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Brazilian Design Brand Sier Móveis Marks Its Debut at Salone Del Mobile.Milano During the Worldwide Expected Supersalone

Furniture World News



Sier Móveis recently announced that it will be exhibiting for the first time at Salone del Mobile.Milano, in the emblematic Supersalone special edition, the first since the arrival of the coronavirus pandemic. Held from September 5th - 10th at Rho pavilions, Supersalone is curated by the famous architect Stefano Boeri and has the promise of demarcating insights and new paths for indoor and outdoor post-pandemic architecture and design


“Our company has strong tradition in high-end furniture both in Brazil and international markets. We believe that this is the right time to strengthen Sier's presence internationally exhibiting in Milan. The Italian city reinforces with Supersalone and Design Week 2021 its protagonism in revealing the paths of contemporary living and the future,” points out Ismael Reis, Director and Founder of Sier Móveis.


In addition to Supersalone, Sier Móveis also participates at Fuorisalone exhibitions, in the traditional event promoted by Apex-Brasil that takes highly reputable Brazilian brands to the Milan Design Week. The event brings in 2021 the exhibition “Brasil – Design em Movimento”, which anchors the exhibition of around 50 Brazilian furniture and design companies in the beautiful Portico Richini, in an area of around 300 m2 at the Università Degli Studi di Milano.


Sier Móveis exhibits at Milan Design Week seven pieces in total, launches with Sier signature and Creative Direction by Carlos Reis, one of the most prestigious professionals of furniture creation in Brazil.


In the last edition of Milan Design Week before the pandemic, in 2019, the brand was present in partnership with Asa Design studio at the Apex-Brasil Fuorisalone exhibition. For that edition, Morena chair was presented, by Asa Design for Sier Móveis.



Celebrating 31 years of activities in 2021, involving a workforce of 700 employees and a 64,000 m2 high-tech industrial facility, Sier Móveis produces 160,000 pieces of furniture per year, in an extensive portfolio that includes items especially for living and dining room. A strong differential of Sier in the Brazilian and the international markets is the ability to combine the best of two worlds: the perfection of handcrafted work, in a tradition of more than three decades; and state-of-the-art technology, with an industrial facility equivalent to the best brands in the world, operating with high precision in the manufacture of furniture and large scale production of unique pieces, covering wide possibilities for customization.


“We are able to combine the uniqueness of handcrafted finishing with a production capable of meeting the national and international markets with speed and at the same time in a personalized way. Our large portfolio, which has its essence in the natural wood, allows countless possibilities for specifying the pieces, including metallic finishes, veneers, accessories, fabrics and leathers for coverings. In addition, we can answer to specific requests, applying fabrics supplied by the client in the production, ensuring a unique collection,” details Ismael Reis.



Lightness allied to the solidity of the wood, worked in organic forms, often sculptural. This is a striking feature of the collection that Sier Móveis exhibits in Milan. Refined techniques in working with wood, such as marquetry, and the precision of robotic machining, allowing balance and perfection in fine and elegant lines, give Sier’s Milan launches subtlety and presence, attributes that have made of the company a quality label and authorial design for years.


The pieces selected by the curators of Supersalone and Fuorisalone events have the Sier signature. At Supersalone, Sier presents the Carol Armchair, in an elegant exploratory work of wood shapes with touches of involving subtlety, such as the fluid widened and elevated finish on the arms, gently receiving the user's wrists; and the Vinil Side Tables, with the top in sophisticated marquetry work, framed by structure and hoop in several options of metal finishes, accurately cut in laser.


At Fuorisalone, in the Brazilian exhibition at Portico Richini, in the Università Degli Studi di Milano, the brand is taking another five pieces, always in line with the concept that guided the current collection. The pieces will be distributed in the spaces of the Apex-Brasil exhibition and the Abimóvel Lounge.


The following launches are in the Apex-Brasil exhibition: Poltrona Jobim and Banco Remo, ornamental works, maximizing the prominence of wood. At the Lounge Abimóvel exhibition, Sier will show the following pieces: Carol Chair (versions with arm and without arm), Cachepot Manila and Sofa Table Syrah.



About Sier Móveis

Created 31 years ago, Sier Móveis is a traditional Brazilian furniture and accessories design company. Located in the city of Ubá, in the furniture cluster of the Zona da Mata region, Minas Gerais state, Sier is a top of mind brand in the high-end furniture Brazilian market, in the dining and living room segments, offering items such as dining tables and chairs, buffets, sideboards, armchairs, center and side tables and various complements, including cachepots, benches, lamps, cabinets and mirrors, among other pieces. Sier was founded in 1990 by businessman Ismael Reis, always part of the carpentry tradition. The Brazilian brand is considered a reference for its work with wood, combining the exquisite craftsmanship with high technology, as well as the impeccable finishing of the pieces and the various possibilities of personalization.


Sier at MDW2021


Supersalone | Salone del Mobile.Milano

Date: 5 to 10 September

Opening hours: Sunday to Thursday, 10:00 am to 7:00 pm; Friday, 10:00 am to 4:00 pm

Venue: Milan Fairgrounds, Rho (entrances East Gate, South Gate, West Gate) Hall 03, Gangway i23


Fuorisalone | Exhibition Apex-Brasil and Abimóvel Lounge

Date: 4 to 19 September

Opening hours: 

4Sept. 10:00 am to 12:00 am 

                         5-13Sept. 10:00 am to 10:00 pm

                         14Sept. 9:00 am to 4:30 pm

      15-18Sept. 9:00 am to 10 pm

      19Sept. 9:00 am to 6:00 pm


Venue: Università Degli Studi di Milano, Portico Richini

             Via Festa del Perdono, 7, 20122, Milano, MI, Italia



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