#MCCOTInterview {46}
Gemma Margalef Soldevila, the Spanish artisan, Milanese by adoption, who 'illuminates' Interiors with style and unicity.
You probably may know the glamorous Milan for being one of the most affluent and popular Fashion capitals in the world. But the Italian metropolis where Vinci's universal genius Leonardo spent almost twenty years working at the court of Duke Ludovico il Moro, is also well-known for decades for its Milan Design Week, an unmissable appointment for all the Design lovers and insiders. No surprise then if a myriad of international talented creatives and designers have decided to establish their firms and open their workshops in the heart of the city. As Gemma Margalef Soldevila, a Spanish former expert in marketing and communication turned into a talented committed-to-the-environment designer and skilled artisan who founded her young and promising brand called CALIU Milano in 2018 and opened her workshop located in Via Atto Vannucci, 2, not far away from the prestigious IED Istituto Europeo di Design. Following her long-lasting passion for design and creativity. Starting from scratch and working hard with dedication since then to impose, with success, her unique and authentic approach on the market. Creating bespoke on-demand one-of-a-kind handcrafting lampshades. For private customers or commercial spaces as shops and restaurants. Offering a special and precious artisanal touch to the interiors. A talented and passionate woman who has found her true path and is willing to team up in full synergie for special and tailor-made projects with other female founders and committed supporters of Craftsmanship and design as Vicenza-based ecopreneur and expert in Art of hospitality Isabella Morseletto who, since 2016, manages with' Style and taste' Maison DENOTA, a successful luxury tailoring workshop which provides bespoke ‘Made in Italy’ excellences and delicacies to an international private and professional (companies and five-star hotels) niche clientèle.
By Hélène Battaglia
Who are you?My name is Gemma. I come from Barcelona and I have been living in Milan since 2003. After working for 15 years in marketing and communication agencies, I decided to follow my passion for design and create my own brand in 2018. This path allowed me to combine my professional experience with my creativity, leading me to found Caliu Milano, a brand that represents my commitment to quality, craftsmanship, sustainability and design.
When did you first approach the Design industry?
Coming from a different field, approaching the design industry was not easy, but my passion for creativity and innovation pushed me to take this leap. Despite the initial difficulties, I worked with commitment, dedication and a strong desire to learn, succeeding in making my brand known both in Italy and abroad. Each step has been a challenge, but also a great opportunity for growth, allowing me to develop a unique and authentic approach to the world of design.
How did you train to become a professional designer and skilled craftswoman?
Coming from the world of marketing and communication, my training as a designer was a gradual process, building step by step. The real push came from the need to put into practice the ideas that were arising in my mind, turning them into something concrete. It was not always easy, because going from an idea to the realization of a working product involves technical and creative challenges. However, thanks to my determination, commitment, and problem-solving skills, I was able to achieve satisfactory results. Regarding craftsmanship, I have always had a great passion for handwork and details. I like to spend the time necessary to perfect every single aspect of the process, so that each final product is not only functional, but also aesthetically curated and unique. My manual dexterity has become a key element in my journey, allowing me to combine creativity and precision in a harmonious way.
What brought you to Milan in 2003?
After finishing my studies in Barcelona, I felt the need to change cities and have new experiences. My initial dream was to move to Paris, but during a training period in Dublin I met some very special Italian people. That meeting changed my perspective and pushed me to live in Milan for a few months. When I arrived here, I immediately fell in love with the city: its energy, its vitality and, above all, its ability to mix tradition and innovation. I liked it so much that I have stayed there to this day.
What background allows you to open your own Milan-based workshop and establish your own niche home decor and furniture brand CALIU MILAN as a founder and creative director in 2018?
During my 15 years of experience in the marketing industry, I had the opportunity to work with agencies where I was responsible for bringing out new products, both from well-known and emerging brands. This experience provided me with a solid strategic and creative foundation, which turned out to be crucial in starting my own project. I learned to understand the dynamics of the market, to know the needs of consumers, and to position a product distinctively. When I decided to found Caliu Milano in 2018, I already had the skills needed to launch a brand and make it known.Working on commission allowed me to focus on product quality without the need to open a physical store. However, opening the workshop was a crucial step to be able to bring my designs to life, craft the products and meet customers directly. The workshop has become the beating heart of my work, where every idea takes shape and every product becomes unique.
How did you come up with the idea of designing and handcrafting lampshades in small batches and on demand?
I came from a very hectic and stressful world of marketing and communications agencies, where days were punctuated by endless meetings, phone calls, and hours spent at the computer. This continuous rhythm was consuming me, and I felt the need for a radical change. I wanted to dedicate myself to something that would allow me to “disconnect” from technology and work with my hands, creating something tangible and meaningful. I wanted to combine productivity, creativity and manual labor. The idea of designing and making lampshades on demand came from this very need for slowness and reflection. The technique we use for Caliu Milano lampshades is an ancient tradition from Mexico that requires great concentration and attention to detail. Each repetitive movement is almost meditative, allowing me to focus completely on what I am creating. In a world that goes too fast, I have chosen to produce only made-to-order, avoiding unnecessary production and creating items that meet real needs. Each lampshade we make is unique, designed for those who request it, and carries the imprint of our passion for quality and beauty.
Why did you call it CALIU?
In Catalan, “Caliu” means that cozy warmth that one feels at a special moment, when the atmosphere is intimate and comfortable. It is used to say that there is a “good caliu” when, for example, you share a dinner with friends in a serene environment, where you feel at ease, as if time slows down and everything is in its right place. Caliu Milano lamps are a symbol of this warmth, and with the soft light they give off, they create a setting that invites to relaxation and conviviality. Milan, my adopted city since 2003, joins this vision as a symbol of dynamism and hospitality, two aspects that for me are perfectly intertwined: the vibrancy and openness of Milan marries the sense of warmth and intimacy that “caliu” represents. In this name there is a meeting between tradition and modernity, between the warmness of the past and the energy of the city I now call home.
What is your mission as a designer?
My mission as a designer is to create objects that are beautiful, useful and sustainable. I firmly believe that every product should have a unique value, which is why I strive not to mass-produce or create identical items. Each piece we make is meant to be unique, reflecting the need for quality, aesthetics and functionality. Another aspect that I consider fundamental in my approach is the active involvement of customers in the creative process. I like each customer to be involved in the creation of the product, bringing her or his own ideas.
To stand out from the crowd, you also offer a customization service. What is it about?
Yes, one of our strengths is undoubtedly customization. We offer the possibility to customize every aspect of our lamps: from the colors of the yarns, to the weave, to the shape and size of the structures. What we enjoy the most is the direct involvement of the customers in the creative process. We want them to feel that they are an integral part of the lampshade creation, bringing their own style and personality to each piece. This approach allows us to create unique products designed to reflect the tastes and needs of those who choose them.
Could you tell us more about your virtuous sustainable and slow approach and the choice of using exclusively Italian regenerated yarns?
For me, the idea of creating a sustainable brand has always been a priority, even in a small way. I wanted to find a concrete way to make my own contribution to sustainability by creating products that respect the environment at every stage of their life cycle, from production to the final product. Our lamps are made from fully recyclable materials: iron and cotton, both of which are carefully chosen to minimize their environmental impact. In particular, the cotton we use is regenerated and comes from Italian textile companies, thus guaranteeing both quality and respect for the environment. We do not use toxic substances, because I firmly believe that every production choice should go in the direction of a positive impact, both for nature and for people.
Spanish-born you have become a proud and committed ambassador, supporter and promoter of one-of-a-kind Italian craftsmanship? How do you feel about this?
I consider Italian craftsmanship to be one of the best in the world. The quality of materials, the craftsmanship and, above all, the attention to detail are characteristics that make Italian craftsmanship unparalleled. There is a tradition of care and passion that permeates every creation, from fashion to design to furniture. This is something that is not easily found elsewhere. For me, to have become an ambassador of this tradition is an honor, because I firmly believe that Italian craftsmanship is a true expression of Art and Culture, and I am proud to be able to promote it through my work.
Could you imagine working with Spanish artisans specially from Catalonia, your homeland in the future?
It would be really interesting to explore other craft traditions, such as those in Catalonia, and discover local techniques. I imagine that working with Spanish artisans could be a unique opportunity to enrich our creative journey. For example, the technique we use at Caliu Milano to make lampshades comes from Mexico and is a tradition from the 1950s. I think it is essential to preserve and pass on these craft techniques that, unfortunately, are in danger of disappearing. Each country has its own history and peculiarities, and learning from these traditions is a great asset that can only enrich our work.
How is a typical day at CALIU?
My typical day at Caliu always starts with a savory breakfast, a ritual I can't do without, like any self-respecting good Spaniard! Afterwards, I head to the studio, where the first thing I do is take stock of the situation: checking appointments, tasks to be completed, and, of course, deadlines. I am a very organized person and I like to get ahead of the work, because I believe that punctuality is key, not only in deliveries, but also in every step of the creative and production process. One of the things I am most passionate about is researching new yarn color combinations. I love discovering unique nuances that can inspire and surprise our customers, always creating something new and exclusive. I also spend a lot of time reading fashion and design newspapers and magazines to stay up-to-date on trends and stimulate my creativity. Every day at Caliu is a mix of passion for the work and research.
In the past few years, you have had the opportunity to collaborate with other insiders at the occasion of special events or projects. How those creative collaborations were born?
Over the years, I have had the pleasure of collaborating with other designers and creatives on photo sets, trade show setups, projects for TV programs, commercials, magazines, etc. Each collaboration is a unique opportunity to create new synergies and discover new approaches to design. It is always inspiring to work with people who share the same passion for creativity. Many of these collaborations have come about through social networks, which have become an important showcase for meeting other professionals in the field, but also through industry events and direct contacts through friends and colleagues.
Do you think that you, being a passionate perfectionist who takes her time to create true and premium artworks, is one of the secrets of your current and well-deserved success?
Being a perfectionist and paying close attention to every detail is definitely something that gives great value to the products we make. It is not only about the production stage, but also about the care in material selection and finishing, which are crucial to achieve a quality end result. For me, being a perfectionist is not just a choice, but a real responsibility: when you want to offer an excellent product, every step of the process must be taken with the utmost care. I believe that it is this dedication to quality that makes the difference and contributes to the success of the brand.
As a slow female ecopreneur, what are you the proudest of since you started your own business?
For me, every little contribution that each of us can make to improve the ecological situation is important, even if it may seem like a small step. I am very proud that I have been able to create something that is not only beautiful and appreciated by people, but is also environmentally friendly. Using recyclable and nontoxic materials, and choosing not to mass produce, is a choice that makes me feel good, because I know I am doing my part to reduce my impact on the planet. Working in this way, as an entrepreneur and as a woman, gives me a strong sense of accomplishment and responsibility.
Creating synergies between talented women is one of our duties at #MCCOT. Female founders supporting each other can indeed be powerful. Would you be willing to create soon something special for DENOTA?
Synergies between women are always a source of great energy and inspiration. Supporting each other is a unique opportunity to grow and create something even more special. I am very happy to be involved in this interview and thank you. It would be a real pleasure to collaborate with Denota and create something special together. The possibilities that arise when women come together are always amazing!
The big dream for CALIU?
My big dream for Caliu is to continue creating unique and exclusive furniture items that tell a story and convey emotions. I want to do this while always maintaining a deep respect for the environment, choosing sustainable materials and responsible production methods. In addition, I would like to involve people more and more, making them feel an integral part of the project, so that each product is not just an object, but a shared experience.
All the pictures are Courtesy of CALIU and DENOTA
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