Launched today, the new Italian design brand Discipline is a project of Renato Preti, former director of Skitsch, featuring an international team of designers and a diverse collection, to be unveiled at the Salone del Mobile 2012.
The brand describes its collection as conveying "the energy of natural materials and essential forms dictated by such basic needs as sitting or illuminating a room or by needs that are still unobserved, but which are suggested by an original function of a common object. This is why each product is built with materials selected for their self-regenerating properties, such as wood, cork, bamboo, glass, natural textiles and eco upholstering, obtained by sustainable production methods. A set of features that flows together into an aesthetic pleasure made of tactile and olfactory emotions, which grow and customize on everybody own personality."
In this initial stage, Discipline has been working with 13 designers from 10 different countries: Lars Beller Fjetland, Pauline Deltour, Ding3000, Lars Frideen, Ichiro Iwasaki, Klauser&Carpenter, Claesson Koivisto Rune, Max Lamb, Luca Nichetto, Philippe Nigro, Marc Sadler, Sibylle Stoeckli and SmithMatthias. The brand reveals that this is just the beginning, and that there are more to come.
Discipline, a new Italian design brand
Named after order and competence, Discipline seeks to create a new generation of furniture and accessories to lend emotion to real life.
View Article details
- 29 February 2012
- Milan
"Thanks to the excellence of each partner involved in this project, furniture and accessories enhance the personality of their specific materials, while responding to industrial mechanism, with processes set out both by quality and creativity with a special focus on the final cost," states Discipline. "This unleashes a strong and precise identity, that is created and displayed by the products and in all the project activities, based on a communication carefully and closely focused and on modern distribution."
The brand's multichannel distribution—flagship stores, franchising, e-commerce, partnerships…—is also aimed at emerging and growing markets, such as Brazil, China, India, and Australia.