In the Series Italian Design Iconswe explore the protagonists of Italian design and the companies that embody its excellence. Among these, The B!POD Company stands out, a B2C division of SAES Getters SpA, based in Lainate, near Milan. For over 80 years, SAES has been a protagonist of innovation and development of the materials of the future, and of the production of advanced technologies.
Guiding the creativity of B!POD is Filippo Batavia, Head of SAES Design and co-founder of the company. Born in Lucca in 1993, Batavia studied Industrial Design and Automotive Design at the Polytechnic of Milan, collaborating with big names such as Audi and Ferrari and participating in international automotive, naval and industrial design projects. In 2020 he joined SAES as Lead Industrial Designer, bringing an experimental and interdisciplinary approach to the group’s projects.
Together with his team, Batavia brought to life Kabuto, a sophisticated interface between the wine bottle and the DROID vacuum device, winner of a Red Dot and iF Design Award. But Kabuto is not just technology: it is a sensorial experience, where craftsmanship and innovation come together to transform every gesture related to wine into a moment of pure design.
In this exclusive interview, Batavia tells us about B!POD’s philosophy of functional minimalism, the value of Made in Italy and how design can dialogue with everyday life, one sip at a time.
1. Kabuto’s design reflects B!POD’s minimalist and sustainable approach, while embodying the essence of Italian design. Can you share the brand’s central philosophy in product design and what the concept of “Made in Italy” means to you?
For B!POD, designing means creating at the point of convergence between technique, function and culture of use. Each product is born from the idea that technology, to be truly relevant, must be simple to understand, intuitive in experience and, as far as possible, invisible. This implies meticulous work on performance, materials, ergonomics and sensorial quality, the shape is then the synthesis of this process.
In the case of Kabuto, this philosophy translates into an essential but high-performance object, designed to accompany the wine ritual without simplifying it inappropriately or contaminating it with gestures foreign to its nature. For B!POD, minimalism never coincides with subtraction as an end in itself, nor with an impoverishment of the product. On the contrary, it means precision: eliminating the superfluous to concentrate and enhance what is really necessary, on a technical, sensorial and formal level.
For us, “Made in Italy” represents exactly this: a design tradition based on care, sensitivity towards the material, attention to detail and the ability to transform technical complexity into something useful, legible and, at the same time, profoundly beautiful. More than a geographical origin, it is a culture of design. A way of giving shape to innovation without separating it from the human experience.
2. Kabuto’s core system completes high-performance vacuum cycles in just 30 seconds and works for multiple types of wine and food preservation; What user experience do you want to offer to restaurant professionals, wine enthusiasts and everyday consumers and how do you intend to combine innovative technology, Italian craftsmanship and market positioning?
The experience we want to offer is that of a high-performance tool capable of fitting naturally into very different contexts, from catering to more conscious domestic use. Kabuto was designed to combine technical precision, operational speed and quality of gesture, without transforming wine conservation into a complex or invasive action.
From a technical point of view, the central system is capable of bringing 1.6 liters to 50 millibars in approximately 30 seconds. This means that, in real-world use with wine, even in the case of half-empty bottles, the process is generally completed in less than 10 seconds. It is an important fact, because it allows you to obtain a high quality of vacuum in a time compatible both with the rhythms of the professional service and with the naturalness of the daily gesture.
For a restaurant, this means being able to count on a fast, precise and reliable tool, which does not slow down service and maintains a high level of experience offered to the customer. For a wine enthusiast, it means seriously protecting the characteristics of the content, such as the aromatic profile and structure without introducing a technical barrier between the product and the tasting ritual. For the everyday consumer, however, it means being able to access a technology typically perceived as specialist through an intuitive, immediate and easy-to-integrate object into domestic life.
3. Last year, Kabuto’s debut in Shanghai marks B!POD’s official entry into the Chinese market. Are there any plans to collaborate with local designers, restaurants or lifestyle partners in the future? What are your expectations for the development of B!POD in China and Asia?
We have started to introduce B!POD into the Chinese market in a structured way, completing the necessary certifications for the import of the entire product range and laying the foundations for a short-to-medium term marketing plan. For us, entering China does not simply mean opening a new market, but building a solid infrastructure for lasting development, capable of supporting the brand in a coherent way on both a commercial and production level.
Today the product design is developed entirely in Italy, by me and my team, because we believe it is essential to preserve a unified creative direction and strong design coherence. At the same time, we are opening up to collaborations on multiple fronts, both with technological companies and artisan companies, to explore new development opportunities and expand the possibilities of research applied to the product.
In parallel, we are building a new manufacturing chain in China, which we want to use as a strategic base for Asia. This will allow us not only to be more operationally efficient, but also to approach Asian markets more directly, with a structure capable of supporting growth, local adaptation and new industrial synergies.
4. What cultural differences did you notice when observing the Chinese market from Italy compared to when you were directly in China and how did these experiences influence your understanding of the market and Kabuto’s operational approach?
Observing the Chinese market from Italy, the first impression is often that of a system dominated above all by scale, speed and strong competitiveness. However, when we deal directly with the local context, a much more complex reality emerges. In China I discovered the character and temperament of the people, their way of thinking which is also reflected in the seriousness with which they approach projects. I found a polymorphic and dynamic culture of innovation.
On a commercial level, in relation to Kabuto, I learned that it is not enough to have a good product, you need clarity in positioning, precision in communication and above all a strong ability to adapt the story to the culture of the place without losing the original identity.
5. Last November Kabuto participated in the 10th edition of the Italian Design Icons exhibition in Shanghai; How has this experience influenced the promotion of the brand and the communication of the Italian design philosophy in the Chinese market?
It was a very important experience because it placed Kabuto within a context of strong symbolic and cultural value. Participate in an exhibition like Italian Design Icons it means inserting our products into a wide-ranging gallery of Italian design as an expression of innovation, quality and design sensitivity.
In a market like the Chinese one, where Italian design is recognized and even appreciated, this type of context helps to make our philosophy more readable and to position the product in a clear and distinctive value range.
6. After Kabuto’s recent entry into the Chinese market, what lessons or practical tips can you share with other investors interested in launching a brand in China?
To tell the truth, the product has been presented but is not yet available for sale, this is partly linked to the first suggestion. In China the speed is high, but so is the level of attention: if the positioning is not legible, if the value of the product is not immediately understandable, there is a risk of quickly losing interest.
The second is that the market cannot be addressed only from a distance. It is essential to listen, observe directly, build strong relationships and understand how the product is perceived in real context. Presence in the area makes a huge difference.
The third lesson is that adaptation must not become a loss of identity. You need to be flexible in how you communicate and distribute, but maintain deep consistency in brand, quality and vision.
By: Avv. Carlo Diego D’Andrea, Managing Partner of D’Andrea & Partners Legal Counsel, National Vice President of the European Union Chamber of Commerce in China (EUCCC).
