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Interviews - Commissariato Italiano Esposizione Universale di Shanghai 2010

Matteo Crovetto
Matteo Crovetto

Passion and innovation with the “soles” on the ground? Interview to Matteo Crovetto, General Manager Vibram China

Your company chose to commit as official supplier of the Italian Pavilion: With what objectives?
Vibram is in the Wonder Room of the Italian Pavilion with Vibram ® FiveFingers ®, the newest among its products, the company is a leader in its sector since the '30s and has been able to innovate the way people walk. ?The recognition to represent the Italian creativity in an event of this importance is a clear evidence that Vibram is one step forward in interpreting the tastes of the new generations and reaffirms once again the appreciation of the worldwide audience for its products (in 2007 Vibram ® FiveFingers ® have been selected by Time Magazine as one of the best inventions of the year and in 2008 it won the Italian Award for Creativity).
However in an event that makes of the improvement of living standards its thread, a reality like ours could not be absent.

How do you show your capacity for innovation and communication within the Italian Pavilion?
The outdoor activity world has been identifying for over 70 years the unmistakable yellow octagon Vibram logo as a quality, performance, safety, innovation and design synonymous, in other words all those values that are part of the Italian craft tradition of excellence recognized to our country by the World. ?With the introduction and the preview for the Chinese market of Vibram ® FiveFingers ® during the Shanghai World Expo, after the great success in U.S. and Europe, we wish to emphasize the philosophy behind the success of this product in other words the improvement of people's lives through a more balanced human being relationship with his body.
Only from a great experience comes a product so "simple" as innovative as Vibram ® FiveFingers ® a "glove for the feet" with 5 independent fingers that has the peculiarity to stimulate the muscles of the lower limbs by improving the user’s balance and agility.

What feedback are you getting from your participation and how do you judge the presence of the Italian Pavilion at the Shanghai World Expo?
Italy has addressed the theme of the Shanghai World Expo "Better City, Better Life" by promoting an impressive pavilion that alludes to the future city, combining traditional concepts of architecture and new revolutionary materials in a beautiful and design setting that characterizes our culture and our style. ?On display in this city in miniature, the best Italian excellences in terms of culture, collection of global challenges and tradition combined with the tendency for innovation have found a place.
Vibram arrives at the meeting with the specific objective of consolidating the brand's presence in a strategic market like China, in which we have already been present now for more than 10 years, while at the same time protecting our brand and patents.
For this purpose we have also opened more than a year ago in the Guandong Vibram Technological Center, a centre of excellence for R & D of all the group and main centre for all the Asian activities.
The commitment is maximum and I’m sure the results will not lack.

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