Discipline launches in Milan

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Discipline launches in Milan

Milan 2012: new Italian brand Discipline launch their inaugural collection in Milan this week.

Discipline launches in Milan

Highlights include copper stools by Max Lamb, a dining set with curved ash legs by Ichiro Iwasaki and stools with cork seats by Lars Beller.

Discipline launches in Milan

The collection also includes accessories by Klauser & Carpenter and Ding 3000.

Discipline launches in Milan

The Salone Internazionale del Mobile takes place from 17 to 22 April. See all our stories about Milan 2012 here.

Discipline launches in Milan

Discipline present their collection at Via Pietro Mascagni 4 until 22 April see photos from the launch party in our Milan 2012 Facebook album.

Discipline launches in Milan

Here are some more details from Discipline:


Discipline is a new Italian design brand.

The name Discipline, which means order and competence, combines the method and the message at the origin: creating a new generation of furniture and accessories to lend emotion to the real life.

Discipline launches in Milan

A life that is increasingly focused on respect and on a natural need for everyday harmony.

Discipline launches in Milan

And where surrounding oneself with beautiful objects means to make up for optimism and excitement.

Discipline launches in Milan

Discipline’s collection conveys 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.

Discipline launches in Milan

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.

Discipline launches in Milan

In order to give new life to any product and any emotion to the final users, Discipline has involved an international team, now including 14 designers from 10 different countries: Lars Beller Fjetland, Mario Bellini, Pauline Deltour, Ding3000, Lars Frideen, Ichiro Iwasaki, Klauser&Carpenter, Claesson Koivisto Rune, Max Lamb, Luca Nichetto, Philippe Nigro, Marc Sadler, Sibylle Stoeckli and SmithMatthias. And there are more to come.

Discipline launches in Milan

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.

Discipline launches in Milan

This unleash 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.

Discipline launches in Milan

The project essence, for the launch campaign, is interpreted by the humour and the artistic ability of the German illustrator and set designer Sarah Illenberger: the natural materials, with the shape of fruits and vegetables, become the daily pure nourishment of Discipline design and of whose will choose and use it.

Discipline launches in Milan

The multichannel distribution (flagship store, franchising, e-commerce, partnerships…) is also aimed on emerging and growing markets (Brazil, China, India, Australia…), where identifying and establishing alliances for development of production and on-site sales.

Discipline launches in Milan

Renato Preti is the Founder and President of Discipline.

Discipline launches in Milan

Management: Gianni Roveda (Sales Director), Barbara Colombi (General Manager Operations), Giulia Monti (Product Development Manager).

Discipline launches in Milan

  • http://www.utedesign.com.au Kain

    There’s some lovely work here, although some of these ideas are really old and unoriginal.

  • xtiaan

    the copper stool is rather lovely, Im imagining it with verdigris in a few years, but a shiny spot where it gets sat on.
    the rest of its a bit meh….