Massimo Perotti is not just an entrepreneur who achieves one milestone after another: the latest is the acquisition of the Finnish shipyard Nautor Swan, now part of Sanlorenzo, which Perotti has been at the helm of since 2005.
He is part of a passionate group of managers, investors and personalities from the worlds of banking, finance and fashion, united by a desire to contribute to culture and progress. In a sense, Perotti is a modern patron of the arts, passionate about beauty and with a clear mission: to support creativity and contemporary art as a living expression of our times and the challenges that characterise them.
A loyal participant in Milan Design Week, as well as all Art Basel venues (from 2018 to 2024) and sponsor of the Italian Pavilion at the Venice Biennale in 2022, he has decided to establish Sanlorenzo Arts, a new artistic and cultural space, in the lagoon city, which is scheduled to open on 3 June. ‘Once again this year, with its participation in Design Week and the exhibition-event organised by Interni, Sanlorenzo is bringing elements of creativity and design to the world of boating.
With the Wind Labyrinth installation, through which we wanted to interpret and celebrate the essence of Nautor Swan, the latest star to join our galaxy, we want to confirm once again our commitment to respecting the planet, where every element, from design to nature, contributes to an ecosystem of excellence and innovation,’ says Massimo Perotti, Executive Chairman of Sanlorenzo.
We met him in the splendid setting of the Cortile del Settecento at the State University, where Sanlorenzo reaffirmed its role as an interpreter of high-end design and lifestyle. Here, the company presented Wind Labyrinth, an extraordinary installation celebrating the encounter between boating, art and sustainable innovation, curated by architect Piero Lissoni, Sanlorenzo’s art director since 2018.
But let’s start from the beginning, because Massimo Perotti is first and foremost a leading figure in the motor boating sector and, with the addition of the Nautor Swan brand, he is also making his debut in the world of sailing.
With the acquisition of Nautor Swan, Sanlorenzo now offers boat owners a comprehensive range of motor and sailing boats. Is there still a new goal to achieve or are you satisfied?
‘Sanlorenzo, together with Bluegame and Nautor Swan, can be considered a centre of excellence in the nautical sector, one of the first in the world. Our philosophy is that of a ‘mono-brand’, with a strategy of preserving each brand’s identity without overlapping. Today, we are focusing on reorganising the acquired companies (Nautor Swan and Simpson Marine) and developing a new range for Nautor Swan with 40+m aluminium boats, where the market has very little to offer. For this new range, we have just entered into a partnership with Edmiston, which will have exclusive global sales rights. My nature compels me to always set new goals and targets, pursuing challenges that can stimulate the growth of the company and promoting a culture of excellence and innovation.
We are sitting in the 18th-century courtyard of the State University in front of the installation you designed with Piero Lissoni. How did you two meet?
I met Piero at an event linked to the Salone del Mobile in Milan. We talked about the SX 88 and he was enthusiastic. That was the beginning of our collaboration, but not only in terms of design. In 2018, he joined as Art Director to oversee image-related issues, emphasising the importance of communication and the penetration of new segments synergistic with the world of yachting. It was with Piero Lissoni that we began the journey that took us from design to art, starting with Art Basel and leading to the upcoming inauguration of Sanlorenzo Arts.’
Have you already thought about a new generation ready to carry on your entrepreneurial legacy?
‘The decision to list the company stems precisely from this, so as not to run the risk of my children feeling obliged to follow in my footsteps. Today, my children have the flexibility to remain majority shareholders or take on management roles without obligations.’
Will you be spending your summer holidays on board a Sanlorenzo motor yacht or a Swan?
‘I’ll still be on board my 50 Steel Almax, which marked an important milestone in our sustainable commitment project, Road to 2030, with the Reformer Fuel Cell system, capable of converting methanol into hydrogen. Then who knows, maybe soon I’ll be aboard a 40+metre aluminium Swan with equally sustainable technological solutions.’
And where do you see yourself in ten years’ time?
‘Aboard a carbon-neutral megayacht.’
Marta Gasparini
