A new brand has taken the market by storm: with a new, fascinating project, Eclà is already making itself known and now wants to leave its mark in the decoration world!

Alessandra Notargiacomo

Stunning debut by a brand that will undoubtedly be talked about: Eclà’s line of decorative products was launched in February, during the Décor & Color show, fascinating and attracting the numerous visitors of the MADE Expo, captivating their attention thanks to its charm and to powerful and coherent communication project.

We will discuss the genesis of Eclà and that of its magnificently orchestrated elements, contributing to the brand’s appeal, with the creator and manager of the project, Carmen Ture, and Monica Pica, in charge of Communication & Marketing.

C&H – How did this interesting and fascinating project come to life?

Ture – Our project started from the powerful need to create something new, something different and captivating… a thunder in clear skies of Italian paint products! This is the main underlying idea, on which we are building a very sophisticated, mysterious and fascinating project, inspired by the infinitely complex universe of womanhood and its many shades. This is the main reason our project gathers many different global trends and atmospheres, being inspired by fashion and styling trends; the result is stunning and is already generating waves in the local market, just like it will – in the future – on the international scene.

C&H – How to move in a market as competitive as the decorative products one?

C.Ture – In order to dive deep in a segment which can by highly rewarding, but hardly has any space for newcomers, we truly believe it is important to discover our own niche. We have to create it, if it doesn’t exist, generating added value for our clients, thus making our project unique.

We are making our entrance in the market as a highly-specialized company, separating ourselves from the generic small paint producer, which only offers products that complement a classical product line.

Eclà is not a branch of another company or project, is a standalone brand, with its own identity, its own beautiful imagery and well defined character. The intense studying on which Eclà is built, the quality and refinement of the materials, as well as our positioning and communication strategies, place us in the high-end segment.

Today, the decorative product has new meaning, since it is also a mean of self-expression in our own homes: this message has to be clearly translated to the final customer.

In order to achieve this, we rely on an extremely structured communication project; powerful and meaningful, but also technical and precise, allowing for all its different elements to seamlessly connect to each other.

The main idea on which our communication strategy is built is the association of our products with the female icons that have made history during the ‘900, be it in movies, fashion, theater, music, arts. They are the icons which inspired millions and now have inspired and named our product line: Coco, Gish, Bette, Grace, Mata, Kate, Greta, Reneè; immortal symbols of charm and sophistication, children of a specific time, but universal heritage of the beauty and class of the feminine.

It is thus reasonable to speak of a project inspired by women and focused on women, allowing them to become the undiscussed stars of the household.

C&H – How is the communication project articulated?

M.Pica – Every decade of the ‘900 has a specific product associated to it, incarnating its specific elements and characteristic, in order to relieve its mystery and charm. The particular effects, then, define the style and trends of the subsequent “époques”, thanks also to the attention involved in the photographic process. Every product is closely associated with the image of a model dressed in clothing that is characteristic of a decade, summoning mythical scenery and fascinating imagery from which any woman can take inspiration.

Even the wording for every single product included careful choices, from adjectives to ad-hoc references, aiming at recalling the specific feeling that product want to promote, inspired by the main inspirational figure.

The link between women and fashion is furthered by the identification of patterns and textures through textile references.

The bases themselves are identified by the name of precious stones, underlining the value and prestige of the product.

This is the result of an intense studying and planning phase, of which we are very proud and that results in a complete line of eight different products, each with its own defined character, plus all the others that are currently in the study phase.

C&H – Which are the characteristics of the 2010 product collection?

M.Pica – The collection is composed by four different finishes that produce an sophisticated and elegant purely metallic effect: Gish, recalling the ’10s exoticism; Bette, inspired by the 40’s strong and impeccable style; Grace, characterized by a light recalling the undying charm of the ‘50s and Kate, which reinvents the ‘90s seduction in a contemporary key.

Coco, the line which inspired them all, is of course also in the product line; an exceptionally sophisticated water-based decorative finish, Coco delivers both metallic and opaque effects, enriching interiors with unique traits.

Also, Renée, reinventing the ‘80s flamboyancy through its metallic reflections.

Finally, two universal evergreens: Greta, inspired by the ‘30s and donating a smooth lightness and charm to any ambient, and Mata, seductive and elusive recalling the bell’epoque sinuous themes.

C&H – What have you gained after your exploit at the Décor & Color Show?

C-Ture – During MADE Expo we beat all the expectations and positioned ourselves as a supernova in a sky of full of painting products. We have been contacted by businesses from the Middle East, India and Easter Europe, but we are currently focused on the Italian market.

We have gained a lot of leads during the fair, and this is now resulting a very profitable formalization phase. The contracts can mostly be gathered in one of the two: either interior design or, more traditionally, the specialized resellers.

We are currently focused mostly on traditional resellers, since they have the right tools and space needed to show off our products to the best of possibilities, even dedicating specific showcases and areas.

In order to tackle the problem of the often-missing available space to showcase something as large as decorative work, we are working on a removable, modular solution.

C&H – What do you think about the construction resellers as possible partners?

C.Ture – While non-specialized in colors and decorations, the construction business is seeing a particularly good phase in terms of requests and growth, focusing more than ever on this particular segment. Given their large showrooms and showcase areas, they make the perfect candidate for products such as ours. So, yes, this a channel we are very interested in and that we are currently evaluating, even thou specialized paint manufacturers are still our number one choice, because of their technical knowledge.

C&H – What kind of support will you be providing to your resellers?

M.Pica – We are planning on a series of live presentations our line of products, to be held at each one of the selling points that will choose Eclà. In order to execute this plan, we have built a strong, dynamic and very specialized team, traveling across Italy to deliver the best possible support.

A great deal of focus has also been put through the production of color folders (?); extremely clear and evocative in their imagery and description, they contain the entire product line, as well as the possible combinations, the technical details and information required for the preparation of supports.