#Mexico #Queretaro #Día de Muertos #Elica #Fernando Sarvide

Elica Celebrates Its 20th Anniversary in Mexico

Elica has reached a significant milestone as it marks 20 years of operation in Mexico, a journey deeply intertwined with the vibrant culture of the country. The Italian company, a leading figure in the kitchen appliance sector, chose to commemorate this occasion through the arts, showcasing its commitment to the local community and celebrating one of Mexico's most beloved traditions, Día de Muertos.

Located in Querétaro, Mexico, Elica's manufacturing hub serves as a strategic node for the company, fulfilling the needs of markets across Latin and North America. The facility boasts a sprawling 32,000 square meters, with an impressive annual production capacity of about 800,000 units. This site is not just a plant; it symbolizes Elica's dedication to integrating into the local landscape and addressing the unique demands of regional markets, both for its branded products and as an Original Equipment Manufacturer (OEM).

The anniversary celebration was a grand affair, attended by notable figures including Elica Chairman Francesco Casoli, CEO Luca Barboni, and Marcello Smarrelli, Artistic Director of the Fondazione Ermanno Casoli. Noteworthy political figures like Mauricio Kuri González, the Governor of Querétaro, and Felipe Fernando Macías Olvera, the Mayor of Querétaro, also graced the event, highlighting the importance of Elica’s role in the region.

A centerpiece of the festivities was an art installation titled "Viento y Memoria" (Wind and Memory), created by Mexican designer Fernando Sarvide. This installation was inspired by Día de Muertos, a celebration that honors deceased loved ones and is steeped in cultural significance. Sarvide’s work serves as a visual narrative on memory and loss, reflecting not only on those who have passed but also on the evolution of Elica itself. It aims to tell the story of the brand's origins while looking toward the future.

In his address at the event, Francesco Casoli shared heartfelt sentiments about witnessing the growth of the production site over the past two decades. He emphasized the shared cultural ties between Italy and Mexico, underlining the collaborative spirit that has been a pillar of Elica’s success. He stated, “We have developed a truly positive relationship; many people from Mexico have come to work in Italy, and just as many from Italy have gone to Mexico. I believe this is the future of successful companies, bringing cultures together to take on new challenges.” His words resonated with the audience, symbolizing a collective ambition to foster cross-cultural partnerships.

Elica’s strategy for the Americas reflects a forward-thinking approach, as CEO Luca Barboni noted. By strengthening its physical presence in crucial markets, Elica aims to meet local needs with agility and responsibility. The company has also expanded its North American distribution through strategic acquisitions.

The choice of Día de Muertos as a theme for the anniversary was not coincidental. This celebration uses music, color, and joy to confront the subject of death, transforming it into a celebration of life. During the event, families traditionally gather to welcome the spirits of their deceased loved ones, which aligns perfectly with the heart of Elica's installation.

Using contemporary art to enhance Elica's workplace, the Ermanno Casoli Foundation engaged Sarvide to craft a space that encourages reflection and connection. The installation features a symbolic altar adorned with marigold flowers, candles, and personal offerings, as well as a carpet made from sawdust and seeds leading to photographs of loved ones, which employees were invited to contribute.

In doing so, Elica not only celebrates its corporate milestone but also strengthens the cultural ties that bind the community. Each visitor's participation—writing messages on butterflies in memory of their loved ones—transformed the installation into a living testament to collective memory.

Following the tradition set during previous anniversaries, the event concluded with the unveiling of a commemorative plaque on the side of the production facility, symbolizing a journey that is still ongoing. This moment served to remind everyone present of the many stories yet to unfold in Elica’s exploration of the horizon.

As Elica looks ahead to the next chapter of its journey in Mexico, the company remains committed to combining its industrial expertise with design excellence, continuously aiming to enhance the functionality and aesthetic appeal of its products, while fostering innovative processes through art. With a rich heritage rooted in the convergence of culture and commerce, Elica looks to the future with optimism and a profound respect for its past.