The country’s leading home design companies participated in the recently concluded Salone Internazionale del Mobile (Milan Furniture Fair) held at the Fiera Milano Fairgrounds in Milan, Italy, captivating design enthusiasts from all over the world with their crowd-drawing showcase of certified, export-quality furniture pieces and home products.
The Philippine participation in the 53rd edition of the Salone Internazionale del Mobile, the world’s biggest and most important furniture fair, drew a positive response from international buyers and visitors from North and South America, Europe, Australia, and Asia, strategically positioning the Philippines as an ideal sourcing hub for finely crafted export products.
Organized by the Center for International Trade Expositions and Missions (CITEM), the export promotions arm of the Philippine Department of Trade and Industry (DTI), this major branding initiative garnered a total sales of USD 4.4 million, with 883 inquiries received.
“It was very uplifting to see the convergence of the people from all over the world in the Design Philippines pavilion. Finally, the Design Philippines brand is gaining traction in the international market. There is the expectation from buyers to see Philippine brands all over the world in every major show,” said CITEM executive director Rosvi C. Gaetos.
Design Philippines is a branding initiative that positions the Philippines as a sourcing destination for finely crafted products for the world market. As a design movement, it nurtures and celebrates the creativity and originality of a globally competitive and passionate community of Filipino designers and craftsmen.
In April 2013, Design Philippines had a maiden launch at the Salone Internazionale del Mobile’s co-located show Euroluce, the International Lighting Exhibition in Milan, Italy, under the creative direction of design leaders Budji Layug and Kenneth Cobonpue.
Carefully handpicked by CITEM, the eight-member core group of participants included Design Philippines brands such as atelier a, Bon-Ace, Industria, Ito Kish, Lightworks, Padua, and Prizmic & Brill, with the special participation of Tadeco, Mayumi, and Schema. The multi-awarded furniture designer Kenneth Cobonpue, hailed as the “Designer of the Year” award in MAISON&OBJET Asia, led prestige to group while Budji Layug served as the creative director.
The participation of the Design Philippines team in the 53rd edition of Salone Internazionale del Mobile was part of CITEM’s branding campaign cycle, following a successful run in the recently concluded maiden edition of MAISON&OBJET Asia, an internationally renowned lifestyle exhibition and design creativity event held in Singapore.
“It is important to sustain the presence of the Design Philippines brand in every international trade show considering that the global market is finally following the circuit of where Filipino design would appear,” said Gaetos.
