Parallel to the transformation of the fashion scene in Egypt, whereby designer items are available here right off international catwalks, the local furniture market is witnessing a similar boom, with the introduction of high-end international designer brands.
Lava, an events and exhibitions organizing company, has brought all these brands and their distributors together to display their latest products in one place at the Signé Furniture and Design House exhibition, which took place at the InterContinental City Stars from May 28 to 30.
“The idea of the exhibition came from our interest in furniture and how we found that many international furniture brands have come to Egypt and . furniture designer homes are increasing, explained Mostafa Ismail, general manager of Lava. He regularly organizes furniture exhibitions such as Les Marches.
More than 20 furniture and home design destinations were available at Signé. Everything you need in a home was there: conventional basic furniture items, lighting fixtures, fabrics, home accessories, flowers, bath accessories and outdoor furniture were all on display.
All were available in different styles, from antiques and arabesque to contemporary exotic and modern furniture and accessories.
The owners of the majority of the stores at the exhibition were impressed by the idea of Signé and had decided to join this exhibition because of its selective policy, which enabled them to reach their target consumers.
“The exhibition is about the high-end brands, and I [sell] two of them so I decided to show them off in a forum that is all about high-end brands and international brands, said Yasmine El Gharabaly, owner of Zimmer showroom and design studio.
“I can’t show them at other furniture exhibitions which show mass products, whereas Signé is supposed to be more exclusive. And this is the target market because they are more expensive than the usual stuff available in the market, she added.
Zimmer’s brands include Stone International, which specializes mainly in leathers, and Kenneth Cobonpue, an outdoor furniture brand.
Not all the high-end brands at the exhibition were European or imported; some stores also displayed Egyptian products of the same quality and exclusive nature.
“Our accessories are from all over the world. We import some products but also design and produce our own. It’s a combination of imported and Egyptian products, said Alia El Zayat, owner of Kalla Home Fashions.
Everything about the exhibition was exceptional, as a treat for the guests, who are mainly women; jewelry store Ehab Mounir had a booth in the entrance displaying an all-designer collection. For the men, the latest Jaguar was parked in the middle of the showroom with attractive models all around it.
“Our aim is to develop this concept next year to widen our scope and have similar exhibitions, such as Signé jewelry, electronics, etc, said Ismail.
