A 2019 under the sign of change for MyHomewhich entrusts Giulio Iacchetti the artistic direction of the brand. A collaboration that takes shape with the aim of writing together a new chapter in the recent but already consolidated history of the Florentine brand, founded in 2015 thanks to the experience of the family Alivar. And with Giulio Iacchetti joining the company, MyHome acquires Internoitalianoa project created in 2012 by the same designer - and art director of the brand - and Silvia Cortese, with the contribution of Leonardo Sonnoli for the graphics and Massimo Gardone for photography.
Furniture, furnishing accessories and small objects for the home and the person made in collaboration with an extensive network of artisan workshops - master potters, carpenters, glassblowers: the Internoitaliano brand relies on Italian excellence and quality, bringing to Alivar an area of product, that of objects and accessories, which had not been dealt with until now, involving both the domestic and contract target segments.
In the new MyHome, Giulio Iacchetti is supported by the team of graphic designers from Think Work Observe, who have taken care of the restyling of the brand, starting with the new logo, simplified in the choice of font and character layout for a more intuitive and impactful approach. Aimed at a young audience constantly attentive to new trends in contemporary design, MyHome involves some of the most talented designers of recent years such as Elena Salmistraro, Federica Biasi, Serena Confalonieri, Studio Lido and Alessandro Stable with which to formulate the imagery of an evolution whose first results will be visible during the next edition of the Salone del Mobile with a single space dedicated to MyHome and Internoitaliano.
We caught up with Giulio Iacchetti to hear about this new role.
Even if MyHome is a very young brand, I liked to understand what had been done, what were the wishes and dreams of those who invented this story, namely the Gazziero family, to then proceed in a direction that would enhance its material and immaterial values.
The idea is always to add value in terms of design, to expand the range in a coherent and organic way, and to take care of every aspect of the brand, of the corporate image starting from the logo to the design of the stands, of the new products, of the way of telling a new reality by gathering around it quality designers in tune with my vision for MyHome.
Internoitaliano is aimed at a young and dynamic target group. What are the principles and identity of the brand?
Internoitaliano is a project of harmonious balance between different identity values: the relationship with craftsmanship, the idea of creating a connection between tradition and contemporaneity, the possibility of devoting oneself to objects and furnishing accessories in a transversal manner. The result is a collection that traverses and involves the most disparate product sectors, from pocket knives to stationery, objects dedicated to gardening to seating, all always made with respect for typically Italian know-how.
