Campanule Takeover Elena Salmistraro for Lanerossi. Milano Design Week 2023 17-23 April Lanerossi Store, via Mercato 5


Lanerossi confirms its participation in Design Week 2023, for the first time as a protagonist of the Brera Design District, in the spaces of the single-brand store on Via Mercato, which becomes a stage for the launch of the collaboration with the designer Elena Salmistraro.

With the innovative spirit embodied by the brand from its inception, Lanerossi continues to steer a course that has made it a unique case in the history of textiles for interior design. The company relies on its roots and its heritage, a precious legacy of creativity and in-depth knowledge of materials, able to generate new value through a virtuous dialogue with the present.

This approach has led to a new collaboration, extending the designer collection, a project recently initiated by the company that already contains exceptional talents such as Paola Navone with Otto Studio, and Ludovica+Roberto Palomba. The designers have different ways of reinterpreting the DNA of Lanerossi, but with a shared objective: a dialogue with the contemporary world, appealing to multiple generations through products of the highest quality, with an accent on wellbeing and sustainability, conceived to enhance interiors by adding character to any space with their unique personality.
“Campanule” collection – design by Elena Salmistraro 
For the leading international event in the world of design, Lanerossi illustrates its encounter with the poetic vision and inimitable style of Elena Salmistraro, presenting the new “Campanule” (Bluebells) collection of decorative cushions and blankets, whose patterns will invade the outdoor and indoor spaces of the store in a site-specific installation developed as an immersive experience in the creative world of Lanerossi.
The design reinterprets the form of these springtime flowers for which it is named, through a combination of geometric elements obtained by mixing soft, flowing lines with more rigid and at times angular shapes, making it unique and contemporary. The designer thus creates a hypnotic visual effect of great impact, resembling the cone formed by the petals of the bluebell flower when it blossoms, along with stems that intertwine and mingle in a harmonious way. Saddle stitching in bright green enhances all the borders, in contrast with the hues selected for the blankets and cushions, from intense violet to pale pink.

The result is a collection of exceptional elegance, capable of bringing out the quality of the yarns, perfectly reflecting the designer’s approach in pursuit of the expressive language of objects, ready to fascinate the observer while prompting vivid emotions.

With remarkable softness, the collection is made in pure virgin wool with the Woolmark certification, taken from selected flocks of Merino sheep. The material offers excellent properties of thermal insulation, thermoregulation and absorption of humidity.
 
Lanerossi, a company owned by Marzotto Lab, part of the Marzotto Group, has designed and manufactured interior textile products since 1817, including blankets, bedspreads and décor complements, starting with pure premium natural materials such as wool, crafted with exceptional workmanship. Founded in the Veneto thanks to the vision of the entrepreneur Alessandro Rossi, Lanerossi is now a brand of reference in its sector, known and sought-after all over the world. The company’s experimental approach based on collaboration has involved various artists, designers and creative talents over time, setting the brand apart along with its desire to enhance and reconsider a legacy of visual heritage. The Lanerossi philosophy is based on quality and sustainability of raw materials, design and manufacture. The firm combines ongoing product design research with technological development, relying on experience and tradition, in a specific industrial approach with an eye on the future. For more info: www.lanerossi.com

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Written by giovanni47