Just one week away from the opening of Salone del Mobile.Milano 2024, which takes place from April 16 to 21 as part of the official Milan Design Week program in Italy, the global design community is gearing up to witness what promises to be, once again, an exceptional showcase of the most creative, contemporary, and innovative designs from around the world. In this setting, Brazil, represented by dozens of companies participating in the Brazilian Furniture Project, is ready to share its rich contribution, immersing visitors in a diversity of materials, techniques, sustainable practices, and design integrated with the national industry.

Supported by ABIMÓVEL (Brazilian Furniture Manufacturers Association) in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency), Brazil’s participation this year features eight companies prepared to exhibit their collections in exclusive stands at halls 03, 10, and 18 of Rho Fiera Milano, in addition to the special exhibition “Design + Industry” — click to learn more —, which will be held in hall 03 (D21/D23), presenting 41 new pieces developed in collaboration between 22 national brands and more than 40 designers through the program.

The “Lounge Brasil”, also located in Hall 03, will be a meeting space designed to promote interaction and integration among exhibitors, organizers, visitors, and the global press. The furniture is provided by Uultis, a high-end brand from Grupo Herval, bringing sophistication and Brazilian flair to the setting. Enhancing the comfort and welcoming nature characteristic of Brazilian culture, the lounge will also feature the Tropical Forest hammock from Akra Collection, a piece that is an ode to traditional techniques and natural fibers found in the country.

• Read more – Milan Design Week 2024 Preview: dozens of Brazilian companies and designers are confirmed

Sustainable design as a trend and Brazil as a reference

Exploring natural materials, orthogonal lines, and a minimalist aesthetic that highlights the beauty of the displayed furniture but also tells the vibrant story of modernist Brazilian design, the scenography and lighting of the Brazilian Furniture spaces at iSaloni 2024 aim to project the country’s authenticity and natural beauty, emphasizing the intersection of design with environmental commitment.

Thus, the concept seeks to provide visitors with a unique visual and cultural experience, always emphasizing the so-called “Brazilianness”, a trend that embraces raw materials, colors, techniques, and local knowledge. These elements materialize the rhythm and energy of Brazil, aiming to spark visitors’ imagination, highlighting the country, which is the sixth largest furniture producer in the world, as a reference in the production of quality, innovative, and sustainable furniture.

“Alongside renowned international brands, the Brazilian presence at the 62nd edition of the Salone del Mobile.Milano symbolizes both the uniqueness and adaptability of the national furniture sector in the global market, highlighting our connection between industry and design, technology, and sustainability, which can be clearly observed both in the concept of the booths and the furniture that will be presented at the fair,” says ABIMÓVEL president, Irineu Munhoz.

Points that align with the approach chosen by the organization of iSaloni this year, which is centered on human and material evolution, integrating with the vision of creating an inclusive and value-rich environment, that promotes relationships and meaningful projects throughout the year. This includes a complete reorganization of the halls, designed to enhance the visitor experience, bringing more physical accessibility (such as ramps) and grouping exhibitors based on content and target audience. This new layout aims to optimize navigation and engagement, with wider corridors and carefully selected cultural installations along the way. Thus, visitors are expected to enjoy a more intuitive and immersive journey.

Moreover, the 62nd edition gives special attention to the 25th anniversary of SaloneSatellite, which will feature an exhibition at the Triennale. This celebration not only looks back at the history of the event but also forward to the future, highlighting ongoing innovation and the role of design in society. Finally, special installations and exhibitions focused on sustainability and responsible water use are examples of how Salone del Mobile.Milano 2024 is incorporating technology, ethics, and sustainability into its core, reflecting global challenges and environmental concerns in contemporary design?.

These aspects highlight a clear trend towards conscious innovation and sustainability, as well as the importance of dialogue and collaboration among different cultures within the design world, with Brazil playing a major influence in this scenario.

Factors that will be shared with the world through the Brazilian Furniture Project exhibitions, which, in addition to buyers from about 200 countries who pass by iSaloni and FuoriSalone every day, also prepare special activities to welcome the press and opinion leaders from various parts of the world. Through the Image Project, for example, 18 journalists from Italy, the United States, Turkey, the United Kingdom, France, Spain, Portugal, and other strategic countries to the Brazilian national industry will participate in guided visits and activities led by ABIMÓVEL and ApexBrasil at the fair and in the design districts of Milan.

Brazilian Furniture at FuoriSalone 2024

In addition to iSaloni, the Brazilian Furniture Project also marks its presence in the FuoriSalone circuit, supporting and participating in exclusive actions that take place in Milan and its surroundings.

A highlight is the “Coccoloba – Brazilian Exhibition”, an exhibition that brings together the work of 53 Brazilian companies and designers, once again reflecting on innovation, sustainability, and resilience through the metaphor of Coccoloba gigantifolia, a species of tree from the Brazilian Amazon known for its giant leaves.

When? April 15 to 28, 2024
Where? Università degli studi di Milano, Milan, Italy

Ornare also takes advantage of the Milan Design Week 2024 occasion to inaugurate its first flagship store in Europe, located in the historic Palazzo Gallarati in the heart of the “Quadrilatero della Moda”, marking another significant milestone in the internationalization of Brazilian furniture with support from the Brazilian Furniture Project.

When? April 16 to 21, 2024
Where? Via Manzoni 30, Milan, Italy

Simultaneously, ETEL presents the exhibition “Reset Modernity, Reinstituting Nature”, a celebration of the encounter between tradition and innovation through craftsmanship and natural materials, with pieces by renowned designers and a tribute to Percival Lafer, an iconic Brazilian architect and designer, also with support from ABIMÓVEL and ApexBrasil through the Brazilian Furniture Project.

When? April 15 to 20, 2024
Where? Via Pietro Maroncelli, 12 + 13, Milan, Italy

Brazilian Furniture Project

The Brazilian Furniture Project is an initiative led by ABIMÓVEL (Brazilian Furniture Manufacturers Association) and ApexBrasil (Brazilian Trade and Investment Promotion Agency), aimed at increasing the Brazilian furniture industry’s participation in the international market through a set of strategic actions based on the pillars of sustainability, competitiveness, and design integrated into the industry. 

To be a part of the project and place your brand in the biggest events in the sector around the world, visit: brazilianfurniture.org.br.

About ABIMÓVEL

ABIMÓVEL (Brazilian Furniture Manufacturers Association) has been working for over three decades to strengthen the national industry and furniture sector. With a purposeful agenda and in partnership with the public and private sectors, the entity works to boost production and improve the business environment in Brazil. Thus, creating opportunities and opening new markets for companies throughout the wood and furniture chain by implementing various initiatives focused on promoting competitiveness and innovation. These include export programs, sustainability, integrated industry design, factory adaptation, enhancement of 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 investments to strategic sectors of the Brazilian economy. In order to achieve its goals, ApexBrasil carries out several trade promotion initiatives aimed at promoting Brazilian products and services abroad, such as prospective and trade missions, business rounds, support to the participation of  Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian productive structure, among other business platforms that also aim at strengthening the Brazil brand.   

FURNITURE: OUR BUSINESS
Brazilian Furniture Manufacturers Association – ABIMÓVEL
Press Office: press@abimovel.com