Brazilian companies are expected to clinch deals worth around US$ 111.8 million with buyers from across the globe
In a global context marked by economic and environmental transition, Milan Design Week 2025 reaffirmed its position as a central space for reflecting on and expressing new ways of living. In this environment, Brazil demonstrated full synergy with contemporary discussions with its rich biodiversity, culture, aesthetic repertoire, industrial capacity, and a perspective that blends emotion, creativity, and technology.
From April 8 to 13, the Brazilian furniture and design industry took center stage at the world’s leading showcase for the sector. At the 63rd edition of the Salone del Mobile.Milano, Brazil presented the fifth largest international delegation, featuring pieces from 33 companies and over 50 designers. Including exhibitions at Fuorisalone, more than 90 Brazilian brands were showcased across the city. Organized by ABIMÓVEL (Brazilian Furniture Manufacturers Association) in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency), the actions were coordinated through the Brazilian Furniture Project.
The results were remarkable. The BRASIL Space (Espaço BRASIL), with 970 m² located in Pavilion 3 at Rho Fiera Milano, drew significant attention, reflecting the growing international interest in Brazilian furniture. This year’s edition of the event attracted more than 302,500 qualified visitors from 151 countries.
“Once again, we witnessed the authentic expression of our roots and our ability to engage globally through products that combine aesthetics, functionality, innovation, and environmental awareness. Across the entire BRASIL Space, hospitality and the exchange of experiences strengthened ties with global buyers, as well as with media and opinion leaders from around the world,” stated Cândida Cervieri, Executive Director of ABIMÓVEL.
BRASIL Space: Brazilian Identity in Response to Global Trends
Under the theme “Thought for Humans”, this year’s iSaloni focused on issues such as multifunctionality, bioeconomy, regenerative design, low-impact materials and processes, sensory experiences, and overall well-being — reflecting a growing movement toward the humanization of living spaces. After all, beyond aesthetics, spaces and the items within them are — or should be — designed by people, for people.
To align with this global conversation, the Brazilian exhibitors under the Brazilian Furniture Project once again collaborated with the design firm Estojo, which was responsible for the scenography of the BRASIL Space. The concept emerged from a key question, as Cândida Cervieri explains: “What makes Brazilian design and products easily recognizable and, above all, relevant to visitors walking the halls of the world’s largest furniture event?”
The answer lies in the balance between three forces deeply rooted in Brazil’s national identity: the authenticity of raw materials of Brazilian origin and soul, the reinvention of tradition, and emotional connection as a competitive advantage.
The authenticity of materials was expressed through the conscious use of Brazilian natural resources: warm woods, plant fibers, organic fabrics, sustainable leathers, reimagined stones, and other materials that evoke geography and culture. The showcased products not only respected these origins but elevated them through industrial processes aligned with bioeconomy trends and environmental certifications.
Tradition’s reinvention could be seen in pieces that reinterpreted ancestral techniques with the aid of modern technologies, improved ergonomics, functionality, and contemporary finishes — completely in sync with iSaloni’s central theme.
Finally, emotionality — a distinct Brazilian trait — infused every form, texture, and palette throughout the pavilion. From the living tree anchoring the scenography to the lounge areas designed to foster human encounters, every detail invited visitors to “feel” Brazil even before hearing the stories behind each exhibited piece.
But what Did Brazilian Brands Present?
Bringing these forces to life, the Brazilian brands placed “brasilidade” at the core of their pieces. ArboREAL, for instance, introduced tables, seating, and other solid wood pieces that honored the veins, curves, and natural imperfections of the material, resonating with the global search for authenticity and integrity in production. Modalle also offered pieces that translated Brazil’s sophisticated yet relaxed spirit for international audiences. IBTW – In Between presented outdoor furniture inviting leisure and refinement with a global sensibility.
Century showcased ergonomic, enveloping sofas with sustainable materials, reinforcing Brazil’s standing as a leader in eco-conscious furniture. While CGS displayed structural furniture with precise lines, minimalist intelligence, and elegant presence, highlighting the connection between tradition and innovation.
St. James reinterpreted traditional silverware with fluid, functional, and architectural designs, emphasizing the concept of “silent luxury.” By Kamy brought handcrafted rugs inspired by Brazilian fauna and flora.
And these are just a few examples of Brazilian creativity that captured attention in Milan.
Design + Industry: Connecting Territories with a Global Language
Complementing the Brazilian presence at the fair, the “Design + Industry” exhibition, curated by Liana Tessler and scenographed by Estojo, showcased the collaborative results of around 30 manufacturers and 50 designers from across Brazil.
The exhibition captured the essence of the Design + Industry Program, which merges the technological strength of factories with the creativity and sensitivity of Brazilian designers. The showcased pieces presented sustainable materials, contemporary lines, and unique interpretations of Brazil’s cultural and historical heritage, revealing the country’s potential for global innovation while remaining deeply rooted in its identity.
Far beyond a simple product showcase, the exhibition proposed a new perspective on the future of design — one where tradition and innovation walk side by side, local biomes and cultures are celebrated, and the integration of industry and design becomes a strategic tool for expanding Brazil’s global market presence.
By bringing this diversity to Milan, the Design + Industry program reaffirmed Brazil’s ability to tell powerful stories and create meaningful dialogues through its materials, processes, and creative visions.
Impact and Future Prospects
In terms of business results, it is estimated that the Brazilian participation generated about US$ 111,8 million in closed deals and prospects, along with numerous new contacts and partnerships. The commercial success adds to the symbolic and institutional recognition of the “Brazil” brand in the global design scene.
“Our presence in Milan is just one chapter in an ongoing movement to value Brazilian material culture and strengthen our industry’s footprint abroad. What we saw in Milan was a Brazil that enchants, proposes, and dialogues with the world — all without losing its essence,” concludes Cândida Cervieri.
Cashew Rain at Fuorisalone
Parallel to the iSaloni event, Brazil also shone at the Fuorisalone 2025 through the exhibition “Chuva de Caju” (“Cashew Rain”), held at the Università degli Studi di Milano.
Curated by designer Bruno Simões and organized by ApexBrasil with the support of ABIMÓVEL, the immersive installation was inspired by the natural phenomenon of a “cashew rain” — symbolizing renewal and transformation. Exhibited as part of INTERNI’s “cre-Action” program, “Chuva de Caju” featured innovative furniture, materials, and objects — from certified woods to sustainable leathers and contemporary artisanal techniques — connecting visitors with Brazil’s cultural richness and creative vitality.
Thus, the exhibition further amplified Brazil’s visibility during Milan Design Week, showing that the country exports not only products but also new ways of seeing and interpreting the world.
🔗 Follow the next steps of the Brazilian Furniture Project:
abimovel.com | brazilianfurniture.org.br
📲 Social media: @abimovel | @apexbrasil
Brazilian Furniture Project
The Brazilian Furniture Sector Project is an initiative of ABIMÓVEL in partnership with ApexBrasil, aimed at increasing the international presence of Brazil’s furniture industry and supply chain through a range of strategic actions based on the pillars of sustainability, competitiveness, and design integrated with industry. Currently, around 175 companies participate in the project.
In 2024, Brazil’s furniture and mattress industry was the world’s sixth-largest producer and the 26th-largest exporter, with revenues exceeding US$ 763.02 million in exports of finished products (excluding parts and components) – a 3.8% increase over 2023. Including parts for furniture manufacturing, the total reached US$ 870.20 million.
In a new cycle (2025–2026), the organizing entities invite not only furniture manufacturers and designers but also companies in components and suppliers to join the project, further expanding the reach of Brazilian furniture and reinforcing the competitiveness of the “Brazil” brand worldwide.
To be part of the project and showcase your brand at the major furniture industry events worldwide, visit: brazilianfurniture.org.br.
About ABIMÓVEL
Representing the furniture industry from north to south of Brazil, ABIMÓVEL (Brazilian Furniture Manufacturers Association) has worked for nearly five decades to strengthen the nation’s furniture sector. Through a proactive agenda and partnerships with public and private stakeholders, the organization spearheads various initiatives that aim to boost production, improve business environments, and open new markets for Brazil’s furniture companies.
To achieve this, ABIMÓVEL implements an array of measures focused on competitiveness and innovation in the industry. These include participation in international trade shows and business networking events, as well as export projects, sustainability and design programs, manufacturing improvements, support for micro and small businesses, and commercial intelligence, among others.
About ApexBrasil
ApexBrasil (Brazilian Trade and Investment Promotion Agency) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve this, the agency carries out diversified commercial promotion efforts, such as prospecting and trade missions, business rounds, support for Brazilian companies participating in major international trade fairs, and visits by foreign buyers and opinion leaders to learn about Brazil’s production structure. These and other platforms aim to strengthen the Brazil brand globally. The agency also coordinates with public and private stakeholders to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors that enhance the competitiveness of Brazilian companies and the country as a whole.
FURNITURE: OUR BUSINESS!
Brazilian Furniture Manufacturers Association – ABIMÓVEL
Press Office: press@abimovel.com
