From Brazil to Milan: explore the uniqueness of SIER Móveis furniture

Brazil is a country of many unique beauties, shapes, colors, textures and aromas. In this cultural, natural and urban tangle, the impressive hues of the mountains of the state of Minas Gerais, with their surrounding curves, embrace and inspire the work of SIER MÓVEIS. Created more than 30 years ago in the city of Ubá, Minas Gerais, Sier has established themselves as an award-winning international brand, being considered top of mind in high-end living room furniture. Having as a differential the original and authorial design, produced with noble raw materials and using state-of-the-art technological resources, such as robotics, in its production.

“The unique design is evident in the texture, in the touch, in the perception of precise and welcoming shapes. The exquisite composition of colors and materials is highlighted by the impeccable finishing. All of this is what makes Sier furniture a reference in quality, being conceived and developed by high standard professionals and produced with state-of-the-art technology combined with the best craft savoir-faire”, emphasizes SIER Móveis directors.

Exhibiting for the first time at Salone del Mobile.Milano, during its special edition in 2021, the supersalone, the company is very excited and prepared. “We recognize iSaloni as the biggest and main event of high-end furniture decoration today. Therefore, by presenting SIER as an exhibitor at an event of such proportion and among world-renowned companies, we have the expectation and mission to achieve greater visibility of our brand while offering the international market what is most valuable in typically Brazilian materials and design.”

Poltrona Carol - SIER

For its debut in Milan, the brand’s flagship is the Carol Chair. The woodwork designed for this product aims to present all the nobility of this typically Brazilian raw material. Furthermore, the art is expressed in the organic forms of the arms and back, like a portrait of an exquisite carpentry execution. The leather seat finishes the piece with elegance and sophistication.

“We are grateful for the valuable work developed by ABIMÓVEL and Apex-Brasil, bringing us the opportunity to participate in the Brazilian Furniture Project and, more precisely, in the supersalone. Today we already operate in different countries in North and Central America. The work of these entities opens doors for companies with maturity for export, providing access to unreached markets. Furthermore, interaction with other people and companies is a source of development in terms of knowledge and design maturity”, says Ismael Reis, CEO of SIER Móveis.

Poltrona Carol - SIER

Brazilian furniture in Milan: Visit us at the supersalone

Where? Hall 03 – Rho Fiera Milano – Milan (Italy)

When? September 5th to 10th, 2021

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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.

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