HomeDesignBaxter Worldwide 2020, innovation against lockdown

Baxter Worldwide 2020, innovation against lockdown

-

 

If they can’t come to us, why don’t we go to them?

Starting from this question, Baxter Worldwide 2020 project was born from the impossibility of bringing Baxter community to Milan: during the lockdown period, Baxter decided to transform this closure into a new opportunity by setting up this project, in which the goal was to involve the partners and, together with them, present the new collection to the professional community and brand lovers.

The main challenge was to make people understand the new collection from a distance, always trying to express the essence of Baxter, which is not just design, but above all emotion and sensoriality.

Paolo Bestetti, Baxter’s CEO, explains:

We therefore tried to combine technology with the emotion and physicality of the product, thinking of letting people enter the new Baxter home and take them on a journey inside this house. This was the first step related to the digital part. The other step instead concerns the physical part, the contact. Baxter has always carried out research on colour and materials and this is a very difficult aspect to be conveyed at a distance. Material is something you feel and that gives you emotions. We then physically shifted our research at customers’ premises and what fascinated us the most was their reaction in previewing the new top-secret products with a mix of digital and sensory clues, personally touching new leathers and new materials.”

The research on the 2020 collection worked on comfort and shapes that were soft and reassuring, a concept represented by the new sofa by Paola Navone (where comfort stands out) and the Piaf sofa, with more comfortable shapes and elongated seats.

Beside the development of new products, there is also the famous colour research, as explained by Stefano Guidotti, head of Baxter’s style department:

This year’s palettes are essentially three. The first features classic, almost reassuring colours, which were then combined with elements of great contrast. It starts with browns, then all the warm tones of chocolate, combined with a very strong blueberry blue and a camel colour. In addition to the colours of the leathers, each palette is then combined with materials; in this case brass and white marbles such as Bianco Gioia. The second colour palette is declined in various shades of green; starting from military green combined with a very bright lime green which are combined with greys. The associated metal is alpacca, therefore a cold grey as if it was a kind of silver. The last palette, on the other hand, is decidedly surprising, in the sense that a very bright turquoise has been combined with a ‘nude’ color, a sort of flesh color.”

A research that aims to lead to recognition, as at a certain point the objects have to speak regardless of the logo itself, and this is also what happens for the new Baxter Worldwide 2020 collection.

Part of the design of the novelties was carried out internally by the style department, while other products were designed by famous designers: Draga & Aurel, Paola Navone, Federico Peri, Pietro Russo, Studiopepe.

Baxter usually presents the novelties of the year in Milan, but with Baxter Worldwide 2020 the intent is to create a community that encompasses all the brand’s partners and lovers, organizing events and creating a convivial moment. And now, 2021 is here: what’s next?