Founded by the Balducci family and Stefano Arlunno, Effebi New Project is the company behind Icona inspired by Mangusta, a new brand making its debut with Icona 70. The inaugural model brings Overmarine Group’s industrial and boatbuilding expertise to the sub-24-metre segment, combining it with an independent design identity and a different approach to how the yacht is used.

The project was conceived to address a new generation of owners and a way of experiencing yachting that is less tied to traditional conventions. Stefano Arlunno, President Americas of Mangusta Yachts and co-founder of Effebi New Project, tells PressMare how this vision took shape and explains the industrial, design and commercial foundations of Icona 70.

PressMare - How did the idea for Icona 70 come about, and why did you feel the need to create a new brand?

Stefano Arlunno - I have lived in Miami for many years, and this has given me daily exposure to a way of experiencing boating that is quite different from the typically European approach: a dynamic environment where the yacht is a leisure platform and often a genuine extension of the home.

This experience led to the idea of developing not simply another model within an existing range, but a project capable of addressing a new generation of owners. I therefore developed a detailed business plan, analysing competitors and potential positioning opportunities, and presented it to Maurizio Balducci.

We had not identified a gap in the market in the strict sense. Rather, we believed there was room in the sub-24-metre segment for a different proposition in terms of both design and user experience.

PM - What is the role of Effebi New Project in relation to Mangusta?

SA - Effebi New Project is the company behind Icona inspired by Mangusta. The project benefits from Overmarine/Mangusta’s industrial heritage: its quality standards, network of skilled craftsmen, production culture and capacity for innovation. At the same time, the new company gives us the freedom to develop an independent design language and brand identity.

Icona 70 is the first model, but the project envisages further development of the range while maintaining the same philosophy and a clearly defined stylistic consistency.

PM - How does Icona 70 differ from the Mangusta tradition and from other yachts currently on the market?

SA - Mangusta built an important part of its history on fast, powerful open yachts, introducing innovative solutions for their time. Icona 70 draws on this culture but interprets it through a different language, without positioning itself in direct competition with traditional Italian open yachts.

We wanted to create a highly recognisable yacht, almost a piece of art on the water, while remaining highly practical in use. It is conceived as a weekender, with extensive outdoor areas, generous interior volumes relative to its length and a level of comfort that makes longer stays on board possible.

The exterior architecture is strongly sculptural, while the treatment of the surfaces draws inspiration from the high-end automotive world, with hand-applied paintwork, meticulous polishing and details inspired by supercars. Its positioning stems precisely from the intention to create something that is immediately identifiable.

PM - How did you develop the design, and why did you choose Igor Lobanov?

SA - We were looking for a designer with an unconventional approach, someone capable of bringing influences from the automotive and architectural worlds into yacht design. That is why we chose Igor Lobanov, who had already worked on the Mangusta REV range.

The brief defined sections, proportions and volumes, while giving him freedom in the stylistic interpretation. Several elements are derived from automotive design: the lighting cuts, muscular surfaces and certain references to American Corvettes and European supercars. The next challenge was to translate these forms into solutions that could actually be built, while preserving the identity of the concept.

PM - From a technological and functional perspective, what kind of experience does Icona 70 offer?

SA - Icona 70 integrates technologies primarily intended to simplify the management of the yacht. Joystick control, dynamic positioning, 360-degree cameras, home automation and integrated systems control make operation intuitive, including for owners who prefer to take the helm themselves.

The interior layout features three cabins and three bathrooms, together with a full-beam central dinette with 2.85 metres of headroom. The exterior spaces have been designed to adapt to different moments of the day, from family relaxation to entertaining guests.

The idea is for the yacht to become the centre of the experience in major Mediterranean and US destinations, rather than simply being a means of reaching them.

PM - What is the profile of the owner you are targeting?

SA - We envisage clients with a strong appreciation for experiential luxury, who often already own a seaside home, a larger yacht or other yachting assets, and who are looking for a product that more closely reflects their personality.

Icona 70 can serve different purposes: it can become a kind of home in the marina, a day yacht for destinations such as Capri, the French Riviera or the Balearic Islands, or an exclusive chase boat supporting a larger yacht.

PM - You have opted for limited production. How many Icona 70s do you plan to build, and what are the future prospects for the project?

SA - Production will deliberately remain limited. During the initial phase, we plan to build a maximum of three units per year in order to preserve the distinctive character and recognisability of Icona 70.

At the same time, Effebi New Project will work on developing further models based on the same principles: limited production volumes, close attention to detail, a strong industrial connection with the Mangusta world and an independent stylistic identity. Icona 70 therefore represents the first step in a broader project dedicated to the sub-24-metre segment.

Rebecca Gabbi