After a brief conversation with Lorenza Luti, Kartell’s marketing and retail director, it becomes evident that she is a woman of many talents. In addition to overseeing the family business, she manages the Kartell Museum, serves on the Italian Industrial Museums Committee, and balances family life. Luti, along with her team, handles everything from stores, catalogues, and branding to strategies, events, affairs, and products. As the daughter of Kartell’s CEO, Claudio Luti, she worked her way up and earned her position at the company.
Luti’s journey to Kartell began with her university thesis on the company, exploring its evolution through generations. She draws parallels between Kartell and fashion companies in their constant innovation and collaboration efforts. Before joining Kartell, Luti gained experience at Ermenegildo Zegna, where she learned valuable skills in retail and marketing.
Working closely with her brother, who oversees commercial operations, Luti focuses on product development, marketing, retail, and branding. She credits her grandfather and father for their innovative spirits and commitment to continuous improvement. Kartell has also prioritized sustainability and digital presence in recent years, aligning with the family’s shared vision for the company.
Since its global expansion in the 1950s and 1960s, Kartell has established a strong presence internationally, with 80% of its turnover coming from outside Italy. The company’s commitment to quality design has solidified its reputation as a leader in the furniture industry. „We take pride in sharing our work on a global scale, not just limited to Italy, in everything we do for our stores, windows, collections, and communication,“ says Luti.
She understands the significance of representing the brand worldwide, so the family travels to important cities and countries each year, dividing responsibilities. In the past year, Luti visited Dubai and London, her brother went to China, and her father traveled to Japan. „Traveling really broadens your perspective. It’s also great to build relationships with our partners,“ Luti adds.
During her travels, Luti has come to appreciate Italian design even more. „Design is highly regarded in the north of Italy, and the fact that designers from all over the world come here to collaborate with Italian companies adds value,“ she explains. This is why Kartell has proudly included „Made in Milano“ in its logo for a long time.
„Italian heart and British heart“
When it comes to collaborations, Kartell prioritizes quality over quantity, focusing on one major brand partnership every two or three years. Their recent collaboration with Liberty London came about unexpectedly through Luti’s connection with someone in the Italian team.
Luti says, „Working with them was wonderful because they are an amazing team, which is not always the case—especially when working with fashion companies.“
The only challenge they faced at the start of the collaboration was the freedom Liberty gave Kartell in terms of designs and fabrics due to their extensive archive. Liberty proposed themes, which Kartell selected.
The two teams worked closely together on redesigning patterns from the archives and fabrics, with Liberty focusing on creativity and Kartell on the fabric and innovation aspects. Currently, they are collaborating on products for the upcoming Salone de Mobile in April.
„It really changes peoples‘ perceptions“
The Kartell Museum was established in 1999 when Luti’s grandfather was still alive to share firsthand stories about the business’s early years. The museum building was designed by Luti’s grandmother and Italian architect and designer Ignazio Gardella.
Luti took over her grandfather’s role in the museum after he passed away, organizing exhibitions globally and resuming activities post-COVID-19.
In addition to permanent collections, Kartell collaborates with other museums and cultural institutions on exhibitions year-round. The museum serves as a powerful communication tool, helping visitors understand Kartell’s heritage and the story of Italian design.
Kartell was one of the founding companies in the Italian Museums Committee, which consists of over 100 Italian businesses dedicated to preserving their heritage.
Luti says, „In Italy, we have this association, and it’s amazing to see how companies across various industries have preserved pieces to build archives or museums.“
The committee’s museums collaborate on exhibitions, with Kartell partnering with companies like Pirelli, Barilla, and La Cimbali.