The innovative startup Gfidea, inventor of the Joylocker, wins a collaboration with kiton. Not one, but more projects are being studied: from t-shirts to suitcases equipped with joylockers: a chip capable of storing and revealing with photos, dates and dedicates an exciting moment in life.
The innovative startup Gfidea was born in Milan and has a local unit in Aversa on the initiative of Gabriele Ferrandino, engineer and entrepreneur. The company owns the “Joylocker” trademark and patent which Ferrandino likes to define as the “keeper of a joy”. It is born with the shape of a padlock, in reality it is a chip that, through an app, transfers a photo, a date and a dedication to the padlock and on its display, or even on the smartphone at the simple touch of comes into possession, a happy moment of one’s life. “The padlock – specifies Ferrandino who in the meantime focuses on luxury car and yacht brands – will keep an emotion forever”.
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The project starts in 2017. The sale starts in combination with ceremonies: weddings in particular. In a few months the wedding operators buy a thousand of them. But it’s March 2020, Covid spreads and ceremonies are banned. In the last two months, the padlock is back on sale and a thousand more are booked, not only in Italy, but also in New York and Moscow. Meanwhile, in the months of anti-pandemic confinements, Gfidea is studying new applications. And this is where the collaboration with Ciro Paone, the fashion house of the Kiton brand, begins.
“In 2020, in full lockdown – adds Ferrandino – we filed the patent for the Joylocker combined with fabrics”. With the top management of Ciro Paone we have designed the t-shirt with a soul. What is it about? A t-shirt in which photos, date and dedication are caged ». And then he adds: «I proposed it to Raffaella Paone who approved it». Then from the t-shirt to the suitcases. This time, the startup and the fashion house involve the design department of the Vanvitelli University. A competition starts: the proposals of the young students are fantastic: they range from composite materials to derivatives of mushrooms and pineapple. Then the announcement of the winners who receive a cash prize and internship in Arzano. Production will start in September.