Spain's participation in this year’s fair is part of a growing interest from country-specific initiatives looking to promote their design industries in the Middle East.
From contemporary brands such as Kettal and Cosentino, to those built on centuries of tradition like Lladro, ‘Interiors from Spain’ will showcase some of the most iconic and innovative brands from the country, demonstrating the diversity of Spanish design to the Middle East.
A gateway for international design territories to access the region, year on year Downtown Design has presented country-specific groups to the Middle East’s trade professionals and public audience. In 2018, Italy, Poland and Portugal were amongst the country pavilions on show. This year, facilitated by ICEX Spain Trade & Investment, Spain joins the growing group that helps their designers and brands gain a competitive edge in the fast evolving regional market.
“Given Downtown Design’s importance as the most relevant design exhibition in the Middle East, ICEX Spain Trade & Investment wants to take the opportunity of showcasing the quality of our country’s design and position Spain as a leading supplier of innovative products and solutions for architects, interior designers and real estate developers in the Middle East” says Erik Rovina, Economic & Commercial Counsellor of the Embassy of Spain in the UAE.
Titled ‘Life Experts’, the showcase will celebrate the Spanish people’s love for life and beauty as seen through the lens of contemporary design. In addition to well-known labels, brands such as artisanal rugs and textile makers Nanimarquina and Naturtex, RS Barcelona which is coveted for their playful pieces and contemporary lighting studio MYO will highlight the values behind the ‘Made in Spain’ label.
“The selected brands convey Spain’s passion for design and commitment to the community,” says Erik. “Many of the brands that will exhibit already have a strong presence in the Middle East, and a few are new to the region. Our objective is to support all of them through a strong country image and develop a long-lasting relation with the region.”
For their debut at Downtown Design, ICEX Spain Trade & Investment have enlisted the multi-disciplinary studio, Stone Design and Narita, a leading branding and strategic communication design studio to develop a creative concept that will spotlight the artistry and uniqueness of each brand. Together, Interiors from Spain will bring some of the country’s most important creatives to Downtown Design in November.