Loris Modonesi: No more words are needed to clear away any digression on how short-lived is gift paper and the temporary fashion trends that condition it. Looking at the products that Loris of Florence has presented to the market from 1974 to today, we can notice such an outstanding freshness and modernity that we cannot say how many years separate a collection from the other one.
What Does Loris of Florence Mean with “Created with Love”?
Loris Modonesi: Not only does the answer lay in creativity: we also have the constancy of seeking – and the courage to adopt – all the technical solutions to accurately transfer one idea into a product.
Marco Puccetti: In other words, we must not allow ourselves to be conditioned by the costs of materials, inks or the most advanced and complex production processes. If we want a product capable of really interpreting a style, so as to impose itself, or rather to fix itself in the attention of the consumer, we must have the courage to dare. It makes no sense to be influenced only by the costs of a finished product whose unit price remains within the reach of every consumer.
Loris Modonesi: After all, when I considered this sector over 40 years ago, I found a rather flat scenario both from the aesthetics and quality of the offer, and from the dynamics of the demand.
It was 1974 when I proposed the “Tono su Tono” line.
That was an almost immediate revitalizing injection for the Cart exhibition that year: it was only about Loris of Florence and our stand. It was very appealing for visitors, who were literally thrilled by this unexpected innovation.
Starting from that first line, paper has acquired a new dignity, has become a queen on the shop counters and in the hands of those who give meaning to a gift. As expected, from that moment we began to be imitated and the competition started in terms of inventiveness, quality and innovation.
Marco Puccetti: We were at the centre of an exciting game and certainly Loris of Florence did not give the market a rest. Season after season we have shown that there are no limits to free creativity and new ways of making paper live.