"Thinking outside the box" is finding solutions in a creative and intelligent manner. Thus, that is precisely the proposal behind "Unboxing", an itinerant event promoted between October and November 2018 by impress Decor Brazil. Passing through some of the most important cities of Latin America, the event had fairly simple and innovative dynamics, inviting people to explore their creativity, a historical tour through the design of surfaces and their relationship with the behavioral and consumption changes over the years. "Humanization" is the word that defines this evolution and which is already dictating new directions including living and habitation.

Mobility, practicality and value of the human factor, were key issues for the development of the presentation which was led by the team of designers of impress Decor Brazil, with the support of various other sectors of the company.  This gave rise to the idea of using boxes at the beginning of each new theme revealing new information, images, colors and patterns, allowing for a real time creation of a physical mood-board, with varied applications and compositions of the designs submitted by impress Group in 2018.

More than its visual aspect, the goal was to present the concept behind each pattern, without the need of technological interventions, allowing customers to connect them with the major trends on the rise according to the references and needs of their target audiences.

About 150 of the company's partners, among them manufacturers of wooden paneling and furniture companies, participated in the event, which at that stage toured around strategic cities for the sector in Brazil, such as São Paulo (SP), Curitiba (PR) and Bento Gonçalves (RS), and also overseas by reaching to Argentina, Chile and Colombia and showing in practice the global research and development of impress Group.



The presentation started by reminding everyone about the beginnings of industrial production, in which customization was a luxury for the few. In the furniture and interior design industry, however, the introduction and development of melamine allowed a real revolution in the process of creation and customization of various products, bringing us to what we now call "The Age of Experience".

"People today seek to live unique moments, as well as care about conscious consumption. Beyond the function, now they consume the values ​​promoted by the products, which must be in line with their personal values ", says Alexander Chiquiloff, the design and marketing Manager at impress Decor Brazil.

Consequently, the way we live and relate to our homes also changed. "In the past there was a common ideal about the perfect home. Static environments, without defined personality, extremely organized, with a 'showroom look' and designed generically", recalls the professional.  After all, if our lives are not static, the environments where we live cannot be either. In this way, the finishes, furnishings and decorations form the backdrop is to tell the stories of the residents. The representations of the current houses are unique, just as every human being, because they reveal the identity and reflect memories of people who live in it.

"Each person has a style, a language, a history, and that's more relevant today when we think of the development of new designs and how they will be presented in the final product. Our home is our second skin and the surfaces chosen to compose these environments are very important in the process to express our values, emotions and personality” he adds.

As the products cannot exist without people working in their creation and development, the environment also should not be thought of without considering the routine of those who live in them. Cultural, moral values and different lifestyles should be materialized in functionality and aesthetics to cater to an audience that increasingly looks for customization and exclusivity.

"Understanding your market and your target audience, therefore, is one of the most important parts of the creation process so much as for the dissemination of products. From this it is much easier to select the patterns, colors and features that better talk to your customers' profile. We believe that this is the way for design from now on, the humanization, thinking outside the box even when we talk about industrial products." Alexandre Chiquiloff concludes.

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