A conversation with Francesco Snaidero, CEO of Smania

Just a few days before the start of the international Salone del Mobile.Milano, everything is in place at Smania as it prepares to be in the spotlight for this edition as well. We asked Francesco Snaidero, the company’s CEO, what the expectations are and what strategies have been put in place.

The numbers of the Salone del Mobile.Milano increase each year as the trade show continues to grow. This edition will occupy a total of 205,000 square meters, with an all-new format. Where will we find Smania?

“Smania will be present within the xLux sector, introduced in 2016 to welcome brands dedicated to timeless luxury. An expression of Made in Italy quality, Smania designs and manufactures exclusive décor, capable of drawing upon the best of classical style and skilfully reinterpreting it with a modern edge, creating a balance that makes our products unique. Proud of our recent successes during Moscow Design Week and the Salone del Mobile Milano.Shanghai, we expect to meet with great approval in Milan as well. “Luxury lifestyle” is our sector of choice and these years, with the company under my leadership, I have sought to increasingly invest energy and resources in this direction, alongside a process of internationalisation, which is giving us a presence primarily in the Russian, American, and Asian markets.”

Smania has developed the new collection “Smania Nest“, which will debut in Milan. What are the expectations?

“We designed this collection in collaboration with Giuseppe Viganò and the Viganò Studio to furnish an area of the house which Smania has always paid close attention to. Experimentation, the creation of exceptionally beautiful products, and the design of captivating and elegant atmospheres is in Smania’s DNA. This time we focused even more on an aspect which these days is fundamental: versatility. We like the idea of being able to satisfy the tastes of a clientele that is attentive and demanding, yet also varied. “Smania Nest” is a creative and innovative collection, full of contrasts and colours, that provides the freedom to furnish any space.”

Smania has always focused on its artisan culture and on attention to detail. How important are the materials in this new collection?

“The attention we give to the selection and crafting of high-quality materials is essential to every new Smania product. One could say that it’s our company’s trademark. Over the years the company has never settled, but rather has always embraced the road of ongoing research in order to expand its know-how. The enormous array of skills we’ve acquired and our modus operandi make us stand out and allow us to continue raising the bar. This year, for example, in the “Smania Nest” collection we’ve created a leather weave with a totally original design, produced by artisan craftsmen; a motif that uniquely characterises our new products.”