'LUXXU's inception officially came in 2015, with a lot of ambition and a desire to make a difference in the industry. Our journey began with lighting as we introduced numerous classic lighting pieces with a grand stature,' says João Barros, Head Designer of the Portuguese brand LUXXU. We interview him about the current trends and challenges in the industry. 'The future looks bright. We became synonymous with daring ambiances, defined by a modern aesthetic language, and have built an empire of around 30 distinctive collections. Our motto is all about shaping the future of design by setting trends through our innovative products and styling.'
João Barros, Head Designer.
What emerging trends do you see shaping the future of the industry?
'Innovation is at the forefront of everything. Sustainability and technology are bound to shape the future of design. We need to create more eco-friendly and efficient spaces that reduce our environmental impact. It is just a matter of making them coexist, which is promising considering the current design panorama. We are evolving as creatives.
Storytelling is also fundamental in so many interiors nowadays. It is of the utmost importance, as individuals need interiors that reflect their history and personality. It is perfect for creating a unique mix of styles, emerging as an opportunity for industry professionals everywhere to grow.'
Can you tell us about LUXXU's most recent collections?
'Our most recent collections follow a more neutral and natural glamour register. We have opted for exquisite fabrics, rounder shapes, and meticulous details. While the collections are quintessentially modern, they are designed to be adaptable to any style or interior—take for instance, our latest Talie collection. This new collection adheres to the mid-century modern design movement but remains true to the brand's modern identity.
Recently, we have also ventured into the luxury entertainment sector by releasing a few poker and snooker tables that show our keenness to improve and offer solutions in every area of interior design.'
Pieces in the new Talie Collection.
What markets is the brand most active in?
'LUXXU seeks to be an authentic international reference, so we try our best to make our presence known throughout the globe. We have been fortunate enough to succeed in many markets—it is just a question of adapting and meeting the necessary conditions, which sometimes can be a bit challenging.
Our more extravagant products tend to attract clients from the Middle East or Eastern Europe. At the same time, our classic pieces have a more American following, but not exclusively, and that's the beauty of this industry. We research profusely and learn how to handle each process differently, creating as many options as possible, suitable for every style and taste.'
Especially in Europe, there are challenges in the economy and in transport right now. How does LUXXU deal with these challenges?
'It is a complex question because it always depends on the type of client and the country to which we need to transport. Challenges come and go; it is about adjusting and adapting so every operation runs smoothly. We have been in the game for ten years, so we have come to learn from previous situations and know how to deal with any obstacles that may come our way. Patience is a virtue. Of course, it helps to be a European brand and know the dos and don'ts, having built a strong presence across the continent, so people know what they can expect from our service.'
New luxury entertainment products.
What are LUXXU's plans for the future?
'This industry is fascinating and ever-growing, so we cannot wait to see what the future holds, especially since we will celebrate our 10th anniversary next year. We are certainly working on exciting things, and we are always expanding our interior and outdoor collections with new models, so expect to see more of that, but we like to surprise our audience, so we cannot reveal too much.
Moreover, we are avid believers that trade shows are the epicentre for sharing design and improving one's brand, so we tend to participate in a few fairs throughout the year, including Maison&Objet in Paris, Salone del Mobile in Milan, Decorex in London, and Dubai Design Week, among others.
We also have a showroom in Portugal that anyone can visit, so our focus is on improving our space to its best version. It is a place where we can make a real connection with our clients in person, so they can see, feel, and breathe our pieces, and ultimately be a part of the process as well. Thankfully, we have an experienced team ready to face any challenge head-on, so the ideas never stop flowing!'
LUXXU stand at the Salone del Mobile in Milan this year.
More information:
LUXXU
[email protected]
www.luxxu.net
Portugal