Arredaesse. The Passion Of Architecture and Design

Majilis

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Como, Varese, Lecco
1994-1999

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Gaggino di Faloppio.
Gruppo Prima Ricerca e Sviluppo

Nel 1994 esistono ancora le pagine gialle. Incredibi-
le ma vero, una segretaria giovane di un imprenditore
comasco giovanissimo, mi chiama perché Arredaesse
viene scelta tra le aziende che appaiono sulle pagine
gialle, siamo ancora in via Montenapoleone e questo
conta….
Vado all’appuntamento, sono scettico, devo andare a
Gaggino di Faloppio, non so dov’è… Arrivo con un’o-
ra di ritardo, ma al secondo piano scopro un mondo
…“PRIMA RICERCA E SVILUPPO”. Mega schermi
che riproducono filmati relativi alle loro molteplici at-
tività, arredi bellissimi tutti firmati Saporiti, brand di
grande glamour nel 1994…
Per il gruppo del Sig. Giovanni Maspero, lavoriamo
sino al 1999, realizzando una serie di boutique di in-
timo “ARTE INTIMA”, negozi per la pasta “PRIMA
LA PASTA”, hub per la riparazione e rigenerazione
di cellulari, centri NOKIA ed ERICSSON, gli uffici
generali in VILLA SFORNI, la residenza privata di
CERNOBBIO e la sede direzionale del “BOSCONE”,
un edificio di quattro piani, multifunzionale.

253

Como, Varese, Lecco
1997

Como

254

Lecco

Varese

255

Arte Intima Arte Intima
Varese Como Muralto

256 Arte Intima
Lecco

Prima la Pasta
Como

Arte Intima
Lecco

257

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Stories of Design,
men and
emotions

VITTORIO MOLTENI

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With so many commissions and projects that have been completed over
these past decades, I realise, as I contemplate the experience of this won-
derful life story, the extent of the work and commitment demonstrated
throughout the world by Arredaesse, its employees and skilled craftsmen
and how many characters have become part of the company’s history: re-
nowned celebrities; princes; famous entrepreneurs; illustrious characters and
artists etc. All of whom had faith in Arredaesse and we in turn repaid their
trust with successful projects and above all by realising their dreams.
This is a story of design; of men, work, emotion, projects, excellence and we
are so incredibly proud of it.

January 1977
One day in January, my cousin Luigi Sormani calls me to his office; I’m a bit
scared but curious at the same time, so I drop everything and go straight to
him.
As usual, Luigi, using his considerable charm, explains to me that the Sormani
di Montenapoleone show room in Milan, which was inaugurated at the end
of 1975, needs a new organisational and staffing set-up and he thinks that
his sister Mariuccia and I are ideal for the task.
He says, “Let’s set up a company, with all the directors having a 20% share:
myself, Giancarlo, Adriano, Mariuccia and you Vittorio. You’ll use the money
from your settlement as contribution to capital and the other members will
contribute the same amount. We’ll call it “Arredaesse”, an abbreviation of
Arreda Sormani.” This is how, on the 1st February 1977, with the help of No-
tary Giglio, Arredaesse was born.
Great idea I tell myself, I’m only twenty-four years old and a company direc-
tor. Fantastic, but…
Not worrying about anything else, I say to Luigi: “but I don’t have a suit that’s
sophisticated enough to wear on a street like Montenapoleone”. Confident
as ever he replies: “don’t worry Vittorio, all you need is a nice pair of jeans, a
sweater and off you go ...”
I, a Molteni, represented the humble farming branch of the Sormani/Molteni
families, while my other cousins belonged to the nobler branch of the family,
the Sormani.
So, this is what I did and this is how it was.
At the show room, I found myself with Patrizia Lapolla and Bettina Fox, two
snooty girls who were managing the store. Mariuccia, acting as Arredaesse
Managing Director, had the difficult task of removing Ms Fox from her role,
to our great regret.
It was however Renzo Trombetta, the general assistant, who provided the
theatrics. He and Patrizia immediately create a fertile environment where
my skills as a designer and salesman can flourish. He accompanies me to
visit potential clients and enthusiastically introduces me as “the right person”
to solve any home furnishing problems they may have.

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On the other hand, I remember Patrizia as a very classy lady who taught
me a lot - how to behave, how to interact with potential customers and
together, during my first year in Milan, we doubled the showroom turnover,
which at that time was a remarkable achievement. It was 1977/78; very
difficult years from a socio-political point of view with galloping double-digit
inflation, the Red Brigades and demanding trade unions.
It is Patrizia who helps me to finally buy my first suit. I’m as happy as can be.
She always told me: “when you get to the level of Agnelli, then you can
always wear the same suit, but not before!
Sadly Patrizia, a young 33-year-old woman becomes ill with leukaemia. The
following year she left me forever and I found myself managing the Sormani
di Montenapoleone showroom alone, still however with the help and sup-
port of Mariuccia.
Together we decide not to search for a replacement for Patrizia immedia-
tely. We have to replace her, but we leave the arrival of the right person to
fate ... until one day a lady does show up, not beautiful, but naturally confi-
dent. She is recommended by her brother-in-law, a long-standing Sormani
representative in Puglia: Maria Grassi from Locorotondo. A strong woman
who has left her hometown for the big city, she is single, slim and Mariuccia
likes her, so that’s fine by me. She is very natural and I feel comfortable
around her. Thus, the real story of Arredaesse begins.
She and Mariuccia understand each other. She comes to Milan every We-
dnesday and Saturday afternoon and we are all on the same wavelen-
gth. The company is doing well; revenue and new clients are increasing.
Together we manage to attract new clients and generate strong, long-term
customer loyalty.
I have my first Arab clients: in 1978, a princess from Jeddah unexpectedly
buys a quantity of modern furnishings, which makes us extremely proud. She
is young, emancipated and helps us to understand that Saudi Arabia could
be a good market, but we don’t know, I don’t know, how to achieve the
required “in” to this new market. I do however realise that the future lies in
opening out towards growing markets and I start to look around.
However, one hot Saturday afternoon in June 1979 at almost four o’clock,
Mr Ricci opens the door. I’ve only just got to know him as his recommenda-
tion a few months ago led to me being able to provide furnishings to Sheikh
Al Semieri for his home in Jeddah. He doesn’t come in, but holding the door
ajar, he says:
Would you like to do a big job? Yes
It’s abroad...no problem
There are commissions to pay ...Ok. That’s fine
Perfect, see you on Wednesday in Geneva then.
He says goodbye and he’s gone.
So begins my, our, adventure providing “turn-key jobs around the world”.
The Geneva project was to be completed in twenty days. At that time Arre-

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daesse still had no organised structure for projects of such size. We only had
20 days to set up the presentation, an almost impossible challenge ...but.
Computers did not yet exist; everything had to be done by hand, but we
had a brilliant idea. Back then I was a member of the local government in
the town of Figino Serenza. I have a long-standing acquaintance, the urban
architect Paolo Favole, a very good urban planner with many, many peo-
ple working in his Milan studio.
I talk to him and immediately convince him with a tempting deal, so in the
blink of an eye we are gathering a formidable team. Argia Capponi, an
architect specialising in interior design, becomes head of the Favole group
and together we come up with a project and a winning presentation, but
above all keeping in mind the timetable agreed with Mr Ricci, who for us all,
from that moment becomes, “Commander Ricci”.
So, it is that at the start of July 1979 I leave for Jeddah with Paolo Favole. We
are laden with papers, designs and quotes, cleverly prepared by Mariuccia,
along with Maria Grassi and Maria Lambrugo, Mariuccia’s assistant.
After a technical delay leaving Fiumicino, we finally arrive in Jeddah as
dawn is breaking. Everything was new to me; the flight, the city, this new
world with a different culture. The sky was red, almost as if to highlight the
expanse of tensile structures of the pilgrims’ terminal.
The ‘Commander’ was there waiting for us and after a short stop at the
hotel we went straight to Taif, a mountain town, where the King and all the
Prince Governors of the region used to transfer their governmental offices
for the summer. Taif sits at a height of 1800 m, immersed in greenery, where
its altitude alleviates the unbearable heat of the desert.
Unexpectedly, Paolo, the only one of us capable of making the presenta-
tion in English, becomes ill and has to remain in Jeddah, so all of a sudden I
find myself alone in the leading role…
And I don’t have a word of English!
In Taif, in a special, large room with a palpable atmosphere, I meet his Royal
Highness Prince Majed bin Abdul Aziz al Saoud, Governor of Makkah and
the Jeddah region, brother of the King and his potential successor to the
Saudi throne.
He has a gentle, affable look that reassures me; maybe he senses my fears
and understands me. I have the strange feeling that a mutual likeability has
been formed between us. Just as well however that Commander Ricci is
there to accompany me and enthusiastically translates as I speak, more
from the heart than the head. Success!
It is Ramadam, so on returning to Jeddah I just have time for a shower, a qui-
ck catch-up with Paolo, greatly recovered, then back off to the palace, this
time in Jeddah, for a further project presentation to the Princess: Emra Noof.
It’s two in the morning by the time we finish explaining the ideas behind the
project, focusing on the various details of the new Geneva residence. Tired,
but satisfied winners, we return to the hotel, the commission is ours. At the

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age of 27 I sign my first major contract: for one million dollars.
My youthful unawareness led me to find the way into new international mar-
kets. I did not speak a word of English but I knew how to communicate with
my heart and mind and that was enough.
The 80s
My cousin Luigi signs a big deal in Iraq with Saddam Hussein in Baghdad
for the renovation of the Baghdad Hotel and immediately afterwards, he is
kidnapped. In a cold and foggy January, returning from Milan with Mariuc-
cia we find the forecourt of the Sormani company full of people. It’s 8 in the
evening; something serious has happened. Luigi was abducted by a gang,
who blocked his Volvo and the car of the secretary following him in a dark
Giussano street, shrouded in a dense fog.
Thirty dramatic days mark the family history. Then he manages to convince
his captors to free him and is released in Genoa; bearded, suffering, but
finally free. 33 days have passed.
Luigi is more than a brother to me. I have learnt a lot from him - his approa-
ch, his way of doing things, his expressions, his determination and his entre-
preneurial abilities, maybe a bit too futuristic at times, but without doubt me-
smerising. He is ahead of the times; he creates a brand that is able to satisfy
every furnishing demand: house, kitchen, and lighting. With 450 employees,
together with Giancarlo and Adriano, Sormani is the first company in the
world, along with Artemide, to produce thermo-form products, making so-
fas and armchairs using moulded foam injections. Bayer, the world’s lea-
ding chemical company, works closely with Luigi and the company. They
produce innovative elasticated fabrics to cover sophisticated products
designed by Joe Colombo, Nanni Prina, Claudio Salocchi and many other
well-established designers, close associates and active parties in Sormani’s
research and development offices. It is no coincidence that the slogan was:
“SORMANI IS TOMORROW”.
The Corriere della Sera rewards the company for an innovative advertising
campaign, an example that Milan’s Bocconi University has maintained for a
decade as an innovation in marketing communication for its students.
We have so many things in common, but individual business issues lead us
to hold different views about our future. In 1987 Arredaesse finishes a lar-
ge project in Makkah with the Bin Ladin Group: the “Governor House of
Makkah”; headquarters of the Makkah and Jeddah regional government.
Luigi asks to leave Arredaesse.
Another chapter opens, time to reinvent, find other routes and other markets
...renovate and renew; including the showroom in Via Montenapoleone.
With Bin Ladin we were very successful, with the help of His Royal Highness
Prince Abdul Aziz bin Majed, our sponsor in Saudi Arabia, who later became
governor of Medina. Not only respecting the timetable, we finish the job 20
days before the Germans of Furola and the American of Steel Case. Arre-
daesse creates all the interiors of the VIP area: about 10,000 sq.m. We design

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everything from marble to finely decorated suspended ceilings, down to
the last piece of furniture, all Made in Italy, installing materials as they arrive
from Italy with a team of Muslim technicians from Kokash (Saudi Ogè), all
coordinated by our Mr Zoghaib Zoghaib, the tireless site manager.
Having concluded the Makkah project, the new corporate structure is con-
firmed and the new company strategy is decided with Mariuccia.

Thus the showroom in Via Montenapoleone is renovated. The Arredaesse
brand appears in the showcases and along with the new set-up handled by
Gigi Mascheroni, new brands are chosen; entirely international. Arredaesse
chooses what may be the most difficult path at that time, but a winner in
the long run.
After careful analysis, we choose and combine with brands such as: DE
SEDE, WITMAN, ROTTISBERG, CRISTIAN FARJAN, a young and timid PROME-
MORIA, along with the best products from SORMANI and MATTEO GRASSI.
Without doubt a collection of internationally renowned brands, presented
on an internationally recognised street in a city that is about to become the
capital of international fashion ...the slogan of the inaugural event was no
coincidence:
“The most beautiful objects in the world, produced by the world’s finest de-
signers”
Montenapoleone becomes the launch pad into the international market;
in just a few months it goes from Saudi Arabia to Japan, from London to
Los Angeles, its driving force never changes: curiosity along with a pinch of
unawareness, the desire to reach the objectives that destiny has placed be-
fore us. Arredaesse had to choose to accept or reject the challenge faced
by its future and it chose to follow the path toward a foreign market, as if in
anticipation of globalisation; it is 1992.
Arredaesse having become autonomous from a design and organisational
point of view begins to work on projects around the world, not just in the
Arabian Peninsula.
In Tokyo; an entire building for the Okura family, in collaboration with Ms.
Yoko Okura and Giulio Mieli.
In Panama, a series of penthouses for wealthy Jewish clients from Arab
countries who had moved to Panama City: Eskenazi, Ghindi, Dayan, etc.,
are just some of the families for whom we have provided fit out services in
close collaboration with the famous Panamanian architect Ignacio Mallol.
In Paris, creating prestigious apartments for the Ali bin Ali families, for Messrs
Goldman and an American lady Ms. Newman.
In London for the well-known owner of a famous, historical car manufactu-
rer.
In Austria, transforming a hotel into a private residence in collaboration with
the Austrian Foreign Ministry and the Austrian Ambassador Prohaska in Jed-
dah.

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A residence: with 28 suites, 4 living rooms, a prestigious winter-garden and a
top-level SPA pool. The commission for HRH PRINCE MAJED BIB ABDUL AZIZ
AL SAOUD is delivered on schedule as agreed on 1st July 1985 to the great
surprise of Austrian sceptics - in those days Italy is in conflict, with trade unions
on continuous strikes and in the Alto Adige region the south Tyrolian terrorists
are still blowing up power lines.
Prince Majed is a recurring presence in the history of the company. He takes
possession of the new residence, totally satisfied with our work; we are very
grateful to him and hold him in great esteem, not only because he offers
us opportunities but because he is a very open individual, with refreshingly
broad political and religious views.
The 90s
I say to myself, Ok the show room in Via Montenapoleone works, we repre-
sent Europe to the world, but we lack products that are created by us; it
would be great to display “Arredaesse” pieces in our showrooms. I talk to
Romeo Sozzi, who also has the same idea in mind and in fact has just started
to produce pieces designed by Riccardo Dalisi, which I really like, but above
all I like his idea and as a result: Arredaesse Produzioni is born.
Along with Elisa Gargan, we invite 6 emerging designers, already well-k-
nown to the public and industry critics: Dan Friedman from New York, Nigel
Coates from London, Pierangelo Caramia from Paris, Stefano Giovannoni
and Roberto Semprini from Milan and Massimo Mariani.
A highly prestigious international collection is immediately created. The criti-
cs like us, a tide of people pours into the showroom and the parties organi-
sed for events during the Salone del Mobile. The public and industry opera-
tors recognise the merit of our innovations; our collection breaks the market
and is projected towards the future.
In the years to follow the original designers are joined by: Toshiuki Kita, Clau-
dio Salocchi, Naokjo Shintani, Joanna Lay, Isabel Reagal, Anna De Plano,
Remo Buti and Intelmo Toriov.
It is an extensive collection; a family of well-mixed products and resembles a
collection of a major established brand, rather than that of a small rising star
such as Arredaesse Produzioni.
My dream is coming true, the urge to continue in the family’s footsteps and
give continuity to a design story begun by Sormani. It inspires me and I enlist
Renzo Inghilleri’s help in marketing, who coincidentally was one of Sormani’s
first commercial directors.
Meanwhile, projects are being accomplished around the world without in-
terruption. A new market opens in Doha Qatar, a tiny country in the Arabian
Peninsula unknown in Europe in the early 90s.
In Jeddah, I get a call from Geneva from Mr Ajlami, a Syrian gentleman
friend of Commander Ricci, who tells me to go to Doha to sign a sponsorship
agreement with an important local personality; a contract that is indispen-
sable to being able to start working in the country.

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I look for Doha on the map and discover that Qatar is a small state in a cor-
ner of the Arabian Peninsula overlooking the Persian Gulf.
The next day I am in Doha, the capital city of the kingdom. It is insignificant,
flat, with houses and small buildings, three hotels in total, nothing as great
as I had seen Jeddah or Riyadh, in beautiful cities with their wonderful ar-
chitecture, well-structured urban areas and super luxury hotels with every
comfort ...it is 1991.
I am Doha, because the country with its newly discovered gas fields also has
great ambitions and wants to align itself with the development of the other
Emirates of the Gulf.
I meet Kaled to Misnad, a tall, handsome and likeable young man, a former
military fighter pilot, but above all the brother of Sheikh Musa Bint al Misnad,
future Emir of Qatar.
I sign a sponsorship agreement with him and we immediately implement the
construction and interiors of the new Majilis for Sheikh Hamad bin Sohaim
al-Thani, nephew of the Emir Caliph and Minister of Communications for the
State of Qatar.
A wonderful relationship of mutual respect and affection immediately deve-
lops with Sheikh Hamad bin Sohaim al-Thani and along with him the Qatari
market expands. I get to know and work for the Ali bin Ali family on nume-
rous projects and the relationship with Sheik Hamad bin Sohaim becomes
increasingly collaborative. Our sponsor is however always Kaled al Misnad,
a character with many facets and enormous charisma. His company wins
a huge deal, the fit out of the “number one villa” in Alwajbah, residence of
Sheikess Musa, who in the meantime has become Qatar’s Emir Princess.
The interior works last 5 years and overall works are completed after 9 years.
The project is a beautiful Palladian villa in the desert, designed by friends Lo-
renzo Carmellini and Rocco Magnoli, architects in Milan. Their idea, drawn
on a napkin at a dinner with Sheikess Musa immediately captures both her
and the Emir’s imagination.
Marble and mosaic craftsmen, Mr Fantini with his Venetian terrazzo flooring,
Renaissance paintings, handmade Murano chandeliers, floors in precious
woods and dream furnishings are all made by Italian companies, each wor-
king with its laborious people to create a small masterpiece.
10,000 square meters of Palace straight out of ‘The Thousand and One Ni-
ghts’, where Arredaesse has the honour of participating in the commission,
creating some of the furniture, cleverly handcrafted, enormous majestic
doors and expertly crafted and inlaid wooden floors. The palace was suc-
cessfully inaugurated in 1998. Kaled al Misnad gains even more influence
and becomes commercial consultant to the Emir Sheikh Hamad bin Kalifa
al Thani.
In Italy however something is brewing: Yellow Pages. Incredible but true, the
secretary of a young entrepreneur from Como calls me because Arredaes-
se has been chosen from among the companies that appear in the Yellow

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Pages; we are still in Montenapoleone and this is important.
I go to the appointment, a bit sceptical; I have to go to Gaggino di Falop-
pio and I do not know where it is. I arrive an hour late having got lost in the
woods of this little village on the Swiss border. They have called us because
they have to create a 450 sq.m, top-quality lingerie shop. Can’t be true, it
seems like a hoax given the location. Instead I arrive at this insignificant buil-
ding with Maria Lambrugo but on the second floor I discover another world
... “PRIMA RICERCA E SVILUPPO”. This is the name of the company and the
entrance hall immediately convinces me that this isn’t a hoax but rather the
reality of an incredibly avant-garde company. Mega-screens are playing
videos about their many activities and beautiful furnishings all designed by
Saporiti, a hugely glamorous brand in 1994.
I don’t meet the owner but rather the secretary, Donatella Frigerio, who
explains their ideas and what they want to do with this super-intimate lin-
gerie store. She also explains that their main business is quite different. Since
1990, the company deals with the repair of mobile phones recently marke-
ted in Italy and their partners are Nokia, Motorola and Erikson.
Prima Ricerca e Sviluppo repairs and regenerates their initial, very expensive
mobile phones. Returns are high so the owner reinvents and diversifies his
business; great!
We prepare the project, make the necessary changes and win the con-
tract, but contact is always with Ms Frigerio. Eventually the time comes for
signing the contract and I am finally received by the young entrepreneur
from Como: Giovanni Maspero.
He receives me in his office and immediately starts with a phrase that will
always remain imprinted in my mind.
“We presume to know who to choose to work with and we have chosen
you and your company “; an enormous compliment and this is how it was.
From that moment on, we start working for the group.
From 1994 to 2000 Arredaesse carries out commissions for Maspero that are
revolutionary for the period. We choose the locations, design the project
and execute the works for a series of the group’s brands: creating 5 “ARTE
INTIMA” boutiques in Lecco, Como; one in Via Muralto the other in xxxxx,
Varese, Gaggino. 3 Nokia Erikson centres and the “PRIMA LA PASTA” pasta
boutique in Via Milano in Como.
An 8,000 sq.m hub in Rome, a super-technology lab designed for the repair
and regeneration of mobile phones collected in central Italy and the fac-
tory for the first Italian electric bicycle at Bassone.
The restructuring of Villa Sforni in Tavernola (Como); a 19th century villa, whi-
ch was a German command base during the Second World War and then
became the headquarters of the Guardia di Finanza in Como.
The operational offices of PRIMA RICERCA E SVILUPPO are transferred here
and the executive department moves to the top floor. This was a master-
piece in its detail, the materials used, and the focus on quality, design and

267

implementation, the likes of which had not been seen in Como in living me-
mory.
But the icing on the cake has to be the restructuring of Mr. Maspero’s private
residence; an early 20th century villa in Cernobbio, in Piazza Santo Stefano,
where a cleverly designed organisation of space transforms Mr. Maspero’s
dream villa into reality. The villa’s undoubted showpiece, for it’s remarkable
engineering, design and aesthetics, is the magnificent swimming pool, loca-
ted in the former garage, laundry and store area. By slicing the rock bene-
ath the foundations, the shape of the pool was dug out and then tiled with
stunning, uniquely designed mosaics.
Finally, the pool and the rest of the works are finished. On that July evening, I
am alone with Mr. Maspero, facing this newly completed commission. After
an interminable silence he says to me: “This is the pool I always dreamed
of”!! I was very moved and extremely proud in the knowledge that we had
accomplished a masterpiece.
As in all the best stories, there is a crowning moment: creating the head-
quarters for all the “PRIMA RICERCA E SVILUPPO” companies! A multifunctio-
nal 4-storey building, with elevated bridges, lifts that fall into tanks of water,
an auditorium with an impressive wooden lamellar structure, state-of-the-art
electronic equipment, an ultra-modern management suite and a SPA ba-
sed on an idea originating from Sweden and northern Europe, designed for
employees to relax during their breaks.
Then things change, the mobile repair market collapses and so Arredaes-
se no longer receives work from the group and it has to reopen long-ne-
glected markets. Relations with Mr. Maspero remain excellent, but each of
us has to face their own market crises. I realise that after the time spent with
him and his group, Arredaesse no longer has a presence in the Middle East.
This single client on the one hand has provided Arredaesse with five incredi-
bly satisfying years, but on the other hand we have become detached from
other markets, now finding ourselves in the centre of a void.
We have to start again from scratch. Crisis!! In the meantime, Arredaesse
must decide its future and its remaining members: Giancarlo, Adriano, Ma-
riuccia Sormani and Vittorio Molteni have to decide the company’s fate;
mediated by Giacomo Corno, a new corporate structure is created.
Vittorio goes it alone.
The decision is painful, but necessary. I’m sorry for Giancarlo and Adriano,
but above all, for Mariuccia, the person with whom I shared all the com-
pany’s best and worst moments, but that’s life; the decision is inevitable.
Arredaesse thus assumes a new corporate structure with new associates:
Andrea Molteni and Antonella Conte.
Another blank page must be filled. Arredaesse moves from Arosio to Ca-
rugo and the Montenapoleone show room is gone. Arredaesse Produzioni
continues for another three years and then this branch of the business is
sacrificed to the crisis; it is 2002-3 and reluctantly I have to suspend the col-

268

lection.
The Middle Eastern market has to be rebuilt and the company is in crisis, but
at this point with stubborn, persistent knocking and great sacrifice the doors
slowly reopen. First in Italy, creating The Symposium Restaurant and the Inve-
rigo Hotel for my friend Pino De Lorenzo, then the Axolut Hotel and the “Uni-
co” restaurant in Cantù, but above all the general headquarters in Doha of
the Ali bin Ali Group; finally we get going again. Debts are cleared and the
company is reinvigorated. Starting again with Qatar, my daughter Nicole
also joins the company, but above all I am meeting new people: Ms. Elena
Velitchenko, born in Siberia, Moscow by adoption with an Italian mentality
and countless work experience in the field of fashion and design, having
spent a long time with the lady of all ladies ... Maddalena de’ Padova.
Elena is sceptical at our first meeting, through a mutual friend Laura Alipran-
di. She says ... “this guy is always travelling around the world, when will he
have time to help me with my projects?”
One day she comes to the office with Russian clients from Tambov. They
have spent a few days looking for furnishings for the most important living
areas of their residence, but they can’t find anything they like in Milan.
The lady outlines her demands and with a couple of sketches I solve their
problem. Success! Sale concluded and a first small step into the Russian
market.
After this positive experience, Elena brings me a business opportunity in
Kiev. It consists in designing a spa of approximately 5,000 square meters. The
client needs to be inspired. So one day in late August Elena comes to my
office, which is deserted because of the holidays. She has brought Mr Pavel
Reabiken with her, owner of the large building destined to host the most pre-
stigious SPA in Kiev. Andrey Shervchenko, the great Ukrainian footballer rei-
gns supreme with his magical skills in Milan ... that day I had almost nothing
ready, but fully grasping Mr Pavel’s wishes, I manage to quickly invent a
concept project from scratch, which immediately fascinates him. However,
nothing was as yet decided; Arredaesse had still not been commissioned for
the design and implementation of the project.
Just a few days later however, as I was travelling to the airport for a trip to
the Middle East, I got a phone call from Elena saying, “Vittorio, have you got
your suitcase ready?” You’re going to Kiev!!”
Fantastic, well done Elena! Her determination enabled us to close the deal
and start the first phase of the contract – designing and implementing the
project. A long journey with Pavel begins. The eastern market is finally open.
In Kiev we are also contacted by another company “XXI CENTURY”, one of
the largest construction companies in the country, who need to restructure
their headquarters in an ancient but central classic Soviet Union building
that is right next door to the Dinamo Kiev stadium.
Elena proves to be a capable, persistent, highly professional individual with
the ability to maintain the necessary good relationships with clients, putting

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them in a position to make a decision.
So she brings her old friend Vladimir Sherman to meet me, who in a few short
years has created a formidable business in Moscow. He buys an apartment
in Monte Carlo, which needs to be completely renovated. Arredaesse car-
ries out the entire fit-out for him and Elena, using this project, creates just
the right word of mouth, which, strengthened by our results, leads to more
new clients. One of these is Vladimir Skigin for whom we create a “palace”
in St. Petersburg. Four years of impassioned effort bring a wonderful result.
Meanwhile in London, on Bishops Avenue, we create an 800 sq.m penthou-
se, again for Vladimir Sherman, who has at this stage become one of the
Arredaesse family.
Meanwhile, in Doha, we are working on the project and creation of a new
Majilis for the future Emir, Sheikh Tamim bin Hamad bin Kalifa. We create a
penthouse on the 33rd floor of the prestigious ZIG ZAG TOWER and imme-
diately after that, the “SORMANI” restaurant, (almost seems like fate), but it
is in fact the name of a famous Parisian restaurateur specialising in truffles.
In 2012 at BIDDA TOWER, the most beautiful in Doha and today the 2022
Soccer World Cup organisation centre, we create high-tech, mega-offices
with “JAMES BOND” rotating platforms for Sheikh Hamad bin Sohaim al-Tha-
ni. These 1000 sq.m of offices on the 7th floor become the headquarters of
AL TWILA, a company that embraces a series of the Sheikh’s activities and, d

At Blevio, on Lake Como, after 5 years, we are finishing work on Villa Bel-
gioioso, now given the original name of the Russian Count that built it in
1840; Villa Shouwaloff. After many years, the property returns to a Russian
owner, Oleg Boyko, a successful entrepreneur and financier. The endea-
vour, because it can only be defined as such, involved, along with Nessi &
Majocchi, an infinite number of regional entrepreneurial skills: more than 350
people worked hands-on for many years and the expertise of our craftsmen
contributed to the implementation of a project that is unique in terms of
size, logistical difficulties, but especially for the client’s special requirements.
Acknowledgement must be given to Elena Velitchenko, whose great skills
and ability managed to bond and coordinate relationships within a unique
project, which was not easy to manage. Also, our thanks to Angelo Majoc-
chi, owner of the only construction company capable of carrying out such
a project, to its surveyor Angelo Cairoli, who turned every difficulty into a
simple decision and not least to architect Elena Bernardi whose skilful pro-
fessionalism managed to navigate all the bureaucracy that such a difficult
project implies.
In July 2013 we finally hand the villa over to Mr Boyko. Our work is a bit like
that of a mother and father who care for and love their son, live the ugly
and beautiful moments together with him and then at some point have to
let him go. Sorrow mixed with joy overwhelms you, but you know you’ve
done your best.

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This is our vocation, this is Arredaesse; a company born to make our clients’
dreams come true.
2014 is a very important year in Qatar. If you want to work with the govern-
ment you have to have a local company, so I have to decide what to do
and who to associate with. Nabil, vice president of the Ali bin Ali Group wan-
ts to form a company with me. On the other hand, so does Sheikh Hamad
bin Sohaim al-Thani; these are a difficult few months. They are both dear to
me, so with the same deep respect, admiration and affection for both, how
do I choose?
I have to decide and in the end, I choose to associate with the person I
met first in Qatar. H.R.H. Sheikh Hamad bin Sohaim al-Thani is my partner, a
wise choice in terms of acknowledgement, gratitude and deep admiration,
without offending the other party for whom I still hold so much esteem, af-
fection and willingness to collaborate in the future.
Thus, on 14 November 2014 “ARREDAESSE MIDDLE EAST LLC” is born. Our of-
fices are on the 7th Floor of Bidda Tower, Sheikh Hamad bin Sohaim al-Thani
is the majority shareholder and I hold a minority share. Managing Director:
Zoghaib Zoghaib. We sign the company papers one evening of Ramadam
at the Sheikh’s offices and it’s straight to business. We are building the new
offices for “ASPIRE ZONE”, headquarters of the World Cup Football Commit-
tee 2022; a great business card for starting a new business.
In Italy...?... In Italy
Facing Blevio, on the opposite shore of Lake Como lies Moltrasio, a happy,
famous village, thanks to Villa Versace. The new owner calls Elena. He is a
Russian; the king of catering with the most famous restaurant businesses in
Moscow and elsewhere. Mr Arkady Novikov has bought Villa Versace, now
Villa Fontanelle and wants to renovate the main structure.
The relationship is difficult, he is suspicious and fussy. He has already chan-
ged between three companies and two engineering companies. The start is
hindered by his innumerable questions. He speaks to Mr Bokyo the owner of
the villa facing his and gets positive feedback about both Arredaesse and
Elena, so we’re on! First on the list is the construction of the winter-garden, a
beautiful metal and glass structure, where once again regional craftsman-
ship proves its worth. Mr Novikov believes in us, in Arredaesse, and confirms
our position as the principal contractor for a series of important works inclu-
ding the aqueduct and the new gas line, but above all he entrusts us with
the renovation of the first, second and attic floors of the main villa.
Today we are planning an enormous floating pool for him with private SPA
in the park, as we wait for the fit-out of the villa to start.
However, the lake is long and full of villas, so in Cadenabbia an American
lady calls us to re-purpose her basement into a SPA with small pool and to
transform the attic into guest suites.
On Avenue Marceau in Paris, we are awarded the restructuring of 3 of the
5 storeys of a magnificent building just steps away from the Arche de Triom-

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phe. We are the main contractor and we carry out the entire internal fit-out
of the three floors. Pierangelo Caramia, one of our best designers, collabo-
rates with Arredaesse on the project, overseeing the works. It is the time of
the terrorist attacks in France and we experience the first two. It’s extremely
frightening but we push on with the project and in July 2015 we hand over
the first of the three floors to Sheikh Mashael Bint Hamad.
Immediately after, in January 2016 we complete the penthouse for Sheik
Noof bint Hamad. Yet again we are on schedule with the agreed time sche-
dules and works are completed on time.
The whirlwind starts again. At Cap Ferrat we design the interiors of a con-
temporary villa with breath-taking views over the Gulf. Negotiations con-
tinue and thanks to Elena’s persuasive powers, we are also awarded the
fit-out, in addition to the design, of the interior.
Meanwhile, back in the Gulf... Arredaesse Middle East researches and de-
velops a whole series of governmental contacts that lead to more results,
while Arredaesse Italy starts designing and is awarded the fit-out of a 4,000
sq.m building in Doha for a member of the al-Thani family; a project with the
finest of entirely Italian detail and finishes, in the process of completion.
Arredaesse, empowered by numerous international experiences, positions
itself and has also become, an “international ambassador of socio-econo-
mic proposals and initiatives” to operators within the sector and beyond.
With the “CIS” of Giacomo Corno, we organise a unique seminar in 2012.
We invite an Arab manager, Ms. Hind, co-owner of the Ali bin Ali Group with
a holding of more than 3,000 employees, to a debate with Italian entrepre-
neurs on the theme: How to develop business relationships with local Qa-
tari companies; development and programming of a rapidly developing
country, a sure future for many Italian companies capable of supporting an
international market.
The seminar is a great success and for this reason in January 2013, it is also
replicated in Lugano with an even more international focus and huge at-
tendance by entrepreneurs, invited by the coordinator, Engineer Piero Ciof-
fi, manager of Julius Baer, the host bank.
Ms. Hind is a great success, her holding is able to form contacts and econo-
mic exchanges with new Italian companies and I, along with Arredaesse,
am happy to have made a small contribution to the implementation and
success of such a unique event that has helped us increase our business
relationships.
We therefore believe it is necessary to make our know-how and our expe-
rience available to whoever is interested in learning, getting themselves
known, gaining new market opportunities, but also to re-evaluate Italian
craftsmen, so often neglected, and for the local communities. We therefore
create a museum/gallery, where anyone can find a piece of the world, and
where we can showcase our work and artistic experience, and thank our
partners with dedicated exhibitions that create works of excellence throu-

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ghout the world.
In 2014 we restructure an area of our headquarters to form a museum/gal-
lery and “ARGALLERY70” is born.
This is a laboratory of excellence where each year, using a different theme,
we showcase the talents of our artisan craftsmen, artists and designers.
But all this is not enough; we believe in young people, we want to involve
students in these unique opportunities, so we work hard on the issue of how
to bring secondary school students to visit our “laboratory of excellence”. It
all seems too difficult, almost impossible in view of scholastic bureaucracy.
Thanks to Lino Longobardi however, we manage to forge an agreement
with the Artistico Modigliani di Giussano Secondary School and give 78
young students a 400 sq.m space, which can become their workshop of
ideas and thus in a short time they need to study the scenography, the de-
sign pieces, graphics and photography of the new logo.
AR_LAB is born, a laboratory devoted exclusively to them. An international
jury chooses the winners of each individual section and Arredaesse sets
everything up for them, creates the prototypes of the chosen objects and
the youngsters can finally see their ideas realised. This is a stupendous, uni-
que and historical moment that fills me with joy and which I want to share
with the school teachers who have believed in the project, with the Prin-
cipal Paola Nobili, with Lino who managed to create a sustainable idea,
with Francesca Trotta but especially Gianmarco, who coordinated all the
technical and artistic aspects of the project with the young pupils, making
it all achievable.
On 5 May 2017, everything will be ready to view. Finally the public and the
private community will together find a real opportunity to give young stu-
dents a brighter future, with easier access to the job world.

A momentous goal has been achieved, 40 years in business is a long time.
Arredaesse has seen many collaborators come and go, whose contribution
have led to the company’s success and without them Arredaesse would
not be what it is today. It is difficult to thank them all, I would like to mention
them individually, person by person. I still remember their faces, but perhaps
in the excitement I would exclude someone, so I prefer to say thank you to
those who believed in me, my founding members: Luigi, Giancarlo, Adriano
and, above all, Mariuccia, a person who has always remained close to me
and who today I see again in her daughter, Angela, who continues to work
with me with so much professional ability.
I hope Arredaesse will continue to write its story for another 40 years at least;
it possesses all the necessary prerequisites.
This is a story of design; of men, work, emotion, projects, excellence and we
are so incredibly proud of it.

Vittorio Molteni
23rd April 2017

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l’arte
del

dettaglio

275

Villa Sforni
Como

276

Villa Sforni
Progetto Originale

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Villa Sforni. Sala CDA, Como

278

Villa Sforni. ingresso

Villa Sforni. Ufficio Presidenza, Como

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Villa Piazza Santo Stefano Cernobbio

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Cernobbio. Villa Maspero. Recupero del valore e innovazione funzionale.
Può un vecchio garage diventare una lussuosa piscina moderna e
ultraccessoriata? Il sogno di una vita che diventa realtà.

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282

283

284

Arredaesse New
Head Office
1999

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Arredaesse, Carugo Head Office

New Headquarter, 2.500 mq su tre livelli, store,
uffici, galleria-museo e workshop

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Doha
2002

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289

Roof Garden
Doha

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Roof Garden
Doha

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292

the

LUXURY

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Parigi, Montecarlo, Sebastopoli,
San Pietroburgo. Nuove residenze

per clienti esigenti che amano
il bello e l’alta gamma.

Nuovi clienti che vogliono avere residenze e ap-
partamenti, ville e dimore sempre più belle e
lussuose. Una domanda crescente del segmento
luxury che Arredaesse riesce a intercettare e per
certi versi ad anticipare con nuove proposte e so-
luzioni.

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Parigi
2002

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297

Paris
2002

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