As part of our new format, Archinature, Giorgio Tartaro interviewed Stefano Laprocina, founder of Verde Profilo, to discuss the role of green as a design tool and recent developments in the field. Laprocina shares his perspective on green culture, the importance of involving architects in spreading these dynamics, and the company's research and development activities.
We chose the name Archinature to reflect the goal of meeting architects and hearing their design stories. We want to understand how green can become a design tool, both in urban areas, which are often a challenge, and in contexts where the presence of nature is more evident. We want to create a culture and promote projects in which green takes a central role. Today we increasingly see greenery represented as a crucial element in project renderings.
Meeting with architects allows us to understand how they interpret the use of green, how they integrate it into architecture, and at what stage of the project they address this issue. It also helps us assess the situation of our industry and understand its evolution.
Research and development have always been fundamental to Verde Profilo. We are a very innovative company and have developed several products, including Mosswall, a patent for vertical green systems.
We are now working with a scientific director, Bettina Bolten, to develop a protocol for biophilia and biophilic design as design tools. We are also collaborating with architectural firms to provide guidelines and design codes on this topic in order to promote the concept of biophilia more and more.
Absolutely, communication has always been of great importance to us! We want to show images of our projects, but we also want to create an accessible, time-lapse website, work with video, and take advantage of social media. We have a very competent and well-organized dedicated team. Even though making the company known is essential, there is more to communication than that. It allows us to spread the values that guide our daily work.
That's right, Archinature starts in Milan because we are Milanese, there are many fascinating projects and studios in the city. However, we are not limited to Milan.
For example, on June 15th we will be in Puglia, in Bari, and soon we will move to other regions such as Lazio and Rome, which are lands rich in projects and architecture studios. It is important to grasp how studios work in different territories, tackling the same theme but with different approaches. It will help us to map and better understand the current landscape of our sector.
In my opinion, research and development are fundamental.
When I saw the first copies of our patents, there was some discontent. I have to admit. It seems that our idea has been copied. However, this is the market and indicates that we are doing the right thing.
It is also crucial to educate consumers on conscious buying. They must be given options by us, always trying to be one step ahead of others. We must already have a new element to propose when competitors start approaching.
In addition, building relationships with architects, who become clients and partners, is vital. We try to construct unique projects, such as the highest vertical walls in Europe, and we are working on many other innovations. All this allows us to maintain a distinctive identity in the industry.
We work mainly in a B2B context, where architects are our intermediate clients between us and the end client. We offer them support with engineering and calculation for the study, then realise or provide maintenance for the work. Architects become important partners with whom we create solid partnerships.
Thank you, it has been a pleasure to share our experience. We are excited to continue promoting green culture and meeting architects across Italy through the Archinature project.
In conclusion, in the interview, Stefano Laprocina, founder of Verde Profilo, provided a fascinating insight into the role of greenery as a design tool and the company's strategy in research and development.
Through Archinature, Verde Profilo is committed to creating a culture and promoting projects in which green is the protagonist. Furthermore, communicating and meeting with architects from different regions of Italy provides a better understanding of the dynamics of the sector and maintains a unique identity.
Interview by Giorgio Tartaro