Florense has a new look in São Paulo: a reference in high-end furniture, the brand has opened a concept store on Alameda Gabriel Monteiro da Silva – a meeting point for architects, designers and decorators in the capital. A concern for sustainability gave the project – created by Israeli designer
Dror Benshetrit – a facade with four installations called
houseplants , which intertwine nature and architecture and value their potential for coexistence.
The set of Corten steel towers covers an area of
920 m², covering the four floors of the flagship. The vegetation surrounding the space includes foliage, fruit trees, herbs and aromatic spices. The store is spread over four floors, where a house is built that can be lived in and enjoyed. The designer was inspired by the kitchen environment to establish a home-like atmosphere, with plants, vegetables and herbs serving to evoke the olfactory traits of this space.
Thus, the familiarity and coziness of the home were the starting points for the design of the project. Without worrying about following trends in architecture, Dror states that the concept created for Florense follows a very strong motivation for experience and experimentation. "Experiences rooted in nature, giving people a sense of belonging to their surroundings and to what they are experiencing. If we think about the word experimentation, the kitchen is the most experimental part of our home and our lives. It is a place of creation. Involving this idea in what we did here reveals the way we look at this project."
The flagship features technological innovations, such as the running magnet lighting system; the f53 kitchen with a unique design; the collection of bedroom cabinets, with innovative magnetic opening systems; lighting accessories for kitchens; the collection of accessories inspired by haute couture, which combines fabrics, leather and wood; among others.
The decoration was the result of the work of designers Aldi Flosi and Estudio Manus, led by Daniela Scorza and Caio de Medeiros F., who sought to create the atmosphere of a home. In this way, they rescued basic elements from everyday life and organized them geometrically to create an impression that is close to real use. Color blocks, signed pieces, art, vintage furniture and objects that trigger memories are the distinguishing features of the cabinets. The setting is completed by natural and mineral elements, straw and works of Brazilian folk art, such as the sculpture by artist Zé Bezerra and a bench from Ilha do Ferro. Furthermore, vegan shoes, hand-woven bags, wool blankets and linen bed linens denote the natural line that they sought to trace.
The combination with nature is the most striking aspect of the project, translated into large sculptural elements and assemblages, which combine with Dror's plants and reinforce its concept. The pieces dialogue with the proportions and materials of the interior spaces, respecting the idea of space created in the exuberance of nature, in interventions that cause moments of surprise and reflection.
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