Nord Arin prepares an impactful presence at the Milan Furniture Fair

International fairs are more than just exhibitions, they are global experiences that connect those who create, innovate, produce and buy. They are occasions where companies that constantly invest in product innovation and technology can prove their vitality and creativity. I have chosen to write about North Arin before the Milan International Furniture Fair -The Milan Show - because I had the opportunity to see what it meant to prepare for the fair. And because I liked what I saw.

Attendance at a trade fair must be impactful in all respects

It's not enough for furniture to be made of wood, well crafted and adapted to the styles that are in vogue today. You have to be professional and adaptable to the changing market and society. I have often heard the idea that it is enough for furniture to be of good quality. It will be seen and appreciated.

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

Sometimes the presentation catalogue is unprofessionally produced or even does not exist. Instead they are poorly made leaflets, with no attention to detail, with photos taken in the wrong location 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 catalogue and the presence at the fair, just a few words about the place and the people who make solid wood furniture in Pângărați, in Neamt.

At Nord Arin woodworking means both family and tradition

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

In 1992 his son, who has been influenced by wood since his youth, founded Nord Arin, turning the small workshop into a factory. The place - "La Ariniș", on the banks of the Bistrita river - lent its name to the company. Now three generations work together at Pângărați, above Piatra Neamt on the road to Bicaz, and the grandfather, who started the tradition, continues to work at his recent 85th birthday.

Unlike the small workshop in the beginning, the factory is now complex and modernly equipped, and more than 90 people work in production. Woodworking is now complete, from cutting and drying to furniture manufacture, packaging and shipping. Only solid wood is used, and oak is the "chosen one". Modern technologies are adopted to stabilise the wood and the most suitable construction solutions are chosen.

Nord Arin produces furniture 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 furniture manufacturers of this type that also sell online. They have taken part in major trade fairs such as those in Cologne, Birmingham and Moscow, and this year they will participate in the Milan Furniture Fair.

Why did I find the approach to attending the fair different

I saw the youthful spirit and openness to the new. I've known the director of Nord Arin for a long time, but the relationship was related to direct production, varnishes and paints, finishes. This year we had the opportunity to meet again and discuss the furniture made at Nord Arin, the presentation and the message. We 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 catalogue he chose to work with professionals and accepted their proposals, atypical for classic furniture manufacturers. He understood that furniture could be presented in a different way, not just 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 highlighted in a minimalist space. The construction details will show through much better, the solid wood will take on even more personality. And that's how Nord Arin's presentation catalogue at the Milan International Furniture Fair is designed.

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 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 make it to The Salon in Milan from 17-22 April, don't forget to visit the Nord Arin stand. You are expected with a totally new collection - a mix of rustic and modern - which will be presented for the first time 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. Those oak beams seem to suggest something, don't they?