Published on : Wednesday, April 23, 2014
It is only one year since Kartell by Laufen first went on show at the ISH in Frankfurt, and right from the start the market’s response has been enthusiastic: the whole design project spoke a different language from its competitors. Quality, innovation, research into materials, excitement, glamour are just a few of the ingredients and values of a project which has proved a winner from the very outset.
The power of its design has also gained recognition from such authoritative leaders of trade opinion as Wallpaper (which gave it the Best Wash prize at the Wallpaper Design Awards 2013) and Elle Decoration International (which put it top in the Bathrooms category with the EDIDA 2014 prize).
Following the 2013 Exhibition the range mounted a busy roadshow of international events in a large number of big cities (London, Brussels, Prague, Warsaw, New York, Miami, Paris and São Paulo), giving the world a chance to get to know its designs and feel the quality of its wares at major international design exhibitions: a year of hard work for both these firms, which have broken records together as they brought a complete yet varied range to market with a full catalogue on offer to buyers across the world.
Since that start, 150 dedicated corners have already been established in prestigious retail stores; the aim is to achieve an even more local presence by the end of 2014, with at least 500 points of sale all over the world.
That concern for a retail presence is again in evidence this year: while the Furniture Exhibition was on (the Milan “Salone del Mobile”, 8 to 13 April), a concept store was installed on the 6th floor (Home & Design) of the city’s La Rinascente store, where a representative selection from the range will be on display together with an example of a KbyL Corner.
Claudio Luti, Kartell’s President, said “I’m proud to confirm Kartell by Laufen’s increasingly established position as a market leader, a truly satisfying reward for everyone involved in the project, for our partner Laufen and for Ludovica and Roberto Palomba the designers. The range we first introduced at last year’s Frankfurt ISH was the fruit of the massive effort we put into research, meetings and plans: four years’ hard work. Right from the start, this initial collection has shown itself to be a complete bathroom range of immense usefulness, at home in any surroundings. The work is just beginning, though, for we are still only at the development stage both of the collection itself and of its sales network. I believe this first year’s marketing and the results achieved – not to mention the prestigious prizes we have won – are a promising foundation for a project we are determined to see develop further over a long life.”
Tags: Claudio Luti, EDIDA 2014, Elle Decoration International, Frankfurt, Kartell, LAUFEN, Salone del Mobile, Wallpaper Design Awards 2013
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