Surprisingly well appreciated Chilean stand was 100% Design trade show held every year in the British capital as part of London Design Festival mega-event and this year was the first time with an official delegation of Chilean design.
Product of a joint effort between the National Council for Culture and the Arts, the Department of Cultural Affairs of the Foreign Ministry, Dirac, and ProChile, it was possible to organize the presentation of the work of five designers who stand exposed in the same furniture and objects Chilean wood. It was the use of wood the subject naturally crossed the participation of Chile.
There are many flags of countries, Chile was one of the busiest, as indicated in charge of the design area and as CNCA recognize some publications such as the White Space Latin American blog.
Manuel Figueroa, the CNCA, said that the Chilean flag was a very well designed and easy to assemble which showed the raw material, wood planks, plus all processed wood products. These were works of Orlando Gatica, Nicolas Hernandez, Rodrigo Bravo, Juan Pablo Fuentes and The Andes House.
According to the director of the Design Council area, in addition to good show, which left a good impression of the country, could do business, although not strictly a trade show. “In general, Chilean designers had many contacts and many people admiring its products,” he says.
Add thirst for novelty had not only on the material but also on how to work it. My Shed Plans Greed was both the press and those who sought to distribute new products.
White space, an international blog of architecture and interior design, said in one of its publications, referring to Chile’s share at 100% Design, “the quality, talent, materials and manufacturing give a solid seal that became one of the busiest booths at the fair. ”
Amid the great coverage that made the event highlighted the work of five young Chilean designers report that “the exhibition is part of the dissemination of national design and creative were selected who have worked with contemporary designs and materials in Chile natural “.
Something struck, according to Manuel Figueroa, was the consistency between products, the construction of the pavilion and the catalog, all of which came under the wing of an umbrella brand. The catalogs were in high demand.
Each designer has made it his own negotiations with potential distributors for their products in London. “What we pride was filled with people who came from the Nordic countries like Norway, famous for its wood products industry.”
The furniture was Chile due to a mode of production which is in part very traditional industry but also in part. Figueroa said many times that we see as a deficiency, outside see it as a value.
“That’s the deal with teachers and artisans is part of the Chilean model to be rescued, to the extent that meets the requirements for seeking out quality product,” says an official of the CNCA.
The next challenge is, in his view, maintaining that model on a larger scale, noting that there are examples of Scandinavian products that are made that way, like in Finland Iittala glassware does but in semi-industrial scale.
The participation of Chile in 100% Design is one of the first experiments that aim to create a position of Chile and Chilean design. Next year is going to insist on this position, but you must enter the topic of business.
2012 is scheduled for the participation of Chile in Milan in three simultaneous events, which are the Furniture Fair, Salone Satellite and the Triennale.