The project began with interviews, from which key words were selected and organized into themed groups using affinity mapping. Slide decks featuring these themes and related imagery were created to capture the feelings or objects described. The original interviewees then were asked to select images that best matched the words from their interviews. This feedback deepened our understanding of their emotions and led to the development of a new category for Kartell: maximal vintage. The process and results are fully documented in a magazine that brings together the journey and the imagery that reflects the spirit of maximal vintage.