DesignTalk Ep.7 Interior Design con Didier François.

DesignTalk Ep.7 Interior Design con Didier François.


good morning everyone and welcome to a new episode of RiFRA design talk; today we are in our showroom in Milan, Corso
Matteotti 1. I am Ylenia RiFRA TV presenter, and I am in
company with Didier François co-founder S&D Concepts, welcome Good morning and with Matteo Rivolta, president of RiFRA welcome before to start a little video introduction Matteo, when did you meet Didier and how long have you been working together? Well, first time that I meet this person, Didier, was, if I remember well, Batibouw 2014 Batibouw is a trade fair in Belgium in february 2014, is a big trade fair where we introduce every year the bathroom collection and in 2014, we start to introduce in Europe the kitchen collection, so we participated at the Paris fair in 2013 and Batibouw 2014 and the Milan salone del mobile, (a furniture fair) the kitchen in 2014 and I remember that Didier, and his business partner partner, would like to open the showroom
with RiFRA Kitchen and Baths, as well like an Italian brand so, I personally meet in 2014, but I think is working with RiFRA since ten years from now, and because
we have an agent in Belgium, good friend of mine good friend of RiFRA, and is David Leleu that, introduced the company, at that time we was a bathroom company, to Didier, that was an interior designer in Belgium, well know, and so he started to place RiFRA in his project, I think this is right… right? Yes, that’s correct Ok, thank you You’re welcome Didier, do you want to
talk about your story, when you start to work, when start your passion for design, and where are you from? When I finished my studies of interior architecture I
directly started to work in interior design company, to have some experience
because when you left school you don’t have the experience to start directly
your business and it’s in that business that I met David Leleu, the agent of
RiFRA, at that time only for the bathroom collection and after a couple
of years I am I wanted to start as an independent interior architect and to make some career and I met my present partner of the S&D CONCEPT, Steven Callebaut, we met while meeting a mutual friend and at that time the idea was
growing of making a new company S&D concepts and also to open a showroom where is your showroom? we are located in Sint Martens Latem at famous Road where
lots of designer are located Didier, do you want to introduce your showroom for our spectators? Of course, in 2014 we built the showroom as
it is at this present time and the purpose of the showroom was not to have
an ordinary showroom but more to have a sort of home projection of interior like it
is at your home with kitchen and bathroom living, a fireplace and therefore we
don’t only collaborate with RiFRA for the kitchen and the bathrooms but we
also work together with other famous Italian brands as Minotti, Porro and
Glas Italia and also for lighting we work with Flos Italia and also a
Belgian light designer Dark, so our showroom is in fact a combination of those brands to
have an idea of a home space PVC for instance the big ONE RiFRA kitchen it’s located in the showroom and where we also have
sometimes a chef who comes to cook when there were some meetings with clients Live cooking Live cooking I saw the showroom during construction and during the inauguration It was a very cool inauguration with all Ferrari and Maserati and Porsche outside the showroom, best cars, and other people I think you can feel the atmosphere Yes the atmosphere of high-end italian design so, I think there is an high-end nich of the market that want this type of design and products but there is also the job of Didier it’s a consultant, and he make beautiful project to transform the product of the
manufacturers fitting in the home of the client I think this is your goal, no? We not going to use the product of each brand as a product, but we have we
integrate the product as a RiFRA or Minotti in a complete project
that’s the purpose to build a total project, we don’t only do the total
projects, some clients come to have a kitchen or a bathroom What they need What they need, but more and more we are specialized in building complete homes where the client wants to have a nice atmosphere and Feel home Yeah, feel home and we try
to translate this in the interior design using the materials that we like
to use as lots of woods warm colors combination of color.s not the black and
white as it was ten years ago that more warm materials and to build a cozy house Wich color the client prefer? Client prefer for the moment woods as it is
for instance eucalyptus to that is very special we have also the oak but not only tinted oak and some like that Thank you And, it’s important to listen the customer,the client, but i think the most important thing is your concept this is also I think about this, S&D concept is the name of the two cofounder but concept is what do you like to bring in the marketplace, so your design, I don’t know, is it right? That’s correct What concept come from? Concept comes from the idea of creating something for the client so for instance as we have
there at the table there is a first drawing what is really important
to have a good relationship from the beginning with the client so when the
client comes to the showroom or we go to the house we directly try to make some
sketches to gain some trust of the client to give some ideas
because most important thing is the idea behind the house. Yes of course.
Afterwards we start working and it’s a computer who does a big part also well
it’s in fact we know already from the first sketch how we want to create so
for us it’s clear, the sketch is a 3d, but for the client it’s important to
present the 3d with the correct materials, correct lightening, to build
the atmosphere that he sees how his house will be in reality so, first step
is the 2D, and is the concept, first step is in fact sketching And questioning the client… Yeah, afterwards we are building to the 2D plan in
combination with the 3D and we always work until good final project and then the work starts in combination with RiFRA to build the
furniture and the atmosphere this is first step and then we have from the
same drawing we have a effect an example of the 3D, the second The second, the second step here we see already the
material, lighting, atmosphere how the interior will be like in reality Didier, now I would like to talk about your actually project Okay for example we have the first project is a project we made three years ago in the South of Belgium
its we see here the first 3d sketch of the kitchen, kitchen ONE, a big kitchen
but it was also a total project so the client also came to us to style the
complete house with Minotti with lightning, to make a complete project it’s a ONE kitchen where we had a
combination of the Corian with a matt lacquer and also the stone bar This is a living room living room and in fact delivering with where the kitchen is integrated
so also there we see the combination of the Minotti composition with a beautiful
RiFRA kitchen at the back also for ceilings and the lightening of design lights and now we have a second project this project is effective total project that
we made in collaboration with the famous belgian architect, where we started
from the beginning in collaboration with the architect to build the house so for
instance the architect adapted some walls for that our concept to be
completely integrated is also a combination of RiFRA with Porro with
Minotti we always have the combination of all the brands that we
combine to do a made to measure project, also also there we see RiFRA ONE, kitchen six
metres long, and there we have the first introduction of the eucalyptus material where RiFRA made eucalyptus material, Porro had eucalyptus material and from two brands separated brands they made one big
project in the same material you see also in the bathroom which is also a combination of Thickness tablet with ONE at the left side you see the wardrobes
of Porro at the right side you see the RiFRA but you don’t see any difference
RiFRA project is completely integrated in the Porro furniture and otherwise
here we also designed flooring on the walls and forward with the shower
combination with the Gessi Taps, Gessi is also a brand where we work together as
italian company Just let me know that in S&D Concepts showroom there is not only the kitchen, two kitchens, right? the model ONE and the model FLY,
but there is also a couple of bathrooms combination so people can also shop a
bathroom as well as kitchen to do the total project of kitchen and bathroom, bat the reality of the market is a unique category. yeah. it’s another view of the same
bathroom where you see combination of the flooring, the Porro, the Gessi to
build complete project as the walk-in shower you see there Perfect, thank you And finally we have your work in
progress project, for example this first Living room? Yes this is effective total project
an apartment at the Belgian coast and it’s the first time that we will make the
all the cabinets with RiFRA and very special combination of ONE island, kitchen island
in stone. It’s, real stone right? Real stone So, we have the 3D of the You change the color? the project is in the UK, a big house we are
remodeling it’s about thousand square meters where you see we made a big space, because for the client it was very important to have a living kitchen,
kitchen where not only is cooking, but they have living, or inviting friends,
cozy kitchen where in the past kitchens were isolated places, and in a house we
are not trying to have some open spaces as you see with the big island
combination with a fireplace big dining table, contact with the garden is very
important in the project so really to have the feeling of living in the
kitchen And so also in this case the material is a little more warm Yeah we were always listening to the
client and what he wants from material so also there the house is a
traditional English house we made some really modern elements we integrated
some really modern elements but we wanted the warm and the traditional
English has to be represented It’s a combination of contemporary designer
classic material Yes because we have for instance all fireplaces integrate with modern And this This is a new project we are working on
it’s also a total project where we have a combination of a big living kitchen
with also fireplace in combination with a bar and living room so you have here
the bar element in the same material with the wine cabinet
big wine cabinet and the kitchen island completely with the cabinets and
fireplace integration of television big dining table it’s really nice project
that we have working on for the moment we have some 3D from how
it will be Is it in Belgium? it’s also in the south of Belgium a new
building you see the integration of the Minotti with the fireplace at the
back you see the bar, bar with the traditional steel construction for wine cabinet
in combination with the ONE RiFRA a kitchen but that will be a bar so in
fact we use RiFRA also for the may to measure for everything so it’s possible
to make with the principle of the ONE kitchen to make some other creations and
not only to have always the standard idea of kitchen This is a little kitchen that is the bar okay it’s a bar with
wine cellar to the left the bar and you see directly through the kitchen at
the back where you see also the fireplace so in about ten meters and we
have two fireplaces integrated it is a big kitchen where we have a combination
of Corian with cemento at the big columns and also the eucalyptus wood
we’re also sliding doors or integrated so sliding doors for the
television, big kitchen island ONE and the large columns with the integration
of a fireplace. Beautiful, this is a great project, congratulation. Thank you And, I have a question, not a question, a consideration I see basically, not only, but a large majority
of your kitchen is designed with an island and the tall unit, and so also here in showroom here we in Milan showroom we are proposing island and tall unit; there was a time in the past where
Peninsula kitchen or L kitchen was popular, what do you think is now the trend of the kitchen and which will be the future the next future, for kitchen designers? in a new project we see that people are upgrading their kitchen, and
enlarging their kitchen, to have the possibility to make a big Island
living space but in renovation we are still have we have to see what type
of kitchen we can integrate because in a small space it’s not possible to a big
island and also the way of thinking of the client because sometimes we have
clients who once we still once it’s kitchen to be more separate or
separated by a sliding door it’s the possibility to open but still when they
don’t want to be the kitchen we completely open that taken close and
they have more the cozy feeling of the kitchen but we are designing most of the
time big spaces with islands because I think an island is the best
configuration to make connection with the garden
or the living space and we have the two big functions of vacation where we have
the plate cooking plate and washing appart towards the the people
towards the garden towards the big open space yes I think also psychological things of the island is now that client considered the island of the kitchen as not only a kitchen but a piece of higher furniture
and a piece of art and what the people what, they want to be impressed by
the kitchen and also the guest of the client want to be impressed by the
kitchen so the island is not only piece of kitchen piece of furniture but it’s start to be
an icon, piece of design, an iconic piece of design this because it’s not only cooking
and washing, but they were taking some aperitif some drinks, or
eating studying social time working with the
computer it’s all around, around the kitchen and in the past it was all
separate but now they want while the lady of the house is cooking for
instance, the children are doing their homework
and now it’s to have the cozy family feeling all day long effective what about the
bathroom so, what do you think bathroom market going in terms of design or composition in terms of design and composition we have more the hotel feeling of the
combination of bedroom, open bathroom and dressing.
so the ensuite rooms are taking some big part in the design, with lot of light
bathroom, with open showers walk-in showers, are always presenting in our project I mean, master bedroom, walk in closet and an open bathroom so this is the trend now especially with also, it’s very popular
right now the central tube for the bathroom is also make a difference, as
well we be walk-in shower, as design in one piece, so also materials that are the bathroom and dressing, is completely integrated. it’s an experience that is that coming from the five stars hotel worldwide.
also I think in this project in this our showroom, our catalog, the project that he did I think
also is influenced by the travel, the art of the travel, the people now is travel a lot and when they travel in five stars hotel I think they take inspiration,
so they take inspiration from the junior suite, the suite, as Didier says, an
integrated project between the bedroom the living room, and the bathroom, and
they want to recreate at home, and this I think the market and it’s coming I
think also is not a mystery but if you go to Belgium, Germany
France, UK, London, Milan, Italy, New York you’re going to see the same style, so
because the high end people of the world that are traveling they want this type
of look, because they are influenced by the five stars hotel and also they are
influenced by the culture of the design. the global culture of the design
of design in the past it was really different style now that we are globalized
with design because people see more so at the
Internet, Pinterest, Instagram, Facebook they see a lot and they want the holiday feeling at home For example is what we are seeing with the Russian market we start
to work with Russia ten years ago the market was very tough, because the large
majority of the market has a different taste compare to RiFRA, classical and gold but now the latest guest was Russian she is a very famous architect and his design and
build contemporary villas you can see in Belgium or Los Angeles California, and this is that the type of market that also russian client is going to approach this type of design,
because again, it’s a culture, it’s a cultural moment that come from from
the people and also from the company like us and from designers like him so
we have to be able to maintain high standard in terms of product and service
to continue to serve that our best, this type of market And the client want the best And the client want the best of course So important always to evolve when you see the designs of the series of RiFRA it’s always one step forward and I think
it’s really important to evolve in the design and to integrate new
materials new textures because at that time you can always give some fresh and
new ideas to be different we as designer but also has RiFRA to be really
different at the market to follow the flow of the market Yes this is also why we open the showroom in Milan and in february we are going to open the showroom in Dumbo, New York that is a very cool place to be… all the architecture because we want to be
in the major city of the world, right now Milan New York to feel to feel the city and to
feel where the design is going and also take some inspiration, take this inspiration and put in the collection because every two years we upgrade the
collection and we always a company was always well know for the quality and the seriousness of the company now I think from 2012 we started the introduction of exotic finishing like cement metal, ceramic stone, any type of look… new type of design for the cabinet and then right now we have five to six designers in
the company, I think as example… I was with a client of mine in New York, is the president of Cadillac and the vice president of General Motors, and
he did exactly this thing, so he moved the headquarters of Cadillac from Detroit to New York, beacuse a luxury brand like Cadillac has to be in the centre of the action, of the design and of feeling and of the emotion that a city like New York City can give you, we are not a Cadillac in terms of dimension but is what we did
with RiFRA, so we start from factory and we move, we continue to have a beautiful factory and offices that we just updated last week, but also we open the showroom to feel the city, feel the design, and we are going to open the show in february to feel the city of New York, and the movement, and the culture of
design vof New York city, and bring all this feeling and emotion in our collection
this is our goal and our goal is of course to execute and deliver this process with products because at the end of the day we are delivering products that’s also why I love to work with RiFRA
as an Italian brand because everything that we ask, we are searching for
solution, so because we are working always made to measure, we bring
sometimes new Ideas so we want some special finishing or details and RiFRA
is always answering correct with all the group of interior
designers and architects to have a big nice result at the end Yes, because people like the
quality, why is RiFRA a special, is different? because the other
important difference between RiFRA and the other companies on the market is
that we are producing from zero we produce cabinet from zero we just
choose the raw material and then we build from zero, kitchens and cabinet so higher production, state-of-the-art
production starting from wood working than finishing department and assembly of the kitchen so this is why we have success in the high end market, as Didier and his client, they want the state-of-the-art and they want the details and they want the custom made so and to do thisRiFRA not only is a brand, we do not have only a catalog, beautiful picture, but we have have also to have people, designer, and people that work in the factory to realize and the dream of the client, so
basically at the end of the day we are producing the dream of client producing the dream of the client and delivery to our interior designers we producing dreams and delivering So, is a good interaction between design compartment and our ideas and we’re doing some nice things together and also in the luxury this is, i’m going a little bit more deeper because, it’s what I study and we take a lecture in a couple of day
from now, so especially in luxury market no matter what if you are an interior
designer, producing cabinets, travel, cars whatever market you are if you are position
yourself or your brand in the higher luxury market you have to sell and deliver the dream, the dream can be a dream kitchen dream bathroom, dream car, a dream project, a dream travel, but you have to let the people dream this is a key of yhe success of the high end market we arrived to the end of our episode but before I want to say thank
you to Didier pleasure of mine and Matteo Thank you Ylenia and want to invite to
subscribe of our YouTube channel and I will see you in next episode of RiFRA Design Talk.

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