Made in Spain

Made in Spain

Feria Hábitat Valencia

Feria Hábitat Valencia is a trade fair that brings together all theindustry sectors associated with interior design. This year’s event saw 950 exhibitors and 60,000 visitors from more than 100 countries

The overiding theme of Hábitat Valencia this year was the 10th anniversary of Nude, which celebrates up and coming young talent for those wanting to break into the design industry.

Organisers split the tradeshow (September 20-24) into seven sectors; Furniture; Lighting; Home textiles; Bedrooms; Decoration; Kitchens and Outdoor, re-creating the exhibition floor to resemble a huge railway station and introduced a new programme called ‘Flash Hábitat’, to publicise product launches from leading companies in the style of a fashion show.

Nude is an international design show where young interior designers, upcoming design studios, freelancers, galleries and manufacturers get a chance to showcase their talent with support from the event organisers, promoting their work and putting them in touch with industry professionals to progress in their career.

A total of 40 schools of designs, and design practices, made up the talent from various regions of Spain and some came from international countries including Korea, Mexico and France.

In the last 10 years, more than 400 designers have emerged from the show to establish a career in the industry including CuldeSac, Odos Design, Borja Garcia and En Blanc, to name a few.

For many of them, Nude was the point at which their business careers took off and gave them a platform to show their ‘made in Spain’ designs to carve a niche for themselves in the world of design.

The core team of CuldeSac is Alberto Martínez, Pepe García, Francisco Pons and Pilar Roger. Set up in August 2002, the design studio is separated into three areas Espacio Creativo, Communication and Experience with the following fields of expertise: product and interior design, strategic branding and communication and PR. Projects include; Roca, Madrid, a Vodafone portable shop and a jewellery store in Valencia.

Another Nude ‘graduate’ is designer Jose Manuel Ferrero, who was asked to return to the show this year to create the interior space of the pavilion.

He said the organisers wanted an area to reflect all the ideas and designs that have fuelled the show for the past 10 years so he brought everything together in a hexagonal space using numerous panels to symbolise ‘an image of nature with a melting pot of ideas’. “I created many panels to reflect the countless ideas on show now and those from before. The space evolves, making the very most of the surface and creating a versatile space,” he said.

Nude exhibition entries this year, included Join Design, Ham&Cheese Tasty Design Studio, Dicrein and Triangulo design + food.

Join Design is a design practice that was formed in Valencia when Inma Bailen and Jordi Alberola decided to work together. The pair trained in Industrial Design at UCH-CEU University, having both taken a Masters in furniture and lighting.

As a young design practice they seek to devise innovative, quality products. They base their designs on everyday objects and try to create a fresh twist from a functional, coherant and attractive perspective.
At this year’s Nude, they presented Wirelight and Kangoo.

Wirelight is a luminaire that provides indirect lighting with a 180 degree focus, while Kangoo is a seat for groups of people with a new use for the back of the seat for customers who are working at conferences or lectures.

Ham&Cheese was set up towards the end of 2009 by graphic designer Veronica Colona and product designer Jordi Giusbert, who work in the same way as a combo sandwich, combining simple elements to produce fresh ideas with a special flavour.

Having won a bursary at last year’s Nude, the company is back with three creations; Folda, a dining table and chairs, Sonno alarm clock and Brott, an organiser that will transform wires and leads into organic elements.

Dicrein is a young design practice made up of Eduardo Tapiador Polo, Lucia Mateo Belda and Letticia Rodriguez Ruano. The various interests of each of the partners make Dicrein a multi-functional practice that offers industrial design, graphic design, market research, research into trends, window dressing, photography, decorating and interior design.

At the show it was presenting ‘forat de l’ombre’ outdoor furniture.

Triangulo consists of three designers; Alejandro Hernandez, Laura Tornero and Guillermo Cerda who specialise in furniture design, product development and food respectively. The triangle represents design, develoment and gastronomy creating ideas for furniture, kitchen utensils, wine bottles, worktops and other gastronomic installations.

Flash HÁbitat
Flash Hábitat was set up in the style of a fashion show and gave visitors a quick snapshot of a selection of the best products coming out of the international interiors industry.

It saw major companies like Andreu World, Vitra, B&B Italia, Artemide, Lzf (Luzifer) Lamps, Moroso and Emu, among others to showcase new products to a wider audience.

Some of the products were; Agatha, Armadillo, Link Chain and Totem lighting by Lzf, four collections by Andreu World called Sail, Reverse, Andreu World Outdoor and Oliva, the System CUbox , an aluminium construction designed by Rafa Ortega for Do+Ce and the Paperstone eco-friendly designer kitchen by Key Cucine.

“We found the ideal tool for recruiting major companies that had not come for a long time or had never exhibited before. Flash offers everything exhibitors are looking for in a fair, the opportunity to surprise, seduce and do business,” said Jose Blasco, president, Feria Hábitat Valencia.

Talking about the economic crisis, Blasco said there was no denying that the country was caught in a financial situation that was not buoyant but the ‘Made in Spain’ fair is known and valued internationally.

“The downturn forced many companies to intensify their focus on internationl markets.

“Spanish design has an excellent reputation around the world. It is getting better all the time and this is owing, not exclusively, to top names likes Patricia Urquiola or Jamie Hayon, but also to a large number of designers and studios that are earning names for themselves worldwide.

“For instance, we have Culdesac, Odos Design, Jose Manuel Ferraro, Hector Serrano, to name a few, who are all former participants at Nude.”

One of the main themes this year was to create a show layout inspired by a high speed railway network, to create an easier, more convenient, time efficient and cost effective experience for visitors.

It had colour coded tracks on the floor of the boulevard and at the heart of the fair was a ‘Grand Central Station’ with digital information boards showing the times and dates for all parallel events.

As well as support from ANIEME (Spanish Association of Furniture Manufacturers and Exporters),
Fedai-Dec and Ateval, Feria Hábitat Valencia received advice from ICEX, the Spanish Institute for Foreign Trade and IVEX, the Valencia Export Development Institute.

Mueble de EspaÑa
Mueble de España was created by ANIEME. It celebrates its 30th anniversary this year and has 250 members who attend all the four big interior tradeshows in Europe; Italy, France, Germany and Spain and will visit Dubai’s Index 2011. Aside from non European countries its main destination markets for Spanish furniture exports include Morocco, US, Russia and Saudi Arabia.

A total of 72 members exhibited at the tradeshow including Sancal, Capdell, Koo International, Andreu World, Point, Darc, Vondom and Expormim.

Point specialises in the design and manufacture of outdoor furniture. Its headquarters are located in Alicante and it was founded in 1920 as a workshop in which rattan armchairs were plaited. Since then, the company, in the hands of the fourth generation of the Pons family, has expanded its reach globally including hospitality projects where it furnished the One & Only Royal Mirage Hotel in Dubai. Other hotel clients include the Marriott, Sheraton, Kempinkski, Ritz Carlton and the Four Seasons.

“The One & Only, Dubai, was an important project for us because it’s a well known hotel and it was a great way to present our company to the main designers,” said Maria Lora, regional manager Middle East, Point.
“We supplied all the outdoor furniture to the hotel chain.

“The more jobs we get abroad the more designers we can invite to see our brand. They can see the quality of the finish and we get to promote the name of our company,”

Point launched two collections at Hábitat Valencia; the Colours Collection and LA; chairs and sunbeds.
According to Juan Carlos Muñoz, who has been the president of Mueble de España for three years now having taken over from Enrique Perez who held the post for 12 years, Spain is still a strong market for international companies and despite the global crisis the country is high up on the list of commercial priorities, particularly with a view to the recovery of the domestic market.

“The global market is changing. Companies no longer make furniture to sell in their own country but make a profit by partnering with other countries and exporting their goods overseas. The purpose of Mueble de España is to promote the brand and get people talking about our products to increase sales globally.

“What makes Spanish products competitive are their creativity and quality. Their creativity can be seen in our furniture, lamps, textiles, kitchens and rugs. Although our classic designs are prestigious in eastern Europe, the Middle East or Asia, many of our cutting edge Spanish companies are selling well in mature markets such as Europe.”

The association is embracing social media as part of its global reach and created a twitter page recently.
Another of the major events at the show was FEED, the Second International Bloggers and Digital Design Media Seminar where those in digital media in the design industry were invited to get to know Valencian design and tweet it.

“Digital media has an important role in the development of the association and one we encourage,” added Muñoz.

Andreu World
Andreu World has launched four products this year including Sail, Reverse, Andreu World Outdoor and Oliva.
As with a sail, the design of the Sail chair is made of polypropylene and fibreglass and comes in a range of colours.

Reverse is a 100% recycable polythylene base with different sizes of table top. It is available in black, white, red, cayenne, chocolate brown and grey.

Andreu World Outdoor is a collection of chairs, easy chairs and barstools which are characterised by their braided wide belts in earth brown, sand, graphite and white. It also comes in a chaise logue version with a headrest cushion.

Oliva is an occasional table in solid wood, obtained from reforested areas covered by the FSC (Forest Stewardship Council), ensuring the chain of custody from the origin to the final product.

Andreu World
+34 96 180 5700

Lzf, Luzifer Lamps
Lzf (Luzifer) Lamps was created by husband and wife team, Marivi Calvo and Sandro Tothill in 1994. They started making handmade lights out of wood veneer for their friends and the business took off from there. It showcased four new products at Habitat Valencia; Agatha, Armadillo, Link Chain and Totem.

Agatha and Armadillo were created by Spanish designer, Luis Eslava. The first light resembles a hanging lamp in the shape of a flower, while the other is made to look like textured armour.

Link Chain follows the shape and form of the original Link, created in 2007 by Irish designer, Ray Power and with the collaboration of Spanish designer Marivi Calvo, while, the Totem Lamp is designed by Burkhard Dammer and Calvo. Given its monumental proportions, Totem was conceived for huge areas.

LZF Lamps
+34 96 252 4780

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