“Given the long recess period of international on-site exhibitions due to the pandemic, the Salone del Mobile.Milano grows even more in importance by concentrating in a single event, the ‘supersalone’, all the creativity and progress that remained latent over the past two years, while being forged by millions of heads and hands around the world. This will be the greatest universal showcase of a new start that promises a lot.” It is with these words that Florense defines the relevance of participating in such a symbolic moment of resumption of events and markets in the furniture sector around the world.
From door-to-door sales in South Brazil to one of the most modern furniture factories in Latin America, counting 50 stores in Brazil and 10 other ones across the American continent, Florense is a reference in innovation, automation, sustainability, quality and design in the national and international furniture market, making his debut in Milan this year.
Founded in 1953 as a 200 m² joinery in Flores da Cunha (RS), it was from Italy that the company imported in 1971 a complete factory equipped with the most advanced furniture technology. The first automated unit was inaugurated in 1975. The industrial evolution required its complementation with the same high standard also in services and products, which today are distinguished by design, quality of raw materials, high technology associated with handcrafted work and more than 200 finishes.
Exhibiting for the first time in an edition of Salone del Mobile, the participation of Florense, according to the company’s direction, aims precisely at the conceptualization and reaffirmation of the brand at a time of great transformations both in the company and in the world furniture market, emphasizing the strong investments in design in recent years. Thus, going even further than its traditional performance in the high-end furniture segment, with collections that propose customized solutions for all environments in the house.
“In previous editions of iSaloni, we were only present as visitors. Now we will exhibit a product created exclusively for our collection of authorial pieces, a segment in which we started to invest heavily, adding to the already established high-end furniture collections for kitchens, closets, cabinets, shelves, upholstery, living rooms, dinner and others”, points out the company.
The product chosen to be exhibited at the supersalone is the “Beijo” (“Kiss”) side table, created by Lattoog Design for the AWA collection. Its concept, according to the creators of the piece, is inspired by the poetics of two bodies that gently touch each other. With the “Beijo” table, then, being the materialization of this moment of slight balance, so latent to Brazilian culture.
The Beijo side table is offered in two size versions:
Height 475 mm, top 420 mm in diameter and foot 185 mm in diameter.
Height 575 mm, top 380 mm in diameter and foot 185 mm in diameter.
Madeira Carvalho, Jequitibá and Nogueira (this one will be in the show) and White or Black microtexture painting.
For Florense, ABIMÓVEL and Apex-Brasil exercises a fundamental role for the viability of the company’s project to increasingly expand its share in the foreign market. “The competent work carried out by the two entities in their various international actions, especially through projects such as the Brazilian Furniture, provides us with important information to increase our competitiveness and facilitates ways to show the potential of our brand around the world.”
Brazilian furniture in Milan: Visit us at supersalone
Where? Hall 03 – Rho Fiera Milano – Milan (Italy)
When? September 5th to 10th, 2021
Company website: www.florense.com.br
The Brazilian furniture will be showcased at Hall 03 at the Rho Fiera Milano, one of the most visited spaces at the fair, with the participation of 10 Brazilian companies associated with the Brazilian Furniture Sectorial Project, organized by ABIMÓVEL – The Brazilian Furniture Manufacturers Association and Apex-Brasil – The Brazilian Trade and Investment Promotion Agency.
The project agenda in Milan also holds an exclusive event at Fuorisalone, celebrating 30 years of the circuit at the INTERNI exhibition inside the Università Degli Studi di Milano. The exhibition “Brasil – Design in Motion” will feature 20 Brazilian brands and designers under the curatorship of the interior designer José Roberto Moreira do Valle. The event is organized by Apex-Brasil, in collaboration with ABIMÓVEL.
FURNITURE: OUR BUSINESS!
The Brazilian Furniture Manufacturers Association – ABIMÓVEL
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