Dubai: The United Arab Emirates remains at the heart of Kartell’s expansion strategy in the Gulf region, thanks to a dynamic market oriented towards luxury products characterized by a strong design element. Kartell aims to solidify its presence in this strategic region and seize the opportunities offered by one of the main global hubs for high-level lifestyle.
Today, Kartell is present with two flagship stores in prestigious locations, Dubai Mall Za’abeel and Dubai Hills, which represent a solid starting point for its growth strategy. The goal is to open new spaces in the country, strengthening the company’s commitment to implementing an increasingly extensive retail network capable of meeting the growing demand for high-quality design and lifestyle products throughout the region. A more widespread retail network is essential to reach a wider clientele and consolidate Kartell’s position as one of the leading design brands in the Emirates. Alongside the expansion of physical stores, Kartell is also enhancing e-commerce to ensure greater accessibility to its products across the country.
Talking to the Shaneer N Siddiqui- Managing Editor of The Brew News, Lorenza Luti, Marketing & Retail Director of Kartell said that, “The ample spaces in our stores allow us to offer a comprehensive view of the entire range, including entire product lines. Our offerings adapt to various contexts, from private residences to hospitality projects, in harmony with the variety of cultures that meet in Dubai. This global approach reflects Kartell’s desire to satisfy a cosmopolitan, sophisticated, and diverse clientele, composed of both local and international residents, always in search of the latest trends in design and lifestyle.”
The Brew News: When we talk about Kartell, we’re referring to a family legacy of over 70 years. From a design perspective, what’s new for the Middle East market?
Lorenza Luti: For us, it’s crucial to maintain a strong identity rooted in innovation—something that has been central to Kartell since its inception. We align our collections globally but adapt to local preferences, especially in markets like Dubai, where there’s a penchant for gold and shiny finishes. Our bestselling products remain consistent worldwide, but Dubai’s market is unique due to its cosmopolitan nature.
Since 2005, Kartell has been present in Dubai. Our flagship stores in Dubai Mall Za’abeel and Dubai Hills are key milestones in our strategy, achieved with our local partner, IBG Majestic. With plans for a third store in Nakheel Mall by March 2025 and an enhanced e-commerce platform, we are set to meet the growing demand in the region.
Globally, Kartell caters to diverse needs—private homes, luxury hotels, and restaurants—while balancing transparency, creativity, and industrial production. Sustainability remains integral to our approach. We continuously explore new materials to ensure durability, timeless design, and accessibility.
The Brew News: Dubai is a multicultural hub with varied design influences. How does Kartell address these diverse tastes while staying true to its identity?
Lorenza Luti: While Kartell’s identity remains intact, we adapt our designs with variations in colors and materials to appeal to diverse audiences. Transparency is a hallmark of our brand, offering versatility across styles. We mix classic and contemporary elements, creating a cohesive yet eclectic range.
Our designers bring their cultural influences while aligning with Kartell’s vision. This allows each piece to stand out while maintaining harmony with the rest of our collection. Personally, I enjoy combining Kartell’s modern pieces with vintage items for a unique, contemporary aesthetic that reflects Dubai’s multicultural ethos.
The Brew News: Designing is a thoughtful process, but today’s customers demand quick results. How does Kartell ensure creativity isn’t compromised under such pressures?
Lorenza Luti: At Kartell, we empower designers with open-ended briefs, encouraging them to explore their creativity without constraints. For instance, Philippe Starck often brings his minimalist elegance, while others focus on softer, more feminine designs. This diversity ensures our catalog caters to various tastes.
Our long-term collaborations with designers have fostered an understanding of how their creativity can seamlessly integrate with Kartell’s DNA. We focus on industrial production, ensuring designs are reproducible, affordable, and emotionally resonant. Whether bold or subtle, our products aim to enhance the spaces they occupy.
The Brew News: You frequently reference Kartell’s DNA. Could you elaborate on what defines this DNA?
Lorenza Luti: Kartell’s DNA is defined by three pillars: creativity, innovation, and sustainability. We are committed to pushing the boundaries of design and materials to create iconic, groundbreaking pieces. For example, we developed a lamp with no visible internal components, showcasing our innovative capabilities.
Sustainability is deeply embedded in our philosophy. Our products blend creative design with industrial precision while prioritizing environmentally friendly practices. This approach enables us to achieve timeless designs that resonate emotionally and practically. Ultimately, Kartell’s DNA is a fusion of artistic vision, technological advancement, and responsible production.
The Brew News: What are Kartell’s future plans for the UAE market?
Lorenza Luti: Beyond expanding our retail presence with new stores like the upcoming Nakheel Mall location, we aim to enhance our digital footprint. E-commerce is a key focus, ensuring greater accessibility to our products across the UAE.
We are also emphasizing collaborations that celebrate Dubai’s unique cultural landscape. For instance, during Design Downtown Dubai, we hosted a “Design Tales” event at our Dubai Mall Za’abeel store. Featuring notable designers like Ferruccio Laviani and Andrea Brocca, the event highlighted the intersection of creativity and innovation.
Kartell is committed to fostering talent in the region. Through partnerships like our design competition with the Dubai Institute of Design and Innovation, we aim to nurture the next generation of designers while strengthening our ties with the local creative community.
The Brew News: What are some key product highlights for this region?
Lorenza Luti: Our H.H.H. chair by Philippe Starck is a perfect example of how we blend design and sustainability. It’s not just functional but also a statement piece, available in various finishes, including collaborations with Liberty fabrics.
The A.I. Console and A.I. Lounge chairs, crafted from recycled materials, reflect our commitment to innovation and environmental responsibility. These products cater to contemporary tastes while aligning with our sustainability goals.
Additionally, our ASIA sofas and HiRay outdoor collection demonstrate Kartell’s versatility in combining comfort, elegance, and functionality, making them ideal for both residential and hospitality settings.
The Brew News: How does Kartell balance tradition and innovation in its designs?
Lorenza Luti: Balancing tradition with innovation is fundamental to Kartell. We honor our legacy by maintaining timeless design principles while embracing cutting-edge technologies and materials. This ensures our products are both iconic and relevant to modern lifestyles.
By staying true to our identity while adapting to global and local trends, Kartell continues to set benchmarks in the design industry. The UAE is a crucial part of this journey, and we’re excited to grow alongside this vibrant market.
Kartell’s strategic expansion in the UAE, coupled with its innovative approach, reinforces its position as a leader in contemporary design. Through sustainability, creativity, and a deep understanding of its audience, the brand is shaping a future where design transcends boundaries.
