A story of passion,
unity, good ideals

A story of passion,
unity, good ideals

The story of Euromobil Established in 1972 is a remarkable case history, even in the regional business context of Veneto, which abounds in successful model industries. This story concerns a company that began from the second half of the 80s with the size and mentality of a small business throughout the cleverness of choices the property, composed by the brothers Antonio, Gaspare, Fiorenzo and Giancarlo has always adopted. It has profoundly changed to become one of the largest industrial groups in the challenging furnishing business. The Group’s concept of furniture making has changed to provide a true centre of design and consultation for home furnishings, with the production of custom-made kitchens in short delivery terms. Among the goals we can say we have achieved, the most important has been the industrial optimization of furnishing products, which enables us to offer a better quality/price ratio. 

Image

The family as a company
ahead of its time

The family as a company
ahead of its time

Veneto is a land of farmers and immigrants, it has long been a depressed area dominated by an economic system of mold rural areas, where large families, organized according to the system of matriarchy, shared every aspect of life and work, according to a model based on ethical mutual solidarity and communion of all good and resource. Often the central figure of the family, and then the company was made up of a woman: a mater familias with the ability and the power to unite and work needs, gaps and needs, working with the pater familias and outside the most of the time, he invented a work which in many cases has given way to micro, small and medium-sized enterprises of the future.

The family Lucchetta born from these assumptions and with two strong characters, Luigi and Luigia, a husband and a wife, armed with nine children, then become eight, five males and four females. Luigia manages the house, with gentleness and determination together, Louigi worked for ten years when he is a child early, but already a craftsman with golden hands. When you grab the wood never fails to forms that can realize and shape: his desire is for children to themselves create their own space, especially since with the major, Antonio, began to create something on their own. From the first small business, Mobilificio Lucchetta Luigi & Sons, kicks off an exciting and amazing that today is the reality of Euromobil Group.

That house full of voices, from those tables where the father talks and the others listen was born the fire of a passion that has transformed a small company into a company that is one of the strengths of working northeast. This family has somehow Venetian art in the blood and, hence, with the desire to meet the artists, painters and sculptors, along with sports champions. This is the framework on which to build a case history of communication that has few precedents in Italy and in the rest of Europe.

Gruppo Euromobil:
from 1972 to today

  • 2009

    Publication of the monography

    Publication of the monography details

    The history of Lucchetta brothers and their companies, but also of their singular adventure in the world of art, sport and design, is told in a book published by Skira entitled “Gruppo Euromobil, un’impresa di design tra arte e sport”. The book, which contains, among others, the signatures of Andrea Zanzotto, Philippe Daverio, Aldo Colonetti, Valentina Croci, Marco Goldin, Giampaolo Ormezzano Mauro Pecchenino, Ignazio Roiter, is accompanied by wonderful pictures by Fulvio Roiter. Euromobil Group represents a "case" probably unique in Italy and perhaps in Europe of a medium-sized company that believed in culture so much that it becomes the main instrument of its international marketing. The Group's growth, even in times far from bright for the furniture sector, continues to achieve excellent results and that confirms the effectiveness of this strategy. Euromobil, with a typical story from the north east of Italy, had been transformed from a family carpenter in an industry group now in an important position in the international market. In addition to the choice of important names in international design besides young designers from different countries, the Group stands out for its presence in cultural prestigious activities. It is enough to say that in recent years, 360 exhibitions in Italy and abroad have conveyed a single industrial brand, the Group Euromobil by brothers Antonio, Fiorenzo, Gaspare and Giancarlo Lucchetta. “What we want and we have always pursued is to participate, live from the inside, shape the cultural proposals that we decide to project or support. We are interested in direct contact with artists, live their creativity, take part at the public’s enthusiasm during the exhibitions. We are interested in understanding, through art, new concern or the persistence of great certainties, make raw material and growth factor for us and for our companies. In this vision, art and culture have given us so much and we have tried to repay investing strong passion, energy and resources. As well as in sport from which we continue to borrow the desire to win that our eight World Champions and hundreds of athletes of our teams have. "

  • 2007

    Euromobil Group becomes ArteFiera Bologna main sponsor

    Euromobil Group becomes ArteFiera Bologna main sponsor details

    Participating in the exhibition “Arte Fiera” as the main sponsor, the Group Euromobil begins to communicate, in a systematic way and through the exhibitions, the union between art and design. It was decided to study a creative and enriching contribution and value, both for the company and for the exhibition. In 2007, the Group chose not to present products but to communicate their commitment to the promotion of the arts. Exhibition totem, which marked out the stand, showed “ “I luoghi dell’arte” ("Places of art") where the company has supported art events, while at the middle, videos projected critical contributions to explain the relationship between art and business. In one of these interventions, Philippe Daverio stated that“Lucchetta brothers have realized that the enterprise can make good to art, but art is good for the enterprise because it generates corporate identity. And now that the competition is open to successful dimension of globality, it is necessary not only to be excellent but present themselves as unique. In order to make our specificity to be understood, art demonstrates to be the ideal tool and the museum is transformed from a gymnasium for the solitary researcher in a meeting place where the community of tomorrow is shaping".".

  • 2002

    Showroom Inauguration

    Showroom Inauguration details

    The new showroom inside the factory at Falzè di Piave (Treviso) was inaugurated in 2002. This space aim is to present the Group's products to retailers. In the showroom is of crucial importance the workshop area dedicated to Multisystem Project, which shows the sample of all the top, backs, doors and wall elements samples. These may be taken together and housed in a suitable cabinet, which consists of a structural skeleton and that allows to visualize the effect of their combination.

  • 1999

    Communication and image

    Communication and image details

    In the nineties, the company increased its investment in institutional advertising, id est the promotion of arts and sports events and attendance at the sector trade exhibition. For this reason, the Group availed itself of the collaboration of the agency Verba DDB and Gianfranco Marabelli, who followed corporate communications since 1999. Finally, after Bianchi & Kerrigan, since 2004, the Group is followed in the co-ordinated image by ValentiniCesarottiAssociati. In this period also began collaboration with the photographer Ezio Prandini. It was more important to promote the philosophy and business vocation than to promote individual products. Cultural initiatives aimed to convey the message that, in art and sport, the Euromobil Group was the bearer of the same values of the deep industry reasons.

  • 1999

    New exhibition space

    New exhibition space details

    “La Filanda”, a former industrial area of 2500 square meters, used as a space for photo shoots or temporary installations. It was acquired in 1994 when the communication activities of the various brands become more frequent and planned and it is no longer possible to use external photo set.

  • 1998

    Forum

    Forum details

    The Forum in the factory of Falzè di Piave opened in 1998. This space is divided into several rooms and an auditorium with more than a hundred places. The Forum is an important tool for the company because it facilitates the formation of the staff, especially the sellers, in which the Group has always devoted with perseverance. The proximity of the Forum to the showroom also allows us to see and understand the various applications of the products.

  • 1995

    Progetto Multisystem

    Progetto Multisystem details

    Computerization and the integrated management of orders are the basis of the Project Multisystem. In the mid-nineties, Euromobil was able to receive orders immediately via modem through the telephone network and then process them with a direct transfer from computer to sale point’s computer system. This procedure eliminated the transmission errors and sped up the communication, allowing to send to the retailer the confirmation of the order and the indication of delivery terms. In this way, it offered the same service also to medium and small retailers and abroad. The application of the computer program ADA allowed to design a project ad hoc, and it was the trump card to of a market requiring customized solutions. As stated, the fair management has enabled to achieve a high level of production efficiency and to align investments in direct relation with both the resources of the Group and with the actual demands of the market. Since the offer to the customer was transformed from mere product to a range of services, Euromobil has managed a training of the sales network. The agents are converted from simple sellers to marketing consultants, able to point out the transversality between the different brands, without reasoning with “closed doors” but by furniture type. In Euromobil you start to rethink the spread of the offer, the way in which these products are exposed in the stores and the provision of assistance to the seller.

  • 1995

    Désirée joins the Group

    Désirée joins the Group details

    In 1995, Euromobil Group acquired Désirée, a company in the sector of upholstery located in Tezze di Piave, which existed since 1968. This reality, whose name has been kept, enjoyed a good image in the market, but the factory had a craftsmanship feature. The acquisition responded to the need to offer a full range of house furnishings, expressing the unique philosophy of Euromobil Group, as well as a vocation in the manufacture of industrial products. For this reason, Désirée has been the subject of a complex reorganization both of production facilities, and of logics management, distribution and sale. A training program has been implemented for the personnel, so that the production and market position of Désirée was coherent with that of Zalf and Euromobil in the range middle-high / high. This process has been gradual over the years and coincided in the late Nineties, with the expansion and renovation of production facilities, and today with the design of exclusive models, some with patented, and collaborations with young designers Edoardo Gherardi, Jai Jalan and Andrea Lucatello, and the already known Marc Sadler.

  • 1993

    Progetto Soluzione by Zalf

    Progetto Soluzione by Zalf details

    In the nineties the Euromobil Group has expanded the area of the living area. This choice was also helped by improvements in the technology of melamine that made it a more durable product and with better finishes. Before the development of the “Progetto Soluzione” has worked on the aesthetics of the products and on automatisms, elements that distinguish the product Zalf especially in the rooms for children. A very successful product, even now integrated in “Progetto Soluzione” , was the boiserie “Oh!ratio”, developed from the R&S Zalf with Roberto Gobbo since 1993. "Razio" refers to the rationality of modularity: in fact the boiserie gave way to a series of applications until then unexplored. Shelves and all the furniture - beds, desks and sliding systems- can be fixed on it. This is the first example of a structural wall from which all sliding track systems have been developed and they allowed creative design project especially in spaces for children. “Oh!ratio” is a modular system and it can be used in small parts, just like bedhead, or in large areas to organize a whole wall with fixed, hanging or placed on floor containers, beds and desks sliding on rails, settled in parallel or perpendicular to the boiserie.

  • 1992

    Salone del mobile Triveneto

    Salone del mobile Triveneto details

    Participation at “Salone del Mobile Triveneto” (Verona 1992) marked a turning point for the Euromobil Group, also in its image : a stand of 1000 square meters, divided into four spaces, the one in the middle one higher. This space is utilized as reception and is a sort of gateway into the world of the Group. In reception there are some works of Carmelo Zotti and the atmosphere is that of an art gallery.

  • 1990

    Expansion of production structures

    Expansion of production structures details

    In the late eighties and the beginning of the next decade, Euromobil Group announced the expansion of production structures. Zalf in 1990 reached 15,000 square meters of buildings. This expansion was the consequence of the overall reorganization of the production cycle which, with new numerical control machines, has doubled the daily production. In Euromobil, instead, beside the production shed, a new structure to house the showroom, the new warehouse and project office that covers a total area of 26,000 square meters had been built. The company’s expansion communication marks the importance of restructuring the offices. These workspaces are made in accordance with the principles of comfort, rationality and efficiency, assume great importance in this period, because the system of production was unified and centralized by the computer system: factory, administrative and sales offices, network sales and customers now communicate in real time.

  • 1988

    Vanity Kitchen

    Vanity Kitchen details

    The model that in this decade incorporates all the news which carried Euromobil to the market repositioning with “Multisystem Project” was “Vanity” kitchen project, designed in 1988, a period in which the Group set up “Research and Development” (R&S) team for the various brands, in continuous collaboration with, among others, Roberto Gobbo and Domenico Paolucci. The Group therefore focused more on design. The smooth door of Vanity gave way to the design of the forms and the juxtaposition of different materials. Vanity marked not only a greater attention to the issue of space, but also to the idea of kitchen-lab. Great importance is given to the areas for the preparation and storage of food, with special attention to ergonomics and the latest innovations in the sector of electrical appliances. Vanity is immediately reported both as a superior product from a technological point of view (wide range of accessories and equipment) and aesthetic.

  • 1985

    Euronews

    Euronews details

    In 1985, the Group decided to invest in another publication: "Euronews", name that meant to convey a strong message of change and emphasize the cultural and production transformation of the company. The subtitle of the head, “Arredamento, Arte, Informazione, Sport” ("Furniture, Art, Information, Sport"), marked the Group's interests and future investments. "Euronews" have been published until 2000 and distributed to six thousand customers, dealers and suppliers. In the magazine there are editorials on products, the advice of the accountant remains as in "La Pialla", but the content ranges over from the Country’s economic issues from problems of production at a local level. In "Euronews" there is a lot of space for advertising campaigns of the Group and the statement of investment promotion, not only as institutional campaigns and advertising planning in various media, but also as catalogues and new sales tools. There is also information about the technological innovations Euromobil Group has invested on, as the expansion of production structures, the ADA program or installation of the fax machine (1986), or the spread of the ADA software design to sale points (1993 ) and a free phone number for customers (1995).

  • 1982

    The computerization of production process

    The computerization of production process details

    The transformation of the kitchen from fixed elements to variable systems involved that the production process wasn’t done anymore “in stock”, but “on sales”. Therefore, since the first half of the eighties, in Euromobil have reorganized the accounting standards and the entire production cycle through new management mechanisms. From “the fixed base list”, which corresponded to a series of forms describing each single component of the furniture, they changed to “the neutral base list” managed by the computer system AS400, designed in 1982 and implemented in 1985. The ”neutral base list” had therefore allowed a great flexibility in orders management and the use of a common tool to every production stage. In those years, the Euromobil Group had invested in machinery with flexible control system and in the computerization of the entire logistics, carrying out a process that is still working.

  • 1974

    Zalf

    Zalf details

    The company Zalf had been founded in 1974 from the previous structure. At that time Zalf was a reality of 3500 square meters on 10,000 square meters of land, but the whole production line had been rebuilt ex novo with a substantial investment. The company had established itself immediately in the sector of children's rooms, production area in which it is still a leading company, to open in the early eighties also in the area of the living room with container systems, cabinets, bookcase and solutions for the office. The sector of living was from the beginning the company’s aim, but in the seventies, there were mostly some attempts to areas of residence or holidays house. Even from the acquisition of Zalf, it is clear that in the policy of the Euromobil Group's expansion there was the idea of creating synergies between different brands of furniture, in order to provide a complete range of variation for all areas of the house.

  • 1974

    House Organ "La Pialla"

    House Organ details

    "La Pialla", published by Euromobil Group from 1974 to 1984 and produced by communication agency PIMEX in Padova, represented a way to communicate company's initiatives and the development of products to suppliers, retailers and to the end-customers. It was primarily a tool to reach the sale-point. "La Pialla", was not only a collection for tabular advertising or editorial on products, but also represented the mood of the times and the issues related to the production line. Another unique thematic area within “La Pialla” was the page dedicated to musicology, which later had been substituted by lessons of art-history, by the section “Saper Vedere” ("Being able to see") and by profiles of the artists that the Euromobil Group promoted. The opening to musicology, as well as art, demonstrates the Group's desire to transmit culture at three hundred and sixty degrees.

  • 1972

    Euromobil

    Euromobil details

    In 1972 the Lucchetta brothers purchased the site of a former factory on a plot of 17,000 square meters, with a 4000 square meters structure to be finished. This factory had been completely renovated to house the new machinery for the serial production of kitchens and it is still the seat of Euromobil. Both the accounting management as the organization of the factory functioned according to structured logics: the production line and the location of semi-finished products in different machines were arranged in orthogonal grids, in order to maximize space and reduce the risk for workers. As stated by Gaspare Lucchetta, “Order and cleanliness generate self-discipline!”.