The first monobrand Flagship Store managed directly by Kartell has just opened in the UK. This is a vital step in the sales expansion strategy of the company, which can now count on a solid new platform for dialoguing with an increasingly international and cosmopolitan public.
The vast collection is being presented in the form of theme flashes, both in the store itself and displayed in the 5 large street-facing windows. Furnishings, tableware, lighting, fragrances, bathroom fittings and fashion accessories: a new concept for presenting the all-round Kartell lifestyle.
The London opening represents a crucial step forward in the company’s process of global sales expansion. For almost 20 years, Kartell has been engaged in a sales project heavily focused on monobrand retailing.
Today Kartell can count on 140 Flagship Stores, 300 shop-in-shops and 1000 Kartell corners, as well as 2500 retailers distributed throughout 140 countries. London represents the highest moment of this process, since it stands as one of the most strategic marketplaces in the world and, at the same time, is all set to become today’s ideal platform for establishing new contacts with the extensive London, UK and international markets on more than one front: residential and contract.
As Kartell President Claudio Luti states: “London has always been one of the objectives of the expansion and internationalization strategy pursued by Kartell. Today, we have finally found the right location for a brand which focuses heavily on product innovation and brand recognition, and aims at communicating an all-round lifestyle concept.
From the end-consumer to the department store or contractor: our intention is to implement a direct and personalized dialogue with various target segments of the UK market, but also in the ambit of international projects, interacting with end-consumers through our flagship stores and new or consolidated partnerships with department stores, while also creating joint venture opportunities with prestigious London-based architectural and design firms for the realization of contract projects. So, I see this new Flagship Store as a sort of “operational beachhead” for setting up new projects.
Today, the entire company is proud to have a new home in London. Nothing but great projects can spring from it”.
The display concept is signed by Ferruccio Laviani and aims at effectively rendering Kartell’s lifestyle concept and glamour, with theme flashes on the various lines comprised in today’s vast catalogue: not just furnishings (Kartell Habitat, with over 150 product lines comprising seating, tables, upholstered elements, lighting and decorations), but also tableware collections (Kartell in Tavola), fashion accessories (Kartell à la Mode), bathroom fittings (Kartell by Laufen) and home fragrances (Kartell fragrances).
On the top floor, in its window displays, the store hosts the latest collections that have just gone
into production. The first window on Brompton Road presents the “Kartell Contemporary Lifestyle” concept presented at the 2015 Salone del Mobile, in which different styles cohabit in perfect harmony to create a new contemporary classic look; two corner windows are entirely dedicated to the “Kartell goes Sottsass.
A tribute to Memphis” capsule collection, a novelty launched in 2016 and now touring the world; the fourth window displays the “Precious Kartell” collections with their gold, silver and copper metal finishes shown in a dining room setting; finally, the last window is dedicated to the transparency theme and to some of the company’s iconic products, authentic best sellers and bold examples of injection moulding applied to transparent polycarbonate.
Another top floor presentation takes the form of theme corners dedicated to tableware (Kartell in Tavola), home fragrances (Kartell fragrances), bathroom fittings (Kartell by Laufen) and lighting (Kartell Lights).
In the large open-plan space of the lower floor, all the seating and furnishing accessory collections are shown on wall-hung racks while luminous centrally positioned daises are used to suggest possible ways of coordinating the furnishing pieces.
The London Flagship Store therefore provides an overall view of the collection, while offering inspirational ideas on each individual product segment. The aim is to make the space extremely dynamic by working on a constant rotation of the window displays in order to keep pace with a constantly evolving metropolitan city that is always on top of trends.
In brief, a new “design destination” is born in the heart of London.