PF Emirates, the company behind Poltrona Frau, Cappellini and Cassina’s presence in the UAE, support the launch of Downtown Design. In an interview with Gianni Sharrouf, PF Group Director of PF Emirates, we asked him what his thoughts were on the launch of Downtown Design and why exactly it was that they decided to exhibit at the show.

Q. Why did PF Emirates decide to participate in Downtown Design?

A. We've always deeply believed that we need to help shape the design landscape in the UAE; this started in Abu Dhabi and is now continuing in Dubai. Participating in the first edition of Downtown Design is a continuation of our presence at Design Days Dubai in the last two years, and is a sign of our commitment to the design community in Dubai.

Q. What benefit do you see by attending?

A. Firstly, the exhibition will be held at The Venue, just opposite our showroom on Mohamed bin Rashid Boulevard. Visitors of our spaces would be presented with a wider collection of items just across the road. In addition, we trust the organising capabilities of Art Dubai and we are hoping to capitalise on their experience and their followers—who are our clients and prospects—to make of Downtown Design another successful event.

Q. What do you want to achieve from participating?

A. PF Emirates just opened its showroom on the Boulevard some eight months ago and we would want to promote our location to the fair's attendees. We still get enquiries about our products from Dubai clients at our group’s HQ. It’s a fact that many Poltrona Frau, Cassina and/or Cappellini fans are still not yet aware that they would find their preferred brands in an elegantly styled showroom, presented by qualified furniture specialists and interior designers working at PF Emirates.

Q. Do you think Downtown Design will be successful and, if so, why?

A. I believe we should not judge a fair by its first edition. The most important factor is the search of a qualitative mix of brands and the right positioning of the fair as a trade reference for branded, quality, design-orientated furnishing items.

Q.  What are your thoughts about commercial interior design in the region? Is there an increasing level of demand for quality products and brands within the Middle East?

A. The interiors sector in the Middle East, in general, and in the UAE, in particular, has always been driven by the contract/projects business. Commercial projects here are many and Dubai has become a centre of excellence for international, regional and home-grown architecture and interior design practices. A lot of work and effort needs to be done on the buyer/client level with regard to selecting quality, durable products that are aesthetically appealing. I hope that the new surge in business opportunities in Dubai would not lead developers and property owners to compromise on quality for price or speed of execution. I am a firm believer that the clients in Dubai and the UAE will become increasingly more brand-conscious and quality-driven. That applies to both the commercial and the residential sector.