Lorenza Luti
“Stay curious and open to new experiences. Embrace change and challenges as opportunities for growth, and don’t be afraid to take risks. ”
ArchNative, meet Lorenza Luti!
Lorenza is the Marketing and Retail Director at Kartell, a company founded by her grandfather which is known in the industry for its production of the finest quality design objects. At Kartell, Lorenza has spent three years gaining valuable retail experience in both Milan and Paris before being appointed as Marketing & Retail Director in 2005. Her work is largely focused on enhancing Kartell’s global brand awareness and shaping the retail strategy. However, her work also extends to overseeing all communication strategies, co-branding activities, special projects, and overseeing the Kartell Museum.
We spoke with Lorenza about what the company means to her, how her education in economics and her starts in fashion has shaped her career, and what she sees for the future of the brand.
Tell us a little bit about Kartell and what the company means to you.
The inception of Kartell dates back to 1949 when Giulio Castelli, my grandfather, embarked on a mission to create objects imbued with pioneering qualities, defined by the adoption of novel production technologies focused on material efficiency and process effectiveness. This vision led to the establishment of Kartell. Since its inception, the company has embraced an avant-garde approach to design, grounded in technological exploration and innovation, crucial for addressing the challenge posed by plastic materials lacking a distinct identity prior to processing, unlike natural materials. Upon assuming leadership of the company in 1988, my father Claudio Luti revamped the product catalogue while staying true to the brand's DNA, channeling efforts towards quality, technological advancement, and the exploration of new, high-performance materials through collaborations with esteemed international designers. Not only did he implement a product strategy defined by uniqueness, creativity, and innovation, but he also spearheaded a transformative distribution revolution with the introduction of exclusive Kartell spaces and flagship stores, serving as ultimate ambassadors of the brand and its ethos worldwide. His guiding principle remains rooted in a constant pursuit of innovation across all avenues, eschewing complacency with past achievements.
You studied economics and marketing in school and started your career in fashion. What triggered you to come back to Kartell and take part in the family business?
Teresa lamp by Ferruccio Laviani for Kartell
After earning a degree in Economics with a concentration in marketing and strategic management from Bocconi University in Milan, I chose to gain work experience outside of my family's business, joining Ermenegildo Zegna. My role in their retail department provided me with valuable skills that proved beneficial when I later transitioned to Kartell. Managing Kartell's flagship store in Milan in 2002 marked the beginning of my journey with the brand, followed by a year as an area manager in Paris. In 2005, I assumed the role of Marketing and Retail Director during a period of significant growth for Kartell. While working for a family-owned company such as Kartell is rewarding, it demands a high level of dedication as personal and professional aspects often intertwine. Despite the challenges, the opportunity to contribute to a legacy spanning generations, led by myself and my brother Federico, who serves as the WorldWide Commercial Director, alongside our father Claudio Luti, is truly fulfilling.
What were your biggest takeaways from your education which you implement into your work?
Education has played a crucial role in my professional journey and personal growth within the family company. As the third generation of Kartell, I have always felt a significant responsibility in carrying on the legacy started by my grandfather and continued by my father. From a young age, I have been immersed in the world of design and production, absorbing knowledge and values that have shaped my vision and approach to work. My father, in particular, has had a significant impact on my professional development, asking me, upon completion of my studies, to dedicate my thesis specifically to the topic of generational transition. My experience has helped me build a long-term vision for Kartell, striving to balance tradition and innovation. I firmly believe that the success of a family business lies in its ability to evolve without losing sight of its core values, and this principle guides my daily work.
Kartell's success story is partially due to the fantastic relationships you were able to establish with top designers and architects across the years. Your role in handling the relationships with the designers is key in keeping the brand actively engaged and raising the bars of industrial design, collection after collection. How do you go about maintaining those relationships?
Kartell has a rich history of collaborating with renowned international designers, constantly seeking to explore new territories. We are open to being influenced by various production sectors, art, and the social world, while remaining committed to following our unique path. When seeking collaborations, we prioritize individuals who can help us create innovative designs. Our focus is not on following trends or adhering to a specific style, but rather on uncovering new avenues of creativity while upholding our identity grounded in quality, innovation, and industrial design. As a result, we have been able to produce products that have become timeless icons, some of which continue to adorn homes worldwide even after more than fifty years.
Kartell Asia by Piero Lissoni
What do you see for the future of the brand?
Kartell is a company that remains on the cutting edge and consistently prioritizes investment in research and innovation to develop products that inspire, convey, and embody Kartell's lifestyle values. Through a blend of objects that integrate advanced production technology and innovative materials, we aim to propel towards the future. The upcoming challenge entails surpassing current research standards by exploring novel materials and technologies. We have already achieved remarkable results, prompting a renewed dedication to advancing research to meet demands for sustainability and maintain a technological edge.
In your role as marketing and retail director, what does your day to day look like?
My workdays are consistently diverse, with important weekly commitments interspersed throughout. These include meetings focused on new product development and discussions with our art director, Ferruccio Laviani, to strategize the visual and merchandising aspects of our retail locations. We also collaborate on event setups that showcase Kartell's distinctive brand identity, beginning with our booth at Salone del Mobile. While demanding, these days are rewarding and brimming with creativity.
Part of Kartell's business model is founded on sustainability. Can you tell us a little bit more about how the company ensures that sustainable practices are met?
We are increasingly focused on utilizing recycled materials in our production process with the goal to promote a sustainable circular economy. All our products are crafted from recyclable materials and can be easily disposed of, once disassembled. Our Bio Kartell material has achieved TUV certification with a top rating of 4 stars. In our Smart Wood Collection, we exclusively source wood from FSC® (Forest Stewardship Council®) certified forests to ensure responsible forest management and resource sustainability. The new Polycarbonate 2.0 is manufactured through an ISCC* (International Sustainability and Carbon Certification) approved process, resulting in a significant reduction of up to 60% in carbon dioxide emissions compared to traditional polycarbonate production. We have recently incorporated recycled PMMA into our production, furthering our commitment to environmental responsibility. Kartell's dedication to sustainability is deeply rooted in our company ethos, exemplified in our manifesto “Kartell loves the planet,” which chronicles our enduring connection to environmental preservation. Our focus is not just on individual products, but on a corporate history founded on research, technological innovation, quality, design, and a steadfast commitment to consumer and environmental well-being. Throughout our entire production process, Kartell remains steadfast in our efforts to protect the environment and adhere to sustainability standards. Our industrial strategy encompasses every facet of production, from financial planning to marketing, communication efforts, and sales channels. Kartell's ongoing commitment to environmental management and continuous improvement is upheld through compliance with international certification standards.
Kartell H.H.H by Philippe Starck
How do you navigate working with your family on a daily basis? What are some challenges that this dynamic has presented and how did you overcome them?
Being part of a family business like Kartell is wonderful, even if it requires a lot of commitment because the private and professional spheres often, inevitably, overlap. Everything is rewarded by the awareness of being part of a great story, which has been going on since the generation of my grandparents and continues today with my and my brother's commitment within the company, alongside my father. Kartell has always been part of my life, since I was a child. Today I carry with me the passion and commitment with which, since I was a child, I have seen my father follow the birth of every single project and find the right idea to transform a creative intuition into a market success and nothing stimulates me and it gives me more satisfaction than attending meetings between him and the designers. It is a sparkle of ideas, a continuous exchange between comments and working hypotheses and new discoveries, always going further.
You had just concluded another successful chapter for Kartell at Salone del Mobile in Milano. What were your biggest takeaways?
A.I. collection by Philippe Starch for Kartell
At this year's Salone del Mobile, we once again surpassed our own expectations by showcasing more than 25 new products in a 21,000 sf booth filled with creativity and innovation. Every aspect of our exhibition space in Milan showcased our dedication to design excellence, featuring state-of-the-art solutions that seamlessly blended aesthetics and functionality. Our showcase included collections from renowned designers such as Philippe Starck, Piero Lissoni, Ferruccio Laviani, Patricia Urquiola, and others, who have contributed with unique and impactful pieces. The incorporation of new technologies in our products garnered significant interest, showcasing our commitment to continuous innovation. With over 60,000 visitors to our booth, this edition of the Salone del Mobile proved to be truly exceptional for Kartell.
What is one piece of advice you would give to your younger self?
Stay curious and open to new experiences. Embrace change and challenges as opportunities for growth, and don't be afraid to take risks. Building a diverse set of skills and perspectives will serve you well in navigating the ever-evolving landscape of your career and personal development.