Kartell with a full stop at Salone del Mobile . Milano 2022

Kartell. The dot after our name at Salone del Mobile 2022 defines our brand’s identity with maximum precision. Being Kartell means business, industry, design, creativity, stores, digital, events, people, environment and materials. Salone del Mobile 2022 is both a point of arrival and a new starting point for Kartell. It represents a point of transition that embodies everything we have said and done in the past and that contains the seeds of all our future designs. Kartell does not need taglines or slogans. Our identity is conveyed with maximum effect through our products, the result of continuous research. Beauty culture, company culture and business culture are our compasses and keys to success. Kartell is an ambassador in the world of beauty and quality – a heritage that acquires new meaning and function as it is handed down over time and across generations. The identity of our brand is expressed by eight keywords represented by symbolic objects that guide visitors through displays and settings dedicated to different interpretations of Kartell lifestyle, on a journey ending in the main Creativity Square of our stand at Salone del Mobile 2022. This journey through the world of Kartell reveals the multiple facets of our brand through products, materials and ideas that demand to be discovered.

DESIGN

Being a design company allows Kartell to express its creativity on multiple fronts. The commitment is to look to the long term and to design and produce objects that will not suffer from the passage of time. Pursuing creativity is the choice of the company to be able to work on different materials without preclusions. This happens if the design is original, the result of a creative process that takes shape in constant dialogue, free from influence, between the entrepreneur and the designer. It is a refined relationship in which creative thought stems from the business know-how, transforming and being shaped into an object.

SUSTAINABILITY

The economy of beauty takes Kartell into the future with the ability to draw on Italy’s unrivalled cultural heritage and translate it into objects that are beautiful and sustainable. The company’s ambition is to make beauty sustainable. Beauty also demands an appropriate arrangement of furnishings in our points of sale. Beauty is key to the way we communicate, and to how we create window displays and dialogue (directly or digitally) with our customers, in short, to the way we present the world of Kartell. Beauty can assume many forms: an event, a book, a conference, a major international event, Salone del Mobile with its tradition and excitement, an exclusive setting in special places across the world. Kartell is an ambassador for beauty and is committed to continuing to preserve it and make it available to as many people as possible.

SUSTAINABILITY

It is a continuously evolving concept. Everything that is done today and that comes from the past must be sustainable. There is no other way. This is the route that Kartell has taken, starting from compliance with objectives in the design phase of every new product. Namely to respect the commitment defined in the manifesto “Kartell loves the planet”, progressively continuing to improve the results in the various areas of action from the product to organisational management, finance and social. As always, the materials are the very heart of the sustainable evolution process. The leading role is today played by recycled material, in its Polypropylene, ABS and PMMA versions, derived from pure industrial waste, wood from certified forests, bio materials derived from agricultural waste, polycarbonate 2.0 that generates green transparency from paper and cellulose waste, ceramics and fabrics using recycled materials through to bio finishings containing now chemical solvents. Sustainability is also, however, attention to the details, on which Kartell strives to achieve UN goals. In each and every present and future action, Kartell aims to be a virtuous circular economy model.

INTELLIGENCE

Artificial intelligence, metaverse, digital art. Kartell too has tried out A.I., first of all in an innovative project but it did so to support human intelligence, because this is what must prevail at all times. Only the workings of a creative mind can produce timeless objects that span the ages – objects that draw inspiration from the past to become future design icons, totally functional, ahead of the times, but still able to preserve their beauty and valuable identity as the years go by and as textures, colours, are currently needs and materials change. Intelligence means being “smart” enough to know when to change the way you look without ever changing the way you are. Intelligence that makes it possible to optimize the minimum use of raw material right from the design phase, avoiding waste.

TECHNOLOGY

In order to pursue creativity, sometimes we find ourselves confronted with a problem related to technology that was not there but that we try to solve with research and passion in order to transform an obstacle into an opportunity. Continuous advances in science are making it possible to identify new machines and processes that are more functional in the pursuit of sustainability as well as performance. Like injection moulding machines that use less raw material, green transformation techniques, the conversion of waste into noble material. Technology is all this and more for Kartell. Technology is a modus operandi: Kartell uses it to work better, and to work faster. Because change is rapid on today’s market and Kartell needs to stay ahead.

QUALITY

Product quality, production controls and after-sales assistance are the elements that distinguish the original from the copy. The success of Kartell products has often given rise to counterfeits and imitations. The company therefore needs to be rigorous in guaranteeing total originality and excellent quality throughout the supply chain, from design to production, promotion, and sale. Excellent relations with end customers is ensured by our ability to communicate and to excite others by relating the genesis and value of our product. The quality is also guaranteed by the certifications for the different types of products and production processes: from UNI standards for product strength and durability or Greenguard attesting low CO2 emissions in indoor spaces, through to the upstream certification of raw materials that have, in turn, already been certified with respect to origin, such as FSC wood or the synthesis process.

CULTURE

Culture in Kartell “materializes”; in creating, in managing one’s wealth of experience, transforming it into a common and shared heritage. Every new product is inspired by our cultural heritage. The Kartell Museum stimulate us to look to the past in order to lay the foundations for a prosperous future. And that future is certain to be a step forwards, a step ahead of the rest, and a step in the direction we want to travel. There can be no future without memory. Kartell’s future is based on the experience of the founders, past experience, and on the many Kartell products that have been admired and purchased all over the world. Memory means keeping in our catalogue objects that have helped write the brand’s story and that are still selling well, but mixing them with new ideas too, with new editions in different materials and colours, or with projects that lie outside the traditional Kartell look but still reflect our industrial soul. The mission is to cultivate a new perspective on memory.

FUTURE

Kartell looks ahead by collecting what has been done up to now and continuing with his spirit of continuous research, working with his team of designers, expanding the approach to the catalogue. Kartell is increasingly attentive to the management of the sales spaces and the shop windows that, distributed throughout the world, must completely represent the overall vision of the brand. The future is already present and encourages us to continue working with passion, enthusiasm and rigor. At the heart is our family, of which the third generation is already playing a key role in management in order to be a global family business founded on ethics, which is the basis of every Kartell action.