you see the integration of
the Minotti with the fireplace at the back you see the bar, bar with the
traditional steel construction for wine cabinet in combination with the ONE RiFRA
a kitchen but that will be a bar so in fact we use RiFRA also for the may to
measure for everything so it's possible to make with the principle of the ONE
kitchen to make some other creations and not only to have always the standard idea of kitchen
This is a little kitchen
that is the bar okay it's a bar with wine cellar to the left the bar and you
see directly through the kitchen at the back where you see also the
fireplace so in about ten meters and we have two fireplaces integrated it is a
big kitchen where we have a combination of Corian with cemento at the big
columns and also the eucalyptus wood we're also sliding doors or integrated
so sliding doors for the television, big kitchen island ONE and
the large columns with the integration of a fireplace.
Beautiful, this is a great project, congratulation.
Thank you
And, I have a question, not a question, a consideration
I see basically, not only, but a large majority of your kitchen is designed with an island
and the tall unit, and so also here in showroom here we in Milan showroom we are proposing island and tall unit;
there was a time in the past where Peninsula kitchen or L kitchen was
popular, what do you think is now the trend of the kitchen and which will be the
future the next future, for kitchen designers?
in a new project we see that
people are upgrading their kitchen, and enlarging their kitchen, to have the
possibility to make a big Island living space but in renovation we
are still have we have to see what type of kitchen we can integrate because in a
small space it's not possible to a big island and also the way of thinking of
the client because sometimes we have clients who once we still once it's
kitchen to be more separate or separated by a sliding door it's the
possibility to open but still when they don't want to be the kitchen we
completely open that taken close and they have more the cozy feeling of the
kitchen but we are designing most of the time big spaces with islands
because I think an island is the best configuration to make connection with
the garden or the living space and we have the two
big functions of vacation where we have the plate cooking plate and washing appart
towards the the people towards the garden towards the big open space
yes I think also psychological things of
the island is now that client considered the island of the kitchen as not only
a kitchen but a piece of higher furniture and a piece of art and what the
people what, they want to be impressed by the kitchen and also the guest of the
client want to be impressed by the kitchen so the island is not only piece of kitchen
piece of furniture but it's start to be an icon, piece of design, an iconic piece of design
this because it's not only cooking and washing, but they were
taking some aperitif some drinks, or eating
studying
social time
working with the computer it's all around, around
the kitchen and in the past it was all separate but now they want while the
lady of the house is cooking for instance, the children are doing their
homework and now it's to have the cozy family feeling all
day long effective
what about the bathroom so, what do you think bathroom market
going in terms of design or composition
in terms of design and composition
we have more the hotel feeling of the combination of bedroom, open bathroom
and dressing. so the ensuite rooms are taking some big
part in the design, with lot of light bathroom, with open showers walk-in showers,
are always presenting in our project
I mean, master bedroom, walk in closet and an open bathroom
so this is the trend now
especially with also, it's very popular right now the central tube for the
bathroom is also make a difference, as well we be walk-in shower,
as design in one piece, so also materials that are
the bathroom and dressing, is
completely integrated.
it's an experience that is that
coming from the five stars hotel worldwide. also I think in this project in this our showroom,
our catalog, the project that he did I think also is influenced by the travel, the art
of the travel, the people now is travel a lot and when they travel in five stars hotel
I think they take inspiration, so they take inspiration from the
junior suite, the suite, as Didier says, an integrated project between the bedroom
the living room, and the bathroom, and they want to recreate at home, and this I think
the market and it's coming I think also is not a
mystery but if you go to Belgium, Germany France, UK, London, Milan, Italy, New York
you're going to see the same style, so because the high end people of the world
that are traveling they want this type of look, because they are influenced by
the five stars hotel and also they are influenced by the culture of the design.
the global culture of the design of design in the past it was really
different style now that we are globalized with design
because people see more so at the Internet, Pinterest, Instagram, Facebook
they see a lot and they want the holiday feeling at home
For example is what we are
seeing with the Russian market we start to work with Russia ten years ago the
market was very tough, because the large majority of the market has a different
taste compare to RiFRA, classical and gold but now the latest guest was Russian she is a
very famous architect and his design and build contemporary villas you can
see in Belgium or Los Angeles California, and this is that the type of market that also russian client is
going to approach this type of design, because again, it's a culture, it's a
cultural moment that come from from the people and also from the company like us
and from designers like him so we have to be able to maintain high
standard in terms of product and service to continue to serve that our best, this
type of market
And the client want the best
And the client want the best of course
So important always to evolve when you see the designs of the series of RiFRA
it's always one step forward and I think it's really important to evolve in
the design and to integrate new materials new textures because at that
time you can always give some fresh and new ideas to be different we as designer
but also has RiFRA to be really different at the market to follow the flow of the market
Yes this is also why we open the showroom in Milan and in february we are going to open the showroom
in Dumbo, New York that is a very cool place to be...
all the architecture because we want to be in the major city of the world, right now Milan
New York to feel to feel the city and to feel where the design is going and also
take some inspiration, take this inspiration and put in the collection
because every two years we upgrade the collection and we always a company was
always well know for the quality and the seriousness of the company now I think from
2012 we started the introduction of exotic finishing like cement
metal, ceramic stone, any type of look... new type of design for the cabinet and then right now
we have five to six designers in the company, I think as example...
I was with a client of mine in New York, is the president of Cadillac and
the vice president of General Motors, and he did exactly this thing, so he moved
the headquarters of Cadillac from Detroit to New York, beacuse a luxury brand like
Cadillac has to be in the centre of the action, of the design and of feeling and of
the emotion that a city like New York City can give you, we are not a Cadillac
in terms of dimension but is what we did with RiFRA, so we start from factory and
we move, we continue to have a beautiful factory and offices that we just updated last
week, but also we open the showroom to feel the city, feel the design, and we are
going to open the show in february to feel the city of New York, and the
movement, and the culture of design vof New York city, and bring all this feeling and emotion
in our collection this is our goal and our goal is of
course to execute and deliver this process
with products because at the end of the day we are delivering products
that's also why
I love to work with RiFRA as an Italian brand because everything
that we ask, we are searching for solution, so because we are working
always made to measure, we bring sometimes new Ideas so we want some
special finishing or details and RiFRA is always answering correct with
all the group of interior designers and architects to have a big
nice result at the end
Yes, because people like the quality, why is RiFRA a special, is different?
because the other important difference between RiFRA and
the other companies on the market is that we are producing from zero
we produce cabinet from zero we just choose the raw material and then we
build from zero, kitchens and cabinet so
higher production, state-of-the-art production starting from wood working
than finishing department and assembly of the kitchen so this is why we have
success in the high end market, as Didier and his client, they
want the state-of-the-art and they want the details and they want the custom made so and to do thisRiFRA not only is
a brand, we do not have only a catalog, beautiful picture, but we have
have also to have people, designer, and people that work in the factory to
realize and the dream of the client, so basically at the end of the day we are
producing the dream of client producing the dream of the client and delivery to our interior designers
we producing dreams and delivering
So, is a good interaction between design
compartment and our ideas and we're doing some nice things together
and also in the luxury
this is, i'm going a little bit more deeper because, it's what I study and
we take a lecture in a couple of day from now, so especially in luxury market
no matter what if you are an interior designer, producing cabinets, travel, cars
whatever market you are if you are position yourself or your brand in the higher luxury market
you have to sell and deliver the dream, the dream can be a dream kitchen
dream bathroom, dream car, a dream project, a dream travel, but you have to let the people dream
this is a key of yhe success of the high end market
we arrived to the end of our
episode but before I want to say thank you to Didier
pleasure of mine
and Matteo
Thank you Ylenia
and want to invite to subscribe of our YouTube channel and I
will see you in next episode of RiFRA Design Talk.
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