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From handbags to TechnoMonster
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Giacomo Valentini is the soul and driving force behind 17-year-old luxury bag and accessories company Orobianco. It began as a fashionable handbag line for women and became a global presence with 17 labels.
Back in 1995, Valentini visited the Tibet Autonomous Region and felt an important personal change was imminent. The time had come for him to fully engage in a project he had long dreamed of. He named his project Orobianco, or white gold in Italian, the word Tibetans use for cashmere, a precious material.
Q: How did you get into the world of bags and accessories?
A: I’ve always enjoyed, observed, admired and studied design while gazing around, searching for objects from previous ages and imagining the future. I finally realized that creating new designs was what I wanted to do. However, I initially had to find my way, experimenting without knowing what would happen. So I dedicated myself to other jobs as well, which helped me understand how a company functions. One day I said it’s now or never and I chose “now.” I created Orobianco and gave up everything else, but I was ready. I love the combination of fashion and design, especially in accessories, because I can use their shapes to create something beautiful and practical.
Q: When you launched Orobianco, what was missing in the sector?
A: When I founded Orobianco in 1996, I felt that something inside me was missing. My creative soul, practical and artistic at the same time, needed to resurface. I love beauty, fashion and, in particular, design. Fashion, both in those days and now, is linked with something ephemeral, short-lived. Design, on the contrary, is a synonym for eternity. I wanted to bring this concept into the world of fashion, also adding intelligence, functionality and personality to each item. The motto was “Chic fashion, but smart.”
Q: How did you grow a bag company into a lifestyle group of 17 brands?
A: The key to success simply lies in two words: understand and interpret. Success is the result of a long process. In my case, it is the result of strategic re-positioning and marketing theories that I personally developed. It’s about developing successful products distinguished by a serious brand that throughout the years has always loved and respected the customer, facing new markets with a sincere approach and giving guarantees and high quality.
Q: Describe your TecknoMonster collection shown in Pitti Immagine in June.
A: In 2007 I registered TecknoMonster. I’m always seeking innovations, the most important being materials, followed by construction. In 2006 I focused on aluminum and technical fabrics, but I wanted a process that fit my ideas, as well as hand-made products. I created special machinery that could sew aluminum, leather and the closures. It wasn’t easy, but as soon as we made it and I was sure we could sew aluminum, I couldn’t believe it! Today we even sew carbonium and in 2013 we presented the second generation of carry-ons, featuring carbonium.
Q: How is TecknoMonster unique?
A: It is 100 percent Made in Italy, TecknoMonster is the only luggage brand that uses carbonium on all models in both shells or just one when the other shell is aluminium — and on all the handles of the tow bar. Carbonium is lighter and resistant and is also used in the aeronautical and automotive sectors. Shells have six vertical ribs to absorb the bumps. The trolley is rigid and can’t be deformed ... Also the TecknoMonster Security System that makes the trolley bullet-proof ... all operations are manual, ranging from high technology to the handmade saddlery stitches on the handles.
Q: What’s your plan in China?
A: The Chinese market is our first priority among new markets. Our approach to the final consumer is different from other top brands — we believe each person has a different interpretation of luxury. We will gradually expand our stores with major collection. We would like to satisfy people who travel, with personal and sophisticated taste, no matter if unisex, men’s or lady’s tastes. TechnoMonster collection will soon be carried at Okura Garden Hotel Mitsukoshi Shop in Shanghai.
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