We meet Roberto Motti, CEO at Centrufficio Loreto and its CUF Milano brand, in the CUF Milano showroom just as the soccer tournament that animated the exhibition space on the occasion of Milano Design Week 2021 is underway.
An evening of joy and pure fun where we perceived optimism and the desire to return to normal (but too noisy for a video interview! …)
CUF Milano is one of the few companies in the office sector that participated in the supersalone; What is the comment on this very troubled special edition of the Salone del Mobile?
This was the first edition of the Salone we attended. At first we were very undecided whether to participate, but after attending the press conference, we were convinced.
We liked the idea, especially the concept of an evolving exhibition: a space to best express the creativity of each brand, where the product was at the center of attention.
It was a gamble, and the results exceeded our expectations. Milan was filled with people, especially foreigners, and this can only please us, after two years of questioning ourselves on what was the future of retail, office, aggregation and socialization.
It is clear that our way of life is changing, but we found Milan, the Salone and all the companies involved and ready for this change.
The latest products you presented – Gleb at All Around Work and Fusion Green at the supersalone – are characterized by a green vision. What drives you to take the path of sustainability?
It all started from a family choice. We started to change our lives towards a zero waste way of living, and, wanting to replicate it in the company, we found in our collaborators an incredible enthusiasm for this new attitude.
We asked ourselves how much our business could harm the environment, and so we started a process of improving procedures, processes, materials: little by little, starting from small things, but this is also how we get to do the difference.
Furthermore, we believe that people, end users, are increasingly interested and involved in the issue of sustainability, and appreciate materials that, although not perfect and a little more expensive (for now, but things will certainly change), derive from waste and circular economies and have a much lower environmental impact than pure materials.
During Milano Design Week, in addition to participating in the supersalone, you also organized a very fun event in your showroom that was appreciated by architects: can we go back to planning meetings and parties?
It was the first event in almost two years, so, albeit with all the limitations of the case (distance, masks, maximum capacity), we were delighted to host it.
We wanted to do something out of the ordinary, that is a soccer tournament for architects, giving away a table football from our partner and friend RS Barcelona.
We wanted to give a message of joy, fun, we wanted to laugh and make people laugh, after all these months in which it was only possible to talk to each other through a screen.
Also having a large outdoor area, it was possible to do it in complete safety, and we look forward to organizing other events in the coming months!