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.

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.
Top: Max Lamb, <em>Last Stool</em>,
stackable stool in copper or steel enamelled in various colours. Above: SmithMatthias, <em>Companion</em>, 
adjustable table lamp in ash with metal joints, diffuser and LED source
Top: Max Lamb, Last Stool, stackable stool in copper or steel enamelled in various colours. Above: SmithMatthias, Companion, adjustable table lamp in ash with metal joints, diffuser and LED source
"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.
Ding 3000, <em>Pieces of Time</em> watch. 
The wood elements divide the watch face in twelve pieces. The coloured pointers indicate the time without the help of numbers
Ding 3000, Pieces of Time watch. The wood elements divide the watch face in twelve pieces. The coloured pointers indicate the time without the help of numbers
SmithMatthias, <em>Tilt</em>, 
a versatile oak ladder to hang clothes or towels. Can to be completed with holders in wood, metal or felt
SmithMatthias, Tilt, a versatile oak ladder to hang clothes or towels. Can to be completed with holders in wood, metal or felt
Ichiro Iwasaki, <em>Tag Stool</em>. 
A family of stools and a bench in ash with a coloured, upholstered round or oval seat, and a leather handle
Ichiro Iwasaki, Tag Stool. A family of stools and a bench in ash with a coloured, upholstered round or oval seat, and a leather handle
Lars Beller, <em>Drifted</em>, bench in ash with cork seats
Lars Beller, Drifted, bench in ash with cork seats
Ding 3000, <em>Pocket Chair</em>, small armchair with leather shell, suspended on a wooden structure
Ding 3000, Pocket Chair, small armchair with leather shell, suspended on a wooden structure

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