Visitors to the Australian International Furniture Fair (AIFF) and Decor + Design have come to expect wonderful things from regular exhibitors LaForma.

The chic Spanish brand is renowned for its ‘Barcelona Living’ aesthetic. With a footprint in over 70 countries, LaForma Australia works with the best retailers in the furniture business, as well as designers, architects and major commercial operations.

We’re excited to see what LaForma Australia will be showing at the 2019 trade event, 18 – 21 July at the Melbourne Exhibition Centre. The team kindly took some time to give us some insights into their design processes, as well as what pieces they will be bringing to the show…

First off, what have LaForma been up to over the last year, since we last saw you at the Australian International Furniture Fair (AIFF) in 2018?

The biggest highlight this year has been the growth in our business. The high demand for our fashionable Barcelona Living concept has seen us add 350 new pieces to our range, all reflecting the current global trends in texture, fabric, colour and finish.

The new product collections include an expanded sofa range, alfresco bar seating, and our new Sunday bathroom collection, with teak & terrazzo finishes.  We have also expanded the depth of our décor collection with pieces to complement and dress our range in any style.

Image: LaForma Australia

In February we exhibited our collection in Perth, which gave our customers the opportunity to experience the LaForma concept as well as the ability to touch and feel the products. Trade shows give us the opportunity to not only meet our customers but to understand what’s happening in different regions.

The theme of the Australian House & Garden International Seminar Series at the show in 2019 is ‘Global Village’. How much attention do the LaForma team pay to global trends?

As part of a larger international team that’s based in Barcelona which then distributes to over 70 countries, staying abreast of global trends is key to the success of LaForma’s range!

The LaForma international team attends and exhibits at all the major international furniture fairs, which provides invaluable insight from both competitors and customers alike on forecast trends and potential market gaps we can fill.

In addition, having access to the ideas, needs, desires and inspirations of customers in over 70 different countries allows a unique insight not available to many.  It not only allows our R & D team to draw inspiration from a broad spectrum of sources, it also gives us on-the-ground feedback on how those trends are received and implemented in the real-world market, allowing us to improve accordingly.

Can you give us a snapshot of the design and production process for your team?

This whole process is taken very seriously by a whole team of people based all over the world, who are dedicated to the design and development of products well before production begins.

We have very strong ideas as to how a good furniture collection should look, and that is why research and development is where it all begins in our company.

Our philosophy is to offer design products and ensure good value for money. Betting on new technologies and new materials is key to renewing our collections quickly and efficiently. Very tight quality control – both during the design phase as well as during mass production – are key in keeping quality standards at the current high level. This allows us to offer quality products with all the required guarantees.

Image: LaForma Australia

What keeps you coming back to exhibit in Melbourne?

We absolutely love exhibiting at AIFF and Decor + Design! There are no words to explain the joy we feel when experiencing the first reactions to our new products and in sharing the excitement and buzz with the attendees every year.

It is always a pleasure for us to catch up with our loyal customers and we are fortunate enough to meet so many new faces and businesses, as well as see first-hand the Australian market trends and offerings.  We certainly leave every year feeling both grateful to be part of such an exciting show that represents an ever-changing industry and re-energised about an exciting future.

You always have an amazing stand at the show. What can trade visitors expect to see from you this year?

They are going to see our proactive team revealing for the first time our newest collections, and brand-new catalogue. For indoors our new range focuses on luxe living, naturals, and contemporary dining, as well as our new Bathroom collection. Textures and elements to expect include velvets, gold detailing, natural timber finishes, scandi styling, unique detail and form inclusions. Taking into consideration Australia’s climate and focus on outdoor living we are also showcasing our newest alfresco collections.

Image: LaForma Australia

Don’t miss LaForma Australia’s gorgeous collections at Decor + Design and the Australian International Furniture Fair (AIFF)! Taking place from 18 – 21 July at the Melbourne Exhibition Centre, this is Australia’s premier buying and networking destination, with 500+ leading brands on display.

Trade entry to the exhibition is free. Register as a trade visitor and drop into see LaForma Australia at Stand K26.