Linha Benjamim reinventar o pinho
A linha Benjamim nasceu num contexto de crise e de revitalização de uma conhecida marca portuguesa. Nos últimos anos assistimos ao declínio da indústria de mobiliário nacional, causada pela concorrência de produtos fabricados em países de mão obra barata, sem respeito por valores sociais e ambientais. A linha Benjamim enaltece valores da ecologia, da produção local e artesanal, da nobreza dos materiais naturais. O pinho, tradicionalmente tido como uma madeira pouco nobre, foi tratado, neste projecto, com especial atenção ao detalhe, nomeadamente, na forma como o painel de pinho e o sentido dos veios foi aplicado no móvel e a introdução do acabamento a óleo natural em diferentes tonalidades, o interior dos móveis é forrado com papéis de parede, à semelhança do que se fazia antigamente. Os desenhos dos papéis contam histórias que nos aproximam do objecto. Por detrás destes processos esteve sempre presente uma inspiração cuja frase de Leonardo da Vinci resume na perfeição:
“A simplicidade é a sofisticação suprema”.
Benjamim furniture line
Description Branding,Furniture Design
Benjamimline started a new cycle in Portuguese brand Cerne. A 20-year-oldbrand, developed industry and store chain in Portugal and Spain. Inthe last few years, sales dropped and its main cause was Asianproducts, which are sold at a much lower price. Ecology, localproduction and natural materials are now quite trendy, and are valuesdeeply supported by Cerne. New furniture lines related to theseconcepts were the Cerne's strategy to keep those values and to updatethe design. The biggest challenge was using pine, a less noble wood.The idea was to give it new and special qualities. All the furnitureinteriors were covered with wall-paper, ancient way-like. Wall-paperdrawings tell tales that keep us closer to the object itself, howit's made, who makes it. Other Benjamim's line feature is the waypine is applied in the case and the use of natural oils in differentshades. Behind this process we always had Leonardo Da Vinci's quote:"simplicity is supreme refinement".
Description Branding,Furniture Design
Benjamimline started a new cycle in Portuguese brand Cerne. A 20-year-oldbrand, developed industry and store chain in Portugal and Spain. Inthe last few years, sales dropped and its main cause was Asianproducts, which are sold at a much lower price. Ecology, localproduction and natural materials are now quite trendy, and are valuesdeeply supported by Cerne. New furniture lines related to theseconcepts were the Cerne's strategy to keep those values and to updatethe design. The biggest challenge was using pine, a less noble wood.The idea was to give it new and special qualities. All the furnitureinteriors were covered with wall-paper, ancient way-like. Wall-paperdrawings tell tales that keep us closer to the object itself, howit's made, who makes it. Other Benjamim's line feature is the waypine is applied in the case and the use of natural oils in differentshades. Behind this process we always had Leonardo Da Vinci's quote:"simplicity is supreme refinement".
CREDITS
Product Design: Luís Carvalho e Magda Alves Pereira
Design and Art Direction: Magda Alves Pereira
Patrícia Rego took all the photos at Casa do Chão do Loureiro, kindly granted by Filipa Duarte de Almeida.
Benjamin Furniture
Benjamim XS Furniture for extra small people!
