The Italian Touch

The insatiable thirst for quality Italian designed furniture in the Middle East shows no signs of abating. The latest brand to establish itself in the market is world-renowned manufacturer Selva Style International. The company hopes that its new Dubai showroom will provide the basis of growth in the entire region, from Qatar to Saudi.

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By  Charlotte Butterfield Published  May 7, 2006

The insatiable thirst for quality Italian designed furniture in the Middle East shows no signs of abating. The latest brand to establish itself in the market is world-renowned manufacturer Selva Style International. The company hopes that its new Dubai showroom will provide the basis of growth in the entire region, from Qatar to Saudi. Selva Middle East is a joint venture between Selva and the Al Naboodah Group. The company markets itself as a ‘complete furnisher,’ offering the customer design, delivery and assembly of furnishings including lighting, decorations and accessories. “We are convinced that a premium brand such as Selva is not yet present in the Arab market. Given our very high, proven quality coupled with our classic, contemporary and modern collections, we will be able to address several target groups — both old and young generations. We offer a whole range of furnishing concepts for the region and cities like Dubai, which is a melting pot of diverse cultures and lifestyles. Our creations are an invitation to ‘fusion living’ and are the linking element among the most diverse styles,’ says Philipp Selva, CEO. One area of the market that Selva has plans to corner in the region is the hospitality sector. It has established itself internationally as a major supplier of hotel furniture through its contract division, ‘Selva Hospitality’. A dedicated staff of around 100 people work on both large and smaller projects worldwide, providing complete interior design services, ranging from concept design and planning, to project management and furniture supply, installation and assembly, to handcrafted one-off pieces too. Selva has been responsible for furnishing hotels in over 40 countries. The Middle East hotels include: The Marriott Hotel, Dubai; Grand Hotel, Dubai and the Hilton Hotel in Jeddah. Selva Middle East has recently engaged in a large-scale joint venture with one of the largest construction firms in Dubai in order to begin taking orders for the local hotel trade. It recently provided furniture for the newly opened Kempinski Hotel. Carlo Morro, Selva Middle East, stresses how useful the concept of this service is to interior designers: “Selva hospitality has got a dedicated staff specialising in the hotel business. Designers can find one of the best furniture manufacturers worldwide, with an excellent capability to follow 100% specification for customised items. Designers working with Selva will be 100% safe in terms of quality and on time delivery.” A new proposal in the market is the Crystal Suite. The luxury guestroom, designed by Lorenzo Bellini has been created using curtains made from Swarovski crystals, to provide a touch of glamour. Selva has a broadly diversified product portfolio ranging from classical pieces to contemporary collections and it hopes that both local and international designers in the region will benefit from its reputation for attention to fine detail and Italian heritage.

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