When I was asked to give my contribution within the company that bears my family name, even before becoming chairman about a year ago, I threw myself straight into a project that was very close to my heart: the revival of Playlife, one of the “minor” brands of the Group. We were guided by the idea of revamping the brand completely, and making it the aggregator of some of our other brands (such as Jean’s West and Killer Loop), which, viewed from the outside, seemed to me to have all the right characteristics to be successfully relaunched in today’s market.
The result was a new concept, organized around the idea of a multi-brand offer, within a space where everything – from the wood of the furnishings to the tiled kitchen – had contribute to the creation of an upbeat, fun and engaging atmosphere. But the store also had another characteristic: it was a reflection of my interests and my tastes. It was as if, while working on the project to relaunch the brand, I was delving into my past, opening up old cupboards and boxes, “writing” my autobiography.
The book, AB. A Playlife story, which I presented yesterday in Rome, is in some ways the “behind the scenes” of the story of the brand, an album of memories and images in which I tried to express who I am, my story, my passions: everything which, perhaps almost subconsciously, has become part of the soul and identity of the Playlife brand.
From the road trips with my Vespa to my studies at Harvard, from my training years with Goldman Sachs to the Formula 1 adventure and the creation of 21 Investimenti, my first and perhaps most important entrepreneurial experience, in addition to sport, memories, family: it is all there in this book. And, perhaps, there is not only me, but also all the people I have had the good fortune to meet over the years and who, directly or indirectly, have taught me something.