From May 21 to 24, the International Contemporary Furniture Fair (ICFF New York) will receive 13 Brazilian design studios participating in the Raiz Project, which will present in individual booths, their most conceptual creations. The participation of the project in ICFF, which is the main global design showcase in North America, aims to increase the participation of Brazilian design in the American market, highlighting creativity and innovation.

For the inclusion of these professionals of the Raiz Project, the project management evaluates the competence of each of them to meet the demands of the local consumers, in addition to providing individual and personalized assistance to professionals who wish to foster commercial contact in the region defined as a target market - the United States this year. Designers taking part in this initiative during the New York Design Week include Marta Manente, Guilherme Wentz, Jader Almeida, NDT Brazil, Guto Índio da Costa, estudiobola, Paulo Alves, Lattoog, Noemi Saga, Studio Poli, Sergio Matos, Fahrer Design and Tora Brasil.

Comprising approximately 700 exhibitors, ICFF is expecting the visit of more than 30,000 professionals. The Brazilian design will be represented by indoor and outdoor furniture, decorative objects, ceiling fans and lamps. Brazilians work with an extensive range of materials and processes, and have a myriad of aesthetic styles and identities that reflect the richness of the national culture. Last year, the project took part in the Milan Furniture Show, Maison & Objet Miami and ICFF, however it is the first time there will be such a large group of participating designers.

When it comes to offline retail, Sindmóveis consultant Ana Cristina Schneider explains that the strategic intelligence of the project is seeking licensing opportunities, distribution and innovation in processes and products, including the negotiation of special projects and assignment of patents. For online retail, a hotsite will be launched during the fair as the basis for a future B2C platform aimed at the US market. Currently, approximately 35 design studios take part in the project, which is always open to new members.

As part of the marketing strategy, after the fair some of the designers will take their products to Florida, where a B2B showroom will be established to support the business follow-up. With the support of an American commercial agent, this showroom aims to attract buyers and opinion makers over the next six months, boosting business opportunities in the US market.

Sustainability and the quest to permeate design in social projects are part of the expertise of Brazilian designers. The high-end pieces combine sustainable materials such as recycled aluminum, reforestation wood, natural fibers and dyes, and low-impact environmentally friendly raw materials. In the social area, several actions promote the integration of crafts in the creative process of these professionals, highlighting the Brazilian identity in each piece, promoting NGOs and associations that value diverse regional profiles.

The Projeto Raiz is an initiative of Sindmóveis Bento Gonçalves and Apex-Brasil, institutions that aim to encourage the participation and strengthening of the Brazilian furniture designers abroad through customized strategic actions. The action at ICFF 2017 is supported by the Consulate General of Brazil in New York. The total investment for this period is US $ 500,000.