Kartell Brand Director Lorenza Luti reveals her design philosophy

Kartell Global Brand Director Lorenza Luti revealed her design philosophy, personal inspirations, and corporate background. Luti oversees communications, co-branding initiatives, special projects, and directs the Kartell Museum.

Luti Joins Family Business After Studying at Bocconi University

Luti’s entry into the design world began as a child through her grandfather, a chemical engineer who founded Kartell, Milan’s home furnishing design company known for polycarbonate pieces and sculptural silhouettes. Milanese to her core, Luti focused on Marketing and Strategic Management at Bocconi University. After a brief stint at Ermenegildo Zegna, she joined the family business.

Luti Directs the Award Winning Kartell Museum

In addition to her branding duties, Luti directs the Kartell Museum, which won the Guggenheim Award for Best Industrial Museum. She also serves on the Italian Industrial Museums Committee. When asked about her perspective on form and function, Luti stated that both matter equally. The best design makes the distinction irrelevant, she said.

Luti Shares Her Personal Design Preferences

The profile detailed several of Luti’s personal design preferences and daily routines, including her choice of a strong, sugarless espresso as her signature workday beverage. She described her personality as velvet, explaining that it is soft to the touch, but with a strong, decisive character. She identified beige as a color she secretly finds overrated when used as a safe choice rather than an intentional one.

Luti noted that poor lighting immediately bothers her in a room or product, stating that it can undermine even the most beautifully designed space. For sentimental items, she keeps two green velvet armchairs that once belonged to her grandmother. Sentimental value never goes out of style, Luti said.