Launch furniture label Fioroni;
Italia supera Rotterdam!
If you like Italian design and good food, and you let certain people know, then you might
get some invitations to the most interesting events.
October 2016 I was one of the lucky few, because Smeele Agenturen in Rotterdam choose to ask me
to witness the launch of the exclusive collection of Fioroni. And I can tell you: next to the furniture collection,
there were more highlights. Chef Blom of star-restaurant Amarone was also invited….
With a bird’s-eye view
Since September 2015 Smeele Agenturen launches exclusive, state-of-the-art furniture labels on the Dutch market. These are being carefully selected and to be described as authentic, sustainable en high quality. Like Design By Us, which is a bad-ass, bold label with trendsetting- and decorative interior products.
Recently, Fioroni was added. A typical Italian family company, long-established in the area of the Alps. The breathtaking landscape of the mountains is the biggest source of inspiration for them to design and produce their modern, yet temporary collections.
Within the company Fioroni places a high value on passion, tradition and craftsmanship. Stefania Fioroni, the founder’s daughter, tells us that her father still carefully inspects and selects the wood at the local tree nurseries. It won’t take long until his sons will take over though, but up until now he has always been able to guarantee the pureness and high quality of Fioroni.
The collection contains tables, sofas, cupboards and small furniture which are all multi-purpose and custom made. For example, one can use the dining table as a desk or meeting table as well. And where colors are concerned, it immediately makes you ache for Italy. They remind you to the green olives, the ochre Tuscany houses and the red and blue of the Fresco’s. A stylish wink to the country, where nature and craft go hand in hand with architecture and design.