Willing to reconnect with its roots and embrace a new form, Richard Ginori changes its name to Ginori 1735, creating a new line in which tradition and innovation will mix as never before
Most metamorphosis face forward, but Richard Ginori chooses instead to look back. The brand, now Ginori 1735, decided to change its name to recall the founding values of its activity, an all-italian passion for culture, colors and art: in Alain Prost’s words, president and AD, “with this change we further invest on our legacy”. The brand’s roots are deeply grounded in Italy’s history: its founder was marquess Carlo Ginori, who opened a factory in Sesto Fiorentino near Firenze during 1735. In a few years the new-founded manifacture developed a specific craftmanship which gained them renown and fame, thanks to their reproductions of baroque sculptures like Massimiliano Soldani’s and Giovanni Battista Foggini’s. Innovations introduced by Ginori’s crafters were transfer-printing and stenciled decor, also known as stampino, both capable of accellerating the production of porcelain decorated tableware.
Thanks to the brand’s effort and innovation porcelain became a must-have in middle class houses, finally affordable by the aforementioned methods and replacing maiolica wares. As time goes by, the brand focused mostly on selling tablewares, abandoning the production of statues and statuettes and becoming one of the lead names in porcelain craftmanship. Its world wide distribution stems from the italian flagship stores in Florence and Milan to reach Russia with a monobrand store in Moscow and scatter in Department Stores and Speciality Stores around the globe, chosen for their top-level selection of wares. Almost three centuries later, now being part of the Kering Group alongside luxury excellences like Gucci, Saint Laurent and Alexander McQueen, Ginori decided to shed its old skin to channel a vision that aims to entwine past and present, tradition and innovation.
This duality is well described by the coexistence of a new lettering, still mindful of tradition in its handdrawn – like font, and the old authentication logo, which remains unchanged: if you buy Ginori tablewares, always look for a little crown. The brand’s new direction will be inclusive of different voices, pointing to a future where its craft can find ways to tread undiscovered grounds, collaborating with names like Giovanni Gariboldi, Gio Ponti and Alessandro Michele. Ginori 1735 works to bring art in everyday’s life and everyday’s life into art, recruiting creative talents from cinema to architecture and interior design. Wandering its personal yellow brick road, Ginori discovered itself in the past as a brand always projected into the future.