And there’s a story behind every brand and every individual and we at Archvalor embrace both…….We are in conversation with Claudio Spreafico, Partner and Product Manager at Elekta, Italy, and our amazing host, Kritika Juneja, Founder ArchValor.
To begin with could you please give us an insight into your journey with Elekta so far?
I started at Elekta in 2006 when I was 25 years old. I recently graduated in International Marketing in Milan, and after gaining experience in various companies’ marketing departments, I came across Elekta. Right from the start, I felt a different kind of connection, a unique way of working and challenging the market. Since then, my journey within the company has led me to become one of the partners and the head of the entire sales and export structure today.
I can confidently say that I have grown both professionally and personally at Elekta. Today, the company knows a lot about me, but always with the same approach that initially led me to choose this path.
Over the years, Elekta has provided me with ample opportunities for growth and development, allowing me to flourish both in my career and as an individual. The company has witnessed my progression and has come to appreciate my skills and dedication. It is gratifying to know that I have maintained the same approach and passion that initially drove me to choose this journey.
Describe the genesis of the name Elekta and the inspiration behind it.
The name “Elekta” derives from the Greek word ηλεκτρον (elektron), which means “shining material”. This name choice reflects the company’s goal of creating solutions and materials that stand out in terms of their quality and beauty compared to the competition.
The association with the term “shining material” suggests excellence and distinctiveness. Elekta is committed to using high-quality materials in the creation of its solutions, not only from an operational and economic standpoint but also from an ethical perspective.
Elekta’s ethical mission goes beyond conventional business objectives. The company aims to develop materials that are not only functional and technologically advanced but also aesthetically “shining”. This commitment to “shine” among the materials of the competition can be interpreted as a desire to stand out and offer superior quality products and solutions.
Please elucidate on your product range. Can you explain how your products and textures resemble nature and what makes them so unique?
Our product range is designed to reflect the beauty and diversity of nature. We incorporate materials and textures that resemble natural forms and characteristics, making our products truly unique.
Our products feature a variety of nature-inspired textures, such as smooth surfaces reminiscent of flower petals or patterns and designs that mimic the grain of wood or the shapes of natural stones. These details and textures provide a pleasant sensory experience and add an authentic touch to our products.
What sets our products apart is the attention to detail and careful selection of materials. We use high-quality materials that not only offer a pleasing tactile sensation but are also durable and long-lasting. The combination of nature-inspired textures and high-quality materials gives our products a distinctive appearance and superior aesthetic value.
Our philosophy is to create products that are not only functional but also bring a connection to nature into the spaces they are used in. We aim to offer solutions that harmoniously blend the beauty of nature with modern functionality, adding a touch of elegance and serenity to the environments they are applied in.
Could you elaborate on the manufacturing process for your products?
Our manufacturing process involves several stages to ensure the high quality and unique nature-inspired characteristics of our products.
1. Material Selection: We carefully choose premium materials that meet our quality standards and align with our commitment to sustainability. These materials may include natural elements, such as stone, marble or lime.
2. Design and Prototyping: Our team of skilled designers and artists develop innovative designs that capture the essence of nature and the trends of the interior and exterior design.
3. Production: Once the prototype is finalized, we move into the production phase. Depending on the specific product, our manufacturing processes may involve different techniques. Our skilled craftsmen ensure precise execution and attention to detail at every step.
4. Texturing and Finishing: One of the key aspects of our products is the nature-inspired textures. Skilled artisans meticulously apply texturing techniques to replicate the intricate patterns and details found in natural elements.
5. Quality Control: We have stringent quality control measures in place to ensure that each product meets our high standards. Our quality control team conducts thorough inspections at various stages of the manufacturing process, from raw material inspection to final product assessment, to ensure consistency, durability, and aesthetic appeal.
6. Packaging and Distribution: Once the products pass our quality control checks, they are carefully packaged to ensure safe transportation. We work with trusted logistics partners to distribute our products to our clients around the world.
Throughout the manufacturing process, we prioritize sustainable practices, minimizing waste generation, and optimizing energy efficiency. We strive to create products that not only reflect the beauty of nature but also embody our commitment to environmental responsibility.
What is the one best and one worst piece of advice you ever got in your life???
Best Advice: “Follow your passion and enjoy”.
Worst Advice: “Ignore criticism and never listen to feedback”.
I believe that in one’s profession, as in life, one must always be visionary. It is necessary to anticipate changes and act accordingly in an intelligent, ethical, and sometimes provocative manner.
Claudio Spreafico
Any closing thoughts? What are you feeling at this moment?
It has been a wonderful journey, and I thank you. An interview that goes beyond the presentation of a company, a product, or a concept.
The world of surfaces, whether they are floors, walls, ceilings… furniture… has changed significantly in recent years. Every surface in the home, store, bar, or any environment must communicate with us humans and with other surfaces.
Our mission is to evolve together with this concept. There should no longer be materials for floors, wall coverings, or finishes for furniture or other surfaces in the home.
There should be multi-surface solutions that know how to interact and communicate. Solutions that know how to evoke emotions.
And that, this thought, makes me feel good…
