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Markets and Products 16
Bella Plastica d’Italia
Not only a travel destination but also a business location for many
companies, Italy has evolved into the second largest market for
styrene plastics.
“If I had not made the decision
that I am now carrying out,
I would certainly have been
ruined: the desire to see Italy
with my own eyes had thus
reached such a heightened state
in my mind.”
An observer might accuse German poet
Johann Wolfgang von Goethe of having a
penchant for pathos. But his achievements
are undeniable when it comes to singing the praises
of the country that was his favorite travel destination
back in the 18th century. And what held true for
Goethe almost 300 years ago, continues to apply
on a small scale in the 21st century as well. Italian
wine, Italian food, Italian design – we love everything
that comes from this boot-shaped country
because we equate it with the lightness of
being.
Innovations
in product design
A lightness whose appearance is essentially
defined by plastics. In fact, one out of every
(Johann Wolfgang von Goethe)
four plastics-processing operations in
Europe is located in the Apennine Region.
In total, there are 11,000 companies. After the area
comprising of Germany, Austria and Switzerland, the
southern tip of Europe has now become the
second largest injection-molding market on the
continent. No wonder, since this is where
brand name producers such as De
Longhi, Hotform or Whirlpool can
manufacture their products
cost-effectively thanks
to the numerous
small and
mediumsized