“Kartell Loves Milano,” and the company is out to show just how much.
This story first appeared in the April 6, 2011 issue of WWD. Subscribe Today.
It launched a program by that name and has spurred a range of personalities — designers, photographers, chefs and socialites — to try their hand at designing objects for the home. Besides encouraging edgy design, the undertaking pays homage to Milan, its home city and key to its success.
“Kartell loves Milano is a fun project that caps a worldwide communications initiative started last December and dedicated to Milan, home to design and to our company,” said Claudio Luti, Kartell’s chief executive officer.
The company united creative minds tied in some way to Milan, and asked them to liberally reinterpret a classic Kartell piece. The three most popular objects chosen for makeovers were the Louis Ghost chair, the Bubble armchair and the gnome-shaped coffee tables.
Participants from the fashion flock include Domenico Dolce and Stefano Gabbana, Angela Missoni, Dean and Dan Caten of DSquared2, Moschino’s Rossella Jardini, Rebecca Moses and Jacopo Etro.
Star chefs Carlo Cracco and Davide Oldani, photographer Fabrizio Ferri and interior designers Patricia Urquiola, Pietro Lissoni, Alessandro Mendini, Tokujin Yoshioka and others also jumped in.
The one-of-a-kind pieces will be unveiled on April 12 in Kartell’s Milan flagship, when the designers will be on hand, and will later be auctioned off in support of the Fondazione Umberto Veronesi, a research foundation active in the scientific and medical fields.