cervietti.com is an outdated website for Franco Cervietti's former studio that remains publicly accessible despite Quarra Stone's acquisition of the studio. The site creates brand confusion by presenting the studio as an independent entity unrelated to Quarra, and has been flagged by prospects in the field. The agreed resolution is to redirect the domain to the current Quarra Italia site rather than taking it offline, preserving any existing traffic or bookmarks while correcting the brand narrative.
Franco Cervietti continues to operate a side business and leases space from Quarra Stone. Certain assets from the original studio acquisition were intentionally excluded. As a result, Cervietti may consider the website his own property. Lincoln Durham (Quarra) has acknowledged this is a potential friction point but has directed Asymmetric to proceed with the redirect, with the expectation that any objection from Cervietti will be handled directly by Quarra leadership.
"I don't really expect him to [object]... we're going to do this. And if that comes up, it comes up and we'll have that conversation."
— Lincoln Durham, Feb 2026 call
Redirect cervietti.com → current Quarra Italia site (do not take offline).
Rationale:
- Preserves SEO value and inbound traffic from anyone who has the old URL bookmarked or linked
- Corrects the false impression that the Cervietti studio is an independent, active entity
- Aligns with the broader Quarra Italia brand consolidation effort
Once the new Quarra Italia site is live, the redirect target should be updated accordingly.
Asymmetric needs the following to implement the redirect:
cervietti.comLincoln Durham is responsible for obtaining these credentials from Gigi and Federica at Quarra Italia and forwarding them to Asymmetric.