“Kartell has put its back into communication ever since the company was first set up, believing then as now that the product is just one of the elements of a broader project and that the image and the means of presentation form a substantial part of the project itself,” said Kartell’s Marketing and Retail Director Lorenza Luti, emphasising that, rather than publicity, the company sees as communication in the round, starting with the catalogue and ending with the shop windows. “Every campaign is designed to underpin a product launch or an event at a particular time. The image we have chosen to channel for the 2022 catalogue, for example, narrates a Kartell that encapsulates the concept of lifestyle and home living in its entirety, thanks to the ample range of products, including new segments, from fabric to outdoor. Over the last few years, we have brought together the product and the beauty of Italy, with photoshoots in symbolic parts of the country, from Venice to Capri, Tuscany, Puglia, Liguria and Val D’Aosta. But there have also been campaigns that have hinged on the theme of art, on respect for nature or Pop images geared to underscoring the characteristics of some of the collections.” For fans of the Kartell world, the best way to find out more about the history of the brand is to visit the corporate museum at Noviglio, just outside Milan, and leaf through the two books packed with Kartell images: kARTell and Kartell. The Culture of Plastics, which are crammed with examples, ranging from photos by Giovanni Gastel to those of Ugo Mulas, shots by Helmut Newton and those of David LaChapelle.