Becky Boswell Smith
Umbrian ceramics, glassware on display
Entertaining and all that word suggests are connected in most people’s minds to the Italian lifestyle – good food, wine and beautiful tables set to evoke the romance of the country.
At this show, those images are coming to life with a major display in the Europe’s Finest section (MM, first floor), which opens today.
A consortium of Italian ceramic companies centered around the Umbrian city of Deruta are displaying many lines of tabletop and tabletop accessories in nine table displays called a Tavola Imbandita, translated as Elegant Table. Complementing the ceramics are fine linens from Busatti, the Italian textile company also headquartered in Umbria, and Calp crystal from Tuscany.
“The goal is to offer to United States customers an innovative buying approach,” according to Italian Trade Commissioner Giovanni Bifulco. “The main aim is to create a traveling exhibit that will be displayed in major American cities to introduce and promote our whole line of products directly to buyers.”
In addition to this show, the Deruta Collezioini will be shown at the New York Gift Show, as well as Dallas and the High Point, N.C., markets.
The Deruta Collezioni represents the largest collection of Italian hand-painted dinnerware ever offered to the United States market with direct-import terms. Each collection is handmade in the Deruta area and evokes the influences of the ceramic production of the area, which dates back to the 1300s.
A tour of ceramic factories in Umbria, which was offered recently by the Italian Trade Commission to U.S. and Canadian retailers and journalists, is part of the country’s ongoing efforts to re-establish the reputation of its ceramics business.
Patterns handed down for generations and hand-painted by artisans ages 18 to 70 reflect the richness of the area. The bright cobalts, citrus yellows and oranges shine from building fronts and showrooms throughout Umbria as Italian artisans display their talents and work to convey the quality and value of their products.
In recent years, sales to other parts of the world including Russia have been growing. Chinese competition has challenged Italian ceramics in the American market, which has been the impetus for the heavy promotion from the Italian government.
In addition to ceramics, wood sculptures, boxes and leather products also are being shown.
In addition to the Europe’s Finest space, Italian tabletop and accessories are being shown in Artistica, GM 858A.
