Building Design LTD

Seletti x Eternoo

The new Tools collection and the Building Design LTD installation in collaboration with Eternoo.

On the occasion of Milan Design Week 2026, Seletti — the Italian design brand renowned for its irreverent and unconventional figurative style — presents the new Tools collection, in collaboration with Eternoo, Italy’s leading distributor of building materials and solutions: a project that once again confirms the brand’s ability to reshape the narrative around everyday objects through a consistently original creative approach.

Common cleaning supplies, construction tools, and hardware items —inherent to the world of Eternoo—are reinterpreted through Seletti’s distinctive vision. No longer elements to be 'hidden away,' they become small domestic sculptures with a pop and ironic identity, playing with the memory of these objects only to subvert it.

In this interplay of references, Seletti’s own heritage comes to the fore as the brand looks back to its roots, reinterpreting items that were staples of its catalog from the mid-sixties through the nineties. Tools thus becomes a way to bring that original starting point into the present, viewed through a brand-new lens.

The project will be presented at the Milanese flagship store on Corso Garibaldi, which for the occasion will be transformed, in synergy with Eternoo, into the Building Design LTD. installation.

Tools collection

The Tools collection comprises eleven pieces, ranging from cleaning accessories—broom, dustpan and plunger—to construction tools such as the hammer, wheelbarrow, trowel, and shovel.

Seletti thus "hacks" the world of Eternoo, giving life to a collection that reshapes the perception of the most common items, as part of a creative journey that challenges the boundaries between art and design, function and narrative.

Objects typically confined to a purely functional use come alive with unexpected colors and finishes: metallic surfaces are transformed into brilliant gold, while wooden handles are dipped in neon shades—fuchsia, green, red, yellow, and light blue—creating a bold contrast that breaks away from the traditional aesthetics of work tools.

“Tools confirms what we love doing most at Seletti: bringing imagination and irony into everyday life, creating objects with a strong identity that tell a story. We wanted to play with collective memory, reinterpreting common objects from our shared experiences to transform them into contemporary icons,” states Stefano Seletti, the brand’s Art Director. “These pieces thrive on a deliberate sense of 'displacement': once removed from their original context, they cease to be mere tools and become decorative objects and visual statements, without ever losing their primary function. It is the same short circuit we wanted to recreate in the installation, transforming the space into an actual hardware store: an invitation to lose your bearings and discover how design can be fueled by unexpected cross-pollinations, playing with its own identity to remain forever free and surprising.”

Building Design LTD. installation

Tools will be presented at the Seletti Flagship Store on Corso Garibaldi, which, specifically for this occasion, is being transformed into the Building Design LTD. installation, made possible by Eternoo’s technical expertise.

Drawing inspiration from the imagery of the construction world, the façade is radically transformed to take on the appearance of an old-fashioned hardware store, featuring a vintage and industrial London-inspired aesthetic. Typographic signage, textured surfaces, and technical details redefine the store's identity, creating a geographical and temporal short circuit in the heart of Milan. The installation is realized in collaboration with Eternoo, Italy’s leading distributor of building materials and solutions.

Those already familiar with the space will find it completely reimagined, while first-time visitors will be initially struck by its appearance before stepping into Seletti’s visionary world, where even the simplest object is transformed into a storytelling element.

With this project, Seletti confirms its ability to redefine objects and contexts, making the ordinary extraordinary and inviting the audience to experience reality from a different perspective.