Brazilian Identity as a Concept: From Milan to New York

Organized by ABIMÓVEL and ApexBrasil, dozens of Brazilian companies and designers will be exhibiting at ICFF in New York (USA)


From Europe to North America, in this month of May the Brazilian Furniture Project and associated companies will be showcased in another one of the biggest events of design and furniture in the world: the ICFF (International Contemporary Furniture Fair), in New York (USA), highlighting the diversity, quality, creativity, personality, and sustainability of the national furniture industry.

It is precisely these competitive differentiations that ABIMÓVEL (The Brazilian Furniture Manufacturers Association) and ApexBrasil (The Brazilian Trade and Investment Promotion Agency) will continue to bring to the global market through the Brazilian Furniture.

After the success achieved in Milan in April, placing Brazilian identity in a prominent position at Salone del Mobile.Milano 2023, it is now time to show the American market the latest products, raw materials, techniques, styles, and sustainable practices incorporated by Brazilian brands in the past year.

Factors that contribute to making this a dynamic sector, with added value and original design, in tune with the best practices and trends, as well as prepared to meet the particularities of the most demanding markets, including the American one: the main importer of Brazilian furniture, accounting for about 34% of national exports in the sector in 2022.

Trade Mission

The first activity on the project’s agenda in New York is the NY Trade Mission, which takes place between May 18 and 19, bringing together 26 Brazilian companies that will participate in business rounds with qualified international buyers from countries such as the United States, Canada, Mexico, as well as other important markets in Central and South America.

In 2022, the NY Trade Mission, organized by ABIMÓVEL and ApexBrasil, resulted in 305 business rounds and 760 professional contacts. As a result, more than US$ 47.8 million in business was projected.

With even more industries participating in the rounds this year, expectations for business and networking are even greater. Meet the participating brands:

ICFF: Brazilian Contemporary Furniture in the Spotlight

On May 21, the famous Javits Center in New York opens its doors once again for ICFF: one of the main fairs on the global furniture calendar, bringing together hundreds of well-known brands and emerging talents from various parts of the world, showcasing their solutions and products for residential, office, and hospitality spaces, with many innovations being presented to the market for the first time.

Running until May 23, 14 Brazilian companies will be exhibiting their collections in special spaces at the fair, designed to highlight the originality of design with the sustainability, technology, and quality of the Brazilian industry, the sixth-largest furniture producer in the world.

It is worth mentioning that last year, Modalle was awarded the best outdoor furniture booth at ICFF 2022. In 2021, Ornare and Uultis were also highlighted at the ICFF Editors Awards, taking first places in the categories “Booth” and “Seating”, respectively. And, of course, the prospects for 2023 are exciting!

Find out the Brazilian companies that will be exhibiting at ICFF 2023 supported by Brazilian the Furniture Project:

Design Brazil + Industry

In addition to these major companies, 14 other designers and 13 brands participate in ABIMÓVEL and ApexBrasil’s actions at ICFF, presenting their pieces created collaboratively through Design Brazil + Industry, an integrated design program into the industry that is a strategic part of Brazilian Furniture, aiming to increase the competitiveness of Brazilian furniture by connecting manufacturers and design professionals to create exclusive products and collections that combine the best of creativity and technology, blending design trends and sustainability, production efficiency, and economic viability.


The curatorship of the Brazilian Furniture Project’s actions during New York Design Week is in charge of Liana Tessler, who stood out for her work as a curator of the Brazilian booths at iSaloni 2023, in Milan, Italy.

Applying Brazilian identity — “Brasilidade” — as a theme, Liana has reinforced the characteristics of national production and the authenticity of Brazilian design, as well as the concern for sustainability and the choice of local raw materials and talents. Employing a playful and experimental concept when composing spaces that mix nature, light, form, and texture, exploring the senses and sharpening the imagination.

Brazilian Furniture Project

The Brazilian Furniture Project is an initiative developed by ABIMÓVEL (The Brazilian Furniture Manufacturers Association) and ApexBrasil (The Brazilian Trade and Investment Promotion Agency), which aims to increase the participation of the Brazilian industry in the international market through a set of strategic actions based on the foundations of sustainability, competitiveness, and design integrated into the industry.


ABIMÓVEL (The Brazilian Furniture Manufacturers Association) has been working for over 30 years to strengthen the Brazilian furniture industry. With a proactive agenda and in partnership with the public and private sectors, the organization works to boost production and improve the business environment in Brazil, providing opportunities and opening new markets for companies throughout the wood and furniture chain by implementing various initiatives aimed at promoting competitiveness and innovation in the field, including export programs, sustainability, design integrated into the industry, factory adequacy, increasing micro and small businesses, commercial intelligence, among others.

About ApexBrasil

ApexBrasil (The Brazilian Trade and Investment Promotion Agency) works to promote Brazilian products and services abroad and attract foreign investments to strategic sectors of the Brazilian economy. To achieve its objectives, the agency carries out diverse commercial promotion initiatives that aim to promote exports and add value to Brazilian products and services abroad, such as prospective and commercial missions, business rounds, support for national companies to participate in major international fairs, visits by foreign buyers and opinion leaders to learn about the Brazilian industrial structure, among other business platforms that also aim to strengthen Brazil as a brand.


The Brazilian Furniture Manufacturers Association – ABIMÓVEL
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