Movelsul Brasil is present in the entire Brazilian furniture industry. Manufacturers, retailers and consumers are connected by the fair, which works as a real thread bringing the ends together. Celebrating its 20th anniversary in 2016, the event has been organized by Sindmóveis Bento Gonçalves since 1977. The show communication campaign has been already launched strengthening its importance for the sales planning of the factories, for the creation of a retail product mix and for the homes throughout Brazil.
To represent this special date, the fair management invited design studios to develop exclusive pieces that represent number 20. The challenge was accepted by Ye Industrial Design, Bento Gonçalves; Mameluca, Rio de Janeiro; and Tina e Lui, Porto Alegre. The furniture created voluntarily will illustrate ads for the fair and decorate a commemorative space at the entrance hall of the show. In addition to the campaign illustrated with the pieces of the three studios, a series of initiatives will start to be developed in January in Bento Gonçalves, reminding the community of the importance of the furniture sector and the trade fair for the development of the city.
The President of the Sindimóveis Henrique Tecchio, points out that the furniture sector has had other moments of crisis, some even worse than the current one. According to him, it is precisely at such times that entrepreneurs must overcome problems, investing in the establishment of closer relationships with shopkeepers and face-to-face negotiations. Moreover, trade fairs are still an important promotional channel for the industry as they are an invaluable tool to attract shopkeepers. "The participation of manufacturing companies in Movelsul means reliability to shop owners, a business with successful sound management that delivers products. It is a response to the market and it means that there are indeed companies prepared for the economic recovery. Take for example the American crisis. Those businesses that stopped investing during the recession did not survive the economic collapse," he said.
More about the fair
Along the years, Movelsul Brasil has featured more than 1,500 exhibiting companies. The first show took place in 1977, the year when the furniture industry established itself as the major economic activity in the Bento Gonçalves. The 1st Amostra do Mobiliário in Bento Gonçalves brought together 24 local furniture manufacturers. In 1988, the fair was named Movelsul, having more than 100 exhibitors. This year also saw the first Salão Design, which will celebrate its 20th event in 2016 – since it is held annually after the creation of Casa Brasil.
Over the past 10 years, Movelsul Brasil went international and adopted a 20-year strategic plan. In 2012, the fair divided exhibitors by product type, following the model used by major trade fairs in the world, such as the Salone Internazionale Del Mobile and IMM Cologne. This configuration optimizes the time attendees spend at the fair, enhancing the purchasing power and decision making of shopkeepers.
In 2016, Movelsul Brasil is expected to have 200 exhibitors of products for offices, kitchens, bedrooms, laundry rooms, bathrooms, gardens, dining and living rooms, in addition to home appliances, rugs, upholstered goods and mattresses. Sponsored by Duratex and Renner Sayerlack, the fair is open only to professional attendees and takes place from March 14 – 18, 2016 at Parque de Eventos in Bento Gonçalves. In the month prior to the fair, the show will provide an application program containing a complete map and information about the exhibiting companies. As of next January some initiatives aimed at the community in Bento Gonçalves to celebrate the 20th Movelsul Brasil.
For more information about the fair visit www.movelsul.com.br.
The pieces of furniture that illustrate the campaign
Estante Vigésima (Bookcase)| Leandro Gava and Muriele Vivian (Bento Gonçalves)
Estante Vigésima, made from pinus, has removable niches that form a number 20 and is finished in the colors of Movelsul brand name. Versatility and interaction between the user and the product turn it into a symbol of the past, present and future history of the leading furniture trade fair in Latin America.
Módulo da20 | Tina e Lui Arquitetura e Design (Porto Alegre)
A versatile piece of furniture that consists of an L-shaped module. Using more than one module allows vertical and/or horizontal installations, creating different combinations, including a 20 that represents Movelsul Brasil’s anniversary.
Umoetê (celebrate in Tupi) |Estúdio Mameluca (Rio de Janeiro)
Umoetê, as the name suggests in Tupi, was created aiming to celebrate the 20th Movelsul. Both a sofa and a celebration are meant for many people. Thus, the piece has enough room to accommodate everyone harmonically.
