The Stockholm furniture exhibition, which takes place in the Swedish capital until January 10, has become the starting point in a new stage in the development of the brand. Under the leadership of creative director Janni Vepsäläinen, the Finnish company introduced a fresh identity, in particular an updated logo in the Aino font. According to the team’s idea, the rebranding pays tribute to Aino Aalto and refers to her avant-garde spirit. IITTALA also showcased its new collection of home furnishings, Play. The line features kitchenware, tableware, linens, and other decor, with a naïve aesthetic inspired by Alvar Aalto’s famous line, “Don’t forget to play.” In addition to the new designs, the series also includes several reissues of classic pieces in fresh colorways, including the famous Savoy glass vase designed by Aalto and the iconic birds created by Oiva Toikka.
Photo: IITTALA; Agency Leroy.
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