Unveiled at Milan Design Week in an installation conceived by Piero Lissoni, Italian yacht builders Sanlorenzo have introduced ‘Tomorrow’s Timeless’, a new visual identity and directive for the brand
Photography by Tobias Kempe, Sanlorenzo unveiled UN_Material at Milan Design Week, an installation conceived by Piero Lissoni to announce its new brand directive: Tomorrow’s Timeless
Having mastered the art of yacht building over the last 60 years, Sanlorenzo is building upon its illustrious heritage with an evolution of the brand that sees it focus further on the evocative narratives intertwined into each creation, rather than purely spotlighting just the product itself. ‘We’ve shifted from a product-led story to a brand-led one,’ explains Renato Bisignani, the Chief Marketing Officer for the Italian design studio. ‘We want to broaden our cultural horizon while staying true to rarity and our made-to-measure approach.’
With a series of updates that positions the brand at the intersection of architecture, design and contemporary culture, the shift offers a glimpse into the purpose behind each creative endeavour, refocusing the lens onto the lifestyles and experiences that evolve around the yachts it creates. Milan Design Week provided a tangible starting point for Sanlorenzo to announce this new direction, with an immersive installation that took shape under the creative direction and guidance of Piero Lissoni.
Photography by Tobias Kempe, Piero Lissoni and Sanlorenzo CEO Massimo Perotti pictured at the Milan Design Week installation in April
Titled UN_Material, it was located within the Università degli Studi di Milano, as part of the wider exhibition INTERNI MATERIAE. Placed in the heart of one of the building’s open courtyards, a full-scale cross-section of Sanlorenzo’s upcoming SHE Yacht was constructed, inviting viewers to walk amongst it and experience its spatial configuration from another perspective. Crafted from semi-transparent canvas-like surface attached to a metal frame, the interplay of light and materiality was intended to present yachting as a discipline extending beyond the object itself, shaping fresh perceptions on space, form and experience. ‘The brand is now seen as multifaceted,’ says Bisignani, ‘both as a benchmark of excellence and a cultural partner for architects, artists and the international design community.’
Photography by Tobias Kempe, The installation invited visitors into the world of Sanlorenzo, provoking thoughts around the culture and lifestyle created through intentionally designed environments
With Milan setting the stage for what’s to come, the brand states that further expressions of Tomorrow’s Timeless will be continued through a multi-channel advertising campaign and other large-format urban installations tied to targeted industry events. Developed in partnership with brand consultancy Landor, Sanlorenzo’s new chapter is translating its design philosophy into a recognisable global brand language. ‘It strengthens the brand’s identity-driven and emotional dimension,’ continues Bisignani. ‘Time, elegance, perennity, the quality of experience, the value of design and centrality of wellbeing now define how Sanlorenzo is interpreted as a brand that builds meaning, imagination and the possibility of a dream lived with intention.’
Appealing to its dedicated global community, Sanlorenzo is inviting their audience into a world they can recognise and aspire to, elevating and appreciating the depth of a beautifully crafted moment. With the upcoming launch of SHE pairing a classic 1960s Italian design aesthetic with the latest hybrid yachting technology, it speaks to the studio’s unique ability to bridge the gap seamlessly between heritage and modernity. Speaking of the evolution of production in response to factors such as technology and sustainability, Bisignani says the focus is never technology itself. ‘The challenge is using innovation to make yachts quieter, calmer, more efficient and more respectful of the environment, while preserving the beauty, elegance and emotional connection that defines Sanlorenzo,’ he says.
Photography by Tobias Kempe, Sanlorenzo’s evolution over the past 60 years has seen it respond to the changing demands of the sector without compromising its signature design aesthetic
The company has been investing into alternative propulsion and energy systems to help the sector evolve responsibly. However, as Bisignani says, these solutions only matter when integrated seamlessly into the architecture and onboard experience. ‘Design must anticipate how people will want to live in the future,’ he continues. ‘Our role is to make that future effortless, desirable and timeless.’
With Sanlorenzo’s ethos firmly centred against fleeting trends and novelties, this new directive is a reminder in the beauty found in a commitment to permanence and longevity. With each vessel a celebration of craft and artisanal excellence, design is presented as an architectural discipline based on proportion, materiality and spatial intelligence. ‘This ensures each yacht transcends the moment in which they are conceived and will remain relevant for decades, strengthened by our continuous exploration of innovative materials,’ says Bisignani. ‘And, announcing this new chapter in Milan allowed us to highlight how the brand continues to evolve, expanding its role from yacht builder to cultural protagonist.’
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