Crassevig, founded in the 1950s in Italy, has carved a niche in the furniture industry by merging Scandinavian design aesthetics with Italian craftsmanship. We interview the owner and third generation within the company, Francesco Crassevig.
'The company was started by my grandfather in the 50s as a supplier of solid wood steam bent furniture. This changed in the late 60s when my father, the second generation, started to travel to Scandinavia. He got to know the Swedish and Danish architects that were leading the world of design in those years. He got inspiration from this and started to use the skills and capabilities we had in house,' says Francesco.
The 70s marked a significant milestone for Crassevig as it established itself in Northern Europe. 'Our blend of Italian design and Scandinavian minimalism, focusing on detail, set us apart,' he explains. This distinctive approach helped Crassevig become the first non-Scandinavian company to attend the Copenhagen Furniture Fair, solidifying its reputation in the design world. Now the company is represented worldwide, exporting 90 percent of its production.
Francesco Crassevig and on the right the Ampere.
Navigating design events
This year Crassevig did not attend the fair in Copenhagen, citing the event's focus on local producers and its different format. 'I prefer the traditional fairs because they're more effective. They allow us to see all our customers in one place. But at the same time, you have to accept the new trends. 3daysofdesign in Copenhagen is interesting, it's a new trend. Events around the cities are taking place more and more, like Fuorisalone in Milan. It gives visitors a lot of inspiration. On the other hand, it's spread and diluted, which makes it more difficult to visit. You really need to know your way in the city,' Francesco explains.
From London to Rotterdam
This was also the case for Clerkenwell Design Week, with several showrooms spread across London. Crassevig attended the fair last month for the first time after many years. 'It was successful, but fairs are most profitable when you go consistently. Like in Milan, where we've been for 49 years.'
The Finna, made of 100 percent recycled polypropylene.
Crassevig was also at Design District in Rotterdam, taking the same approach as in London and Milan. 'Every year we change our colour palette and presentation. It's difficult to make novelties nowadays, with so many nice new products. The focus we've had the last couple of years is on sustainability. We launched a new product Finna, made of 100 percent recycled polypropylene. These are the characteristics the market is requesting. It's important to focus, not only on design, but also on materials and how the products are made,' Francesco says. This sustainable trend goes hand in hand with the company's focus on must-materiality. 'We like to work with different materials and believe in what we call "artisanal industriality". We try to combine the craftsmanship of the area with an industrial approach. This means being able to fill the needs that are requested, but in an industrial way, so guaranteeing the quality and standards of nowadays.'
All in all, the recent fairs proved a success for Crassevig. 'In the end, the relations with people make the difference, nothing can substitute shaking your hand and talking with someone.'
On the left: the Pola. On the right: the Mixis.
Market trends and conditions
Despite tough market conditions in 2024, Crassevig continues to find opportunities, though it requires more effort and innovation. '2024 is a tough year for the furniture industry. There are still possibilities, but conditions definitely have changed. You have to work more and dig harder,' says Francesco.
As for the trends, the furniture market is becoming more uniform globally, with similar trends in colours and design preferences. However, regional differences remain, particularly in workplace habits. 'In Italy the physical office is still very much alive,' he says. 'While in Northern Europe and the US there's much more focus on smart working. That's the main difference, especially in the contract market.'
Future outlook
'After the pandemic we wanted to go back to physical presence, so we've attended a lot of fairs,' Francesco says. Crassevig plans to maintain this strong presence at major fairs. They will participate in Orgatec in October in Cologne and celebrate their 50th anniversary at Milan next year.
The Axel.
More information:
Crassevig
Via Remis 25, I
33050 San Vito al Torre (UD), Italy
+39 0432 932896
[email protected]
www.crassevig.com