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Texto disponible sólo en Italiano
Misano 2011
Text only available in Italian Texte disponible uniquement en italien Text nur in italienischer Sprache verfügbar Texto disponible sólo en Italiano
Fassi crane art: the power of creativity
Fassi cranes, protagonists of a photographic project by six young talents from the Italian Institute of Photography.
What does a large “Made in Italy” industry like Fassi Gru have in common with the prestigious Italian Institute of Photography? Apparently little, but on looking closer an interesting collaboration has been born, to create a project that puts crane products in the centre of a creative reinterpretation of the crane itself.
Fassi Crane Art - this is the name of the project and what we will now talk about – is only the first step in a much wider thought process that aspires to represent the aesthetic, functional and applicative features of the crane in a creative and dynamic view of this product, an exegesis that is generally unusual for goods with such special features.
The hydraulic mobile crane takes the form of a mechanical entity with a markedly vertical development and an aesthetic elegance determined by its very ability to extend and stretch, even though firmly anchored to the industrial vehicle.
From these premises, six young photographers newly graduated from a two-year professional course - Giorgio Gori, Davide Zanoni, Noemi Belotti, Sara Busiol, Giacomo Tonucci and Giuseppe Chinati - have scrupulously adhered to the various key concepts developed by a cross committee for skills and tasks that took over the project “Crane Art."
Thus the project take concrete shape and comes to life. The young photographers have developed some photographic concepts, in line with the themes: technological innovation, environmental sustainability, remote control, harmonic composition of a dynamic product and lastly, the chromatic interpretation of that unmistakable “Fassi red”.
And here are the results: a modern Romeo that presents a whole shop-full of flowers to his beloved using a Fassi crane; a tree which is transformed into a crane, starting from the bark; a collection of many mechanical booms that flourish like some kind of tree from Avatar; and again, a hard-working insect-crane, the source of construction, a "Leonardo" type man with mechanical arms and lastly, the elegant similarity between the Fassi Crane, an example of strength and power, and a swan, the highest expression of elegance and lightness.
The project provides an interesting opportunity for approach and co-operation between two realities belonging to two different worlds, enterprise and learning. Two worlds capable of collecting and enhancing the incentives proposed by the artistic research of these young photographic outlooks and imprisoning them in a photograph, the uprising of elements which, in a crazy chase between imagination and emotions, propose a new language that becomes an image and makes us re-live an unusual but genial reading of the world of cranes, all in the simple genius of a “click”.
This first photo gallery will set the creative mood for the Fassi 2011 calendar, but Fassi Crane Art will be much more, it will have a place without boundaries where all the experiences of this project will find their proper perspective: www.fassicraneart.it
What does a large “Made in Italy” industry like Fassi Gru have in common with the prestigious Italian Institute of Photography? Apparently little, but on looking closer an interesting collaboration has been born, to create a project that puts crane products in the centre of a creative reinterpretation of the crane itself.
Fassi Crane Art - this is the name of the project and what we will now talk about – is only the first step in a much wider thought process that aspires to represent the aesthetic, functional and applicative features of the crane in a creative and dynamic view of this product, an exegesis that is generally unusual for goods with such special features.
The hydraulic mobile crane takes the form of a mechanical entity with a markedly vertical development and an aesthetic elegance determined by its very ability to extend and stretch, even though firmly anchored to the industrial vehicle.
From these premises, six young photographers newly graduated from a two-year professional course - Giorgio Gori, Davide Zanoni, Noemi Belotti, Sara Busiol, Giacomo Tonucci and Giuseppe Chinati - have scrupulously adhered to the various key concepts developed by a cross committee for skills and tasks that took over the project “Crane Art."
Thus the project take concrete shape and comes to life. The young photographers have developed some photographic concepts, in line with the themes: technological innovation, environmental sustainability, remote control, harmonic composition of a dynamic product and lastly, the chromatic interpretation of that unmistakable “Fassi red”.
And here are the results: a modern Romeo that presents a whole shop-full of flowers to his beloved using a Fassi crane; a tree which is transformed into a crane, starting from the bark; a collection of many mechanical booms that flourish like some kind of tree from Avatar; and again, a hard-working insect-crane, the source of construction, a "Leonardo" type man with mechanical arms and lastly, the elegant similarity between the Fassi Crane, an example of strength and power, and a swan, the highest expression of elegance and lightness.
The project provides an interesting opportunity for approach and co-operation between two realities belonging to two different worlds, enterprise and learning. Two worlds capable of collecting and enhancing the incentives proposed by the artistic research of these young photographic outlooks and imprisoning them in a photograph, the uprising of elements which, in a crazy chase between imagination and emotions, propose a new language that becomes an image and makes us re-live an unusual but genial reading of the world of cranes, all in the simple genius of a “click”.
This first photo gallery will set the creative mood for the Fassi 2011 calendar, but Fassi Crane Art will be much more, it will have a place without boundaries where all the experiences of this project will find their proper perspective: www.fassicraneart.it
TECHNOLOGY AND MARKETING ARM IN ARM IN THE THREE NEW FASSI PROJECTS:
NEW NAMES FOR MODELS, RANGE REORGANISATION AND TECHNO-CHIPS.
With Fassi, technology becomes clear and easy to interpret thanks to three new marketing projects announced in advance during SAIE 2010: Renaming models, range reorganisation, introduction of Techno-chips. "At a time when buying a work machine is increasingly becoming a form of informed investment, it is important that Fassi technological assets be as transparent as possible, clear and precise, for those who choose our cranes and have to use them ", says the Group CEO Giovanni Fassi.
Renaming models
In this way the symbol "speaks of" and identifies the crane. The user can immediately understand the type of crane he has before him, thanks to a series of codes that make up the name.
For example: the F455RA.2.24 e-dynamic is a Fassi crane in the e-dynamic range, with a lifting capacity of 455 tm, model RA with continuous rotation, double connecting rod system, 2 articulated booms and 4 extending jibs.
Specifically, the crane in our example will be the F455RA.2.24 e-dynamic:
F = Fassi
455 = lifting moment (tm)
RA = continuous rotation version
2 = double linkage
2 = two articulated booms
4 = extending booms
e-dynamic = range
Range reorganisation
active, e-active, dynamic, e-dynamic, he-dynamic: Fassi appears on the market with a reorganisation of its entire family of cranes into five main ranges, which group together crane models based on their configuration. In this way Fassi offers configurations that are optimised to give the best value for money ratio, based on predefined equipment.
Techno-chips
In 45 years of experience and innovation, Fassi has developed and tested a number of technologies applied to the crane in the mechanical, hydraulic and electronic fields. An extremely valuable heritage that represents Fassi’s very identity. To promote this heritage and communicate it clearly, Fassi introduced the "Techno-chips": an icon-based system that represents the technologies in use.
These technologies are part of three macro areas:
• Control (15 techno-chips)
• Performance (7 techno-chips)
• Durability (4 techno-chips).
NEW NAMES FOR MODELS, RANGE REORGANISATION AND TECHNO-CHIPS.
With Fassi, technology becomes clear and easy to interpret thanks to three new marketing projects announced in advance during SAIE 2010: Renaming models, range reorganisation, introduction of Techno-chips. "At a time when buying a work machine is increasingly becoming a form of informed investment, it is important that Fassi technological assets be as transparent as possible, clear and precise, for those who choose our cranes and have to use them ", says the Group CEO Giovanni Fassi.
Renaming models
In this way the symbol "speaks of" and identifies the crane. The user can immediately understand the type of crane he has before him, thanks to a series of codes that make up the name.
For example: the F455RA.2.24 e-dynamic is a Fassi crane in the e-dynamic range, with a lifting capacity of 455 tm, model RA with continuous rotation, double connecting rod system, 2 articulated booms and 4 extending jibs.
Specifically, the crane in our example will be the F455RA.2.24 e-dynamic:
F = Fassi
455 = lifting moment (tm)
RA = continuous rotation version
2 = double linkage
2 = two articulated booms
4 = extending booms
e-dynamic = range
Range reorganisation
active, e-active, dynamic, e-dynamic, he-dynamic: Fassi appears on the market with a reorganisation of its entire family of cranes into five main ranges, which group together crane models based on their configuration. In this way Fassi offers configurations that are optimised to give the best value for money ratio, based on predefined equipment.
Techno-chips
In 45 years of experience and innovation, Fassi has developed and tested a number of technologies applied to the crane in the mechanical, hydraulic and electronic fields. An extremely valuable heritage that represents Fassi’s very identity. To promote this heritage and communicate it clearly, Fassi introduced the "Techno-chips": an icon-based system that represents the technologies in use.
These technologies are part of three macro areas:
• Control (15 techno-chips)
• Performance (7 techno-chips)
• Durability (4 techno-chips).
The Albino group presents the new corporate structure at the SAIE 2010 in Bologna.
Not only new products in the Fassi household, which presents itself at the annual meeting of the international construction exhibition, SAIE, with a new corporate structure. The new structure is a concrete sign of a new corporate culture geared to meeting the new challenges and market opportunities. A market without borders, but with all the limitations of global complexity, which requires increasing skills and ability to relate to the many players in this particular business.
"Periods of crisis always have a positive side. As Einstein teaches: The important thing is to continue working to increasingly improve the various corporate assets in order latch to the upswing in a decisive manner." So we are told by Giovanni Fassi, CEO of the Albino Group. “A process that also passes through the reorganization of certain key figures within the company structure. Therefore, in addition to continuing in the search for product innovation, we felt it necessary to intervene on the company structure to consolidate a management team that is prepared to face the new challenges of the global market. Also in this light, last September we brought together dealers from all over the world for an important meeting in Baltimore: an opportunity to share experiences and to take stock of new business strategies.
The reorganization in Fassi involved the commercial sector in particular.
The commercial area, in fact, is now entrusted to Luigi Porta, who has been with the company for about 25 years, and has been appointed Commercial Manager for all markets in which the company operates (about 60 worldwide). He will be assisted by Mauro Dellacasa, who will handle sales for the Italian market, and Emilio Bertazzi, who will focus on international markets.
Great attention has been given to the engineering area, the true driving force of innovation.
Enrico Guerini, Product Manager, with his ability to interpret the needs of the market, will contribute to enhancing work in the experimental field using marketing elements, in order to develop products and solutions for different needs and applications.
Not only new products in the Fassi household, which presents itself at the annual meeting of the international construction exhibition, SAIE, with a new corporate structure. The new structure is a concrete sign of a new corporate culture geared to meeting the new challenges and market opportunities. A market without borders, but with all the limitations of global complexity, which requires increasing skills and ability to relate to the many players in this particular business.
"Periods of crisis always have a positive side. As Einstein teaches: The important thing is to continue working to increasingly improve the various corporate assets in order latch to the upswing in a decisive manner." So we are told by Giovanni Fassi, CEO of the Albino Group. “A process that also passes through the reorganization of certain key figures within the company structure. Therefore, in addition to continuing in the search for product innovation, we felt it necessary to intervene on the company structure to consolidate a management team that is prepared to face the new challenges of the global market. Also in this light, last September we brought together dealers from all over the world for an important meeting in Baltimore: an opportunity to share experiences and to take stock of new business strategies.
The reorganization in Fassi involved the commercial sector in particular.
The commercial area, in fact, is now entrusted to Luigi Porta, who has been with the company for about 25 years, and has been appointed Commercial Manager for all markets in which the company operates (about 60 worldwide). He will be assisted by Mauro Dellacasa, who will handle sales for the Italian market, and Emilio Bertazzi, who will focus on international markets.
Great attention has been given to the engineering area, the true driving force of innovation.
Enrico Guerini, Product Manager, with his ability to interpret the needs of the market, will contribute to enhancing work in the experimental field using marketing elements, in order to develop products and solutions for different needs and applications.
