The Road to Being a Legend Report EN

The Road to Being a Legend – Street Officially Renamed in
Honor of Peppi Selva
On May 1, 2011, “Via dell’Industria” in Isola Rizza near Verona (Italy), where the
SELVA factory is located, was officially renamed “Via Joseph Selva” in honor of
Joseph Selva, known by everyone as Peppi. The founder of the Italian furnishing
brand, known today throughout the world, left his mark on the company like no
one else, laying the foundation for that which the company represents today and
the reason for which it is so appreciated: unique handicraft, timeless design, and
outstanding quality.
Speaking before all of the local dignitaries, the Selva family, and employees from
both Isola Rizza and Bolzano, the mayor of Isola Rizza, Elisa de Berti, expressed the
most profound admiration with respect to Peppi Selva and praised his work. “This
is a special day for Isola Rizza,” the mayor emphasized. “Dedicating a street to
someone is usually a long process that is granted only to those who meet very strict
requirements and who have distinguished themselves for great merits both at the local
and national level. All of these characteristics have been indisputably recognized in
Joseph Selva by the Prefect and by the entire community government,” she declared.
Philipp Selva, son of Peppi and current President and CEO of SELVA AG, also recalled
the virtues, visionary quality, and great charisma of his father, adding, “A road is
always something symbolic. This road, in fact, represents the route traveled by Peppi
Selva along with his company and all of his team members. The naming of the street is
an homage to a great pioneer who made his company famous throughout the entire
world, without ever forgetting his own roots.”
After the blessing on the part of the parish priest of Isola Rizza, Don Angelo Castelli,
the festivities continued with the cutting of the ribbon, carried out by Joseph
Selva Junior, grandson of Peppi and son of Philipp, bearing witness to the ideal
continuation of the company into the third generation.
The choice of May 1 as the date of the festivities for the naming of the street was not
by chance. May 1 is in fact Peppi Selva’s birthday, and this year he would have been
seventy-three. But it is also International Workers’ Day, and Peppi, as a responsible
entrepreneur, created numerous jobs in the area around Verona and constantly
demonstrated having the wellbeing of his employees at heart. “In the future, SELVA
will continue to remain strongly anchored to the region, and its team members will
continue to be an integral part of the production system,” Philipp Selva declared.
“Today more than ever, protecting these jobs is the most important task that we have
set for ourselves.”
The day came to an end with an outdoor party on the factory’s large lawn,
accompanied by live music and by specialties from both South Tyrol and the Veneto
Philipp Selva and the mayor of Isola Rizza, Elisa De Berti
The blessing of the road on the part of the parish priest of Isola Rizza, Don Angelo Castelli
Via Joseph Selva. In the background, the factory lawn
The cutting of the ribbon carried out by Joseph Selva, Peppi’s grandson.
From the left: Elisa De Berti, the mayor of Isola Rizza; Joseph, Andrea, and Philipp Selva
From the left: Gianni Zardini, manager of the Isola Rizza factory; Andrea Selva and children Michael, Victoria, and Joseph; Elisa De Berti,
the mayor of Isola Rizza; and Philipp Selva