Greenplac launches the Estilo Collection at Formóbile 2022

Greenplac, an MDF industry, was present at Formóbile 2022 – the International Fair of the Furniture and Wood Industry, a benchmark event for professionals and companies in the furniture sector, such as joiners, architects, designers, and industries, which took place in São Paulo from July 5th to 8th.

“Formobile has always been an important event for Greenplac. We debuted our presentation to the furniture sector as a new and modern MDF industry at the 2016 edition. For us, this fair has always been a space for dialogue, content, news, and networking,” says Valmir Souza, General Director of Greenplac.
After the presentation of the Greenplac brand by Asperbras Brasil in 2016, two years of implementation were necessary for the first MDF panel to reach the Brazilian market. “From the beginning of our operations to the present day, many investments in process verticalization have been made at the plant: the construction of formaldehyde, resin, and impregnation plants, in addition to expansions in yards and shipping. Today, Greenplac is considered an industrial complex,” explains José Roberto Colnaghi, President of the Administrative Council of Asperbras Brasil.

The event serves as a meeting point for industries, resellers, and end customers such as joiners, architects, and designers, allowing everyone to promote their own content and share industry experiences. “This fair is the moment we’ve been waiting for to physically reconnect with all our customers. It is in our DNA to like this proximity to people; we like people, building trust relationships, whether they are customers, suppliers, or our internal team. We believe that people make a difference, and unfortunately, the pandemic kept us away from this physical contact,” says Sandra Somacal, National Commercial Manager.

This edition was marked by the launch of new products from the collection named ESTILO. With six new patterns, five of which are from the new Matiz Line, strongly representing the most classic colors of the moment with a matte satin touch, and one wood pattern with a light tone from the Natural Line, the MDF brand brings as a novelty to visitors the official launch of the Estilo Collection.

Research in the Brazilian market, the participation of the Greenplac team in global forums with important agendas on future consumers, and attendance at international industry fairs, such as FIMMA Maderalia 2022 in Spain and the Salone del Mobile Milano 2022 in Italy, confirmed the product selection, which is also a result of the union between marketing and sales.

“The name of the ESTILO collection is quite significant for us, as it reinforces our strategic style in maintaining our portfolio, now with 40 assertive and current patterns, being both compact and complete,” comments Laís Carelo, Marketing Manager.

Furthermore, the name also well represents Greenplac’s creative concept for this year, which addresses the importance of being protagonists in the Art of Renewing. “We believe that everything needs to renew to stay alive. And living is also about taking new paths and being open to new possibilities. It’s about having your own style and, at the same time, being a channel for unity and respect for different styles around the world,” adds Laís.

Greenplac’s stand featured a 300m² installation at the fair and highlighted the application of the Veredas launch pattern from the Natural Line to compose a space where nature and the arid beauty of the Brazilian cerrado reinforce the future of increasingly sustainable and natural design. 
The installation included environments showcasing the launches, combined with some of the existing patterns in the brand’s five product lines, in addition to having a Central Plaza leading to the exhibition of all six launches in an Art Gallery – “The Place of all Styles.” The new patterns will be named London, Tokyo, Luanda, Verona, Cascais, and Veredas.

Important themes such as circular economy and reuse, fundamental for Greenplac, were also highlighted in the brand’s space at Formóbile. “We reinforced Circular Design and the idea that nothing is lost, everything is transformed. Every little piece of Greenplac MDF is truly important to us. Thus, all the MDF used in our stand at this fair will be reused and will be part of other stories in Music Rooms, Theaters, Art and Living Spaces, Receptions, and other environments,” explains Laís.

At the end of the event, all material and furniture from the stand were donated to the Instituto Resgatando Vidas | Gerando Falcões with the aim of expanding and improving the institution’s Sports and Culture Hub, as well as creating cultural spaces within favelas in the city of São Paulo to serve children, adolescents, and young people.

Estilo Collection 2022
The beauty, sophistication, and high quality of the 2022 MDF Collection were exhibited and made available to the market at the event. There are six new products, five from the new Matiz line and one product that completes the Natural Line, already present in the company’s portfolio. The first brings pattern options with the names London, Luanda, Tokyo, Verona, and Cascais, translating the authenticity of each style – from the modernity of the Japanese capital to the romanticism of Italian Verona. In common, they feature solid and pearlescent colors, in neutral or earthy tones, one of the main trending colors worldwide, all with a matte satin touch. 

In addition to the Matiz Line, the 2022 Collection also features the Veredas pattern from the Natural Line. The new pattern represents the simplicity and arid beauty of the Brazilian cerrado with soft veins and brings the sophistication of wood in its perfect form to the environment. With a light and clearer wood tone, it represents the originality of a natural wood veneer.

All patterns are available in sizes 6mm, 15mm, 18mm, and 25mm.