hall 6 is bursting at the seams. Until Sunday, the shipyards here on the “Boot” in Düsseldorf in their super yachts. Some manufacturers pens 15 boats on the Stand. The cold White of the projectiles is glistening in the spot light. Under the hall ceiling Sunseeker, Princess, Feadship, Ferretti, and Azimut carry out the fight to have the biggest Logo. It is pure potency. It is competing for the High-end customers.
in the Midst of this blatant Demonstration of luxury, an oasis of calm and understatement. It is shielded and inviting as a Resort. At the entrance is a discreet lettering: Sanlorenzo enough.
For a Maritime Flair, the shipyard of La Spezia, in Liguria, with a semi-open containers made of metal. Your booth arched an open hall structure with transverse arches in the industrial style of the 1960s. Teakböden, lamps from Flos, the kitchen is by Boffi and designer sofas give a Lounge-like atmosphere. Potted palm trees, olive trees and bamboo to create the atmosphere and point of view protection. Espresso is served in a recyclable coconut cups from Japan. Discretion is the trump card.
“I sell a lifestyle”, is the message of Massimo Perotti, CEO and owner of Sanlorenzo. The Italians with his appearance, a contrast to the flashy Show: relaxation, comfort and luxury that will not be put on Display.
Sanlorenzo shows in hall 6, only a single Boot. The 27-Meter-cruiser SX88 one of the most expensive yachts at the show. Five million euros, the swimming costs at the end of the Loft with clean lines and timeless elegance. Cool, clean, Hyper – modern of 23 knots quick half-skid is a rejection of the swank. Much indicates, however, that Sanlorenzo meets the dawning of a new Zeitgeist so well and ahead of the competition. This is because new buyers shake the traditional habits of the yacht industry.
The new owners of Generation is wired differently than the Russian oligarchs and Arab oil Sheikhs who dominated the business for decades. The “billionaire class” has grown strongly, writes UBS. At the same time, the Stars of the Internet scene, increasingly supplanting the old Patriarch.
six Silicon-Valley-billionaires rank among the super Top Ten. Your preferences are between those of the Oil oligarch Roman Abramovich, owns the third largest Yacht in the world, the 162-Meter vessel Eclipse by Blohm + Voss.
Also a couple of asset classes, including the money is enough to fulfill the dream of luxury toys. The business is booming. 5000 super yachts, which are boats over 24 metres in length, cruising through the seas.
their owners are today, 15 years younger than in the nineties. The average age of 45 to 55 years of age will decrease until 2040, 35 to 45 years can expect researchers at the International University of Monaco (IUM). The Commissioner of the study, the Italian shipyard Rossi Navi launched the birth of a new boat category: “for Millennials-designed super yachts.”
Young customers want to Yoga instead of Kitsch and pomp
The demographic change facing the industry with other claims. In order to make the people born after 1980 Generation in the mood for the Boot, you need to say goodbye to the yacht industry of Kitsch and ostentation, club chairs and mahogany panelling.
A key role in the future: environment, technology, and contemporary Design for the customer. You want open space for Yoga or Pilates, a place for a get-together with friends and adventure-toys for diving trips, so the IUM-researchers.
Perotti, 58, is a Sanlorenzo already on the right course. As the Turin took over the shipyard in 2005, were 22 years of experience in the Italian industry leader azimuth behind him. While studying for a Business degree it to the founder Paolo Vitelli had hired. Since he was 22, and azimuth, employed 25 people. Later, Perotti contributed significantly to the advancement of the company. As he went, was the azimuth 3000 employees, and Vitelli had set a goal to be the largest yacht manufacturer. “He’s lost the uniqueness and the luxury of the eyes”, criticised Perotti its master. He opted for the opposite.
Sanlorenzo made Design to its USP. In 2009, as the global financial crisis, collapse, sales in the yacht industry left and a Pleitwelle triggered, opened Perotti the company for internationally renowned designers such as Rodolfo Dordoni, Antonio Citterio. The claim, from boats to swimming-to make the end of villas where you will feel like home, was a symbol of his success.
Before the crisis, Sanlorenzo was the super yachts in seventh place, now he holds the top spot. Sales have skyrocketed since 2013, tripled. In 2019, it is forecast to rise to 460 million euros. Perotti is currently investing 100 million euros into the company.
two years Ago, he thought it even necessary to get an Art Director on Board. He called the Milanese architect Piero Lissoni. He had the freedom to break with the old rules. In the yacht industry, he went as a stowaway on Board, says the Designer. “I was able to take a distance from the Anglo-Saxon school, in an Excess of décor and unpretentious materials dominated.” In front of the Admiral-Nelson-Look out for him. He can see that people want to show what you have. Just why is this vulgarity?
At the “Boot” Sanlorenzo radical new approach to the SX88. Open spaces and large glass surfaces connect the Inner and outer area on Board. The technique has been systematically cleared out of the way. Lissoni banished even the captain stood from the main deck to the Flybridge. The tax would have disturbed the cosy Loft-life. On the aft deck, you can have fun in a water drop, a 30-square-meter Beach Club. Lissoni, the SX88 also referred to as the “social boat”.
The Yacht away from the arrow fast, noisy fuel guzzlers. On a conventional boat could not be read during the ride, watch a Film, or eat, says Perotti. This should disturb people more and more. Speed was no longer so important. The SX88 halved the fuel consumption, at 300 litres per hour.
The change, Perotti explained as a result of the financial crisis. “You changed the heads,” he says. Previously, we have bought a Superyacht to Specify. She had certainly been masses like the castle of the middle ages, or a Palladian Villa of the Renaissance. “The Show-off stage, we have overcome at last,” he says, smiling. (Editorial Tamedia)
Created: 27.01.2019, 20:26 PM
