The first franchised store opened outside Italy, the Brussels location quickly became a reference point in Belgium’s lighting design scene.
For the wide range 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 both homes and businesses and is often the most overlooked part of a project, for various reasons.
The first is that when it comes to a complete renovation, very often the budget gets used up elsewhere and lighting is left behind.
The second is that the range is limited, because you either go for ultra-standard lighting or you shop at specialty stores, where prices quickly become 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 well-being at home. It needs to be both aesthetic and functional. It should provide the right amount of light and look good even when it’s 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 show in Frankfurt. I had already been active in the LED lighting world for several years, mainly focused on the professional sector and home automation. The concept behind this brand quickly caught my attention and I decided to bring it to Belgium. I really liked the idea of modularity and the fact that “custom-made” was accessible. I had the chance to help people design the lighting they needed, from start to finish. So I opened a store in Brussels a few months later. It was a key moment for Creative Cables, as it was the first store opened outside Italy, and I was very proud of that.
How would you describe our products to someone who doesn’t know them?
Very easily, in fact. I have a short, rather simple presentation that I often repeat and that frequently convinces my clients.
"Creative Cables is the LEGO of lighting! Everything is modular, detachable, and scalable. We have about 3,000 components that we can assemble to create tens of thousands of models tailored to your lighting needs, your décor, and your budget. We can advise you, using photos or by coming to your home, to create pendant lamps, wall lamps, chandeliers, table lamps, string lights for outdoors—and all of this from any electrical source, whether it’s from a wall, ceiling, or a plug. And everything can be easily assembled by you, if you’re handy, or installed by us at your home in record time."
For you, what are the 5 most unique Creative Cables products?
Choosing just 5 obviously means leaving out many others, but I’d say:
- The EIVA system and the possibility to create a custom outdoor lighting system.
- Ghost light bulbs by Bebulbs are stunning lighting objects that make you forget they’re even interchangeable light bulbs.
- The extra-flexible silicone cord, which completely changes the final look of all the lamps.
- The Tube system, which is never used enough and completely transforms raw spaces (attics, basements, garages, lofts, offices, etc.) by giving them a warm, industrial look.
- I’m not ending with a product, but with a service: the configurator that lets you easily create thousands of lamp models in just a few clicks.
What’s the product your customers can’t live without anymore?
The common thread among the thousands of lighting projects I’ve completed is, in fact, the original essence of Creative Cables: the fabric cord made in Italy. We offer a wide range of about 300 fabric cords in a variety of colors and materials, which are the key element in most of the chandeliers we design.
In your customers’ experience, in what situations have our products made a difference?
For a client’s home, the more complicated the situation, the more the solutions I propose with Creative Cables products make a difference, because we have the art of solving problems in an aesthetic 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 over customers. The goal is to make an impact without overspending.
