The Brand

Born in Rome in the 50s as a specialist in landscape gardening, reconstruction of the territory, restoration of large historical parks (in addition to the design of bold "Jardin d'hiver" on terraces and attics in the historic centers of Italian and foreign art cities ). The suggestion of this new-found culture of the use of greenery and the new innovative challenges proposed gather at the "Vivai del Sud" the best architects of the gardens formed in the universities where this specialization was present. success was immediate, making operational nurseries of the south as well as in Italy, with branches in Milan, Venice, Florence, Naples, Catania, Costa Smeralda and with representatives in France, Spain, Germany, United States, Middle and Far East and Africa. At the end of the 1960s, Vivai del Sud consolidated its position with integrated architecture companies, positioning excellence in design and furniture and furniture production through its plants in Italy and, strategically linked to the product, in Senegal, Brazil and the Philippines. . In 1970 the new Roman school was internationally recognized with Vivai del Sud prevalent on the names of companies operating in the high-end fashion and luxury sectors present in the capital and attributable to the Axrom consortium which for over twenty years has been a reference point in all exhibitions international (Furniture and Furniture Fairs in Milan, Paris, Frankfurt, etc ...). A feverish activity followed with great care by the Ministry of the Institute for Foreign Trade as one of the first by volume of business in the export of luxury products made in Italy. It should be remembered that in 1970 and 1980 the Roman school determined a new and more adequate system of living in living, combining the great tradition of master artisans with an eclectic proposition of a new order against minimalism, nihilistic and unfriendly, that was being affirmed thanks to the necessity of industry, mainly in the North, which were already fighting in an ever-growing crisis, where any simplification of functionalism could reduce costs and reduce the specialized workers who - on the contrary - had confirmed the 'Italian style in the world. Returning to "Vivai del Sud" from 1970 onwards, the company, which has now become a holding company, had opened up to diversification where the prominent part had been absorbed by the high-end hotel architecture, creating in excess of short time more than 250 large hotels in addition to a number of Relais, Resort and Spa. Great attention has been paid by the Southern nurseries to art with events, exhibitions and exhibitions that have marked a path and a long-awaited appointment for Rome, culturally sensitive to every unexpected proposition.