charm collection by florense

santa fe

for its new premium collection of kitchens and wardrobes, called "charm", brazilian furniture company florense made a global search for the most talented professionals to develop the concept. brought on board was brazilian architect henrique steyer, from albus design, and italian photographer federico cedrone. the job, coordinated by advertising agency quadrante sul, also features a very thorough hotsite developed by perverte.

to cater to its most demanding customers, florense, with 58 years of history and stores throughout the world, launched the charm collection as a return to the past, highlighting the attention to detail and fine woodwork.

in short, they are modern products inspired in traditions of the past, opening doors to new possibilities. the ‘bistrot’ line of kitchens is inspired on the french houses that operated as bistros during WWII, when men went into battle and the women had to work to supplement their income by opening their homes to the public, selling home-cooked meals.

the ‘santa fe’ line of kitchens draws from the adventurous spirit of the pioneers that braved the santa fe trail, the route that from 1820 to 1880 was the main commercial link between the u.s. and the silver of spanish mexico.

the ‘provence’ line of wardrobes remembers the ‘fête de la transhumance’, the traditional movement of sheep towards the valleys of the alpine regions. this technique has been used since the twelfth century in the provence, and inspires this particular line.

the ‘matelasse’ line of wardrobes is inspired by the handmade fabric of the same name, which was widely used in the palaces of france. the type of textiles that marked the french nobility also adorns the doors from this line.

the ‘sacramento’ line of wardrobes is named after the capital of the state of california, which has been a major distribution point, a commercial and agricultural center and the terminal for ships, trains, the telegraph, the pony express and the first transcontinental railroad. the historic relationship of this city with the old west culture defined features for this line.

santa fe

bistrot

bistrot

matelasse

video

matelasse

provence I

provence I

provence II

provence II

sacramento

sacramento

charm.florense.com.br/en/

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