Brand Tone

Curatorial, reverent, minimalist, precise, authoritative, and passionate.

Brand Values

• •Authenticity and Provenance
• •Timelessness over Trends
• •Craftsmanship and Quality
• •Rarity and Exclusivity
• •Aesthetic Purity

Best Practices

• •Prioritize Education Over Selling: Frame every piece of content as an opportunity to teach the audience about a designer, a design movement, or a specific piece's history. Your authority is your best sales tool.
• •Use an Academic Lexicon: Employ precise, descriptive language. Use terms like 'provenance,' 'cantilever,' 'postmodern,' and 'form language.' Avoid generic marketing words like 'amazing,' 'incredible,' or 'must-have.'
• •Let the Object Be the Hero: In all communication, the furniture itself is the protagonist. The copy should serve to illuminate the object, not overshadow it. The photography does the heavy lifting; the words provide the context.
• •Maintain a Formal and Respectful Tone: Address your audience as discerning peers. Avoid overly familiar or casual language. The tone should mirror the professionalism of an art gallery or auction house.
• •Less is More: Keep sentences concise and impactful. Use negative space in your copy just as it's used in your visual design. A short, powerful description is more effective than a long, rambling one.

Social Perception

Vintage Kagu is perceived as a high-end, specialist gallery rather than a retail store. It is seen as a trusted, authoritative source for authentic and rare designer furniture. The brand commands respect within its niche for its curatorial eye and academic approach.

Copy Examples

• •A quintessential piece from Shiro Kuramata's 'Glass' series, the HAL2 Chair (1987) is a study in dematerialization. Produced by Cassina Interdecor, its steel mesh form explores the boundaries between presence and absence, structure and space. This particular piece, preserved in excellent condition, is a rare artifact from one of the most poetic voices in 20th-century design.
• •The Nesso Table Lamp. Designed by Giancarlo Mattioli for Artemide, 1967. An icon of space-age design, its sculptural form and diffused light continue to define modern interiors. Now available.
• •New Arrivals: Works by Colombo, Kuramata, and Sottsass
• •At Vintage Kagu, we believe that furniture is functional art. We are curators of 20th-century design, dedicated to sourcing and preserving rare and iconic pieces from the world's most visionary designers. Each item in our collection is chosen for its historical significance, exceptional craftsmanship, and timeless beauty, offering a tangible connection to the legacy of modern design.
• •Some objects tell a story. We find the ones worth listening to. Explore our curated collection of authentic vintage designer furniture and own a piece of history.