FF x Rubelli
Rubelli Group, 2023
In 2023, the Venetian textile company Rubelli Group appointed Formafantasma as its new creative director.
Formafantasma's intervention includes: establishing guidelines for Rubelli’s design team, updating the rich colour palette of the collections to make it more consistent across multiple products, rethinking the layout and the customer experience in the showrooms, structuring the navigation of Rubelli's extensive products catalogue and informing the communication strategy and collaborations with artists, designers and architects.
The partnership is intended as a long-term cooperation focusing on textile design and production while working on the clarity of the brand's messages, the consistency of the collections and the introduction of a contemporary perspective on the heritage of the company.
In the first year of the collaboration, Formafantasma was responsible for the relaunch of the Kieffer brand as a 'research laboratory for sustainable textile making’ while scaling back the brand Rubelli Casa as a way to re-focus the company’s efforts on their core business.
