The all-new concept of personalised home installations by BTicino

September 17, 2007, Dubai, UAE- BTicino, the Italian leader in energy and home automation, today announced their foray into the Middle East with their flagship brand, Axolute, the innovative concept of personalized home installations.

Offering an unprecedented choice of fine materials and finishes, Axolute is the ultimate product for luxurious environments, creating sophisticated lifestyles. With its advanced technical functions for security, communication and entertainment, this new range goes beyond traditional notions of switches and control panels

''We are very excited to introduce the Bticino brand to the GCC through our exclusive range Axolute, which will initiate the consumers into a whole new level of luxury," said Stefano Bianchi, BTicino Middle East Business Developer. "Because of its flexibility and customization of functionalities, forms and materials, we are confident that Axolute will take the region by storm, '' he added.

Axolute allows consumers to select the most suitable technological and aesthetic solutions to suit their lifestyle, through a wide range of functions and finishes.

"With Axolute, switches and controls are no longer simple functional devices or objects of design, but become a predominant part of the culture of living, contributing to the improvement of the quality of life and making the concept of accessible luxury part of everyday life, " explained Giuseppe Ombra, Bticino Communication Manager

The range makes it possible to fuse form, function, material and finishes to create a new, exclusive lifestyle. The consumer can control the entire home with one sleek display or enjoy the finest Carrara marble finishing on their wall with Axolute.

The full new range will be available in November 

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About Bticino
More than 60 years' experience has made BTicino the leader in Italian energy and home automation sectors, in what is recognised as the most demanding market in terms of style and design. Since 1989, BTicino has been part of the Legrand group, worldwide leader in electrical systems and information networks. Today, BTicino is present in more than 60 countries worldwide and has developed an expertise in luxury wiring devices and high-end home automation systems.

As BTicino is part of the Legrand group, commercial teams, support activities and distributors' networks already exist. According to Mohamed Ahmed Yahia: "Today more than 100 people are dedicated to wiring devices and home automation in the GCC; BTicino will use these resources to ensure a resounding success on this market from the launch date".

Bticino also announced ambitious expansion plans following the company's previous success in the region with projects in the Palm Jumeira and Dubai Marina.

For more information, contact:
Riham Osama
m.  +971 50 5529872
Komal Patwari
m.  +971 50 957 2492

© Press Release 2007