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Honda Aircraft Company President & CEO, Michimasa Fujino Will Receive The 2021 AIAA Reed Aeronautics Award

GREENSBORO, N.C. – March 24, 2021 – The American Institute of Aeronautics and Astronautics (AIAA) announced that Michimasa Fujino, lead HondaJet designer and President and CEO of Honda Aircraft Company, will receive the 2021 Reed Aeronautics Award “for the invention of advanced aerodynamic and structural techniques.” Fujino will be presented with the award during the AIAA Aerospace Spotlight Awards Gala on August 12, 2021.

The AIAA Reed Aeronautics Award is the highest honor an individual can receive for a notable achievement in aeronautics that represents a significant engineering advancement milestone. Fujino’s clean-sheet aircraft design introduced innovations in aviation technology, including the Over-The-Wing Engine Mount and Natural Laminar Flow wing and fuselage. The HondaJet is the first, and only, business jet to include these technologies.

“I am honored to be recognized by the AIAA with the 2021 Reed Aeronautics Award and, on behalf of the entire HondaJet team, we are proud to be presented with this tremendous accolade,” said Fujino. “It is a great privilege to be recognized by such a distinguished organization for the HondaJet’s advanced aerodynamic and structural technologies. As a leading mobility technology company, Honda Aircraft will continue to invest in leading-edge technologies that become the new standard in the industry.”

AIAA President Basil Hassan added, “Dr. Fujino’s dedication to utilizing cutting-edge aeronautical technologies to create new value in business aviation with the HondaJet is an inspiration to the global aerospace industry. AIAA is committed to ensuring that aerospace professionals are recognized and celebrated for their achievements, innovations, and discoveries that make the world safer, more connected, more accessible, and more prosperous. Dr. Fujino’s passion for innovation makes him a deserving recipient of this year’s Reed Aeronautics Award.”

The HondaJet’s Over-The-Wing Engine Mount (OTWEM) configuration produces what Fujino calls “favorable interference” by optimizing the design and placement of the engine nacelles. It combines the airflow over the wing with the airflow around the engine to reduce wave drag at high speeds, and significantly improves aircraft performance and efficiency. Moreover, the OTWEM configuration creates more space for the cabin and external cargo areas. The configuration also reduces cabin noise.

The advanced technologies introduced by the HondaJet also include a newly developed natural laminar flow (NLF) wing and fuselage nose, carbon composite fuselage, and advanced cockpit and interior design, which give the HondaJet the best performance and comfort in its class. A proven industry disruptor, the HondaJet has been the most delivered aircraft in its class for four consecutive years since 2017.

The Reed Aeronautics Award is named after Dr. Sylvanus A. Reed, the aeronautical engineer, designer, and founding member of the Institute of Aeronautical Sciences in 1932. Past recipients of the award include Clarence L. Johnson for the SR-71, Ben R. Rich for the F-117, Preston A. Henne for the MD-80 and Gulfstream aircraft, and Elbert L. Rutan for Voyager.

About the HondaJet Elite

The HondaJet Elite is the fastest, farthest and highest-flying plane in its class. The HondaJet Elite incorporates Honda Aircraft’s many technological innovations, including the unique Over-The-Wing Engine Mount (OTWEM) configuration, Natural Laminar Flow (NLF) nose and wing, and composite fuselage. The aircraft is also powered by the GE Honda Aero Engines HF120. All of these advancements contribute to the aircraft’s superior performance, unparalleled efficiency and maximized fuselage space, making the aircraft’s cabin the largest in its class. The HondaJet Elite cabin features a full service galley, a private lavatory with optional belted seat and an industry-first Bongiovi sound system. The aircraft sets the gold standard in safety and human-machine interface technology with an ergonomically designed cockpit and enhanced customized Garmin® G3000 avionics suite.

Honda Aircraft continues to be committed to improving lives through personal mobility, while living in a sustainable society. The HondaJet Elite remains significantly more fuel efficient and emits less greenhouse gases than all other similarly sized twin-engine business jets. Certified for single pilot operations, the HondaJet Elite continues to live up to the company’s reputation for superior performance, efficiency, quality, and value.

About Honda Aircraft Company

Honda Aircraft Company is a wholly owned subsidiary of American Honda Motor Co., Inc. Founded in 2006, Honda Aircraft’s world headquarters is located in North Carolina, the birthplace of aviation. The challenging spirit upon which Mr. Soichiro Honda founded Honda Motor Co., Ltd. is alive today as Honda Aircraft fulfills one of Honda’s longstanding dreams to advance human mobility skyward

Tim Cook

Chief Executive Officer

Tim Cook is the CEO of Apple and serves on its board of directors.

Before being named CEO in August 2011, Tim was Apple’s chief operating officer and was responsible for all of the company’s worldwide sales and operations, including end-to-end management of Apple’s supply chain, sales activities, and service and support in all markets and countries. He also headed Apple’s Macintosh division and played a key role in the continued development of strategic reseller and supplier relationships, ensuring flexibility in response to an increasingly demanding marketplace.

Prior to joining Apple, Tim was vice president of Corporate Materials for Compaq and was responsible for procuring and managing all of Compaq’s product inventory.

Previous to his work at Compaq, Tim was the chief operating officer of the Reseller Division at Intelligent Electronics.

Tim also spent 12 years with IBM, most recently as director of North American Fulfillment where he led manufacturing and distribution functions for IBM’s Personal Computer Company in North and Latin America.

Tim earned an MBA from Duke University, where he was a Fuqua Scholar, and a Bachelor of Science degree in Industrial Engineering from Auburn University.

Juan Serrano - CEO GRUP BALFEGÓ

JUAN SERRANO CEO OF GRUP BALFEGÓ

Manel and Pere Vicent Balfegó, cousins and founders of the company Balfego Are fifth generation members of a large fishing family originating from L’Ametlla de Mar in Tarragona, Spain. In the 80s, they harnessed their vision and decided to invest their time and energy exploring the possibilities of a bluefin tuna fishery. After many years of enquiry, hard-work and investment, they have gone on to establish themselves as the world’s leading company in terms of the understanding, capture, breeding, fishing, production and distribution of bluefin tuna.

Balfegó wild tuna live in pools off the coast of L’Ametlla de Mar. For up to a year they live here, feeding exclusively on wild fish. Dedication has now brought Balfego well earned product recognition, a benchmark of excellence establishing them as the only company in the world which extracts tuna from the sea at its optimum point of fat, dependent on customer demand. The extraction method used at Belfego guarantees a stress-free product, without ‘yake,’ which in Japanese means ‘burned meat,’ offering customers therefore a product of excellent gastronomic value as now found in many of the world’s best restaurants.

 Juan Serrano - CEO GRUP BALFEGÓ

Juan Serrano – CEO
GRUP BALFEGÓ

ABOUT JUAN SERRANO, CEO OF GRUP BALFEGÓ

Career path

I began my professional career at Philips Lighting, in the Procurement and Stock Management and Production Planning departments. Later, I went on to direct a project, a small snack and chips company that was later sold to the Arroz Sosarana Group, which I a shareholder in, and a member of the Board of Directors as Group Secretary. After that, I joined KH7, a company that, during my time, came to be the leader in the kitchen cleaners and degreasers segment. Next, I set up a business providing clients strategic advice and human resource selection and management. I was also part of Forenqui Laboratories. Later I was in a construction company and finally I joined Grup Balfegó in 2007.

Early days in Balfegó

I started as an external consultant advisor to Balfegó. This came about through Xavier Subirats, a former fellow student who is now Vice-Dean of the Catalonian Economists Society. Initially, I used to come in one day a week, later two, then three … Eventually I was working there full time, leaving behind other projects. I have been at Balfegó since then, in the position of the Group Managing Director.

What was the company like when you arrived?

It was a company with a particularly modern structure, a building that was only a year old, wonderful offshore facilities… but the company sold exclusively to, and dedicated itself 100% to Japan, and because of this, the product became a commodity. Our activity began with fishing the live fish. These captured tuna were fattened between July and October, and sold in October to November. This meant that we had to wait for the following year’s fishing season to have more specimens available to sell. In view of these unproductive periods, we elected for the fresh consumption strategy, adjusted to customer demand. Little by little, we were exporting to 32 countries in the world, quickly becoming the world’s leading company in fresh consumption.

At the structural and organizational model level, we also implemented a total transformation in which technology and innovation played a primary role.

We started investing in research, becoming a very powerful source of knowledge about bluefin tuna. So much so, that we were the first to intervene in the tuna reproduction cycle, proposing fishery control measures. In the end, we became a spokesperson that the media went to when they needed to learn about the species and the sector.

In addition, we design a marketing strategy to create a brand of considerable international prestige. This included a traceability system to monitor ourselves and used technology to provide information (weight, size, date of capture, fat percentage and all the itemised health and microbiological certificates), both to the chefs and end consumers alike.

In addition, we are the only ones who routinely specify the level of fat in each individual tuna, and so are able to optimally attend to the taste preferences of our customers.

How is Balfegó nowadays, and what are the perspectives for the future?

At a commercial level, we can say that we are a leading company, internationally recognized. We have a presence in some of the best restaurants in the world in more than 32 countries, and are a pioneer in the marketing of fresh bluefin tuna. Balfegó is a company that functions under a well-implemented integrated management system with procedures that makes us increasingly efficient. We perpetuously seek to improve the tasks involved in all these procedures, continuously improving existing indicators.  In the future, I see us opening up in other areas apart from the restaurant sector where we have been from 2009 until now. Little by little, I see us adding retail outlets, specialized in the gourmet area.

What role does the R + D + i department play in Balfegó?

It is the department, let’s say, at the cutting edge. If we had not gotten to know our product, its biology and its behaviour in its natural environment in the sea, surely today we would be in the position we are in. We would not have been able to give recommendations on tuna fishery management. We have been pioneers in this regard, thanks to all our investment in marine research.

On top of all of this, we should highlight that we have also been at the forefront of research and innovation once the tuna leaves the water. We have learned, by measuring the PH, to control the lactic acid that a tuna secretes after slaughtering, and we were pioneers when it came to measuring fat content. As a direct result of this research, we feed tuna exclusively on blue fish and in this way, adapting the taste in terms of the fat level, to meet the requirements of customers from different parts of the world. In addition, we are in some way able to guarantee the health and food safety of our products. Without a doubt, pioneers in total traceability from the sea to the consumer’s table.

How important have the fish husbandry facilities been in Balfegó’s transformation?

There are two important considerations. The first one is that bringing a seasonal product to market that can only be fished during a short period of time can cause prices to fall. Having fish husbandry facilities available allows us to regulate supply and demand. If, at the other end of the supply chain, there is no-one who wants that tuna, we will never slaughter it. And the second aspect is improving the quality of the tuna we fish. When tuna come to the Mediterranean to spawn, they have lost a large proportion of fat during the journey. It is important that they recover it, because it is in this fat that the quality of the tuna resides. These are the two mainstays.

 

Mike Blackman Managing Director Integrated Systems Europe

MIKE BLACKMAN: ISE REMAINS SCHEDULED FOR 1-4 JUNE

ISE MD Mike Blackman responds to the announcement by AVIXA that the InfoComm 2021 show is set to take place in Orlando in October 2021.

Dear ISE community,

Following today’s announcement that the InfoComm 2021 show will now take place in Orlando in October 2021, we want to confirm that Integrated Systems Europe, remains scheduled to open live and online on 1-4 June 2021 in its new home at the Fira Barcelona.

Whilst we recognise there continue to be challenges ahead, we are in touch with government and the relevant health authorities to constantly monitor the situation. None of us can predict how the situation will look in June, but we are hopeful that by the second quarter of 2021 we will see the world return to a new ‘normal’ with vaccines being rapidly delivered in many countries around the world.

We understand our exhibitors and partners need to make commitments that will incur cost and we do not wish to burden them unnecessarily. For this reason, if circumstances impact our ability to host an in-person event and we are forced to cancel this element of ISE, we will make this decision by 1 March.

With the backdrop of the global pandemic, our priority in recent months has been devising the means to deliver a safe and secure event for all exhibitors and visitors and we have been working closely with the City of Barcelona, the venue and relevant authorities.

In early January, Fira de Barcelona received the ‘Safe Travels’ stamp, an internationally recognised endorsement from the World Travel Tourism Council (WTTC), developed in collaboration with the specialist risk management consultancy Aon and the Hospital Clínic de Barcelona.

ISE has also published A Guide to Safe Visiting, outlining the safe practice protocols that have been put in place with the Fira Gran Vía to ensure that the visitor experience is safe and secure. The guide can be located here.

Looking ahead to June, we can confirm that today, over 37,000 sqm of space is signed up with just under 700 exhibitors confirmed and new companies continuing to book their place on the floorplan.

Next week sees online visitor registration open, coming at a time when we realise the industry is keen to ‘get back to work’ in the second half of the year. Feedback from our recent customer research shows that the industry is looking forward to meeting as soon as the situation allows and we are currently updating the research to measure current sentiment amongst both our exhibitors and visitors.

In a time where many of our industry colleagues are suffering financially or have lost their jobs or businesses, we at ISE are striving to do everything we can to contribute to the industry getting back on its feet.

I would personally like to thank all our customers, partners and colleagues within the industry which we serve and look forward to seeing you again soon.

Thank you,

Mike Blackman
Managing Director
Integrated Systems Europe

Porsche and TAG Heuer enter into strategic partnership

Porsche and TAG Heuer enter into strategic partnership

Stuttgart/La Chaux-de-Fonds. Porsche and the Swiss luxury watch manufacturer TAG Heuer have joined forces in a strategic brand partnership. Within the framework of the holistic and long-term alliance, the premium manufacturers intend to jointly approach both sports competitions and the development of products. As a first step, the partners unveiled a new watch, the TAG Heuer Carrera Porsche Chronograph.

Porsche and TAG Heuer enter into strategic partnership

Porsche and TAG Heuer enter into strategic partnership

“The strong friendship of our brand with TAG Heuer exists since decades and I am more than happy that we are now taking the next steps in the frame of a strategic partnership,” says Detlev von Platen, Member of the Executive Board for Sales and Marketing at Porsche AG. “We bring together what our customers love the most about both of us: authentic heritage, thrilling sports events, unique life experiences and the fulfilment of dreams. We both strive to create some unique, magic moments for our communities. We now look forward to doing it together.”

Porsche and TAG Heuer enter into strategic partnership

Porsche and TAG Heuer enter into strategic partnership

“TAG Heuer and Porsche have common history and values, of course, but more importantly, we share an attitude,” says . “Like Porsche, we are disruptors at heart, always in pursuit of high performance. With this alliance, TAG Heuer and Porsche finally come together officially after decades of close encounters and will create unmatched experiences and products for customers and fans that are passionate about both our brands and what we stand for.”

Two histories – one passion
For over half a century, the stories of the two companies have intersected. Similarities of heritage can be traced all the way back to the entrepreneurs of Porsche and TAG Heuer. Edouard Heuer and Ferdinand Porsche were pioneers whose visions changed their chosen fields forever. Heuer was responsible for the first manufactured chronograph and Porsche constructed a new electric wheel hub motor. Both these accomplishments earned medals at World Fairs held in Paris 11 years apart. Heuer was honoured in 1889, the first Lohner-Porsche Electromobile with this innovation was presented at the Expo in Paris in 1900.

Porsche and TAG Heuer enter into strategic partnership

Porsche and TAG Heuer enter into strategic partnership

The true cornerstones of today’s partnership, however, are descendants of the brands’ founders. Ferdinand Porsche’s son, Ferdinand Anton Ernst or “Ferry”, joined his father’s engineering office in 1931 at the age of 22 and founded the car brand that bears the family name in 1948. Within a few years, the name of Porsche would be inextricably linked with race track success all around the world – including a class win in the Carrera Panamericana race of 1954. In honour of its successful participation, Porsche calls its most powerful sportscar engine at this time ‘Carrera’.
Edouard Heuer’s great-grandson Jack led his family’s company for decades. In 1963, he created the first Heuer Carrera chronograph, designed to let drivers tell the time at a glance in the heat of action. Jack Heuer was also responsible for the Heuer Monaco, the first square-faced, water-resistant automatic chronograph watch. Its name evoked the Monaco Grand Prix as well as the Principality’s renowned Monte Carlo Rally, which Porsche won in three consecutive years, from 1968 to 1970, with its 911 model.

Steve McQueen and the Heuer logo
Just as the Porsche 911 had done for automobiles, the Heuer Monaco broke with the familiar design codes of traditional watchmaking. Its innovations had come at a significant financial cost and as an alternative to an expensive advertising campaign, Jack Heuer further cemented his brand’s link to the renowned sportscar manufacturer with a creative sponsorship arrangement with Fribourg, Switzerland-based racing driver and Porsche dealer Jo Siffert. In 2005, at the premiere of the film Jo Siffert: “Live Fast, Die Young”, Jack Heuer remembered the terms of their contract: “In exchange for CHF 25,000, he would put our logo on his car and suit. In addition, he could buy our watches at wholesale prices and resell them to his racing friends at a substantial profit. Which he did with great success because half of the paddock was wearing Heuer watches by the end of the 1969 season!” It was this connection that led Steve McQueen to wear the Heuer logo on his racing suit during the filming of Le Mans in 1970, in which he drove a Porsche 917. The American actor said at the time, “I drive the same car as Jo Siffert, and I want to wear the same suit as him.”

TAG-Turbo Engine – made by Porsche for the McLaren team
With its sale to the TAG Group, Heuer became TAG Heuer in the mid-1980s. At this time, the Porsche and TAG Heuer jointly developed and produced the TAG Turbo Engine that enabled the McLaren team to win three consecutive F1 world titles: with Niki Lauda in 1984, followed by Alain Prost in 1985 and 1986. In 1999, the relationship between Porsche and TAG Heuer grew even stronger – from the Porsche Carrera Cup and Supercup competitions, followed by the Endurance World Championship and more was yet to come. Porsche created its own Formula E team with TAG Heuer as title and timing partner in 2019, marking a starting point for an even more powerful and far-reaching collaboration.

New sports partnerships
In its second year, the TAG Heuer Porsche Formula E Team will now fight for the World Championship. Behind the wheel of Porsche’s all-electric racecar, the 99X Electric, will be drivers André Lotterer and his new teammate, Pascal Wehrlein. Porsche has long distinguished itself in endurance events and together with TAG Heuer its GT Team is well prepared for the coming FIA World Endurance Championship (WEC). The milestone year will also include series partnerships in ten editions of the worldwide one-make cup series Porsche Carrera Cup. In addition to physical competitions, TAG Heuer also engages in virtual racing by supporting the Porsche TAG Heuer Esports Supercup. In addition, the watch brand is stepping in as global partner in Porsche’s ‘classic’ events and rallies.

Moreover, both brands share their strong passion for tennis and golf. The main tennis event is the Porsche Tennis Grand Prix in Stuttgart. This was launched in 1978, and the sports car manufacturer has been the organizer since 2002. TAG Heuer will accompany the event, which has repeatedly been named the most popular tournament in its category, as an official partner for watches and chronographs. In golf, Porsche has been the title sponsor of the Porsche European Open, one of the most traditional tournaments on the European Tour, since 2015. This year, TAG Heuer will be present as a partner for the first time here.

Finally, the brands are committed to creating unforgettable moments together in the future through the various Porsche Experiences.

The TAG Heuer Carrera Porsche Chronograph
Carrera as an icon of a name has been associated with Porsche and TAG Heuer for generations – so it was a natural choice for the first creative product collaboration. A tribute to the heritage of two brands, the new chronograph offers a first glimpse at what they can achieve together and is a seamless blend of the Porsche and TAG Heuer universes, reflecting the excellence of both names without diluting the essence of either.

Porsche’s engraved inscription is visible on the bezel and the unmistakable font is also used for the indexes. The Porsche colours of red, black, and grey – which also recall historic Heuer models – are incorporated throughout the watch, and on clear display through the transparent cristal case back is the oscillating mass, which has been redesigned in affectionate tribute to Porsche’s celebrated steering wheel. It is printed with “Porsche” and “TAG Heuer”.

The dial’s asphalt effect, created especially for this watch, expresses a passion for the road, while Arabic numerals suggest the numbers on the dashboard of fine Porsche sportscars. The timepiece is presented either on a soft strap in luxurious calf leather and innovative stitching that echoes the Porsche interior or on an interlocking bracelet reflecting streamlined racing design. At the heart of the timepiece is the in-house Calibre Heuer 02 manufacture movement with an impressive 80-hour power reserve.

VALÉRIE MESSIKA
FOUNDER AND CREATIVE DIRECTOR MESSIKA PARIS

Her motto: create new codes for the French Jewelry.
Her promise: to keep the diamond as a unique stone. Deal!

Valérie Messika, daughter of André Messika, a famous diamond dealer since 1972, discovered diamonds at a very young age.
After obtaining her diploma in communication and marketing from CELSA in Paris, she spent five years alongside her father traveling, searching, negotiating the most beautiful diamonds.
In 2005 she launched her own brand. A contemporary and accessible interpretation of the diamond which is freed from forced exercises like the river or the solitaire. Movable stones, bracelets and necklaces with elastic flexibility, the best-selling Move and Skinny lines play brilliantly on technical innovation and modernity without compromising on quality. Her creations are symbols of femininity, emancipation, power.

 


In 2013, Valérie Messika unveiled her first Parisian Flagship store, rue Saint-Honoré, which houses the finest jewelry and Haute Joaillerie jewelry from the House.
All of the collections are represented by many celebrities who are loyal to the brand on the red carpets. From Paris to Hollywood, the sets shine on Beyoncé, Rihanna, Kendall Jenner,Kristen Stewart, Charlize Theron, and more…

In 2015, to celebrate the ten years of the brand, Valerie Messika launched a Haute Joaillerie atelier, to salute the French know-how that was born in the Parisian offices of the house.
From 2017 and 2018, Valérie Messika designed with Gigi Hadid two limited collections. First ‘Move Addiction’ for celebrating the 10th anniversary of the iconic Move. Then ‘My Soul’, more bohemian, which reflects the top model’s personnality.

In 2019, the designer Valérie Messika has chosen to cast three contemporary icons that break the codes of Parisian jewelry : Kate Moss, Joan Smalls and Sylvia Hoeks.
In 2020, Valérie Messika and Kate Moss co-design a High Jewelry collection together.
For 15 years, Valérie Messika has been shaking up the codes of French jewelry, entrepreneur and creative talent, she is now at the head of a company which, thanks to her audacity, has successfully found her marks in an industry so far used to classicism.

 

 

 

 

MINI Design Award Finalists: Alejandro Carbonell [Green Urban Data]

The MINI Design Award is an initiative of MINI Spain within the Madrid Design Festival 2021 that seeks to reward projects focused on generating a positive impact on urban life.

Among its finalists is Alejandro Carbonell, founder and CEO of Green Urban Data, for an online service that, in the face of environmental deterioration in cities, facilitates decision-making and prioritization of strategies against climate change using satellite images.

WE HAVE SPOKEN TO ALICIA GARCÍA CABRERA, DIRECTOR GENERAL OF CASA DECOR, TO TELL US MORE ABOUT THIS NEW EDITION.

CASA DECOR WILL BE BACK IN SPRING 2021

Casa Decor is now preparing its 56th edition, which will be held in Madrid between May and June 2021, when the effects of the pandemic have subsided. Quite a challenge for this popular interior design, design and lifestyle exhibition, the most important in Spain and the only of its kind in Europe.

Casa Decor will return with all the experience gained during the 2020 edition, when it was forced to close its doors on 12 March, only 7 days after opening, leaving the exhibition “frozen” in time. Nevertheless, Casa Decor remained open digitally over these three months, launching an intense campaign on all of its online channels: website, social networks, newsletters, videos of the spaces and, for the first time in its history, a virtual tour. This activity provided a burst of positive energy during the difficult months of confinement, and we never lost hope of being able to reopen the Exhibition, as was ultimately the case. At the beginning of June, Casa Decor opened its doors once again for over a month, after having implemented all necessary health and safety measures: control of the number of visitors, online sale of tickets, visits organised in time slots, marked routes, safety distance and hand sanitiser on all floors. While many similar events and fairs cancelled or postponed their dates, Casa Decor was able to open successfully under new and particularly delicate circumstances. Fortunately, no incidents were reported and the Exhibition took place with complete normality. Armed with this prior experience, Casa Decor does not fear the future and is firmly committed to opening its 2021 edition under the same safe conditions.

We have spoken to Alicia García Cabrera, Director General of Casa Decor, to tell us more about this new edition.

What are the challenges faced by Casa Decor 2021?

Our biggest challenge is continuity: to continue with the safety measures that we implemented last year with great success; to provide the same number of exhibitors with the opportunity, including both participants and brands; to find a similar or better venue than the last one; to exceed our media coverage figures… And, no matter what, this will all be done with a positive vision, as everything will be more exclusive and focused, maintaining the synergies created by Casa Decor each year. In this pandemic situation that we are currently experiencing, our challenge is continuity and maintaining the standards of quality that characterise the Exhibition.

Why is it currently more important than ever to continue to implement sensory marketing campaigns of this type?

During confinement, companies were forced to place greater importance on the digital field and reinvent their communication and marketing strategy. They had to find a window to the world where they could showcase their products, as many fairs and exhibitions were postponed or cancelled. While the digital world served as a communication channel for many sectors, there is simply no substitute for in-person events. However, at the moment very few places offer the safety, strength and prestige provided by Casa Decor. This was clear after the reopening in June, because quality is much more important to us than quantity, along with creating safe spaces where all these requirements are met. Casa Decor is a unique event due to its exclusive formula, which reaches visitors directly and allows them to interact in a very sensory fashion. Casa Decor’s experience, dating back to 1992, vouches for this: our formula is unique, reaching visitors in a very distinctive way. Our visitors are also unique and exclusive, with aspirational and inspirational profiles. The media coverage attained through Casa Decor is also hard to beat through other conventional platforms or channels.

How does Casa Decor deal with the digitalisation of an in-person event?

Even though it is an in-person event, Casa Decor has been working in the digital field for quite some time, as it complements the Exhibition and helps us to go beyond it. In fact, participation at Casa Decor includes a yearly campaign, from the time of hiring a space to the start of the following edition, and this visibility during months without any events is achieved through our digital media. We have adapted to the new times, our social networks are very powerful and we invest a great deal in the website and digital content. That is why we have grown so much digitally. The in-person model is a vital part of Casa Decor, a strength that we will never lose, but it also goes hand in hand with the digital side, which serves as a loudspeaker beyond the Exhibition. We have also digitalised the processes affecting both our participants and our visitors: digital tickets, draws, information through QR, etc. Digitalisation is not only important to lend visibility to projects and products, but also to interact with the world, allowing us to go beyond the Spanish market.

Last year you launched the sustainability campaign #CasaDecorSostenible. Will that be maintained in the 2021 edition?

Yes, of course, it is a permanent campaign for the next edition and for future editions. In reality, what we did last year was to attract attention, because we have been placing emphasis on this issue for quite some time now, but we wanted to give it form and visibility, and provide the public with information on materials and projects that are sustainable in any of their stages of production: manufacturing, assembly, disassembly, etc. There is no turning back now, we must embrace sustainability in all aspects of our life and, indeed, also in interior design. At Casa Decor, not only have we done this in terms of the exhibition, but also internally, in all our procedures and processes, eliminating paper and plastic and  using eco-friendly materials for our paperwork and everything we do as a company.

Space designed by Pía Paisajismo at Casa Decor 2020.

Photo: Nacho Uribesalazar

What do you think about the surprising impetus of the housing sector after confinement? Do you think it’s just a passing fad or something that has changed within society regarding the way that we live in our homes?

No, it’s certainly not a fad. Interior design is necessary, and the importance of our homes is clearer now than ever. During confinement, we identified all the flaws in our homes, realising that we need certain things that we hadn’t even thought about before: better lighting in rooms, a work area, a green corner inside the home, better interior air conditioning, better distributed spaces… And that is precisely what interior designers do, making them essential to the improvement of our homes, to ensure that they are not only healthy, but also beautiful and comfortable. At Casa Decor, professionals and the general public alike can discover the new materials and technological developments within the sector, to achieve homes that are more suited to our needs.

What can Casa Decor offer the luxury sector compared to other similar platforms or fairs in the sector?

Casa Decor is, in its own right, a luxury, a true gem, where products are showcased within real spaces, designed especially to draw attention to the brand, whether it is a tap, a sofa, a perfume or an exclusive liquor. Great care and attention is paid to how products are showcased within the luxury sector, and how the public interacts with them. The high-quality projects presented at Casa Decor provide this exclusive setting to showcase products naturally and organically, taking into account the integration of the products displayed. It is nothing like a showroom or a fair. Casa Decor revolves around an experiential, different and unique concept to draw attention and provide visibility to the materials and pieces on display. It is a platform that has been created specifically for the high-end sector, a platform within a setting of luxury, design, art and innovation.


Casa Decor is always held in different buildings, all spectacular. Is that the secret to Casa Decor’s success?

It is to a certain extent, yes. The building is the icon of each edition, the very essence of where it all begins. That is why we work tirelessly each year to locate “dormant” properties, which are losing value or deteriorating while they are closed. We really put the building on the city map, opening the architectural heritage to citizens, while revitalising the area and its businesses, thanks to the activity that we generate. The building brings together all the creativity within the sector, a collective and interdisciplinary project involving 200 participants, including companies and professionals, who create over 50 spaces where nothing is placed together randomly, and everything fits together like an incredible creative puzzle.

And finally, can you tell us a little bit about what we might see at Casa Decor 2021?

Casa Decor is a vibrant exhibition, showcasing trends that will then be seen on the street. Based on what we saw at the last edition, we are convinced that we will see a large number of biophilic designs with a lot of green, and that natural and organic materials (wood, cork, brick, sand, ceramic, etc.) will be present in many spaces. We will see elegant and sophisticated interiors, which will be modern and minimalist, yet still homely, with exquisite pieces of art and antique furniture. As has been the case in the past few years, we will also see a greater presence of handcrafted work and elements, thanks to the re-emergence of age-old trades, which are currently the height of luxury, as each piece is unique and exclusive, and very few craftsmen can perform such techniques nowadays. And, of course, all of this within a context of sustainability and environmental awareness, increasingly in line with current interiors.

Space designed by Lorna de Santos. Casa Decor 2020.

 

Brian Halligan is co-founder and CEO of HubSpot

Brian Halligan is co-founder and CEO of HubSpot

Brian Halligan is co-founder and CEO of HubSpot. Prior to HubSpot, Brian was a Venture Partner at Longworth Ventures and VP of Sales at Groove Networks, which was acquired by Microsoft. Previously, Brian was a Senior VP of Sales at PTC.

He has co-authored two books, “Inbound Marketing: Get Found Using Google, Social Media, and Blogs” with Dharmesh Shah, and “Marketing Lessons From The Grateful Dead” with David Meerman Scott and Bill Walton. Recently, he’s been exploring how businesses can generate self-propelling momentum (watch From Funnel to Flywheel) by creating a disruptive customer experience (watch Experience Disruptors).

He was named a Top-Rated CEO by Glassdoor in 201420152017, and 2018. Brian was also listed by Comparably as one of the Top 5 Best CEOs of a Large Company in 2018, as well as one of the Top 5 Best CEOs for Women and for Diversity in 2018. He was named an Ernst & Young Entrepreneur Of the Year in 2011 and an Inc. Founders 40 in 2016.

Brian is a senior lecturer at MIT’s Sloan School Of Management where he teaches Course 15.392 called “Scaling Entrepreneurial Ventures.”

In 2017, Brian donated $1.6 million to the Southern Poverty Law Center for Jerry Garcia’s guitar to support two things he cares deeply about: social justice and music. Around his hometown of Boston, his favorite charity is Camp Harbor View, serving over 1,000 youths from Boston’s at-risk neighborhoods through summer camp on Boston Harbor.

He has a BSEE from the University Of Vermont and an MBA from MIT’s Sloan School Of Management.

In his spare time, he practices his guitar, plays tennis, and follows the Red Sox.

Drumelia’s founder and CEO, Sergey Sinichkin

Drumelia’s founder and CEO, Sergey Sinichkin, established the foundations of Drumelia Real Estate in Marbella back in 1997 after relocating from St. Petersburg. First acquiring a master’s degree in engineering before pursuing a career as a licensed real estate agent in 1993, he has been proud to call Marbella home for more than two decades.

Sergey’s steadfast work ethic and unparalleled market knowledge allowed Drumelia to confidently establish itself as one of Marbella’s premier real estate agencies. With his ground-level expertise and intimate understanding of local nuances, Sergey is an ideal advisor, consultant and an impassioned expert of his craft.

“One of my greatest passions in life is my work. For more than 20 years, I have called Marbella my home, have allowed my colleagues to become some of my dearest friends, and have nurtured relationships with cherished clients across every corner of the world.”

“I am deeply proud of the fact that, very often, I have become close friends with many of my clients – forging lasting personal connections that are based on trust, honesty and integrity. This has led to many exciting and flourishing relationships with friends right here in Marbella and across the world. I consider my main purpose to be to provide qualified assistance in solving one of the most vital tasks in people’s lives. What could be more important than your family home? For me, there is no greater joy than helping my friends in taking the next step.”

 

 

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