Traditionally taking place in the month of April of each year, after an 18-month hiatus caused by the Coronavirus pandemic around the world, events in the global design capital — Milan, Italy — returned to the physical format form last September, with Brazil gaining prominence in the programming.
Issues involving public health worldwide led to the dynamics of face-to-face exhibitions being rethought and redesigned to generate extra security for participants. Even with a more concise format than usual, however, supersalone and Fuorisalone represented a memorable way to resume the international activities in the furniture, design, architecture and decor industry. With new projects already on the agenda of these sectors in the coming months.
Trusting and collaborating for the resumption of the Milan Design Week, at such a unique and important moment for the global market, therefore, that was the largest participation of Brazilian companies ever organized by the Brazilian Furniture Sectoral Project in Milan. The project is an initiative of ABIMÓVEL – The Brazilian Furniture Manufacturers Association and Apex-Brasil – The Brazilian Trade and Investment Promotion Agency with a focus on internationalization, sustainability and increasing the competitiveness of the Brazilian furniture and design industry.
“Fuorisalone and supersalone have consolidated themselves as true milestones in this period of reconnection of businesses and social interactions, with Brazil having the privilege and honor of being part of such a transformation movement”, points out ABIMÓVEL’s president, Maristela Cusin Longhi.
supersalone: a differentiated exhibition for a special event
The “supersalone”, as this special edition of Salone del Mobile.Milano in 2021 was called, took place from September 5th to 10th. On the occasion, Brazilian furniture was exhibited in a prominent position in Pavilion 03 of the Rho Fiera Milano, one of the most noble spaces at the fair, with the participation of 10 Brazilian companies associated with the Brazilian Furniture Project. They were: estudiobola, Florense, Lovato, Modalle, Ornare, Sier, Tidelli, Uultis, by Kamy and Cristais São Marcos.
This number represents a significant advance in the history of the project’s participation at iSaloni, which is already preparing an even greater mission in terms of area, actions and volume of companies for the next year. The first Brazilian Furniture mission there, in 2012, was carried out in partnership with just one company; reaching seven Brazilian brands in the last edition, in 2019; and with at least 14 prospected ones for the next year. The next edition of iSaloni, which should return to the traditional exhibition patterns, is scheduled for April 5th to 10th, 2022.
Exhibiting companies are satisfied with the results
“We are very proud to position Ornare as one of the most sophisticated international high-end bespoke furniture brands at a time like this. We have been presenting at the event since 2019 and we understand the importance of participating and internationally presenting the differentials and quality of our products”, shares Esther Schattan, managing partner of Ornare, who had pieces exhibited at the two major events. “Due to the pandemic, the public was more restricted. However, it is always highly qualified and the repercussions of the event are fundamental in our brand’s international expansion strategy.”
Another brand that exhibited in both supersalone and Fuorisalone was estudiobola, by professionals Flavio Borsato and Maurício Lamosa. “It was very gratifying to participate in the actions of Brazilian Furniture in Milan. It always gives us access to big events and in a very well-organized way. Even though it is a post-pandemic restart, the contacts were good, with an interesting and high-quality audience,” says Borsato. “We noticed the public’s desire to learn more about the Brazilian product. Our design has always been recognized, but now we are conquering new spaces. The Brazilian design is following the path of globalization and is gaining more of an international face, but maintaining our identity.”
Three decades of Fuorisalone
The Brazilian Furniture program in the design capital also featured an exclusive event at Fuorisalone, celebrating the 30th anniversary of the circuit, between September 4th and 19th. Part of the “INTERNI – Creative Connections” program — Fuorisalone’s most anticipated exhibition — the exhibition “Brazil – Design in Motion” occupied an area of 300 m² with a structure in the shape of a pincer — very conceptual and easy to interact — in the space from the Richini Portico, at the Università Degli Studi di Milano.
The exhibition brought together 42 Brazilian brands and designers from different segments, 20 of which are also companies and professionals in the furniture sector that are members of Brazilian Furniture. “Being with INTERNI in such an important and central space, together with other important installations, was essential for the success of the exhibition”, says Francesca Alzati, director of by Kamy, who also had pieces exhibited in both actions.
Opinion shared by fellow designer Guto Biazzetto: “The show as a whole was very interesting. The choice to exhibit at the Università Degli Studi di Milano was the right one, with many visitors”. He continues: “I believe that for companies such as the Brazilian brands, the participation in this special edition of the Milan Design Week as a whole was interesting, being a more democratic event, equaling the environments of the exhibitors”.
Lounge Brasil: the Brazilian house in Milan 2021
“Brazil – Design in Motion” also gave way to Lounge Brasil, set by ABIMÓVEL with the support of partner companies and curated by the Moreira do Valle office (which also signs the other spaces), at the invitation of Apex-Brasil.
The environment featured an exhibition of products created by Brazilian designers who are part of Design Brasil + Industry. Among them were: Aciole Félix, Bruno Faucz, Daniel Simonini, Diogo Giácomo Tomazzi, Emerson Borges, studiobola, Fabrício Roncca, Henrique Steyer, Lattoog, Marcelo Bilac, Mula Preta and others.
The lounge was designed to be an extension of the exhibition spaces at the supersalone and at the Brazilian exhibition, providing an area for interaction between Brazilian exhibitors and buyers and journalists from around the world. It was there, in fact, that the international press was welcomed with an exclusive cocktail of “Image Project” by the teams of ABIMÓVEL and Apex-Brasil, with the presence of the illustrious Minister Luiz Maria Pio Correa, head of Secom – Promotion Commercial Sector of the Ministry of Foreign Affairs of Brazil, which supported the actions of the entities in Italy.
Past, present and future: the work doesn’t stop!
What was presented in Milan this year reflects the work of years of organization, overcoming and joining efforts! “In our time there, we sought to focus on sustainability, competitiveness and design integrated into the industry, which are the pillars of the Brazilian Furniture Sectoral Project. This made all the difference in the organization of the exhibitions, which were meticulously thought out throughout the process, which began long before the events were held in September this year”, says Cândida Cervieri, executive director of ABIMÓVEL, who emphasizes that the Brazilian furnitures is assuming an important place in the international market.
“It is precisely this strength and creative potential that we share with the world at the Milan Design Week 2021, in highly relevant actions carried out through the Brazilian Furniture Project in partnership with Apex-Brasil, associated companies and designers linked to the Design Program”, emphasizes Maristela, president of ABIMÓVEL.
The entities are already preparing for the April 2022 edition. For more information on how to be part of this and other trade missions to international fairs, send an email to: firstname.lastname@example.org.
Ci vediamo nel 2022, Milano!
MÓVEIS: O NOSSO NEGÓCIO!
Associação Brasileira das Indústrias do Mobiliário – ABIMÓVEL