Baxter Worldwide 2020: "If the world is changing, then we need to change with it"
Nov 23, 2020
Italian brand Baxter has announced a new initiative, Baxter Worldwide 2020. "If the world is changing, then we need to change with it," explains CEO Paolo Bestetti. - If people couldn't make it to the Milan Furniture Show in 2020 to see Baxter's new products, then Baxter should come to the people of the world itself!" Baxter thus sets itself the unthinkable task of using new technologies to convey the texture of new materials, the softness of sofas, the smoothness of drawers opening and the emotion-generating touch.
"The first phase of the project is digital: we invited friends of the brand to our home, where the designers - Paola Navone, the duo Draga & Aurel, Federico Peri, Pietro Russo and Arianna Lelli Mami and Chiara di Pinto from Studiopepe - spoke about their new work. The other was an interactive one: for 24 hours we took turns showing the new pieces in our favourite destinations around the world, from Moscow to Hong Kong, from Tel Aviv to London, from New York to Beijing. A real trip around the world with Baxter! People's reactions when they see things for the first time and are amazed by them - that's something! - Paolo Bestetti continues.
"Of course, work on the collection started earlier - it seems in another world, before the pandemic. But it was as if we sensed how important a sense of security, safety, comfort would become. That's why all the pieces in the new collection share soft shapes, tactile natural materials and an up-to-date colour palette," says Stefano Guidotti, the brand's art director.
"Essentially, we focused on three palettes. The first is built on the classic contrast of brown and chocolate tones with rich blues and beiges, which are accentuated by brass details and white marble. The second is the full range of greens, from khaki to lime, combined with grey. And the last is the most avant-garde: turquoise + nude.
The new Baxter collection sounds incredibly modern - it is ironic, bright, and most importantly, it speaks of seemingly simple but most important things in challenging times: home, beauty, and peace.
