In Luxury is a commercial agency operating in luxury furnishing materials since 1994, thanks to the common passion of the company’s co-founders, Paola Maffioli and Marco Mainardi. Over 30 years, In Luxury has evolved and now proposes itself as “Heritage and Luxury Advisors”, supporting its customers in the strategic positioning and enhancement of the products. In Luxury’s portfolio boasts exclusive partnerships with industry leaders in design surfaces: Tabu, Puricelli Group, Infinity – The Engineered Surface, Favel and Make Panels. What these big names have in common is certainly the Italian spirit. All the companies promoted by In Luxury are indeed daughters of Italian genius, not an added value but a prerogative for the brand, which operates directly from the Italian Brianza furniture district, the cradle of design.
Continuing its mission to support Made in Italy, In Luxury has partnered with Symbolo, a platform that uses blockchain technology to ensure the authenticity and traceability of products through NFTs (Non-Fungible Tokens).
“After years of experience in the world of Italian design and direct relationships with the major players in the sector, we have developed a certain sensitivity to the needs of our interlocutors. As Made in Italy’s promoters and custodians, we firmly believe this technology is a fundamental solution to face the rampant counterfeiting of Italian design products” — says Marco Mainardi, Managing Director of In Luxury.
Symbolo comes to life thanks to Giovanni Vanini and Luca Bernasconi, entrepreneurs respectively in the blockchain technology and communication sector and deeply rooted in the Brianza design district. Their knowledge of the territory and the specific needs of the industry has made it possible to create a platform perfectly in line with the needs encountered.
“The solution we have created is designed to allow companies to create and manage NFTs independently, without any particular IT skills. The platform allows the creation of an authenticity certificate and ownership for each product, thus also ensuring complete traceability in the aftermarket. All without the direct management of cryptocurrencies” — says Giovanni Vanini.
“This level of transparency is a valuable plus in the luxury sector, where the uniqueness and origin of raw materials play a crucial role in the perceived value of the product,” continues Luca Bernasconi.
All this certainly represents an important step forward from a regulatory point of view. Symbolo makes it possible to align with European regulations, following which by 2027 furniture and textiles have to make all process information available. In line with the ESPR (Ecodesign for Sustainable Products Regulation) directives, Symbolo integrates the concept of the digital product passport (DPP), a document aimed at providing transparent information on the origin, environmental impact and safety of products. Symbolo also offers new and interesting marketing opportunities. The platform turns out to be a real communication tool, with which companies can send notifications and product information to their customers, offering maintenance services and continuous updates. The ability to grant personalized services allows brands to collect valuable data on consumer behaviour and preferences, further improving the offer and marketing strategies to build customer loyalty.
“In this way, we also offer a strategic tool to improve business performance and strengthen brand identity and positioning“—concludes Paola Maffioli, President of In Luxury.
Symbolo is part of a growing dynamic among major international brands, such as Moncler, LVMH, Chanel, Alfa Romeo, Baxter and many others, which are already adopting NFT-based solutions to certify their products and protect their value. The adoption of this technology by industry leaders demonstrates how blockchain and NFTs are set to become a fundamental element for the future of the furniture industry, not only as tools for protection but also as levers for innovation and sustainable growth.
