Presentation by Stephano Rocha (Marketing and Product Development Director)
General
• Porcelain is not just tableware (as some people think) but also includes interior design elements such as furniture compliments (vases, sculptures, etc.)
• Small statues are often given as gifts for celebrations (this was originated by the King of Naples).
History
• Porcelain was originally imported from China because it had a secret formula that no one else could reproduce (it was imported by the East India Company)
• Pottery is a lower level of porcelain (not as valuable) whereas porcelain has a sense of luxury
• In the 17th century, there was a high European demand for porcelain, so the Chinese had product lines specifically for the European market. Chinese style was also incorporated into European tastes and designs.
• Porcelain was referred to as “white gold”, as rich families traditionally had a display of silver tableware in a display cabinet in the home, which could now be replaced or supplemented by porcelain tableware.
• In 1710, Friedrrich Bottger discovered the formula for porcelain (50% Kaoin, 25% quartz and 25% feldspar).
• He produced porcelain (the first in Europe) at a castle of Abretchshrug in Neissen.
*Porcelain experts often turn the plats at restaurants to check where the plates have been made, as they all have a manufacturing seal. Meissen porcelain can be easily recognized by the 2 crossed spades. Meissen is pretty good quality, but not as good as it used to be and is generally more conservative and less up-to-date with the current trends. It is also subsidized by the German government.
• Carlo Ginori started producing porcelain in 1737.
• He wanted to produce reproductions of sculptures, however this is very difficult since shrinking and distortion occurs in the kiln.
• He wanted to make exclusive collections (limited number) to offer collectors at high prices. These are made of many different pieces which are assembled afterwards.
• Ginori gained fame and popularity across Europe. He went to Venice and hired Giorgio Della Torre and Carl Weidein Anreitervon Zienfeld who helped influence the styles and products. These styles reflected Viennese and Baroque art.
• Marquis Carlo Ginori became governor of Livorno, and had to hand the company down to his son, since he no longer had time to run it.
• In 1757, he died and his son took over completely.
• In 1889 Ginori had 15 kilns and 12,000 employees
• In 1896, it became “Richard Ginori” after a merger with another company.
• In 1930 they had 40 ovens and 12,000 employees (this was the peak of popularity).
• In 1945 they started selling crystal and glassware.
• In 1965 they started the Ginori museum.
• In 2007 the company was bought by Starfin s.p.a. (Milan based financial holding company). This company wanted to sell of the buildings and properties and didn’t care about porcelain.
• In 2010, the company started a new program to re-establish its identity across Europe.
• Today it has 3 kilns and can produce 34,000 pieces per day.
• Ginori products can been seen in many movies, and found on cruise ships, in restaurants and hotels, in the Royal Palace and the Presidential Suite.
Products
• There are two traditional shapes of plate which are the oldest and best selling. Everyone loves the traditional, and only a very smqll group of people like new and exciting designs.
• Some porcelain has application on top, some is painted y hand and can take up to 200 hours of labour.
• Outer lines (such as along rims) are made by hand with a small brush on a turning wheel, and requires 10 years of experiences to be good enough. Each line increases the cost of the piece by 10%.
• The larger designs are dictated but each artisan has their own unique style and can decide of placement of certain pieces of the design.
• A40 piece table set (12 dinner plates, bread plates, soup bowls and serving platters) can range from $1,000 to 16,500.
Materials
• Pottery is empty inside, and collapses slightly in the oven. During the firing process, the chemical bonds are changed (it loses approximately 12% off of it’s dimensions).
• The materials must be pure to make good porcelain that is strong, white and won’t scratch. It’s resistance to scratching is as strong as sapphire (once mixed and cooked).
• Kaolin makes the white colour.
• China from least quality to best quality (Vitreous china, soft china, porcelain and bone china – originally made from animal bones).
• Greggio supplies the cutlery from Ginori’s customers. The cutlery is currently schedules for a redesign.
• They are also working on a new line of products that can be used in fire, ovens, stoves, etc.
• Most porcelain requires 2 firings… one at 1000 degrees Celsius, and the next at 1400 degrees Celsius. Only blue can withstand the 1400 degrees, and can therefore be placed under the glaze.
• Sculpture is only done with one firing, and no glazing. Up to 60 moulds may be used for one sculpture, and each mould has multiple pieces if the shape is intricate. The pieces are removed from the mould when slightly hard but still malleable, and attached using a thicker porcelain. The lines are smoothed using a handmade wooden stick. Porcelain supports are used in the mould to ensure they shrink at the same rate.
• Each mould can be used about 30-40 times before having to be replaced, due to moisture in the porcelain.
Marketing and Design
• There are 4 designers at Ginori who each research current trends and submit new patterns based on these. They are all decorative and only come up with a new shape every 5 or 6 years, since mould making is so expensive.
• The designers go to international fairs to look at trends and patterns from other companies/countries. This year they published a book of these trends for all employees at the company.
• In 2012, red-orange is very popular as well as certain blue and green.
• They have made new collections called 1735, classic, contemporary and easygoing with different target markets, shapes and decorations.
• Custom designs are possible but can cost around $40,000 for a set.
By Amanda Cox, Laura Van Staveren and Anne Charbonneau
Keywords: Design History
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