There are materials that tell stories . Wood is one of these . It is living material, witness of time, silent companion of our lives. Those who choose a wooden floor are not simply purchasing a product, but are embracing a piece of nature, bringing the warmth, refinement and authenticity of a timeless material into their rooms.
Among the companies that have transformed parquet into an art, STILE stands out for its ability to combine tradition and innovation, sobriety and excellence, respect for the raw material and technological research. Born in the heart of the Umbrian-Tuscan Apennines, this Italian company has been able to establish itself internationally, conquering the world with its vision of luxury parquet. But what are the secrets behind the success of STILE?
To find out, we interviewed Lorenzo Onofri, CEO of STILE , a leading Italian company in the high-end wooden flooring sector, synonymous with excellence and design in the world.
Interview with Lorenzo Onofri, CEO of STILE
STILE is a brand that carries its essence in its name: elegance. What is the philosophy that guides your company in creating high-quality wooden floors?
First of all I would like to point out that we are not so “presumptuous” as to have given this name to the company on purpose, but it was a pleasant coincidence as the first company name, way back in the 1960s, was Società Tiberina Legnami, from which S.Ti.Le!
Perhaps it was a sign of fate, given that in these sixty years of history we have always stood out for the quality of our products, customer care and service, as well as the continuous search for innovation for an apparently simple product like a “parquet slat”. This has always been the basis of the company philosophy, sobriety and innovation.
Your story begins in the heart of the Umbrian-Tuscan Apennines, a territory rich in culture and artisan tradition. How important is this legacy for your work? And how is this reflected in your products?
Let’s say that the influence of the environment in which we were born and raised is certainly absolutely present in everything we do. Perhaps even stronger than the experience linked to the world of woodworking. In fact, there are areas in Italy where the technical aspect and the connection with the raw material wood is probably even stronger than here, but where I believe we are unbeatable is the passion and respect for what we do and the desire to share our know-how with customers from all over the world. The search for satisfaction in the work we do every day goes beyond the search for profit as an end in itself.
Parquet is an element that transforms the space, making it warm, welcoming and refined. What are the characteristics that an architect or designer must consider when choosing a high-end wooden floor?
The choice of a parquet by professionals such as architects and designers should be considered as a path to be shared, where they put their own ideas and aesthetic sensitivity and we can instead guide them in making that concretewhat they have in their vision, advising them technically and adopting all the necessary specifications so that in the end the result achieved is “in a workmanlike manner”. In fact, too often we see that the driver of choosing one product rather than another is based almost exclusively on the color of the finish or in any case on aesthetics, leaving out the technical part which is fundamental and a priority for having a product that lasts over time.
Furthermore, it would be important above all to say that it is absolutely necessary to explain in more depth what wood is, but also what it is not, with its qualities and natural characteristics which make it an absolutely unique raw material and too often little understood.
Today, innovation is a central pillar also in the world of wood. What are the most advanced technologies that you have integrated into your production process to ensure superior quality, durability and technical performance?
Innovation is certainly important and this is why automation and optical controls as well as rigorous quality procedures have made it possible to achieve a high product quality standard.
But when dealing with wood, the first rule to adopt to have a quality product is to respect the natural characteristics of this raw material. Today we talk less and less about wood and there is much less technical culture of wood, too often considering it as a commodity. Here is the real innovation in such a standardized market: knowledge and experience. These two things allow us to adopt the best “ingredients” or components to ultimately have the assembly of a quality product. In fact, we always specify in detail what we use, from the finishes to the glues, from the support to the origin of the “noble” wood, to be as transparent as possible and above all to give the user the opportunity to compare apparently identical products but in reality completely different from each other. It is not so easy to distinguish one oak plank from another oak plank!
The collaboration with BONA, leader in parquet finishes, marked an important evolution for STILE. How has this partnership enriched your proposals and what are the concrete advantages for designers and end customers?
Bona per Stile is not just a supplier but a strategic partner. In fact, we are the only ones in Italy to adopt 100% Bona finishes on our products because, as I usually say, they are not finishes but solutions to specific situations that can be adopted in all types of applications, from residential to commercial, from hospitality to contract. All these different areas of application have different characteristics and above all different needs. Bona allows us both in the production phase and especially in the after-sales phase to have a unique package of products, services and human resources available. In fact, Bona is a Swedish company that has been producing only paints and finishes for wooden floors for over a hundred years. Their level of specialization and innovation is maximum and no one else can provide us with technical and commercial support like them on a global level. In fact, especially with the professional division, they are present all over the world and this guarantees us to have assistance andservice everywhere, guaranteeing the customer a unique service. This should be an absolute added value that the designer should always take into consideration when selecting materials for the specifications, especially if the projects will be carried out outside Italy, where in theory they are more difficult to control.
The concept of customization is increasingly central in architecture and interior design. With STILE LAB you have created a true innovation laboratory. What possibilities are offered to professionals who want tailor-made solutions?
Stile Lab is a “container” of ideas, experiments, techniques and creativity that was born almost twenty years ago. We have been pioneers of innovation and provocation, applying metal foils to finishes or creating unique effects with experimental finishes. We were among the first to annually present the Pantone color of the year rather than diversifying with recycled materials or alternative natural wood coloring processes. But there has also been innovation in “extreme” formats. I’ll give just one example: the product called Strip which is characterized by being very narrow (40mm) and with lengths of up to two metres, we conceived it many years ago, the result of various collaborations, including with an important architect who wanted it for his home (even if in that case we were talking about solid Strip), which went against the grain when the market was invaded by large formats.
LAB continues to be a mine of ideas and we are already thinking about the next new entries, both in terms of finishes and other innovative formats.
Let’s talk about sustainability. Wood is a precious resource and STILE has obtained numerous international environmental certifications. What are your strategies to guarantee a product that is not only aesthetically excellent, but also environmentally friendly?
More than strategies, today I would talk above all about compliance with regulations, regulations and procedures that allow forest resources to be purchased, used and managed in the best possible way. The adoption of components from leading and innovative companies such as our suppliers of glues and paints, as well as multilayers, ensures that Stile products comply with the most restrictive quality and safety standards on the market.
All our certificates do nothing but demonstrate our sensitivity and attention to the management of resources first and foremost and to the health of the end user as well as maximum compliance with environmental regulations.
Parquet is a choice that goes beyond simple aesthetics: it is a statement of style and belonging. Which collections best represent your concept of timeless luxury?
Stile has always considered wood in its authenticity to be the noblest expression of parquet. Until the early 2000s, over 28 species of different woods from all over the world were worked, behind which there were life stories, fascinating experiences and above all a lot of knowledge of the various species and their characteristics. I would therefore say that the Stilnovo Collection has tried to maintain this nobility of the wood species, such as Teak, Walnut, Wengé, Doussie, Iroko, Afrormosia, Cabreuva and Oak, presenting them in their essence, without contamination of shades or colors orunlikely superficial processes that aim to mimic the consumption and aging of time but which to a minimally expert eye are endearing due to their falsity. Therefore the true essence, “in purity” represents in its simplicity, the maximum expression of nature, a timeless luxury.
Your projects range from residential to contract and the Ho.Re.Ca sector, with important references all over the world. What were the most stimulating challenges and most iconic projects you worked on?
Each project has its own history and its own personality.
Combinations of materials such as stone, marble and metal, rather than the development of bold and complex installation geometries, always put the ability to adapt production to the aesthetic needs of the project to the test.
Recently, for example, an important project for a Vancouver shopping center of over five thousand square meters made up of drawings, Italian and French pins, involved an important challenge to overcome as a finish of over 70 gloss with a very low slip index was required. Two diametrically opposed characteristics! Well, with the special support of our partner Bona who created a customized finish from scratch for this particular project, we managed to achieve the performances necessary to be able to win the job. The demonstration that quality is not done alone but is a chain that brings together unique professionalism and skills and makes them available to designers and users.
Italy is universally recognized for its design and craftsmanship. How does STILE become an ambassador of Made in Italy in the world?
I believe Stile is one of the very few examples of an Italian parquet manufacturing company that does everything entirely in its own factory. We don’t have a single square meter of production that isn’t done by us.
This means total quality, responsibility and attention to all the details of the product. Made in Italy has this basic characteristic, namely, specialization, capacity for innovation and production flexibility capable of satisfying even the most demanding customers. We try in every way to never say “NO” and above all to never compromise on the result!
The world of design is constantly evolving. What are the most relevant trends that are redefining the luxury parquet sector? And how does STILE interpret these new stylistic directions to anticipate market needs?
The parquet sector has also undergone an acceleration in recent years with regards to aesthetic changes and installation styles. We come from a rather long period where we only talked more than about large format planks, while today, not only have the pegs (both the Italian one with a 90 degree cut and the French one with 45 degrees) come back in great shape but we are also noticing a return to smaller, more refined formats. Let’s not forget that in past centuries the parquet was designed, herringbone or otherwise elaborate, while the so-called large format boards or planks were used for poor environments such as stables, garages and public housing. Luckily there is also a return to patterned floors, both classic and with new geometriesinnovative and very interesting and modern. In this sense, we have developed the Tekné collection, for example, which certainly presents ideas for interesting lines and shapes, just as we have extended this innovative concept of a wooden surface intended as a real decoration also to walls, with the brand new StilArt Wall collection.
In short, we try to always be very attentive to changes and as far as possible within our capabilities, try to anticipate them.
Parquet is not just a design choice, but an element that accompanies people’s daily lives. Who chooses a STILE floor? What are the needs and expectations of the final consumer who wants an excellent product?
Even though Stile produces a totally “made in Italy” and therefore high quality production, it wanted to create a vast range of products which, with the same top quality components and materials, nevertheless managed to diversify into various formats, choices and finishes so as to be able to be present in all market segments.
Obviously we could not compete with imported products, especially Chinese ones, because they were offered at scandalously low prices, as well as being of questionable quality. Fortunately, the European Commission, on the initiative of the FEP (European Federation of Parquet Producers) which activated the anti-dumping procedure, managed to put a stop to this injustice.
So today any customer who wishes to live their daily life and inscribe their family history on a wooden floor can easily choose the one that best suits them, in every sense, both aesthetic and economic. If explained well and if all the advantages of a wooden floor are understood during the sales phase, one could easily understand that that expense is an absolutely limited investment compared to all the advantages and satisfactions that one will receive from living on it, without limits, everywhere, including bathrooms and kitchens!
I think that the greatest expectation of a customer who approaches the purchase of a parquet is to find professionals who know how to best advise him in choosing a product that is liked by definition, but which still suffers from senseless prejudices regarding durability, maintenance, cleaning and so on which do not correspond to reality. But in order to be transparent and understandable for the customer, one must also know the products being offered, otherwise certain expectations will be disappointed.
What message would you like to convey to architects, designers and enthusiasts who choose STILE to bring their projects to life?
A very simple message: let them have fun designing and using their imagination and creativity as they see fit and then we will take care of making these ideas and visions a reality together with them, making technology, experience and an equal amount of passion available to them which can only lead to important results.
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