Interview | Valdesign
“It’s also about feeling good in a space.”
Valdesign will also be showcasing its new products in the flagship store on the corner of Via Rugabella and Corso di Porta Romana, rather than at trade fairs.
Valdesign is part of the Alf Group, which includes the brands Alf Italia and Alf DaFrè.
“A Room For …” is the theme, whereby the three dots are a deliberate placeholder. Chief Marketing Manager Stefano Lamon emphasises that this is because "freedom is pivotal. Every home is different, no customer is the same, every architect has their own ideas."
Valdesign wants to live up to this diversity with its systems. At Valdesign, kitchens are not imagined as purely functional spaces, but rather as living spaces that create identity and are defined by use, atmosphere and the people who live in them. Accents are created through an interplay of enclosed surfaces and open recesses, as seen in the ‘Dolmen’ series, where the structure becomes a striking feature thanks to two open storage compartments on either side, which form the aesthetic and functional basis of the composition. Accents are also created by new partition walls, which expand the possibilities for individual interior design, new finishes from the Pigmento collection, and a new wall-mounted kitchen that combines an even lighter, more contemporary design language with Valdesign’s quality.
Stefano, let’s start with the brand: how would you describe Valdesign?
Stefano Lamon: Valdesign is an Italian kitchen brand, but for us it’s not just about producing kitchens. It’s about creating living spaces. In this day and age, kitchens have closer links to the home, to the living space and to the way people spend time together. Consequently, our idea is to offer a kitchen that is beautiful, functional and at the heart of people’s everyday life.
So the kitchen isn't just a place to prepare meals?
Stefano Lamon: Exactly. The kitchen isn't just a place to prepare meals. It’s a place where people meet, talk, share memories, maybe work, maybe spend time with family. It has become one of the most important spaces in our homes. That’s why we need to think about the kitchen not just as a product, but as part of a comprehensive living concept.
What does this mean for kitchen design?
Stefano Lamon: It means that design needs to be more integrated. The kitchen must interact with the other areas of the home. It must not stand isolated. The materials, the colours, the proportions, the details – everything has to create harmony. At the same time, however, kitchens must remain practical. It’s a workspace, so it has to operate as such.
"A good kitchen shouldn't just be fashionable for one season. It should remain meaningful for many years."
Stefano Lamon
Chief Marketing Manager
Valdesign
Functionality seems to be very important to Valdesign.
Stefano Lamon: Yeah, no doubt! A kitchen needs to be beautiful, but also work perfectly in everyday life. For us, design is not just aesthetics. It’s also about how you use the kitchen, how you open a drawer, how you move around, how you organise things. These details are very important.
Milan is dominated by many natural colours, soft tones, a lot of materiality. Are these also topics that are important to Valdesign?
Stefano Lamon: Yes, materials create atmosphere, identity and emotion. Once you touch materials, once you see the structure, once you feel the quality, you begin to understand something about kitchens and the brand. Therefore, the choice of materials is one of the most important parts of the project. Right now we are seeing a strong interest in natural materials, warm colours, matte finishes and textures. People are seeking the authentic, the comfortable. It is not about very glossy or very cold finishes. It’s more about creating a warm and elegant environment.
Would you say that kitchens are becoming more emotional spaces?
Stefano Lamon: Yes. Nowadays people are looking for spaces where they feel comfortable. The kitchen has formed a stronger link to homes, it has become more emotional and more personal. It’s not just about performance. It’s also about feeling good in a room.
How important are trends for Valdesign? Are you keeping an eye on the market?
Stefano Lamon: It goes without saying that we look at trends. It’s important to understand what people are looking for. However, it’s more important to have a clear identity. Trends are interesting, but they cannot be the only reason for a project. A good kitchen shouldn't just be fashionable for one season. It should remain meaningful for many years.
So you’re reserved in terms of short-lived trends?
Stefano Lamon: Yes. We need to understand trends, but we also need to translate them into our own idioms. If a trend matches our identity, our perception of quality and design, then it can become part of a project. But we don't want to be a part of everything just because it’s fashionable right now.
You mentioned identity. What is Valdesign's identity?
Stefano Lamon: I would say that it’s the balance between Italian design, functionality, quality and design liberties. We want to give designers and customers plenty of options – in terms of materials, finishes, compositions and the way they interpret the kitchen space. But all these possibilities must remain coherent with the brand.
Many brands today talk about homes in their entirety, not just about a single product category. Is this also relevant to Valdesign?
Stefano Lamon: Yes, very much so. The kitchen forms part of the home. It needs to communicate with the living room, the dining area and sometimes even with other functions. That’s why we think more comprehensively. It’s not just a single kitchen that stands isolated. It is a living environment.
At the trade fair, many kitchens appear more subtle than they used to be. Less colour, less show, more tranquility. Do you have an idea why we are moving in this direction?
Stefano Lamon: I think people are looking for tranquility, comfort and quality. Perhaps homes have become even more important after some challenging years. People want to come home and feel good. They want spaces that are elegant, but also warm – not too aggressive. That’s why we are seeing natural colours, soft tones, textured materials and a more balanced design.
Are you saying the new luxury is less brash?
Stefano Lamon: Yes, I think contemporary luxury means more quality, details and experience. It doesn't have to be brash. Sometimes the real value is in the details, the material, the way something works. This is very important to us.
What do you think are the most important details in a kitchen?
Stefano Lamon: There are plenty of details. The strength of the doors, the way the drawers open, elements' orientation, lighting, how it's all organised internally, the finish quality. You may not always see these things at first glance, but when you live with the kitchen, you will understand these details every day.
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