A physical and digital journey through the new collection
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Baxter Worldwide 2020
15/10/2020 - Baxter Worldwide 2020 is a project conceived when it was impossible to bring the Baxter community to Milan. The company asked the question, "If they can't come to us, why don't we go to them?'" The answer is a series of physical and interactive projects that represent the collection, involving designers and showrooms.
During lockdown, Baxter decided to transform the event into a new opportunity by involving the company's partners in presenting the new collection to the professional community and brand lovers. The main challenge was to have people understand the new collection at a distance, while always expressing the essence of Baxter, which is not just design but above all emotion and sensuality.
The presentation took place on October 9th. "The most interesting aspect of the Worldwide project is that we started in Tokyo and on the same day, 09.10.10. We toured the major global cities at different times passing through Hong Kong, Shanghai, Beijing, Bangkok, Moscow, Tel Aviv, Paris, Milan, Rome, London, New York and ending up in Los Angeles. Twenty-four hours with Baxter," says Baxter CEO Paolo Bestetti.
“We tried to combine technology with the emotion and material presence of the product, with the idea of inviting people into the new Baxter home and taking them on a tour. This was the first step in the digital part. The other step concerned the physical part - contact. Baxter has always conducted research on color and materials but this is very difficult to convey at a distance. Material is something you actually feel that gives you emotions. We physically shifted our research to customers’ premises. What fascinated us the most was their reaction when they were able to preview our new top-secret products with a mix of digital and sensory clues, personally touching new leathers and materials”, continues Paolo Bestetti. "Research on the 2020 collection began a year earlier and underwent constant change. The initial brief was to work on comfort and forms that were soft and reassuring."
The style department carried out the design of some new products internally, while others were designed by professionals that the company has been collaborating with for years like Paola Navone, Draga & Aurel, Studiopepe, Federico Peri, Pietro Russo.
The Milano sofa and armchair designed by Paola Navone exude comfort and a sense of protection. The Googie lamp, Leon armchair and Brigitte sofa by Draga & Aurel are inspired by 1960s soft curvy shapes.
Arianna Lelli Mami and Chiara Di Pinto of Studio Pepe pay homage to Milanese architecture and icons in 3 different products: the Nanda glass lamp, a tribute to the 'designer of light', Nanda Vigo; the Azzal bookcase, referencing the form of the Pirellone building by Gio Ponti; and the Verre Particulier glass and marble tables, which evoke the same materials used in historic Milanese concierge reception areas. Sinuous geometries, soft volumes and rounded edges: Stone bed by Federico Peri recalls the shapes of water-smoothed stones. Pietro Russo reinterprets the simplicity of the circle in the Parsec mirror and the desk.
Accompanying the development of new products is also the company's famous color research, as explained by Stefano Guidotti, head of Baxter’s style department, “This year we are presenting essentially three palettes. The first features classic almost reassuring colors combined with highly contrasting tones. It starts with browns and all the warm tones of chocolate combined with a very strong blueberry blue and a camel color. In addition to the colors of the leathers, each palette is combined with different materials - in this case brass and white marble like Bianco Gioia. The second color palette has various shades of green, starting from military green combined with very bright lime green, which are then combined with greys. The associated metal is alpacca, therefore a cold grey - almost a kind of silver. The last palette is definitely surprising; very bright turquoise is combined with a 'nude' sort of flesh color.”
Technology was essential for the project as Baxter’s President Luigi Bestetti tells us, “It was truly new and I really enjoyed being seated at my desk and seeing the whole team on one screen discussing everything that was happening. Doing something novel and immediately getting it right is what keeps you going."