CREATE AND RECREATE
Transformation, art and sustainability at Prima Design booth during Movelsul 2014
Visitors can feel they are in a contemporary art space when they enter Prime Design
booth at Movelsul 2014. Surrounded by illustrations of artist Théo Gomes from Rio
Grande do Sul, Prima Design new products range from simple solutions for day-today problems, including Bancos Cumbuca, to exclusive works of art with pieces of
furniture such as the Frontiera Artista chair.
The booth was designed by architect Eulalia de Souza Anselmo. "Focusing on
sustainability and renewal, we aimed to reuse most of the material from last fair. For
this, we remodeled the stand by applying continuous graphics on the surface
design," says Eulália. Thus, Théo Gomes’s illustrations, developed exclusively for
Prima Design, were distributed in the booth, invading floor, cabinets and a lamp and
serving as a setting for the company to launch the products mentioned below.
Fronteira Eucalipto de Artista
Design: Eulália Anselmo | 2011
The Fronteira Eucalipto chair was launched in
2011 with natural finish and white, black and
red colored. For Movelsul 2014, artist Théo
Gomes was invited to create a unique surface
design to be applied by hand on the white
version of the chair. The result: a piece of art in
the form of furniture. Each new Frontiera
Eucalipto chair will have a unique drawing
designed by the artist.
Lodelô Chair
Redesigned by Eulália Anselmo | 2014
Looking like a chair for corporate spaces, but
providing homey comfort. That is what Lodelô
chair is like, redesigned by architect Eulália
Anselmo for Prima Design. With metal structure
and molded polypropylene shell, it is available in
various colors.
Re design Kid’s Table
Redesigned by Eulália Anselmo | 2014
Created by Eulália Anselmo, this limited series of
Prima Design was developed based on the
concept of redefining new uses for existing
materials. A metal frame used for a chair that
has been discontinued supports the colorful LP
laminate top of the new kid’s table.
Re design Chair
Redesigned by Eulália Anselmo | 2014
A chair structure with modified measurements
served as the starting point for creating Eulalia
Anselmo Re design Chair. New seats and
backrests were developed to redesign the
existing metal structure available in the factory.
Thus, this limited series combines the retro
design charm with modern concepts of reduction
and reuse of raw materials.
Balacobaco
Nicole Tomazi | 2007
Designed in 2007, the Balacobaco armchair
began to be produced in 2009 by Prima Design.
For Movelsul 2014 designer Nicole Tomazi
created two variations for the piece. The first is
the possibility of customizing the colors of the
crocheted seat cover with a stainless steel
frame. In addition, Nicole invited the surface
designer Renata Rubim to develop patterns to
be applied on the canvas seat. Renata was
inspired by the textures of Nicole’s work and
also by the shape of Balacobaco, creating a very
interesting visual result that is consistent with
the piece.
Banco Marieta (bench) and Banco Bar Bina
(bench)
Nicole Tomazi | 2014
Launched in 2011, the Indústria da Vovó
collection was designed to combine design,
industry and crafts. Consisting of a desk, a chair,
an ottoman and a barstool, all the pieces were
named after friends’ grandparents.
In 2014 designer Nicole Tomazi remodeled two
pieces of the collection, Banco Bina and Banco
Marieta, having in mind when the grandmothers
were still young. The craft part was removed, as
if it represented the grandmothers’ souls in the
pieces, providing liveliness and dynamism to the
new products.
Banco Cumbuca (stool) and Banco
Alto Cumbuca (barstool)
Design Ariel Missio | 2014
Practical solutions for our daily life, Banco
Alto Cumbuca seats are made of
eucalyptus extracted from managed
forests. Design by Ariel Missio, it features
a slightly curved seat, resembling a bowl
or a gourd bowl.
Mesa Pliê (table)
New system with folding top
Do you know that charming little restaurant with
tables on the sidewalk? This is the kind of place
that would greatly benefit from the new Mesa
Pliê. Easily foldable and durable, it can be
securely installed and then quickly folded to
optimize storage space. A practical solution for
areas that require frequent changes, Mesa Pliê
features a metal structure and offers three
options for the top: wood, MDF and LP laminate.
Mesa Guardanapo (napkin table)
Ariel Missio | 2013
Thinking about the needs to furnish spaces that
suit various occasions such as restaurants,
ballrooms and residential areas with limited
space, Ariel Missio designed the Guardanapo
table. Featuring a metal frame and a top made
of solid wood and MDF with laminate finish, the
table provides various combinations of colors
and patterns.
Mesa Cubinhos (cube table)
Eulália Anselmo | 2014
Side, coffee, night table... There is a wide range
of possibilities to use Mesa Cubinhos. Designed
by Eulália Anselmo, the table has a metal
structure and offers various options of top
materials including glass, PET and LP laminate
with the same color of the structure paint
(white, black and red).
Orquídea Radiante
Pantone color of the year 2014
Radiant Orchid 18-3224
Always adding new products to its portfolio,
Prima Design renewed its color chart to add
Pantone Color of the year 2014, Radiant Orchid,
in several lines of chairs with seats or
polypropylene shells. Initially the new color will
be available for Flash, Mono and Elo lines.
Sawdust
New color resulting from the use of sawdust to
mold chairs
Another innovation in Prima Design color chart is
the use of sawdust as a pigment added to the
polypropylene that will form the chair. In
addition to disposing of one of the main wastes
produced by the furniture industry, this initiative
also eliminates the use of chemicals for color
setting. It results in a natural wood color, with
some transparency and texture. Initially the new
color will be available for Flash, Mono and Elo
lines.
The previous collections will also be exhibited at the booth, with special emphasis on the
Fantasminha chairs, signed by designers Eulália Anselmo, Bernardo Senna and Joseph
Marton with kid and adult versions available.
About the Designers
Eulália Anselmo
Born in Pelotas/RS, she graduated in Architecture and
Urbanism from the Universidade Federal de Pelotas in
1986. In 1990, she got a Masters in Art and Design in
the United States,at the Iowa State University. She
worked in architecture offices and was a professor at
the Iowa State University and the Universidade Federal
de Pelotas. From 1994 to 1997 she worked as an
architect and designer in Portugal. In the public sector,
she was the chief town planner in Pelotas between
2005/2006. From 1999 to 2005, she developed
landscaping projects with Agronomist Frederick Karam.
In 1996 she began to develop specific architectural
products for her customers. The Anelídeos Chaise
Longue won the 1st Prize in the professional category
of Salão Design Movelsul 2004. In 2007 she began to
develop the Prima Store line of furniture for Prima
Design, aiming to integrate the manufacturing
company with handicrafts, in addition to the
development of the company exhibit booths and the
curatorshipof new products.
Nicole Tomazi
Nicole Tomazi is among the new talents on the
Brazilian
design
scene,
developing
products
and projects focused on social production. Developer
of Oferenda de Objetos, she has managed the
company since 2007. In 2012 she exhibited her latest
collection at the Salone Satellite in Milan, space
where young
designers selected
from
around
the world display their work.
Théo Gomes
An artist and excellent draftsman, Théo Gomes was
born in Bagé and as a child he demonstrated his talent
and a unique sweet and wise expression in his
creations and especially in the explosion of the figures
that were unconsciously generated between one form
and another. Today, he is studying Visual Arts at the
Federal University of Pelotas, where among many
discoveries in the art world, he revives and revisits his
own work, sometimes designing urban art, others
focusing on drawing, painting and sculpture paying
attention to the details in each space. However, he will
always produce human, humanitarian and quirky art.
Janaina Wayne Herbstrith
About the Designers
Ariel Missio
Ariel Missio, Furniture Production Technologist
graduated from the University of Caxias do Sul. He is
self-employed and owner of AM Furniture Engineering
where he focuses on product and process engineering,
quality, management and training. Born in
Espumoso/RS, he currently lives in Bento Gonçalves
and gives classes focusing furniture making processes
at a local technical school. He worked as an industrial
manager of product development and has provided
consultancy services to Prima Design since 2012.
Renata Rubim
Renata Rubim is a surface designer and a color
consultant. She contributes to the promotion of design
in industrial and educational projects. She gives
lectures and organizes workshops in various states in
Brazil and Latin America, always aiming to share the
knowledge she acquired while she attended the Rhode
Island School of Design, Providence, USA, with a
Fulbright scholarship. She is the author of the book
"Desenhando a Superfície” (Designing Surfaces), Ed.
Rosari, SP, the first in Brazil on the subject. Renata
Rubim
Design
&
Cores
office
(www.renatarubim.com.br) provides services to
customers in different segments. In partnership with
Débora Lacroix she won the 2008 Bornancini Award –
Salão Apdesign in the Surface Design category, for
Ellos floor made by Solarium Pisos e Revestimentos.
Also in partnership with Native line staff, by Coza, she
was awarded at Idea/Brasil 2009 in the Ecodesign
category. She took part in the Biennial Brazilian Design
Exhibition 2010 and 2012. Three products, Praga
flooring, Catavento and Due, developed for Solarium
Pisos e Revestimentos, received the Design Excellence
Brazil stamp in 2011. In 2012, Praga and Catavento
flooring received the International iF Product Design
Award. In 2013 the 3rd edition of her book
Desenhando a Superfície was revised and expanded.
She was also invited to take part in Mostra Casa & Cia.
with Design & Colores room, designed by architect
Dalila Bohrer. In 2014 she will receive her 3rd iF award
for Cobogó Atoll , by Solarium.
About Prima Design
Based in Bento Gonçalves (RS), PRIMA DESIGN supplies markets in Brazil and abroad
with its two collections of products:
Prima Design – Bridging Role
Metal products (carbon steel, stainless steel and aluminum), polypropylene or wood,
which require advanced technology in the production process. These pieces furnish
dining rooms, kitchens, home offices, living rooms and bedrooms, as well as
corporate spaces with practicality, comfort and beauty.
Prima Store – Brazilian natural design
It shows a wealth of unique combinations and unusual contrasts, bringing together
playful, technological and manufacturing characteristics. Sustainability and
environmental awareness are present in pieces that can be customized with the
comfort of natural elements. Another striking feature of the line is the social inclusion
as by taking part in the project, artisans contribute to the income of their families.
Prima Choice – Components for furniture and living spaces
It offers a special line of furniture components and accessories to the market. With
shells, seats, arms and backs made of polypropylene and metal components, Prima
Choice provides details with greater strength and beauty to the most varied living
spaces.