The staff of the Orchestra Brasil, a project to encourage exports of suppliers to the woodworking industry organized by the Furniture Industry Association of Bento Gonçalves (Sindmóveis) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) , has completed the selection of projects developed by Brazilian designers that will make up a collection for the promotion of the diversity of Brazilian furniture designers in the New York market. Called Design Challenge, this positioning action plan had been developed since last year with the support of three American consultants, resulting in a collection consisting of 44 products developed by 18 designers.
The purpose of this initiative was to provide experience to designers in the development of products suitable to the US consumers’ preferences, and at the same time being able to express the Brazilian design. The dynamics of this initiative was similar to a competition, where the member designers of the Orchestra Brasil Project who signed up had to meet a deadline to create products with contemporary design. The President of Sindmóveis, Henrique Tecchio, explains that the aim was to develop a brand identity and expand the global perception of the Brazilian design. "The role of Sindmóveis and Apex-Brasil is to help develop a model of feasible and sustainable business for designers," he says.
The consultants hired to follow the initiative and select the finalists are experts in international strategy, product development and market adaptation. Consultant Alison Littmann, who works with retail and wholesale brands, explains that although Americans do not have much knowledge about the Brazilian design, the market likes the culture and promptly expects a positive and colorful experience when it comes to Brazil. According to her, there is a great demand for contemporary design in the United States and people are looking for something unique and meaningful. "This project does not only offer increased exposure in the United States, but also in the global market, opening up opportunities to show that Brazil has a mature design community with a sensibility that derives from classical and European roots," she sums up.
Design Challenge is part of the business plan created by the Orchestra Brasil project for the competitive introduction of Brazilian design into the North American market. As a next step, the hired consultants will accompany the project designers, now providing individual advice for prospecting business opportunities, and consultancy to obtain licenses and to approach the sales channels in the United States.
The Orchestra Brasil Project has been carried out since 2006 promoting the competitive inclusion of suppliers to the woodworking sector in the international market. Intended for manufacturers of finishes, accessories, tools, machines, raw materials, chemicals and technology, as of 2012 it also included design services. Currently, the project comprises 73 companies and 50 design studios from all over Brazil.
Studios selected for the collection
Alfio Lisi
Bernardo Senna
Bold
Edu Bortolai
Eulália Anselmo
Fix Design
Galinna Visentini
Girona
Indio Da Costa A.U.D.T
Lattoog
LEO Romano
Mameluca
Marta Manente
Marton
NDT
Projeto3
Quadrante Design
Sergio Fahrer
