“I can say with absolute certainty that I never follow trends, but I always do what I like and that I think will work for my customers. I produce only what I like, I have never done market research or a survey for my commercials. While this may seem eccentric or unusual, it is equally true that this approach has always brought extraordinary results,” stated Andrea Lupi, CEO of Antoniopuli in an exclusive interview with Homecrux.
Such is the aura of the Italian home and bathroom furnishing brand and its CEO that when Andrea comments on design, the world listens. When he unveils a new collection at Salone del Mobile, visitors are glued to the company’s stands. CEO of Antoniolupi stands unperturbed at voicing his opinion, even if it means getting tongue-lashing from design critics. We catch up with this relentless designer and a hard-core professional, Andrea Lupi, for an exclusive interview. Read on to learn from the man himself about what it means to be a trendsetter and what his company has in store for us in the near future.
Homecrux (HC): Where were you born, what was your childhood like? What kind of bond do you have with your brothers, and is there a particular memory from your upbringing that stands out to you?
Andrea Lupi (AL): I was born in Fucecchio, a small town near Florence in the heart of Tuscany. A place full of history, art, and nature. Together with my brothers, I had a very happy and free childhood. Both of my parents worked at antoniolupi, so until I was a child, I knew the reality of the company. I have a vivid memory of spending our afternoons at the company and playing with my brothers in the offices, so much so that we became the mascots of all employees.
HC: How did you become involved with Antoniolupi? What inspired you to join the family business? Is there a particular memory with your father that you cherish and reminisce?
AL: After high school, I preferred to immediately start working in the family business. My father was passionate about his work and his company; he gave it his all, his energy, his hopes and his dreams. He used to always say that it was necessary to work, make mistakes and learn from them. My brother and I are like him, we’re different but equal, we are stubborn but understanding, concrete but dreamers yet above all we are first siblings and then entrepreneurs. But my father was very determined to get me started from the ground up, so I started as a salesman and went around the stores throughout Italy.
HC: Legacies are hard to endure. How difficult is it to step in your father’s shoes and ensure that the company leaps a step ahead?
AL: I have always worked alongside my father in the management of the company, so inheritance isn’t a difficult issue for me. As I said, I’ve been a part of the company since I was young and have a good understanding of its dynamics. The turning point comes from my intuition in 1983, when I presented a small collection of bathroom furniture system for the first time at Cersaie. Despite my father always coming to the company until his death, my brothers and I were the managers until the 90s.
HC: At 18, your father began production of glass for furnishings. Soon glass gave way to mirror. And then from using marble to Cristalmood, you have come a long way. Your company is known for using its materials, what are these different materials?
AL: Glass is our history, marble and stone represent the emotion and the bond with the territory, finally our materials Cristalmood, Flumood and Colormood represent our research and technological innovation. These are the features that distinguish us from other competitor.
HC: Antoniolupi virtually dominates the market for designing and producing bathroom furnishings on a global scale. How did you attain such remarkable success?
AL: We never cease, because I think that standing still is the wrong way to run a company. We are constantly looking for ideas. Our goal is not to follow the evolution of fashion or design trends but to anticipate them. I always look for innovation in all areas, design, materials, and colors. We work every day with passion so the bathroom and house in the future becomes a sartorial, tailored to body and soul, because man is the center of all our projects.
HC: What is the driving force behind the current design philosophy at Antoniolupi? Has the pandemic influenced a shift in approach?
AL: At first, the pandemic definitely affected people’s way of life. We may be back to normal now, but our legacy is to make personal comfort and home more important. The house is regarded as a refuge, and it is essential that it is functional, comfortable, and beautiful.
HC: Great designs come from Italy, be they in fashion, bathroom or the automotive industry. How does Italian culture influence your work? Do you design differently for international clients compared to local ones? If so, how?
AL: I am very lucky because Italy is a place where creativity and culture are everywhere. For example, Leonardo Da Vinci was born within a few kilometers of the antoniolupi headquarters. So Italian culture and beauty have an influence on all areas of life and it’s important to have the ability to make them your own. Each project is a reflection of the client’s tastes and desires, but we make sure to provide everyone with the unmistakable sign of antoniolupi.
HC: Antoniolupi has collaborated with various designers. Could you share your experience with these collaborations and their impact on the brand? How do you select designers or partners to work with?
AL: I work with over thirty different designers, each with their own characteristics and peculiarities. But if you look at the products I have in my catalogue, there is an extreme consistency in the collections. I desire that all products can coexist and be mixed regardless of the designer’s thoughts. Every day, I receive new projects from both well-known and lesser-known designers, I usually choose them based on my experience and taste.
HC: Sustainability is becoming increasingly important in the design industry. How does Antoniolupi approach sustainability in its products and processes? How do your designs ensure water conservation in the bathroom?
AL: Our work is based on sustainability. A task that involves both small and large commitments. Here, are some examples of initiatives that we have implemented in the company to ensure sustainable production. Ten years ago, we started installing photovoltaic panels, and now we can produce most of the energy we need. All our production cycles are sustainable and do not release pollutants. We use filters and purifiers to ensure maximum environmental protection. We are committed to maintaining a clean and responsible industry. Our focus is on promoting water conservation through innovative and sustainable solutions and our faucet collections are equipped with gearboxes, ensuring a significant reduction in water waste.
HC: What are the biggest challenges Antoniolupi faces in today’s market? Conversely, what opportunities do you see for growth and innovation in the near future?
AL: The highest quality of products and details, always having a passion for work, and facing themselves are the challenges to realize very successful projects. Seek the perfection of the result and the highest level of quality in all proposals by antoniolupi.
HC: Antoniolupi will turn 75 next year. Where do you see the company heading in the next 5-10 years? Are there any upcoming projects or developments you’re particularly excited about?
AL: Next year we will celebrate our 75th anniversary, a truly significant milestone for our company. This important event represents decades of commitment, growth and innovation. We are excited to celebrate it properly and memorable, honoring our past and looking to the future with confidence. Surely, we will have the desire to celebrate it by involving all those who helped make this important journey possible.
We thank Andrea Lupi for taking time out of his schedule to have this conversation with us!
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