THE TIMELESS FUTURE OF MAXALTO
When I come across an interior brand that represents timelessness, that brand is almost always successful.
Maxalto’s success begins in 1975, when leading designers such as Antonio Citterio were made
responsible for the designs of the extensive furniture collections with a timeless appearance.
How does Maxalto build a timeless future fromout their rich past?
OFFERING THE PRESENT AND FUTURE MEMORY
“The future is not what it used to be.” Sounds nostalgic, yet realistic. If you look at our current homes, there is of course a truth in that. Players involved in the making of our residential habitat have to move; from designers to manufacturers and from experts to enthusiasts. We went from futuristic styles in the sixties to eclectic in the nineties. Once we have arrived in the twenties, we need a timeless style more than ever, with which we can try to defy the passing of more years. Antonio Citterio is one of those designers who has been able to steer a brand like Maxalto through time and keeping faith with the idea of renewing our way of living without being seduced by passing fashions.
ITALIAN DESIGNER IN PARIS
The timeless world of Maxalto continues in 2020, based on a stylish installation in Paris, designed by Citterio. It should be no secret that Citterio has always been charmed by French modernism. In the past he worked on retail projects for fashion houses such as Esprit and also entered into collaborations with, for example, Hermès. For that, he was often in Paris.
In a beautiful Parisienne residence, Citterio will continuously experiment with colors and materials in the timeless world of Maxalto. For this concept he was inspired by Achille Castiglioni, who once said: “Why don’t we present a collection through an ever-changing exhibition, as an experiment to test reactions from and interactions with the public?”
EXPERIMENTING IN THE MAXALTO ATELIER
The ‘Atelier’ has been in use since January. It concerns an area of approximately 400 m2, where various rooms are decorated in a European-Eastern, serene atmosphere, which means that all activities can be focused on experimentation. This varies from testing fabrics, colors and materials to personalizing the entire interior design. Here, interior architects and designers, together with their customers, can choose solutions that best suit their individual taste and living environment, in peace and quiet. Living in the timeless world of Maxalto means that every new idea, every subsequent new drawing and every new collection is an ideal reflection of Citterio’s entire oeuvre for Maxalto.