Optimism, as measured by the Feria de Valencia, September 2022 The benefit of a city with outstanding landscape quality is its ability to host high-level cultural events. Indeed, Valencia can take pride in Calatrava’s…
The benefit of a city with outstanding landscape quality is its ability to host high-level cultural events. Indeed, Valencia can take pride in Calatrava’s buildings and the magnificent bridge he designed, as well as in many masterpieces of contemporary architecture.
Moreover, moving the Río to the centre created a central garden promenade that welcomes residents on foot, by bicycle and by scooter — for sport or simply to get around.
A real advantage that eases car traffic, reinforced by the local authorities’ steady decisions to encourage free public transport by bus, train and tram.
Because, beyond its easy-going, family-friendly character welcoming young and old alike, Valencia makes you want to stroll with your head in the air — to admire the trees, listen to the birds, taste delicious tapas, or watch some artist happily performing in the middle of the street.
And to leave nothing of the outdoor setting to chance, the interiors of homes are carefully appointed with products made in the region. Valencia has been known for its furniture industries for five decades. One might assume these family businesses had aged under pyramidal management and international competition, or that joining Europe had distorted them in the pursuit of performance. Yet it is surprising to see the post-Covid recovery unfold with such cheerful enthusiasm.
The 2022 Feria Valencia drew a colourful crowd — 48,000 professionals — to its doors this September. One might think the local population and visitors from around the world had all agreed to meet at this show. In fact, the organisers judged it necessary to pool their efforts and coordinate the strengths of three fairs within one time and place, while keeping each one distinct.
In addition to Feria Hábitat, Home Textiles Premium and Espacio Cocina SICI joined in. For buyers, press and visitors alike, no distinction was needed. The interior-design college took the opportunity to showcase the work of its most deserving young talents, while spectacular paellas enlivened the stands, paying tribute to Valencian cuisine.
The organisers arranged visits to the city’s museums and monuments; hotels were 92% full and encouraged business-to-business meetings — ideal for doing deals…
That is how culture, within a city, serves its inhabitants!
SZ
ANIEME, a dynamic association
It is a straightforward association of furniture and lighting manufacturers from the Valencia region, founded in 1977. In 1989 it hired Amparo Bertomeu as director general, who launched a new approach. She managed to convince the heads of family businesses to invest in promotion. They agreed to exhibit in Milan, Paris, London, Mexico, Chile and Venezuela… But what she is proud of is having made them realise that design is a saviour — economically, and as a way of joining the world’s major players. Today Amparo has noted that the turnover of some of the industrial units she promotes places Morocco among the top-ten buyers. She cites the sofa maker Fama. Its head, Felix Lopez, once designed a classic, comfortable line himself. Here, in the show’s central hall, he presents a series inspired by the paintings of Dalí, Miró, Picasso, Klimt, Velázquez and El Bosco. The astute interpretation by artist Jose Azorín makes them recognisable without being copies. The company’s in-house designers made the most of it, innovating in both technology and fabrics. A success that led management to expand the local factory from 20,000 m² toward an eventual 60,000 m². But Felix Lopez stresses that the show’s collection was first presented in the church of his native village, Yecla. It was only right to honour the company’s employees in a family gathering and to convey the leaders’ optimism.
Renowned designers back Spanish production
One of the show’s most striking features was the presence of celebrated designers alongside Spanish companies — such as the Asturian designer, famous since settling in Milan, Patricia Urquiola. She designed the Ory collection for the manufacturer Andreu World. The influence of design on companies’ turnover no longer needs proving. In recent decades, the presence in Valencia of design stars such as Philippe Starck, Mónica Armani and Jaime Hayón has placed the Feria Valencia events on the global map as a reference point in design, thanks to the World Design Festival held in the streets.
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