Kartell Circles
Experience Design
Subject to an NDA — proprietary data redacted.
"A static museum, made into a living community."
Kartell's museum preserves the past. But can it build the future?
(What We Discovered)
Research exposed a core disconnect. The Kartell Museum preserves an extraordinary heritage but operates as a static, one-directional space — visitors observe behind glass and leave. There's no participation, and it sits apart from the brand's stores and digital presence.
(The Reframe)
We asked one question: how might we turn a place you visit once into a platform you return to? Nike On Air showed a central theme expressed through local workshops; La Biennale di Venezia showed one theme interpreted differently city by city. Together they seeded our "Travelling Circles".
(The Model)
Each year a theme launches at the Kartell Museum in Milan and travels to five flagship cities — reinterpreted locally through workshops, symposiums and networking — connected by a digital platform year-round, then returns to Milan as an exhibition. It rests on four principles: continuity, expression, exploration, connection.
(The Circle Closes)
Between events, a section on kartell.com keeps the global dialogue alive — visitors explore the theme, watch films from all five cities and book what's next. It turns passive museum visitors into an active, connected community, even those who never set foot in a store.
