The other week I finally got to go to Milano. It took some time, but it was worth the wait. Milano was as I remembered it but even better. It was a long weekend trip and my Saturday was booked for a meeting with
Valextra and the fantastic Valerio.
I got invited to their palazzo on via Manzoni next to the opera La Scala, one of the biggest Milano institutions. As I entered with my friends I was amazed by the simplicity of the space. The interior works as a canvas to highlight the bags and the incredible handcrafts of
Valextra. The brand is not famous to many out there, even though it was founded in 1937 by Giovanni Fontana. The brand have kept many of their original designs and the understanding between the great foundation of design that is Milano, can be seen in shapes and colors of Valextra.
The brand have created their own patented color palette and I, one that have studied design in Milano, immediately connected the colors to the pens that I used when I designed. The simplicity of the shapes and functionality has won them the prestigious award “Compasso d’Oro” in 1954. It was for the “24h” travel piece. Valextra’s pieces are even a part of the permanent collection of the MoMa in New York. But not only that, Valextra is a brand that Hermès see as a real competitor. That comes from a source that I will never reveal.
My visit was wonderful. The whole store became almost like the design exhibition of the Triennale of Milano. Valerio walked around and showed me and Erik everything from the travel pieces to the Ipad covers. Every single part of the collection has a story behind them. One piece was made for Grace Kelly and another for Maria Callas. But the connection between the products and the artisans who makes the goods by hand, are among the most important things to the brand. Every single piece have a specific number that tells who made the bag.
I was also told that brand was bought from Samsonite in 2000. The new owners are the Molina family. They have worked hard to restore the brands image and have gone back to the original ways of Valextra. They even rehired all of the artisans that were fired by Samsonite.
Valextra does not logo their pieces. With that I mean, we will never see Valextra bags covered in a Valextra logo. They do not believe in that, instead they want the leathers, palettes of over 20 patented colors, their lacquered finishes and elegance of their designs talk for Valextra. This is a way of understanding the craftsmanship and brilliance of something as spectacular as a tote from the brand. One should not buy a Valextra just to show off, no no, you buy a Valextra piece to support the craftsmanship of “Made in Italy” but also to look elegant.
Grazie Valerio e Valextra per l’invito.
Me and Valerio