The industrial town of Valencia was a hive of activity not too long ago. It was the week of Feria Habitat Valencia, a leading interiors fair that was, pre-global economic crisis, among the international top design venues.
This year, it is clear that the Spanish design industry is back on the map, sleeves rolled up and ready to take its rightful place as one of the leading talents of the design world.
Spanish Design put down its global stamp in 1960 and consequently, the show was born. Over the years, overcoming limited resources with craftsmanship, raw talent and creativity, Spain emerged with icons in design from Mariscal to Hayon.
Juan Carlos Muñoz, president of Anieme, the Spanish association of furniture manufacturers, is happy to see that the show has picked up since last year and appears to have a similar vibe to five years ago when the Spanish interior design industry was thriving.
Muñoz has been part of the association for 25 years and president for the last five. "For me, the three most important fairs are Maison & Objet in Paris (January), Salone Internazionale del Mobile in Milan (April), and then the design year ends in Valencia. The new venue is pulling in the crowds and bringing the attention back to this design fair, which showcases both classical and contemporary designs."
Entering the premises for Feria Habitat Valencia 2010, design descends upon you, in every shape, form and size. As Maria Jose Guinot, president of the fair says, "This is the fair for innovations, ideas and creativity."
And it truly is. The centre pavilion greets you with kitchen displays that take the concept of green living to an entirely new level. The Kitchen R+D+i workshops brought manufacturers together to present advanced prototypes, allowing you to experience new materials and ordinarily bizarre creations performing white good activities that point to a healthier, eco-friendly future.
Various pavilions shoot off from both sides, the spaces dedicated to lighting, classical decor, contemporary, textiles, bedroom areas and more. Set apart from these pavilions is the avant garde section that immediately attracted all fans of leading, cutting-edge design.
The force behind this section is a newly formed non-profit association, Red, their motto: "to protect and promote high-design, locally and globally". Red was created in 2009 by eight companies and now has over 50 credible names in its membership roster.
The centre of the pavilion, Zona Red, was alive with activity - talks, discussions, exchange of ideas, and sharing of design, catalogues and business cards.
Designer Nani Marquina, one of the brains and driving powers behind this effort, could be seen bustling about, making introductions and handling a jam-packed schedule that spotlighted design celebs such as Rosa Lladro, Martin Ruiz de Azua, Sancal, Vondom and Gandia Blasco.
One of the most memorable stands belonged to star designer Patricia Urquoila. This brilliant and madly creative individual has been showcased by big global brand names, such as Moroso, Kartell, B&B Italia and Molteni.
The entire stand was encased in a thick wall of corrugated brown cardboard leaving one entrance, which guides you through her design journey. Various pieces of furniture designed by her hover past, hanging from a moving cable wire, as you weave in and out of the space.
Other giants present in Zona Red included Vondom and porcelain kings Lladro. Rosa Lladro proudly unveiled the Fantasy Collection, Lladro's latest collaboration with designer Jaime Hayon.
Interestingly enough, some not-so-star-struck brands also held their own. Norwegian designer Eva Mork's couches, for example, were graceful and sensitive translations of seagull movements into furniture, resulting in fluid and comfortable forms.
Paco Camus's designs for Coim titled Lucrezia in Love gave a cut-out, fairytale book effect to classic and familiar furniture, giving us two dimensional, curious and attractive design. A trait ever-present at Valencia.
