Salone del Mobile.Milano 2023
Kristalia is present at the Salone del Mobile with a design and communication project that reflects the company’s most authentic DNA. After a process of analysis and elimination, the company chose ‘The reality is way more interesting’ as the title of its communication campaign, which represents its outlook and approach to the world of design. This message conveys an important implication and reveals originality, concreteness and strong commitment as the cornerstones of the brand.
In the crowded, and at times eccentric, context of the trade fair, a non-place par excellence, visitors can enter the Kristalia stand, a concrete and tangible environment. Because nothing is more interesting than reality.
Our stand is a rational, understated and well-organised volumetric layout. Its perfect interior design expresses the character of Kristalia products and now also those of Personal Spaces by MD House, the design project that complements the total living solution and allows the company to broaden its range in terms of design, for the home and the contract sector. The 400-square metre stand is inspired by the architect Craig Ellwood’s Case Study House No.16, built between 1952 and 1953 in Bel Air for the Case Study House Program, funded by the US magazine Arts&Architecture in response to the post-war boom in building, with prototypes of modern, easily reproducible and affordable homes.
In 9 living spaces, 4 projects are presented along a circular route, including new products and extended collections. Each room conveys the linear design concept behind the total living programme. The home is a small eco-system in which we live and interact, a place to leave and return to, as in reality. Rather than focus on overly excessive decorative objects, which would stifle how furniture elements are interpreted, Kristalia chooses a skilful combination of real objects and details that intrigue and elicit a smile, playing on the slightly ironic element that has always been a distinctive feature of the way the company communicates.
This overall outlook on living, touching on the theme of the room, expresses the ultimate flexibility of use and spatial arrangement of furniture by Kristalia and Personal Spaces by MD House.