While easy international travel for Antipodeans is looking unlikely this year, the interiors industry can be inspired by Barcelona closer to home in July. LaForma will be returning to Decor + Design and the Australian International Furniture Fair (AIFF), showcasing their stylish contemporary designs.
After a virtual edition in 2020, the 18th edition of the popular trade shows are set to take place at the Melbourne Exhibition Centre from 15-18 July 2021. Lachlan Selwood, General Manager of LaForma Australia, says:
“We are so excited to once again be able to connect in person at this year’s show and launch our new season selections.”
A Major International Player in Furniture
Founded in Spain and with a presence in over 80 countries, LaForma has become an international powerhouse of furniture design, manufacturing and distribution.
LaForma’s ‘Barcelona Living’ ethos of contemporary styling for a modern, social and outdoor-centric lifestyle fits perfectly with the Australian market. With a focus on innovation in processes and materials, they offer pieces that are on-trend, functional, durable and sustainable.
Designed for all those professionals who are looking for something more, their previous exhibition stands at Decor + Design & AIFF have proved enormously popular with interior designers, decorators and retail buyers.
A Chance to Reconnect
2020 sent all of us into a tailspin. While the team at LaForma navigated the curve balls of Covid-19 successfully, they missed the face-to-face interaction with their community.
“Our biggest challenge through 2020 was the inability of our team to connect in person with our customers, both in our showrooms and at tradeshows. While most have embraced technology as the new norm, there really is no substitute for seeing and feeling a product in person to truly connect with and invest in it.”
“For us, the Covid-19 crisis has really highlighted the importance of events like Decor + Design & AIFF. We can’t wait to share our newest collections in person and see visitors touch, feel and fall in love with our Barcelona Living concept.”
Natural Styling Takes Centre Stage
LaForma has seen the ‘naturals’ trend remain strong over the past year, mirroring the need consumers are feeling to bring calm and tranquility to an unstable world.
Their collections showcase both the beauty of the natural materials, and skill in the artisan handcrafting of each piece.
“Our Sheryl collection has been a standout for both indoors and alfresco, residential, and commercial. This collection includes chairs, stools and tables handcrafted in bentwood timber, and woven rope seating, creating a functional and beautifully sculptural collection that is the highlight of the room.”
The theme of the International Seminar Series at Decor + Design in 2021 will be ‘Designing a New World.’ Future-proofing design is something which LaForma take very seriously, with sustainability and responsibility at the core of their company values. Operating on an international scale means they can help lead global change, and they are committed to the environment and social responsibility.
More than ever, the importance of the environment and social responsibility are the key themes when envisioning a new world, and furniture makers and interior designers are perfectly positioned to be a driving force in this arena when crafting and specifying. In the words of LaForma’s founder Francesc Julià:
“We want social and environmental awareness, design and quality to be embedded in equal parts in our brand and products’ DNA.”
Expect a Cornucopia of Natural Fibres and Timbers in 2021
LaForma’s incoming collections will be ready in time for the 2021 show in Melbourne this July and will further expand on the natural style which has won them an ardent fan base. Highlights will be a renewed focus on terrazzo and terracotta finishes, natural and woven materials and natural timbers. Earthy tones will dominate, with terracotta colourings highlighting the new season ranges.
“Barcelona is well known for contemporary urban styling, and we will not disappoint this year, showcasing new dining and case goods collections that focus on sleek lines and darker tones. Complemented, of course, by our ever-increasing range of Alfresco living. Our offering will be completed by a full range of contemporary lighting and on trend décor for a polished style finish.”
We know visitors will fall in love with LaForma’s collections at the 18th edition of Decor + Design and the Australian International Furniture Fair (AIFF). Start planning your trip – entry to the exhibition is free but limited to trade visitors. Subscribe now to receive an update when visitor registration opens, as well as news from the world of Australian interiors.