06 July 2004

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Beauty: Elica products, art and ....

“The beauty of Elica’s products framed by the beauty of human creativity expressed over the centuries.” With these words, Elica Group CEO Francesco Casoli inaugurated Elica’s new showroom, located in an atmospheric 18th century building right in the historic heart of Fabriano, on the premises of the shop Regalobello at Via Balbo 31. The world-leading cooker hood producer has recreated here a kitchen environment superbly enriched by the presence of an exhibition of artworks selected from private collections by Umbrian connoisseur Mario Lispi. Also present at the inauguration was David Lewis, the famous designer for Danish hi-fi company Bang & Olufsen, who has been working with Elica for five years and has designed many of the Elica Collection products exhibited in the showroom. The intention of the company, also active in the fields of electric motors, electronics and special steel applications, has been to organise a fascinating tapestry of contrasting elements, and the event, entitled “The eye of the beholder”, was visited not only by the local press but also by a specially invited delegation of journalists from specialised national magazines. These guests were able to spend two days in Fabriano, visiting the Elica plants and also some of the most beautiful areas in the region. “ Our products have changed the way people think about cooker hoods: it’s a new way of conceiving this particular domestic appliance, seeing it as a truly decorative furnishing item. And that’s why we wanted to put them together with paintings and artworks of exceptional beauty, impervious to the passing of time and fashion. Inviting these journalists from different parts of Italy, we want to give a strong message to the whole country about the wide range of possibilities that Fabriano can offer: it’s not only a city of paper and domestic appliances, it’s also a region to visit for the cultural, artistic and natural beauty that you can find here.” The delegation also saw the Elica research laboratories in Serra San Quirico and the Frasassi Caves before going back to Milan.