'Involving Glatz early in a project does not constrain the design process, it protects it'|JINHANFAIR VIP Buyer

2026.07.22

There is a moment that Claudia Staber, Chief Marketing Officer at Glatz, has encountered more times than she would like: a hospitality project near completion, a terrace freshly built, and a client who has only just begun to think about shading. It is a situation that costs time, money, and opportunity, and it is precisely what Glatz has set out to change.

For architects and designers working on hotels, restaurants, and public spaces, the Swiss manufacturer offers something beyond a product catalogue. It offers a planning philosophy, one that places the parasol at the centre of the outdoor design process from day one. Claudia explains why that shift in thinking matters, and where Glatz is heading next.

🎯The cost of leaving shading too late

Glatz advocates for what it calls a 'Parasol First' approach: integrating shading into a project at the earliest possible stage rather than treating it as a finishing detail. 'We always aim to be involved at the planning phase, particularly on larger projects with motorised parasols,' Claudia says. 'The electrical routing and fixing points need to be thought through from the start. Once a terrace is finished and tiled, no one wants to pull it apart again just to install a ground socket.'

Rooftop projects are where this tension surfaces most often. By the time shading is considered, structural and waterproofing decisions have already been made, and retrofitting becomes a far more complex exercise. 'Bringing us in late can add real cost to a project,' she acknowledges, 'but we will always find a way to make it work, whatever the constraints.' The message to architects and planners is clear: involving Glatz early does not constrain the design process. It protects it.

🎯A partner for demanding projects

Through its dedicated contract division, Glatz works directly with architects, planners, and hospitality operators on projects where the brief goes well beyond a standard specification. Consultants carry out site surveys, produce engineering plans, and coordinate anchoring systems, electrical connections, and solar orientation as part of an integrated process.

'We bring together technical expertise and design thinking to support projects where aesthetics, functionality, and durability all need to be delivered equally,' she explains. That positioning is reinforced by the company's distribution model: around 1,200 retail and service partners across Europe, including specialists who handle on-site installation and long-term maintenance for commercial clients. 'We work closely with service partners in every market,' she notes, 'because being present on the ground, for installation and aftercare, is just as important as the product itself.'

🎯New design territory

Alongside its contract work, Glatz has recently moved into more design-driven territory. The Vita collection, launched this year, represents the brand's first dedicated high-end line, sold exclusively through a limited network of specialist dealers. Response has been strong enough that stock has sold out ahead of replenishment.

A separate limited-edition collaboration, initiated by Claudia herself with a quilting fabric designer she knew from a previous career, has found its audience among design-conscious city retailers and boutique hospitality venues across Europe. 'Finding a way to print onto our technical base fabric and still achieve the finish we wanted was not simple, but we got there,' she explains. 'And the response has been really gratifying. It is selling well.' Both projects point toward a broader ambition. 'Architects, designers, and clients can expect us to keep pushing forward, through new technologies, more sustainable solutions, and stronger design,' Claudia says. 'Outdoor spaces are only becoming more important, and we intend to be the partner people turn to when quality and precision genuinely matter.'