Kartell is home to a new group of creative protagonists at the centre of their Crossing Generation project, bringing the Kartell community (and beyond) together with the help of a sweep of designers, stylists, musicians, filmmakers and artists, from think-tank Fabrica to stylist Diletta Bonaiuti and designer Xiang Guan.
"This doesn’t necessarily mean to create specific products”, remarks Lorenza Luti, Kartell Marketing and Retail Director. “The commitment is rather to offer a dedicated avenue that can bring different generations together. We want to bring out all the energy of new generations, which is completely in keeping with the transformational, smart and dynamic spirit of Kartell."
Involving stylist Diletta Bonaiuti; the entrepreneur Marie-Louise Sciò; a group of designers from Fabrica; artist Ignasi Monreal; jewellery designer Madina Visconti Di Modrone; design writer and commentator Cristina Morozzi and her granddaughter, the youtube wunderkind Sofia Viscardi; and Chinese designer Xiang Guan; amongst others; the diverse group of creatives joined forces for the launch of the Kartell Crossing Generation project with one big art installation inside Kartell’s flagship store.
Here the interior was taken over by a giant pink jungle, a mannequin dressed in a shimmering evening gown made from pieces of the Jellies colleciton, an immersive film about design's role in our everday lives, lamps etched with graffiti, and a series of Masters chairs in gumboots. Plus a call to action by design think-tank Fabrica.
Engaging Fabrica is an interesting step in itself. The research centre set up in 1994 by Luciano Benetton and Oliviero Toscani, is renowned for its research into trans-disciplinary processes traversing design and the arts through social sciences and the environment. In the group's short film made for the launch and titled “Wanted creativity again,” they traverse the history of Fabrica and ask the question: “What space should be given to talent? It is a callout for new talent and new ways for diverse industries to work together.
Another video installation by the design writer and commentator Cristina Morozzi and her granddaughter Sofia Viscardi, looks at the role of design in everyday life. A colaboration that says everything about the main event.
“The purpose of design should be to make people feel good where they live. I would like Kartell to continue to surprise me” says Cristina. "I expect to see something I never expected.”
While the jewellery designer Madina Visconti di Modrone interprets Kartell’s intergenerational dialogue as a way of bringing together disparate aesthetics and the exuberance of colour and proportion. “I seek a happy medium between my concept of ‘more is more’ and the essential nature of Kartell,” remarks Madina.
Working on ideas to make us look beyond function, designer Xiang Guan develops projects that evoke a deeper reaction.“This project aims to make people see objects and their identity in a whole new light” says Guan about his project for Crossing Generation. "Objects are not just things to be used, but can also have their own life and serve a romantic purpose after they reach the end of their useful life."
It's a project that is plugged into the nuances of media in all of its colourful platforms – and might just open up the Kartell story to new directions, genres and generations. Stay tuned!