BRAZIL – “Thinking outside the box” is to find solutions in a creative and intelligent way. And that is precisely the proposal behind “Unboxing”, an itinerant event promoted between October and November by the Impress Group.
Passing through some of the most important cities in Latin America, the event had very simple and innovative dynamics, inviting the participants to explore their creativity, in a historical tour through the design of surfaces and its relation with the behavioral and consumer changes throughout the years. “Humanization” is the word that defines this evolution and is already dictating new directions even in the way we live at home.
Mobility, practicality and the appreciation of the human factor, therefore, were essential issues for the development of the presentation, led by the team of designers of Impress Decor Brazil, with the support of several sectors of the company. Thus came the idea of using boxes that at the beginning of each new theme were revealing new information, images, colors and patterns, allowing the creation of a real-time physical “moodboard” with various applications and compositions of the designs presented by Impress in 2018.
More than visual, the aim was to present the concept behind each standard without the need for technological interventions, allowing customers to connect them with the main trends on the rise according to the references and needs of their customers’ target audiences.
About 150 of the company's partners, including wood panel and furniture manufacturers, participated in the event, which included strategic cities for the sector in Brazil, such as São Paulo (SP), Curitiba (PR) and Bento Gonçalves (RS), and also abroad, extending to Argentina, Chile and Colombia, demonstrating in practice how global research and development of the Impress Group works.
The presentation began by reminding everyone of the beginnings of industrial production, in which personalization was a luxury for the few. In the furniture and interior sector, however, the introduction and evolution of melamine made possible a real revolution in the process of creating and customizing various products, bringing us to what we now call “The Age of Experience”.
“People today are looking to live unique moments as well as care about conscious consumption,” explains Alexandre Chiquiloff, design and marketing manager at Impress Decor Brazil. “Far beyond function, they now consume the values promoted by the products, which should be in tune with their personal values.”
Consequently, the way we live and relate to our homes has also changed. “In the past there was a common ideal about the perfect house. Static environments, with no defined personality and extremely organized, ‘with the look of a showroom’ and designed generically,” recalls the professional. But as our lives are not static, the environments in which we live can not be either. In this way, the coverings, the furniture and the decoration form the scenery to tell the stories of the residents. The representations of the present homes are unique, as are each human being, because they reveal the identity and reflect memories of those who live in it.
“Every person has a style, a language, a story and that is the most relevant today when we think about the development of the new designs and how they will be presented in the final product. Our home is our second skin and the surfaces chosen to compose the environments are very important in this process of expressing our values, emotions and personality”, emphasizes Chiquiloff.
Just as products do not exist without people working in their creation and development, environments should not be thought of without considering the routine of those who live in them. Cultural values, morals, different lifestyles must be materialized in functionality and aesthetics to meet an audience that seeks more and more for customization and exclusivity.
