Milano Home asked Alessandro Falsetti, CEO of Zafferano, to reveal its characteristics and then analyze in depth the philosophy and investigate the strengths and distinctive features of the Treviso-based company.

If you had to list one characteristic of Ocean Cay to highlight its distinctive profile, what comes to mind?

“From a formal standpoint, the distinctive characteristic of the Ocean Cay lamp is its inspiration from the lighthouse of the namesake island, a symbol of MSC Cruises' commitment to environmental sustainability, which evokes emotions linked to freedom and discovery.

From a business perspective, however, this product symbolizes the company's strong interest in exploring opportunities offered by new, unconventional sales channels: Ocean Cay will be sold by MSC on all their ships and, of course, on their beautiful island; we distribute it through e-commerce and in our flagship stores in Treviso, Milan, New York City, and São Paulo, Brazil.”

How did the partnership with MSC Cruises come about and what significance does it hold for Zafferano to be able to convey the company's image on cruise ships that sail around the world?

“We enthusiastically accepted MSC's proposal, which allows us to emphasize a fundamental element of Zafferano's identity. Like the cruise experience, our products are also intended to bring joy to everyday life; in particular, our cordless lamps bring light even where there is no electricity, and they always create an unparalleled atmosphere.”

In an increasingly competitive landscape, what are the requirements that impart value and strength to a product?

"In the current context, these requirements can be attributed to several key categories: design, innovation, personalization, and customer experience. A good product stands out both for its aesthetic and technological, constructive, and functional characteristics. Products must be attractive but also durable, practical, and easy to use. In this sense, Italian design, synonymous with elegance and innovation, is a great advantage of our products.

The continuous search for new solutions and technologies is fundamental. Being at the forefront and being able to interpret market needs promptly can make the difference between a successful product and one that fails to capture attention. The ability to customize products according to the customer's needs is increasingly in demand. Offering personalization options can make a product unique and special, creating an emotional connection with customers and consumers.

Finally, it is essential to consider the entire customer experience, from communication and marketing to after-sales service. We have succeeded in building a trusting relationship with our customers by offering a high-quality and personalized service, which has increased brand loyalty and positive word-of-mouth among our audience."

Aesthetics and research are two values that Zafferano has always held in high regard. How do these elements combine?

"Zafferano's brand identity is built on three core values: conviviality, pop-ness, and excellence, which intertwine synergistically in our aesthetic research, creating unique and distinctive products. Aesthetics and research allow us to create products that capture attention and enrich the lives of our customers with emotion, reflecting the beauty and innovation typical of Italian design.

Aesthetics for us is not just a matter of appearance but is also reflected in the product's functionality: this balance between beauty and practicality allows us to offer products that improve the customer's daily life. We continuously invest in perfecting materials and experimenting with new technologies to offer cutting-edge products. Finally, we explore new shapes, colors, and techniques that enrich our catalog.

Continuous research allows us to understand and anticipate market trends. We listen carefully to the feedback of our customers and industry professionals, adapting our collections to meet their needs. In doing so, we combine captivating aesthetics with a concrete response to specific requests."

Creativity is at the heart of our design process, a hallmark of all Zafferano products. What sets our product range apart?

"Creativity is the beating heart of our design process. Every Zafferano product is designed with the ultimate goal of bringing joy into people's homes; from rechargeable lamps like the renowned Poldina, which combine elegant design and wireless functionality, to colorful glassware and Made in Italy ceramic tableware, each item is designed to enrich everyday life, transforming every moment into a memorable experience.

To achieve this, we focus on originality and distinctiveness (colors, shapes, finishes), quality (materials, attention to detail and craftsmanship), utility, functionality, and usability. From superior sound glass tasting glasses, to lightweight borosilicate glass objects, from hand-painted Made in Italy ceramics, to the smartest versions of our lamps, all products are an expression of this combination."

More generally, what are the distinctive elements of Made in Italy products that are so popular and appreciated outside of the country?

"Made in Italy products are recognized and sought after internationally for their quality craftsmanship, design, and the cultural identity they represent. Among Zafferano products, those that are "Made in Italy" (for example, the "Lido" ceramic collection produced by our partner CIVITA in the upper Lazio region) are particularly appreciated for the traditional techniques used in production: artisanal practices passed down through generations, and care that gives each piece a history and an intrinsic value that consumers appreciate."

"Lamps, glasses, and more. Tableware and other items are sought after for their practicality but also evoke emotions. What message does Zafferano convey through its products?

"The message is linked to the joy of living and the beauty of everyday moments. Each item, from lamps to glasses, is designed not only to be functional but also to celebrate the joy of 'being together,' evoke emotions, and create unique atmospheres.

Zafferano products are designed to enhance everyday life, transforming simple moments into extraordinary experiences. We want every table and every room decorated with our items to become a place of sharing, where even everyday occasions become special, through creativity and quality. And above all, we don't target an elite audience but - thanks also to our pricing - a broad, diverse clientele that appreciates meaningful experiences, rich in emotions and beauty, in every aspect of their daily lives."

Sustainability is an issue that cannot be ignored today. What is the company doing to promote a responsible interaction with the environment?

"The most environmentally sustainable products are those that don't end up in landfills. Therefore, our approach involves offering the customer a high-quality, durable product with the widest possible range of spare parts, to guarantee prolonged use and discourage the phenomenon of "fast design". Our portable lamps, for example, are designed to last: the batteries guarantee 450-500 charge cycles and, once exhausted, can be easily replaced by the user following our video tutorials available on YouTube. The LED is also replaceable, allowing for simple and accessible maintenance.

The die-cast aluminum structure is robust, but in case of breakage/damage, it is possible to purchase spare parts for the most successful models directly on our website and replace them easily. This allows our lamps to be repaired and reused over time, maximizing the customer's investment and minimizing the risk of premature disposal. Meanwhile, we are exploring creative solutions related to solar energy and will soon be presenting important news in this area."

What do you expect from Milano Home and how do you evaluate last January's edition?

"For Zafferano, participating in trade fairs is always of fundamental importance. Beyond the basic activities of presenting new products and collecting orders, contact with all operators is always an opportunity for comparison and a source of inspiration. Last year's edition of Milano Home gave us excellent feedback and we hope that this year - despite the global market going through a transitional phase - will be equally fruitful."