Pen World v32.4

From rod stock to machining to fit to filling system, each Visconti writing
instrument goes through a rigorous testing process before being released
for purchase.
Poggesi continues, “This amazing company, Visconti, is
no longer just a company: it has become a real luxury brand
and a leader in the pen sector. We will grow by focusing
on the concept of lifestyle, strengthening our e-commerce,
and a new organizational structure that includes the opening
of a few Visconti stores in order to reinforce our image,
like the big fashion brands do. We also want to expand
our distribution network. Visconti, being no longer just
writing instruments, will be present not only in pen shops,
but also in fashion, luxury, and design boutiques.”
As CEO, Poggesi believes his most important role is
fostering a creative environment. He has introduced a new
design process that involves the marketing and product
development teams, as well.
“When thinking about designing a pen, it is important to
have multiple points of view,” Poggesi says. “The design of a
new pen should be analyzed from a purely artistic and
aesthetic point of view (here is the role of designers); from a
technical/practical feasibility point of view (here comes the
technical development department); and finally, but no less
important, from a commercial point of view, which also takes
as a reference the behavior of competitors and market
analysis (where the marketing department comes into play).”
When we think of the Renaissance, we think of iconoclastic geniuses—Rembrandt and Da Vinci, Botticelli and Michelangelo.
We also consider the patrons who made their art possible—the Borgias, the Medicis, the Sforzas. But it’s important to bear in
mind that the Renaissance was also a communal experience. The Sistine Chapel was the work of multiple artists and architects.
Da Vinci sketched the illustrations for his friend Luca Pacioli’s landmark mathematical work on the Golden Ratio, the three-volume
Divina proportione.
Likewise, Visconti depends on the sum of its parts to create the whole. In ethos and in product, Visconti strives for the
title of “Renaissance pen brand.”
Visit visconti.it and colesoflondon.com.
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