Via Belfiore 244
Home textiles
When an established brand chooses a display system for its retail outlets, the aim is not simply to find a way to showcase its products. What is needed is a solution that blends seamlessly with the brand’s visual identity, adheres to specific aesthetic guidelines, and at the same time ensures functionality, durability and practicality.
It is in response to these needs that the partnership between Caleffi and NaturDesign was formed, with the aim of developing a range of bespoke cardboard displays for the brand’s flagship stores.
Caleffi was looking for a partner capable of designing and manufacturing customised shop displays that were consistent with its brand identity and designed to showcase bed linen, sheets, towels, cushions and home textiles. All this with a particular focus on sustainability, ease of assembly and the logistical management of materials destined for the various retail outlets.
The project arose from a very clear brief: to develop display units that would blend seamlessly into Caleffi stores, whilst adhering to the brand’s shapes, colours, logos and communication style.
Every element had to be recognisable and consistent with the brand’s image: from the corporate blue to the white surfaces, from the presence of the logo to the clean lines of the structure. The display unit was not meant to look like an afterthought, but rather as a natural part of the Caleffi retail experience.
For this reason, the work was not limited to the technical production of the product, but required a careful design phase, an analysis of proportions, the selection of materials and the definition of construction details.
The aim was to create a bespoke display stand that was:
One of the first projects developed was the circular display stand, characterised by a curved design and a multi-tiered structure. It was a solution that was highly distinctive in appearance, but also particularly challenging from a technical point of view.
Cardboard is often associated with linear, angular and geometric shapes. In this case, however, the brief called for a display unit with a curved design, intended to present the products in a visually striking yet orderly manner within the shop.
For our designers, it was a particularly stimulating challenge: to transform a complex idea into a cardboard display stand that could actually be produced, was functional, and was suitable for use in shops.
The result was a lightweight yet sturdy display system that successfully combines aesthetics, practicality and brand identity. The customised bands featuring the logo and tagline, the blue base and the exposed cardboard details have created a display that is consistent with Caleffi’s visual identity and, at the same time, instantly recognisable for its sustainable nature.
In addition to the aesthetic aspect, the project had to meet specific operational requirements.
The display units were intended for use in various shops, so they needed to be easy to ship, handle and install. For this reason, the design took into account not only the final appearance of the product, but also all aspects relating to logistics and assembly.
A bespoke shop display must, in fact, be attractive, but also practical. It must showcase the products, but it must also be easy for staff or the team responsible for setting it up to manage.
Il cartone, in questo senso, si è rivelato una scelta particolarmente efficace perché permette di realizzare strutture leggere, personalizzabili e facilmente trasportabili, mantenendo al tempo stesso un buon livello di resistenza e stabilità.
In the case of the Caleffi display units, every solution has been designed to ensure a balance between visual impact, functionality and reliability over time.
Since the first prototype, the collaboration has evolved into the development of various display and shopfitting solutions for Caleffi stores.
These include wall-mounted displays, shelving units and solutions designed to organise and neatly display linen, towels, sheets, cushions and textile sets.
Each bespoke display has been designed with the product to be displayed, the available space in the shop and the brand’s corporate identity in mind.
Shelving units and modular compartments allow products to be arranged in a clear and organised manner, making it easier for customers to see what’s on offer. The white surfaces showcase the linen and textiles, whilst the blue elements and the Caleffi logo reinforce brand recognition within the store.
The project enabled us to draw on our design expertise, technical skills and aesthetic sensibility, developing display units capable of meeting the specific needs of a well-established and recognised brand in the home linen sector.
From the initial challenge of designing the curved display stand to the subsequent solutions for the stores, our collaboration with Caleffi demonstrates just how versatile, elegant and reliable cardboard can be, even in the retail sector.
Not just a sustainable choice, then, but a real opportunity to create bespoke display stands that combine design, functionality and brand identity.