Lapo Elkann and Garage Italia Customs are reinterpreting Kartell’s icons, using car wrapping technology to create a special limited-edition collection. During the Salone del Mobile, the agship store inViaTurati will be transformed into a true hotbed of creativity, where Kartell products will be customised with exclusive artistic reinterpretations inspired by the traditional colours of automotive nations and worlds, along with patterns from the world of fashion such as houndstooth, pinstripe and tartan.
One word: contamination. Of styles, languages… and “worlds”.
This is something Kartell and Lapo Elkann have in common: the desire to contaminate both worlds freely. Why? Because it is only through creative freedom and the courage to express your own visions and aesthetic intuitions that radically innovative, unconventional, successful and, above all, fun projects are born. Out of this spirit of a shared and uninhibited creative dialogue, what arose was a collaboration that aims to endure through its di erent variations and whose first collection inspired the idea behind Kartell’s Fuorisalone 2016.
The “Kartell+Lapo. It’s a Wrap!” event, which will be dominating all of the store windows, revolves around the value of Italian artisanship and dreamlike dimensions.
Within our flagship store we will be opening a “garage of dreams” where the Garage Italia Customs experts will make customers’ dreams come true, breathing new life into Kartell furniture with a personalised touch. Through Garage Italia Customs, Lapo Elkann has customised Kartell products using wrapping, a technique that involves covering the surface with a special film. It is the first time that this procedure has been used with Kartell furniture.
Displayed on an electric blue lino floor with an embossed circle pattern will be around forty of Kartell’s iconic products, personalised with graphics inspired by the automotive and fashion worlds. Two di erent styles are on display in the brand’s store windows.
- The elliptical Glossy tables by Antonio Citterio, the Componibili by Anna Castelli Ferrieri and Philippe Starck’s transparent icons (Uncle Jim, Louis Ghost, Ghost Buster, One More Please, Tip Top, Lou Lou Ghost and the Invisible Side table by Tokujin Yoshioka) have been “wrapped” in designs drawing inspiration from the colours of national flags and reinterpreting or borrowing details from the motifs and colours of famous racing liveries.
- The same icons are also being displayed in plastic wrappings featuring completely di erent patterns, this time from the world of fashion and textile design, such as houndstooth, tartan and pinstripe.It is therefore surprising to see the same icons speaking a completely different language depending on whether they are dressed in a more graphic, pop look, or a plainer style. One example is the Componibili, shown in a fun two-colour version and a pinstripe pattern.Claudio Luti, President of Kartell, said, “Today Kartell is a lifestyle brand with such a global reach that it is able to embark upon collaborations and special projects with a freer and more relaxed approach towards its products.The collaboration with Lapo Elkann is very intriguing because his entrepreneurial approach is unconventional, uninhibited by trends, genuinely creative, and supported by signi cant commercial insights.And this combination of Lapo’s and Kartell’s imaginations forges new opportunities to develop the very concept of personalised industrial design. Nowadays consumers want to feel more of a part of their purchases by in uencing them with their own creative vision (from cars to houses and furniture). I have found it particularly stimulating having our icons interpreted with new patterns and colours in a limited run, and I think that this collection may introduce a new way of interpreting the potentials of Kartell products without straying from our industrial approach.”
Lapo Elkann adds, “When I created Garage Italia Customs I knew that our objective was not to limit personalisation to the automotive world, but to translate its creative potential to many other sectors. For our rst contamination with the world of furniture and design, we could not have found a better partner than Kartell.As a symbol of Italian creativity and design, Kartell has numerous true icons of contemporary design to its name and shared its continual experimental and innovative research, combined with the use of advanced technology, with Garage Italia Customs.The perfect synergy that has been created between our two organisations has allowed us to meld design, cars and lifestyle into unconventional furniture with a new and unique personality.”
The set of projects has therefore given rise to a collaboration that will endure and that will debut with its first limited edition collection on sale from September to December in Kartell stores and online at kartell.com.
13-16 April from 10 am to 9 pm
Sunday 17 April from 11 am to 7 pm
Press preview on 12/04 at 6 pm
Invite-only cocktails on 12/04 at 7 pm
Kartell Flagship Store, Via Turati / 1 Via Carlo Porta, Milan
The main aim of Garage Italia Customs is to place its clients and their creative requirements back “in the spotlight”, in a world that has been more and more standardised and where number prevails over subjectivity. Just as a tailor-made outfit follows the lines of the body harmoniously, Garage Italia Customs aims at making any vehicle unique, be it a car, a motorbike, a plane, a helicopter or a yacht. It re-elaborates the clients’ very wishes with a tailor-made service that involves the study of detail, balance of the components and research of materials. The équipe working at Garage Italia Customs is made up of the team that created the Tailor Made service for Ferrari and the best technicians specialised in the automotive sector, specifically in the field of wrapping, painting and upholstery of interiors. They are the “Maestros”, as Lapo Elkann himself defines them, and their unique skills are of absolute excellence in this work. The “Maestros” are backed up by the Style Centre, which is the pulsating heart of all the activities. It is a meeting place for the design team, where the ideas and dreams of clients intersect with the aesthetic taste of the experts of the Garage. Here, the abstract concepts are elaborated into digital images by use of the most modern technologies. The clients are guided in the choice of the right chromatic combinations and the most refined materials; their taste and needs are respected. While waiting to move to Piazzale Accursio in Summer 2016, the Garage Italia Customs operative headquarters are in via Alfredo Pizzoni 1, Milan.
High resolution images for download here.