The first franchised shop opened outside Italy, the one in Brussels soon became a point of reference in Belgium’s lighting design scene.
For the number of solutions offered, but also for the ability to understand the needs of the customer, according to Massimo Marchetti, owner and store manager in Brussels. Here’s how he describes his experience and his relationship with Creative Cables.
What makes the world of lighting unique and special for you?
Lighting is extremely important in a home or business, and very often it’s the most neglected part of a project, for a variety of reasons.
The first is that when it comes to a complete renovation, the budget is often used up elsewhere and lighting gets left behind.
The second is that the range is limited, because either you opt for ultra-standard lighting or you go to specialist shops, where the price quickly becomes exorbitant.
Thirdly, people generally struggle when it comes to choosing the right lighting for different areas of the home. Yet, lighting is an integral part of wellbeing at home. It needs to be both aesthetic and functional. It should provide the right light and look attractive even when switched off. This is a rather complex field that combines interior design and lighting technology, which is why I found it such a fascinating topic.
When did you discover Creative Cables and why did you choose to become part of our world?
I was introduced to Creative Cables in 2018 during a trade fair in Frankfurt. I had already been active in the LED lighting world for several years, more focused on the professional sector and involved in home automation. The concept behind this brand quickly caught my attention and I decided to introduce it in Belgium. I really liked the idea of modularity and the fact that "made to measure" was accessible. I had the chance to help people design the lighting they needed, from start to finish. So I opened a shop in Brussels a few months later. It was a key moment for Creative Cables, as it was the first shop to open outside Italy, and I was very proud of it.
How would you describe our products to someone unfamiliar with them?
Very easily, in fact. I have a short, rather simple presentation that I often repeat and which frequently convinces my clients.
"Creative Cables is the LEGO of lighting! Everything is modular, removable and scalable. We have around 3,000 components, which we can assemble to create tens of thousands of models to suit your lighting needs, your décor and your budget. We can advise you, with the help of photos or by visiting your home, to create pendant lamps, wall lamps, chandeliers, table lamps, outdoor string lights – all from any electrical source, whether from the wall, ceiling or a plug. And all of this can easily be assembled by you, if you’re handy, or installed by us at your home in record time."
In your opinion, what are the 5 most unique Creative Cables products?
Choosing five obviously means giving up many others, but I’d say:
- The EIVA system and the possibility to create a bespoke outdoor lighting system.
- The Ghost light bulbs by Bebulbs, which are magnificent lighting objects that make you forget they're interchangeable bulbs.
- The extra-flexible silicone cable, which completely changes the final appearance of all the lamps.
- The Tube system, which is never used enough, completely transforms raw spaces (attics, cellars, garages, lofts, offices, etc.), giving them a warm, industrial look.
- I'm not finishing with a product, but with a service: the configurator, which allows you to easily create thousands of lamp models in just a few clicks.
What is the product your customers can no longer do without?
The common thread among the thousands of lighting projects I have completed is, in fact, the original essence of Creative Cables: the fabric cable produced in Italy. We offer a wide range of around 300 fabric cables in many colours and materials, which are the key element in most of the chandeliers we design.
In your customers’ experience, in which situations have our products made a difference?
For a customer’s home, the more complicated the situation, the more the solution I propose with Creative Cables products makes a difference, because we have mastered the art of solving problems in an aesthetically pleasing way. We turn a technical “problem” into a decorative and illuminating advantage. When it comes to shops and restaurants, it’s creativity and budget that win customers over. It’s about making an impression without spending too much.
