by Maddalena Baldini

A creative observatory, non-conventional products connected to beauty; these are the main characteristics of the Pininfarina Segno project. Creation and manufacturing of aesthetically unique objects, well connected to a quality supply chain characterised by the Made in Italy attention and value. A source of ideas that are shaped and accomplished through a direct confrontation among the parties, with the aim of giving birth to something special originating after several months of researches meant to evidence the beauty of shapes, the precious materials as well as practicality. This is what Davide Fabi, the project CEO, anticipates.

Can you tell us some details of the big Pininfarina Segno project?

“We started in 2018 with the will of creating something unconventional. From here originated a collection of writing tools with a special tip made in metal alloy manufactured in Italy and patented in the world with the name Ethergraf, an alloy microscopically scratching the paper, oxidising it, leaving a precise and light stroke with no need of a recharge. The idea developed no less than from an old project by Leonardo da Vinci that we obviously reinterpreted it in a modern version. Design, Italian spirit and much storytelling were the ingredients of an immediate commercial success, whose “brand stretching” brought us also in the most traditional world of ink that we approached from a new perspective, that is looking at writing from the point of view of design and not only for its function. Fluidity and ergonomics, but utmost attention paid to design that becomes the focus of the project. This is why we called this category ‘Design writing’”.

How can you combine the beauty of design to practicality in such a sector as the writing one?

“We produce unique items that detach from the classical cylindrical shapes, also thanks to cutting edge working techniques giving life to small “jewels” with an unconventional beauty. A range of tools with a “wow” effect whose function is just an assumption. We want to amaze and to do so, we invest every year in R&D making new collections among which Limited Numbered or Special Editions like, for instance, the Maserati one, just to make some examples”.

What is behind the success of Pininfarina in the business gift sector?

“Pininfarina Segno has been always having a significant role in the retail sector, but, for some years, it has also been addressing to those companies desiring a peculiar item able to stand out, with a customised medium-high level product. In around 2018 we opened the “customize” section that is developing fast and is just meant to a minute and careful customisation that can ensure the quality of our products and the pleasure to own a one of a kind object. In 2019 we launched a department dedicated to “one-to-one products”, designing and manufacturing customised objects for our client following a full Pininfarina style. Although we obviously need to have a specific quantity guaranteed, the final result is excellent, just like the one we obtained with the collaboration with Hyundai for the launch of the new range of high-end vehicles of the Genesis line”.

Projects and developments for 2021?

“Despite the difficult period, the projects did not stop and new ideas are imposing themselves and will be implemented over the next months, for both the commercial and the production departments. We are committed to strengthen the online sale market also with international level programs. We are implementing the ink sector thanks to the launch of other three new collections and we are increasingly turning to eco-sustainability with a line of backpacks and bags created with a “fully green” material. We are not looking only at 2021...but our attention is also focused to the following two years”.