Rendering of Kartell’s flagship on Milan’s Via Turati

Kartell and Lapo Elkann have teamed for a project to be unveiled at the industrial design company’s store in Milan on April 12, the opening day of Milan Design Week.

Elkann used the wrapping technique he applies on cars at his Garage Italia Customs to customize about 40 of Kartell’s most iconic products, including Angelo Citterio’s Glossy table, as well as Philippe Starck creations, such as the Uncle Jim armchair. These will be wrapped with racing cars’ liveries, as well as with textile-inspired patterns, from pinstripes to houndstooth.

“The trend is definitely to try to make products look different and it was extremely interesting for a company like mine, which is focused on delivering industrial, identical products, to work with someone who has customization as his main goal,” said Kartell president Claudio Luti. “If this project is successful, we will definitely continue this collaboration.”

“When I created Garage Italia Customs I knew that our goal was not just to limit customization to the automotive world but to extend it to other sectors. For our first project in the interior design field, we couldn’t have found a better partner than Kartell,” said Elkann. “A company established and producing in Italy, Kartell created real icons of contemporary design and shares with Garage Italia Customs a continuous research for experimentation and innovation, combined with high-end technologies. The perfect synergy between the two companies enabled us to combine design, cars and lifestyle into unconventional interior design pieces with a new and unique personality. “

For the launch of the project, Kartell’s flagship on Milan’s Via Turati will be transformed into a garage with an electric blue linoleum floor.

During Milan Design Week, Kartell will unveil other projects, including a collaboration with No. 21 creative director Alessandro dell’Acqua, who customized the Tatì Lace lamp by Ferruccio Laviani with macramé lace in powder pink, black and white.

“The first months of the year were very positive and we expect a lot from this year,” said Luti, who added the company is growing in all markets, except for those in crisis, such as Russia.

Kartell, which opened a flagship in London in February, is debuting additional doors at Miami’s Aventura Mall, as well as in Accra, Ghana and Tokyo within the first quarter.