His professional turning point appeared when the soft furnishings company, Bassetti, assigned him a difficult task: he was asked to launch 'the duvet', a product to replace the traditional blanket for beds.
The last edition under his management took place in 2011: a total of 321,320 people visited the event (up 7% on 2010 and 2% on 2009) and the 'Satellite Salon' that was actively promoted by Messina; this spin-off initiative started quietly and today is the most prestigious stage for showcasing up-and-coming designers and architects from the specialist educational aspects around the world.
Reason: "Paul Harris 2002, the top award of the Rotary presented in recognition of a man who with commitment and determination led Flou to the leading position in the furnishing industry".
The bed covers can be completely removed and replaced, and the innovative and highly comprehensive range of bedroom accessories identify Flou on the world stage.
They kick-started a powerful innovative drive in the distribution of the sector, influencing the frequency of visits to the stores and affecting the methods of interaction with the clients".
On 13 December 2013, with a decree issued by the General Council of the Lombardy Regional Government for Education, Training and Employment [Direzione Generale Istruzione, Formazione e Lavoro] approved and funded the project for the constitution of the new 'Rosario Messina Foundation for Further Education', and the definition of the course of study "Superior Technique for processes, products, communication and marketing for the Timber-Furnishing sectors" (Tecnico Superiore di processo, prodotto, comunicazione e marketing per il settore LegnoArredo).