Kartell turns to AI-generated exhibition design for Salone del Mobile

Italian furniture brand Kartell has presented its new products at Salone del Mobile against a backdrop of colourful expressionistic paintings – all, unbeknownst to visitors, generated by artificial intelligence.

The AI-generated artworks appear behind new products by designers Philippe Starck, Patricia Urquiola and Barber Osgerby, among others, and are set within an otherwise white cube-like stand design.

The use of AI is not disclosed in Kartell's display and is only indirectly hinted at in its press release, leaving visitors to assume it is human-made art.

Photo of the Aaland sofa and Pincel rug by Patricia Urquiola and Kartell against a mustard yellow backdrop with a painting of an interior scene behind it — Kartell's Salone del Mobile booth displays new products like the Aaland sofa and Pincel rug by Patricia Urquiola alongside colourful images

Kartell global brand director Lorenza Luti told Dezeen that the company's use of AI in the stand design was consistent with its positive approach towards the technology, which has seen it incorporate AI since 2019.

In that year, it released Starck's A.I. Chair co-created with prototype generative design software.

"We believe we were among the first companies to use AI for furniture design with the A.I. chair by Philippe Starck," said Luti. "In that project, Starck provided the software with parameters to create a chair using the absolute minimum amount of material, prioritising sustainability while achieving the best possible form."

Photo of Barber Osgerby and Kartell's Savoia chair in front of an apple-green backdrop with a painting of a garden scene at its Salone del Mobile 2026 stand — The AI-generated artworks appear behind products such as Barber Osgerby's Savoia chair

"For Kartell, AI is a tool to bypass traditional prototyping processes, which is especially vital for complex chair designs," she continued.

"It significantly reduces time-to-market; we went from idea to execution in less than a year, a process that typically takes two to three years."

Since then Kartell and Starck have expanded the A.I. Chair into a whole collection, and the company has this year also introduced the Lillybet chair by Ludovica Serafini + Roberto Palomba, with jaquard upholstery designed by AI.

Photo of two Lillybet chairs by Ludovica Serafini and Roberto Palomba and Kartell in front of a cobalt blue backdrop and a large expressionistic landscape painting at the Kartell stand at Salone del Mobile 2026 — The Lillybet chair by Ludovica Serafini + Roberto Palomba is upholstered with an AI-designed textile

Luti said that given this context, it was "a natural evolution to experiment with AI-generated artworks" for the backgrounds of key products at Salone del Mobile.

"Our creative director, Ferruccio Laviani, created a museum-like setting matching hero products with AI-generated images," said Luti.

"At Kartell, the keyword is innovation. We are constantly experimenting with new ways to design, while always ensuring we preserve the integrity of the designer's original vision."

Laviani's AI-generated images range from landscapes to still lifes and portraits of sunbathers. As well as appearing on large-scale printed canvases within the stand, they feature prominently in Kartell's leaflets and social media posts.

Eagle-eyed viewers can spot telltale signs that the images were AI generated in anomalies such as strangely shaped feet, unnaturally positioned hands, and brushstroke textures that randomly disappear.

Photo of the Hiray sunbed by Ludovica Serafini + Roberto Palomba against a pink backdrop with a painting of women sunbathing behind it at the Kartell stand at Salone del Mobile 2026 — Unnaturally positioned hands and feet are some of the telltale signs of AI

While the use of generative AI in such a wholesale way may rankle some visitors, designer Jay Osgerby – who with Edward Barber has created the new Savoia chair for Kartell – indicated that he was not toubled by having his work shown alongside it.

"I don't have a problem with that, it's quite fun," he told Dezeen.

Kartell launched 25 products at Salone this year including the chair by Barber and Osgerby, who are the first addition to Kartell's roster of designers in many years.

Their Savoia chair is an elegant and slender piece that contrasts glossy die-cast aluminium with soft-textured wood, leather or high-quality recycled thermopolymer.

Luti said the brand had been in dialogue with Barber Osgerby for several years about working together, but that they had waited for a product that truly resonated with the Kartell DNA.

Savoia was made with no or minimal plastic – for so long core to the Kartell brand – but retains the focus on lightness, clarity and colour.

Wide shot of multiple displays at the Kartell stand at Salone del Mobile — Kartell has launched 25 products at Salone this year

"The design is characterised by a high degree of technological innovation," said Luti. "The die-casting process allows for a remarkably thin, sinuous form."

"They have perfectly captured the essence of Kartell's industrial design."

A chair and shelf from Erwan Bouroullec; a sofa, shelf and rug by Patricia Urquiola; and several new pieces by Philippe Starck are among Kartell's other new products at Salone del Mobile.

Elsewhere at the furniture fair, its first exhibition space for collectible design, called Raritas, has launched this year.

Salone del Mobile is on at Fiera Milano, 20017 Rho, Italy until 26 April. See Dezeen Events Guide for more architecture and design events around the world.

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