Deconstruct and rebuild the creative and production process, showing a new, more human and sustainable narrative. This is the message of the foreign representatives at the Milan Design Week

Explore new design solutions that renew the cultural heritage and the different genius loci. It is the invitation that FROMM. , a new platform born in Qatar dedicated to furniture design, targets young new talents and local interior designers, with the aim of connecting culture and design, craftsmanship and production. Led by Alia Rachid, founder of the network, the collective presents, in the showroom in Via Savona 35, the Shurouq Collection: conceived and designed in Doha, developed in Milan, prototyped in Brianza and produced where the best know-how resides in the world. As an innovation and training hub, FROMM. extends its range of action to the entire design value chain, from production to distribution, regardless of latitudes, as long as excellence is found there. This is how the seven products designed by Shua’A Ali and Maryam Al Suwaidi that make up the collection are born, inspired by the styles of the cultural heritage and the nature of its territory reinterpreted through innovation.