Cover His Excellency Dante Brandi, the Italian Ambassador to Singapore
His Excellency Dante Brandi, the Italian Ambassador to Singapore
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What makes Italian furniture so popular in Singapore? Are there opportunities for Singaporean designers to enter the Italian market? We discuss these questions and more at the intersection of Italian and Singaporean design with His Excellency Dante Brandi, the Italian Ambassador to Singapore
From their deep-rooted craftsmanship to cutting-edge sustainability initiatives, Italian furniture brands continue to set trends that resonate with Singapore’s design-savvy and contemporary audience.
In fact, Italian furniture holds an impressive 32.8 per cent market share in Singapore’s youth furniture segment, with exports to Singapore increasing by 14.4 per cent in 2023.
We spoke with Dante Brandi, the Italian Ambassador to Singapore, on why Italian designs thrive in this market and what the future holds for Singaporean designers looking to expand internationally.
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Above A vibrant fixture from door specialist Dooor, who participated in Find – Design Fair Asia
A vibrant fixture from door specialist Dooor, who participated in Find – Design Fair Asia
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What makes Italian furniture so popular in Singapore?
Singapore is a trendsetter in design, often ahead of global tastes. The market here was particularly responsive during the pandemic, when people realised the importance of surrounding themselves with well-designed, high-quality furniture.
Singapore’s affluence and position as a regional hub make it an ideal showcase for the latest trends. Italian furniture, with its craftsmanship and heritage, resonates with our appreciation for quality and innovation.
How do Italian furniture brands balance craftsmanship with a sense of innovation?
Italy’s furniture industry is deeply rooted in craftsmanship, but what sets it apart is its ability to innovate. Our companies are often family-run, which allows them to be highly agile and make creative decisions quickly.
At the same time, they are backed by Italy’s strong industrial manufacturing sector. This combination of tradition and technological advancements means Italian designers can experiment with materials, push boundaries in form, and produce high-quality, sustainable furniture at scale.
Above Furniture and home accessories from Il Giardino di Legno
Furniture and home accessories from Il Giardino di Legno
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Sustainability is becoming an increasing priority for consumers. How are Italian brands leading in this space?
Italy has been pioneering sustainable design for decades. Many of our furniture companies have used recycled materials since long before it became a mainstream demand. They also constantly refine their manufacturing processes to reduce waste and energy consumption.
One advantage is Italy’s strong engineering sector. Our expertise in industrial machinery translates into more sustainable production methods, such as using less raw material to create the same high-quality products. The intersection of design and technology is where Italian brands truly stand out.
As mentioned, many Italian brands are family-owned businesses. How does this influence their approach to design?
Family-run companies have an advantage in design because they are not solely driven by commercial pressures. These businesses tend to prioritise heritage, aesthetics, and long-term vision.
Above A contemporary foosball table from Teckell, featured in Find’s Italian design pavilion
A contemporary foosball table from Teckell, featured in Find’s Italian design pavilion
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At the same time, their size makes them nimble. Unlike large, multinational brands, family-run companies can make quick decisions when they see a compelling design. If they believe in a product, they will push it forward—sometimes bringing a concept from sketch to market within months. This ability to act on instinct and conviction is a defining trait of Italian design.
Historically, international design exhibitions in Singapore have struggled to last beyond three editions. We’ve seen this pattern with major fairs in the past, and it raises questions about long-term sustainability in the local design scene. What are your thoughts on this?
This is an interesting challenge in Singapore. In Italy, design disciplines are fluid—architects often design furniture, lighting, and even everyday objects. This is a result of Italy’s strong manufacturing base, which has fostered a holistic approach to industrial design.
Above A dusky bathroom fitted out by Italian brand Caos
A dusky bathroom fitted out by Italian brand Caos
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In Singapore, the design disciplines tend to be more segmented, but that is beginning to change. With advancements in high-tech manufacturing and Industry 5.0, Singaporean designers have the opportunity to integrate different fields of design—just as we do in Italy. This cross-discipline approach is something both countries can continue to explore.
Above Another installation from door specialist Dooor
Another installation from door specialist Dooor
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What opportunities do you see for Singaporean designers looking to enter the Italian market?
Italy has long been a stage for global design talent. Salone del Mobile in Milan is not just about Italian brands—it’s a platform where designers from all over the world showcase their work.
We’ve already seen Singapore [designers] making a mark in Italy. The Singapore Design Council has exhibited at Milan’s Fuorisalone for three years now, and Singaporean artists have a presence at the Venice Biennale. We want to encourage this cross-cultural exchange. The Italian market is competitive, but it is also open to new ideas, especially when they bring a fresh perspective on materials, sustainability, and craftsmanship.
Credits
Images: Courtesy of the respective brands / Find – Design Fair Asia
Jakarta-born, Bandung-raised and Singapore-based, Asih Jenie trained in Visual Communication Design at Bandung Institute of Technology and Architecture at Parahyangan Catholic University. She brings both rigour and heart to design journalism, infused with a distinct Southeast Asian voice.
As a child, she doodled on the edges of her schoolbooks and never outgrew her fascination with all things well-made and well-told. Her 15-year career spans editorial roles and bylines in Singapore, Indonesia, Hong Kong and Australia, across spatial design titles such as Dwell Asia, Cubes, Design Anthology, Habitus Living, and Home & Decor.
After a brief stint in public relations, she returned to publishing in 2023 to lead Tatler Homes Singapore, where she continues to tell stories about how we shape the spaces that shape us.
