Nord Arin prepares an impactful presence at the Milan Furniture Fair

International trade fairs are more than just exhibitions, they are global experiences that connect those who create, innovate, produce and buy. They are opportunities for companies that constantly invest in product innovation and technology to prove their vitality and creativity. I have chosen to write about North Arin ahead of the Milan International Furniture Fair - The Milan Show - because I had a chance to see what it was like to prepare to attend this fair. And because I liked what I saw.

Attending a fair must be impactful in every way

It is not enough that the furniture is made of wood, well crafted and adapted to the styles that are in fashion today. Attendance at such a fair must show professionalism and adaptability to the evolution of the market and society. I have often heard the idea that it is enough for the furniture to be quality. It will be seen and appreciated.

I do not believe in such an approach. Presence at any fair, but especially one of this scale, cannot be reduced to a showroom. Yes, the presence itself is very important, but it must also have impact. The furniture can be very beautiful, but the way it is showcased, whether on the stand or in the presentation catalogues, is very important. And it should be as inspiring as possible.

Sometimes the presentation catalog is unprofessionally done or doesn't even exist. Instead they are poorly done leaflets, with no attention to detail, with photos taken in the wrong space or at an exhibition, without professional lighting or equipment. These are details that are often more important than the furniture itself.

We saw this special attention to the presence in Milan at Nord Arin. But before I tell you about the catalog and the presence at the fair, just a few words about the place and the people who make solid wood furniture in Pângărați, in Neamț.

At Nord Arin, woodworking is both family and tradition

The story began many years ago when the current director's father, as a teenager, learned his trade from an Italian master craftsman in the town of Bicaz. During the years he was in the army he worked as a carpenter and that's how this lifelong love for wood was established. In the 1970s, he set up a small furniture and handicraft department which was part of the Craftsmen's Cooperative.

In 1992, his son, who has made his life marked by wood since his youth, set up Nord Arin, transforming the small workshop into a factory. The place - "La Ariniș", on the banks of the Bistrița river - lent its name to the company. Now there are 3 generations working together in Pângărați, above Piatra Neamț on the road to Bicaz, and grandfather, the one who started the tradition, continues to work at the age of 85.

In contrast to the small workshop at the beginning, the factory is now complex and modernly equipped, with over 90 people working in production. Now woodworking is complete, from cutting and drying to furniture making, packing and shipping. Only solid wood is used, and oak is the "wood of choice". Modern wood stabilizing technologies are adopted and the most suitable construction solutions are chosen.

At Nord Arin furniture is produced in various styles - modern, vintage, industrial - and is sold in countries with a tradition in woodworking such as Italy, France, Germany, Switzerland. They also produce for Romania and are one of the few Romanian producers of furniture of this type that also sell online. They have taken part in major fairs such as Cologne, Birmingham and Moscow, and this year they will be exhibiting at the Milan Furniture Fair.

Why I found the approach to the fair different

I saw the young spirit and openness to the new. I've known the director of Nord Arin for a long time, but the relationship has been linked to direct production, varnishes and paints, finishes. This year we had the opportunity to meet again and talk about the furniture made at Nord Arin, the presentation and getting the message across. I appreciated the fact that he surrounded himself with young, talented people eager to contribute to building a strong and appreciated international brand.

For the presentation catalog, he chose to work with professionals and accepted their proposals, atypical for classic furniture manufacturers. He understood that furniture can be presented in a different way, not only in the usual style, with rooms fully equipped with bed, wardrobe and bedside tables - if it is a bedroom - or sofas, tables and armchairs for the living room. A piece of furniture is much better emphasized in a minimalist space. Construction details will show through much better, solid wood will take on even more personality. And that's what Nord Arin's presentation catalog at the International Furniture Fair in Milan is all about.

I believe that when you present yourself in this way at a fair that brings together the most important furniture and decoration manufacturers in Europe, you assume your competitiveness. You show that you are a serious manufacturer, producing innovative furniture to high quality standards and not working on the lowest price. You convey that the brand you represent has personality and aims to be a strong name in the international furniture market.

Invitation to the fair

If you reach this year's The Salon In Milan from April 17-22, don't forget to visit the Nord Arin stand. You can expect a totally new collection - a mix of rustic and modern - which will be premiered at the fair. The manufacturer wanted the new collection to be a total surprise, but you can still see something of the idea in the invitation below. That bundle of oak beams seems to suggest something, doesn't it?