IF THE UNION OF SEVERAL MINDS CAN MAKE THE DIFFERENCE, THE GROUPS WE HAVE MET FOR THE MARCH ISSUE ARE AN EXAMPLE OF IT THAT IS ENTIRELY POSITIVE. COLLABORATION AND A COMBINATION OF IDEAS AND CHARACTERS HAVE GIVEN LIFE TO A NETWORK OF MILANESE ENTERPRISES AND PUBLISHING AND ENTERTAINMENT COMPANIES THAT PROMOTE MUSIC, EVENTS AND CULTURE, PASSION AND EXPERTISE.
WE WILL INTRODUCE THEM TO YOU ONE AT A TIME WITH THE IDEA THAT IF YOU KNOW MILAN YOU CANNOT FAIL TO HAVE HEARD THEM TALKED ABOUT AT LEAST ONCE.
WE MET GIANLUCA E ANDREA REINA IN THEIR ELEGANT MILANESE BASE; TOGETHER WITH FILIPO RICHERI THEY ARE THE DRIVING FORCE OF FASTEN SEAT BELT. CURIOUS AND ASSIDUOUS TRAVELLERS THEIR ADVICE IS ALWAYS TO FOCUS ON THE PIECE YOU ARE WORKING ON, BUT ABOVE ALL, THANKS TO A DEDICATION FROM ELIO FIORUCCI, THEY ARE THE DISSEMINATORS OF THE IDEA THAT “THE PARTY LASTS ALL YOUR LIFE”. HERE IS WHAT THEY TOLD US ABOUT THE WAY THEY EXPERIENCE PUBLISHING AND NETWORKING.
Who are you and how did your company start? What, specifically, do you deal with?
We are 3 brothers: 2 of us , Andrea and I, are blood brothers, and one was acquired: Filippo Richeri, known as Pippo.
All 3 of us come from publishing and over the years we have created and developed several publishing formats including NitePeople, Tar, Anew Magazine and, the latest, Cabana Magazine.
In 2010 we were amongst the first to understand that magazines could no longer be an end in themselves but must become the instruments for networking and creating content and formats for, and with, brands. We began by working with the fashion and luxury worlds, starting, in fact, from the content in order to create formats which then became in-store events and digital projects that worked for the companies.
Today, an increasing number of brands are working with us. In 2015 alone we created, realised and produced more than 200 in-store events for some 60 companies.
So, we have developed a business model from scratch and we are really satisfied with what we are doing.
Thanks to our magazines we work with photographers, graphic designers, stylists, PR, producers and creative talents in the widest sense: it is with them that we have created our Gang.
This is Fasten Seat Belt.
Are there crews that have inspired you?
More than one crew, we have been inspired by two business enterprises we follow with great attention: one is in the publishing world and the other is a brand of beverage, even though it is rather reductive to put it in this “pigeon-hole”.
The first is Vice Magazine US and everything connected with it: an enterprise that started from a printed magazine and which is now both a broadcaster and a creative agency.
They realise both advertising campaigns for brands and important investigative journalism: a duo that until quite recently was unthinkable. They have managed to shake up the media world by putting journalists and advertisers in the same room: they are a continual source of inspiration.
The other is Red Bull; it is incredible to think of the quantity of formats for events, publishing and entertainment they invent, on a daily basis, in order to create a very specific world that serves to sell millions of cans of an energy drink that is not even particularly appealing.
Its creator, Dietrich Mateschitz, is a visionary as well as being a marketing genius.
So, they are the enterprises which we, in our own small way, aspire to.
What advice would you give to anyone who would like to follow in your footsteps?
Certainly, our strong point is being curious and travelling a lot. We are always on the move.
Filipo and I, most of all. My brother, Andrea, has two children and for him moving around is a bit more complicated. We have opened an office in Shanghai and every two months we are there for work. Italian taste and our Italian way of thinking fast, are unbeatable.
Obviously, we have to stay focussed “on the piece we are working on” from the point of view of new technologies, new social networks and new trends.
Always being on a plane, talking to people from all over the world and continually maintaining contact with all the most cutting edge blogs are one of the recipes that we would give to anyone who wants to take up our profession.
Obviously, everything seasoned with people around you who are creative and attentive to continual change.
What are the differences between the no social/social network periods in your sphere?
For us, the social networks are a source of income. So, hurray for the social networks!
We have set up an agency, with Chiara Fomari, that creates and realises platforms and formats that are then distributed and made use of via the social networks: Ready.2.Fly.
We have intentionally chosen a name that calls to mind its big sister, Fasten Seat Belt, but, at the same time, has its own identity: it has different user to FSB.
It was born just over a year ago but is already working with the big players in the perfume and beverage markets and is now launching into the fashion world, a sector that is very resistant to working on social media.
We are constantly called upon to use facebook, instagram and snapchat in order to learn about these platforms.
Our social network pages are our gym and we have to practice constantly in order to put into practice what we have learnt every day with our client companies.
Do you have a motto?
Fasten your seat belt because the party lasts all your life… is a phrase that the legendary Elio Fiorucci wrote in the first number of our magazine NitePeople. A dedication to Fasten Seat Belt.
I would say that, for us, this is more of a mantra than a motto!