It was a few years ago that I met Riccardo Landi and Federica Poluzzi at the Old Wild West Restaurant in Pesaro. They arrived in a white Fiat Scudo emblazoned with bold black lettering.very simple kitchen”
This was the beginning of their journey across Italy in search of manufacturing partners for their innovative kitchen concept. This year, they announced a rebranding effort in collaboration with Simple Flair and Form Us With Love. It was quite a turn of events, but not completely unexpected.
When I first encountered their kitchen, I found it innovative for several reasons.
I didn't particularly like the kitchen. At least not the kitchens built by top companies. Maybe I'm wrong, but to me they all look pretty uniform. On the other hand, Very Simple Kitchen exudes a different charm. It was distinguished not only by its material (made of metal), but also by its approach. It was more than just a functional space; it had a strong aspect of being a product.
There was an inexplicable quality to it that made me feel good every time I saw it, similar to the feeling of attachment you might feel to a Mini Cooper or a Berkel slicer.
To better understand how this happened, I had a conversation with Riccardo.
He explained that it all started with a thesis for a design degree. He initially collaborated with a brand from his student days to design a kitchen, but the project did not gain traction. However, the idea remained dormant until they decided to create a prototype.
During this period, I won a design contest and was able to showcase my kitchen at Maison et Objet in Paris. Having been featured in Elle Deco France, this kitchen immediately attracted attention and the number of people buying it increased.
It may seem simple when I say it like this, but the journey was far from easy. Upon arriving in France, Ricardo was determined to present himself as an established brand. Everything was meticulously placed: an appealing name, a coordinated image, a truly marketable product. As a result of their meticulous work, success naturally followed.
This achievement is especially noteworthy given that Riccardo had no business background.
The truth is, creating a great product requires a great concept. When Riccardo envisioned Berry's Simple His Kitchen, he envisioned products that were more than just laminated panels assembled to house dishes and appliances. Designed as a freestanding modular metal kitchen. The idea of an online configurator was integral to the concept from the beginning.
When something comes to life, we tend to think it's easy, but the reality is quite different. Ricardo took inspiration from the workbench to enhance the functionality and aesthetic appeal of the kitchen environment. This creative connection provided the perfect formula for success in this role.
Product appeal is a very personal issue. I often liken it to how people are drawn to music by appreciating its layers. Some people are drawn to an artist's songs without necessarily understanding why, while others, like trained musicians, understand the nuances of sounds, notes, and interpretations. A small number of artists have been selected who are able to evoke a sensation among both the public and enthusiasts. In this case, both the designer and the consumer experience a positive connection with the product, whether they are aware of the details or not.
Their approach gained attention within the design community. Riccardo said he has received many requests from designers looking for solutions for their kitchens. Furnishing a designer's home or office became a networking opportunity and expanded the designer's influence within a highly selective world.
One notable collaboration is with Form Us With Love, one of Europe's most famous furniture and lighting studios. It started with a simple desire to buy a kitchen and culminated in a complete installation at his Convey Space during Milan Design Week 2023.
Visitors were asked to mark their favorite kitchen accessories and identify the items they “must have” in their home. It was interesting to witness the seamless connection between this well-regarded design firm and a company based in the beautiful Italian city of Bologna, which is probably the best place to enjoy gastronomy in all of Italy. Perhaps it's not just a coincidence that some of the finest kitchen design brands have sprung from there.
The future of Very Simple Kitchen seems poised to expand beyond the kitchen, as indicated by its new brand identity of two things: “Very Simple: Kitchen.” This suggests that we can expect exciting developments in the near future.
