At the Riyadh Front Exhibition & Conference Center, Frezza showcased its latest products, confirming the brand’s ability to renew itself and expand within the international market.
From 16th to 18th September 2024, at the Riyadh Front Exhibition & Conference Center, Frezza participated in the Index Saudi Riyadh fair, an extremely important interior design event in the Arabic world, where international ideas and trends affecting the sector are presented.
Index Saudi Arabia 2024 showcased a number of new features, including two conferences: INDEX Design Talks and Workspace Summit (a new edition for this year, held for the first time in Saudi Arabia), where over 120 speakers shared their vision and experience.
Workspace Summit delved into the key trends, technologies and innovations that are increasingly revolutionising the way we work: from remote collaboration tools to augmented reality and artificial intelligence.
Through the design of its stand, Frezza proposed an innovative approach to the executive office, consistent with the trends of the contemporary workspace: a working environment in which versatility emerges as a fundamental requirement, reflected both in its spatial organisation and in its operative methods.
Elegance, materials and design place the new collections in a broader context – from contract to domestic – and design an environment that can be easily reconfigured according to needs, putting people’s well-being first and combining interaction with moments of privacy.
This concept is represented by the Mux70 desk in its height-adjustable version, created for Frezza by Studio Stefano Boeri Interiors on the occasion of the company’s 70th anniversary.
Attention to ergonomics in the contemporary office finds its highest expression in the new Radar Executive, a fabric-upholstered executive chair that combines physical well-being, technical performance and Made in Italy craftsmanship.
This welcoming and functional environment proves to be the ideal solution for the millennial manager in search of an increasingly versatile and collaborative workspace.
The workspace revolution extends to the relaxation area, which is inspired by domestic comfort and offers a comfortable oasis where to take regenerating breaks with colleagues. Frezza responds to this need with the three-seater sofa from Claudio Bellini’s Russell collection, combined with the Mux70 coffee table with rectangular top.
The Radar Lounge armchair, on the other hand, embodies the different ways of experiencing the office of the future, perfectly balancing comfort and aesthetics, work life and personal focus moments.
The office is completed by a cabinet from the Mux70 family, complemented by storage drawers and wall shelves enriched with lush green plants, introducing the benefits of nature into the workplace.
Index Saudi Riyadh 2024 represented for Frezza a unique opportunity of discussion and networking, allowing the brand to contribute to the evolution of workplaces with its ‘Design for Evolving Humans’.
The event concluded with excellent feedback from the public, who showed considerable interest in the products on display and, in particular, in the new Mux70 collection.
The event enabled Frezza to establish valuable contacts and cultivate promising relationships, with many visitors expressing a desire to deepen their relationship with the company, thus consolidating the brand’s position in the international workspace design market.
