Simone Guidarelli unveils “King of the Roses”: the new collection transforming the table into an emotional narrative
During Design Week 2026, the visionary world of Simone Guidarelli comes to life inside the Coin store with “King of the Roses”, a new collection created in collaboration with Weissestal that further expands the designer’s creative language. No longer limited to tableware, the collection evolves into a complete universe of decorative and interior objects — lamps, mugs, catchalls, jewelry boxes and accessories — designed to transform everyday spaces into intimate and evocative settings.
A project that represents the natural evolution of Guidarelli’s artistic journey, continuing the aesthetic research already explored in the iconic collections available on Danilo Cascella, such as Exotic Jungle and Souvenirs de Voyage.
The poetic language of Simone Guidarelli
Simone Guidarelli has always created decorative universes where design meets storytelling, giving life to collections capable of evoking distant worlds, archetypal symbols and dreamlike atmospheres. Every creation is conceived as a fragment of a larger narrative, where patterns, colors and materials become expressive tools.
With the Exotic Jungle collection, available on Danilo Cascella, the designer had already introduced a vibrant and wild imaginary world made of exotic references, symbolic animals and lush decorative motifs. A collection that transformed the table into an immersive journey through tropical atmospheres and sophisticated scenography.
Similarly, the Souvenirs de Voyage collection explored the fascination of travel as an emotional and cultural experience. Objects and decorations became visual memories, evoking places, impressions and details gathered along imaginary journeys between the Orient and the Mediterranean.
“King of the Roses” embraces this aesthetic heritage and brings it toward a new expressive maturity, introducing a deeper reflection on the duality between strength and delicacy.
King of the Roses: the symbol of duality
At the heart of the new collection is the decorative pattern “King of the Roses”, a distinctive and deeply personal motif brought to life on porcelain through an intense and symbolic visual narrative.
Sinuous gorillas climb among roses inspired by the aesthetic of English roses, celebrated for their romantic elegance and unmistakable fragrances of fruit, myrrh and tea. Two seemingly opposite symbols meet in a poetic dialogue: the primal strength of the gorilla — an emblem of courage, determination and aspiration — encounters the delicacy of the rose, the universal symbol of beauty, fragility and desire.
It is precisely within this tension that the soul of the collection emerges. Matter opens itself to emotion, while power transforms into a sensitive gesture.
Porcelain as a narrative surface
Porcelain becomes the ideal medium to express this duality. Strong yet fragile, tangible yet capable of evoking lightness, it embraces Guidarelli’s decorative language and transforms into a narrative surface.
Each piece in the collection — from plates to decorative accessories — is conceived not only as an everyday object, but also as something to contemplate and experience emotionally. Every detail has been carefully considered, including the packaging itself.
Plates and objects are presented in precious handmade boxes, true treasure chests designed to protect and enhance every creation. A detail that perfectly reflects the designer’s approach, always focused on redefining the very concept of the table, transforming it into a personal and emotional experience.
An immersive experience during Design Week 2026
To celebrate the launch of the collection, the Coin store is transformed during Design Week 2026 into an immersive environment of striking visual impact.
At the entrance, a dramatic column decorated with the “King of the Roses” motif welcomes visitors into the collection’s aesthetic universe. The windows become theatrical settings where the dialogue between strength and delicacy takes shape through objects, patterns and scenographic elements.
Elegant oval dining tables display the porcelain creations, illuminated by statement lampshades diffusing a warm and enveloping light. Display cubes highlight cake stands, cups and decorative accessories, creating a coherent and sophisticated visual narrative.
The entire installation has been conceived to transform shopping into a sensory and emotional journey, where every detail contributes to expressing the poetic identity of the collection.
Simone Guidarelli’s words
“This collection represents for me a natural evolution, but also something deeply personal. With King of the Roses I wanted to tell the story of the constant tension between strength and delicacy, between who we are and what we aspire to become. The gorilla and the rose become complementary symbols: one expresses courage and determination, the other beauty and vulnerability.
Transferring this imagery onto porcelain felt completely spontaneous, because it is a material that perfectly embodies this duality.
I am particularly happy to continue this journey with Weissestal and to present it within a setting such as Coin, which is able to enhance design by transforming it into an experience. Every object is created with the intention of going beyond function, becoming an emotion and a story to live every day,” says Simone Guidarelli.
Simone Guidarelli on Danilo Cascella
The Simone Guidarelli collections available on Danilo Cascella perfectly express the creative evolution of the designer and his unique approach to contemporary décor.
Exotic Jungle explores a lush and exotic imaginary world filled with intense colors, ornamental details and sophisticated tropical atmospheres.
Souvenirs de Voyage, on the other hand, interprets travel as an emotional memory, transforming every object into a fragment of storytelling capable of evoking cultures, landscapes and distant inspirations.
With “King of the Roses”, Simone Guidarelli adds a new chapter to this aesthetic narrative, reinforcing a stylistic signature that is both recognizable and deeply poetic.
Discover Simone Guidarelli collections on Danilo Cascella and immerse yourself in a universe where design, art and storytelling coexist in perfect harmony.