There's no doubt that Italians know good design. From Ettore Sottsass's whimsical Memphis furniture to Gio Ponti's sleek wares, Italy has been a leader in innovative, beautiful, and high-quality design for decades. Since 1948, Minotti has been a part of that legacy. The family-owned company has made a name for itself producing high-quality furniture that both references Italy's design history and maintains a fresh aesthetic. AD chatted with Minotti CEO Roberto Minotti (who runs the company alongside his brother and co-CEO, Renato) to hear more about the history of Italian manufacturing, and just what makes the country's products so superior.
Architectural Digest: Can you tell us more about the history of Minotti and how the brand started?
Roberto Minotti: Alberto Minotti, our father, founded the company in 1948. In that postwar time, the Italian economy quickly started to boom again, and the small workshop soon grew into a modern factory employing dozens of craftsmen. The next big step was when my brother, Renato, and I decided to bring the brand onto the international scene in the early '80s. Nowadays the company is distributed in over 70 countries, and the network of flagship stores includes 31 showrooms, located in the main cities all over the world.
AD: Why do you think so many reputable design brands come out of Italy?
RM: Italy has always been the cradle of high-quality craftsmanship. Minotti is located in Brianza, the so-called design district, which is halfway between Milan and Lake Como. It is a well-to-do area, in which over the past two centuries noble and affluent families built many villas, for which highly qualified craftsmen were required in order to furnish these beautiful homes. This explains why there is such a fine know-how in this area that cannot be found elsewhere in Italy. In more recent times, since the 1950s, the entrepreneurs of this area collaborated with famous Italian and foreign architects, creating very special relationships that made possible the creation of a great number of iconic furnishings and lamps.
Minotti's Creed bed.
AD: What makes Italian craftsmanship unique?
RM: All the best Italian-made products meld tradition and technology in an indissoluble way: Artisan expertise puts the finishing touches to products that are manufactured employing cutting-edge production methods, while intelligent hands lend sensitivity and emotion to industrial precision.
AD: What makes handcrafted products special?
RM: Because anybody can perceive their uniqueness, their not being mass-produced products. Every detail conveys the idea of the craftsmanship that’s behind any handmade product. Minotti sticks to this attitude while manufacturing ever-increasing quantities.
The Freeman sectional.
AD: How do you keep up with changing styles without compromising the brand’s heritage?
RM: In time Minotti was able to create its own unmistakable style, which has become very strong and recognizable all over the world. This style is updated every year as we launch a new collection, which is always to be understood as an evolution, and everybody can recognize how consistent the company has been over the years, staying true to the brand DNA. The biggest challenge is to evolve without betraying your heritage.
AD: How would you describe the Minotti aesthetic in three words?
RM: Timeless design, utmost quality, and a strong, recognizable identity.
AD: Where do you see the company in 50 years?
RM: This is a very difficult question. We all hope it will still be a family company, continuing to expand all over the world, without betraying our DNA. We want to continue to create furnishings that are classic today and will still be classic tomorrow. The company is now led by the second and third generations working together in harmony; we hope that the next generation will still hold the banner high.
