Vasevoll stands out as a brand that blends the grandeur of the past with the demands of the present. Drawing inspiration from the opulent Medici era, the German company's creations are more than just decorative pieces—they are a homage to the Renaissance period, reimagined for the modern day. In an interview with the brand's creative director, Helene Knorr, we delve into the current trends shaping the industry, and what the future holds as the brand prepares for its appearance at the Maison&Objet fair.
Vasevoll draws its inspiration from the Medici era. How is this historical influence reflected in your design process and final products?
'The form of our vase is inspired by the famous Medici vase from the Renaissance period, which spans from the 14th to the 16th centuries. This classic form, originally crafted from stone and marble, symbolises luxury and elegance. Later, in the 17th and 18th centuries during the colonial period, these vases were even made from real rattan.
Today, we are the only ones on the market offering this design in PE rattan, a material that combines lightness and robustness. This choice of material allows us to create a vase that is both easy to transport and sturdy enough to hold heavier flowers without bending. Another advantage is its colour durability: our material is coloured throughout, which results in outstanding colour brilliance, unlike surface paint that can flake off. We aim to introduce new, trendy colours each season to delight both existing and new customers with fresh hues.
The pedestal on which the vase stands also reflects Renaissance tradition. Historically, such pedestals were used to display vases at eye level, inspired by ancient columns like the Doric and Corinthian columns with ridges. We have modernised this historical design to provide a contemporary and elegant presentation.'
In which markets is the company most active?
'Our brand is particularly popular in France, Italy, and Spain. In fact, we have not yet achieved significant sales in Germany, even though our products are manufactured and our headquarters are located here. One possible reason could be that in warmer countries, extravagant outdoor events are more common, often organised professionally by event planners.
We are observing a trend where more couples worldwide (exaggeratedly speaking) are celebrating their weddings in sunny Italian villas or by the lake. These events are characterised by elaborate decorations, with our vases on pedestals and smaller vases on tables featuring fantastic flower arrangements. For wedding events, we have specifically developed a snow-white vase that looks stunning with flowers and perfectly complements the ambiance.'
What are some of your bestsellers and what trends are you currently observing in the market?
'Trends are difficult to pin down as we have implemented all kinds of requests so far. Artists and stores often use our vases as sculptures in spaces and decorate them with flowers for special occasions as needed. Many luxury hotels prefer vases with high-quality silk flower arrangements, and the silk flower market is currently thriving, with major manufacturers such as Silk-Ka from the Netherlands, from whom we source our silk flowers. Modern silk flowers now look so realistic that the days of poorly made plastic flowers, once used for cemeteries, are over.
At the same time, the sector for real flower arrangements is steadily growing. Renowned florists, who are often hired for events and weddings, create fairy-tale worlds with their floral creations. Our vases are particularly popular among these florists due to their robustness, water resistance, and lightness on the pedestal. In this dimension, our vases are irreplaceable by other flower containers.
A recent example of the success of our vases is a project at the Olympic Games in Paris. A renowned Parisian event planner organised an event in a historic building, where long, beautifully decorated tables were set up outdoors for many Olympic guests. Our vases, filled with real flowers, were placed in the reception area against the backdrop of the white antique columns of the historic building. This combination of the historic building and our contemporary vases, which draw from the design era of the building, created an impressive and harmonious atmosphere. It was a perfect example of how our modern design idea shines in historical contexts – truly stunning!'
You will soon be at Maison&Objet. What are your expectations for the fair?
'We are very excited about the fair and are participating for the second time. We look forward to the new opportunities that will arise and hope to receive interesting inquiries. Perhaps new applications for our Vasevoll products will emerge. Overall, we anticipate a rewarding experience and the chance to expand our network and further strengthen our market presence.
We will present our large vases on pedestals. This time, we will also showcase the matching small vases, which are ideal for tableware. The combination of the large vases on pedestals with the small vases on tables creates a particularly harmonious and aesthetic overall look. We are excited to present this stylish display to the fair visitors.'
Visit Vasevoll at Maison&Objet at hall 6 stand K79.
More information:
Vasevoll
04525 807 99 46
[email protected]
www.vasevoll.de
Germany