Greenplac MDF celebrates brand's results at Expo Revestir 2024

Company presented the creative concept of the year, new products, and announced the donation of the booth to the NGO Construide

Among the leading MDF manufacturers in the country, Greenplac (ww.greenplac.com.br) celebrates the large turnout of visitors at Expo Revestir 2024 to its over 160 m² booth, which offered real experiences around its creative concept for 2024 – Timelessness. The event, held from March 19 to 22 at São Paulo Expo, in the capital of São Paulo, is the largest of its kind in Latin America.

“For our new brand, presence at an event like this is indeed very important. This is our second participation in Expo Revestir, and I highlight our intense interaction with professionals, both in brand and product specification. Additionally, being with our clients at the fair and experiencing this moment with them was very special,” celebrates Laís Carelo, Marketing Manager.

The brand's space proposed an immersion in digital capsules that allowed guests a moment of reflection on what it means to be timeless, from the perspective of architects, designers, artists, history teachers, and cabinetmakers. “This behavioral path results in a sensitive feeling that our choices in general, including for our homes, need to last longer. To face this consumption scenario and the trends foreseen in our segment, we believe that valuing time and simplicity leads us to this broad concept of TIMELESSNESS,” explains Laís.

A counter was placed in the center of the booth with over 30,000 samples of more than 40 MDF patterns, including the new Duo Maderatto – Ipê Guarani and Jequitibá Silvestre – both traditional, elegant, sophisticated, classic, and timeless woods – so that visitors could take home samples of the MDF patterns in a personalized box signed by professionals.

The two brand launches – Duo Maderatto – bring the beauty and naturalness of medium-toned woods and an increasingly natural texture. “Before actually launching, we always research with our clients in advance. For us, the voice of the market is fundamental for defining new strategies and product launches. Commercially, it was motivating to see our clients receptive to our novelties and to notice their positivity in seeing our trend bets,” states Sandra Somacal, National Commercial Manager.

Left to right: José Roberto Colnaghi – Chairman of the Board of Directors of Asperbras Brasil, Fernanda Colnaghi, Valmir Souza – General Director of Greenplac, Ana Paula Colnaghi, Laís Carelo, Sandra Somacal, and Nuno Amorim.

Duo Maderatto
Ipê Guarani – Natural Line

Ipê wood is a treasure in the interior design world due to the beauty and naturalness that the species adds to the environment. Originally from tropical forests, this wood is native to Brazil and has gained significant space in decoration and interior design projects, being at the top of the most sought-after woods internationally for its quality and style.
Ipê Guarani, a launch from Greenplac MDF's natural line, honors the Ipê species and features a linear design with golden, amber nuances and subtle brown details with a unique classic aesthetic. This pattern allows for the creation of spaces in the most diverse decorative styles, ranging from classic, rustic to contemporary design.

Jequitibá Silvestre – Natural Line

Considered the largest native tree in Brazil, Jequitibá wood is a natural treasure that carries the richness of Brazilian biodiversity. This is a traditional wood rich in details in its cathedrals of soft movements that stand out in interior design, lending sophistication and naturalness to environments.
The Jequitibá Silvestre pattern, from Greenplac MDF, is characterized by its warm brown color and a design that preserves the original wild characteristics of Jequitibá wood. Combined with the Legno texture, which resembles natural wood veneers, this pattern provides environments with an elegant and timeless design, meaning it remains classic for many years.

Social Responsibility

The booth built for this year's fair was donated to the NGO Construide (https://www.construide.org/) after the event. The charity's mission is to build dignified housing for families in situations of social vulnerability and has already impacted the lives of over 27,000 people across Brazil.

This is the third consecutive time in the last two years that the company has donated all the MDF used in its event booths in the areas of architecture and decoration to social entities. The first beneficiary, at the Formóbile 2022 fair, was the Instituto Resgatando Vidas – Grupo Gerando Falcões – and at Expo Revestir 2023, the social nucleus Tabea Diadema – a charity that gathers 350 people, including children and teenagers aged 6 to 16, and health and education professionals in the Serraria neighborhood.

In the first photo, from left to right, Bruno Bordon and Flávia Figliolino, leaders of Construide, alongside Greenplac's marketing manager, Laís Carelo, and the company's general director, Valmir de Souza. Beside them, the chairman of the Board of Directors of Asperbras Brasil, José Roberto Colnaghi.

In the first photo, from left to right, Bruno Bordon and Flávia Figliolino, leaders of Construide, alongside Greenplac's marketing manager, Laís Carelo, and the company's general director, Valmir de Souza. Beside them, the chairman of the Board of Directors of Asperbras Brasil, José Roberto Colnaghi.

For Greenplac, a company with Green DNA, one of its development pillars is social responsibility, and since its foundation, it has been actively dedicated to social and environmental projects with the same zeal it dedicates to production processes, quality, and variety of MDF patterns offered to the furniture sector.
For José Roberto Colnaghi, chairman of the Board of Directors of Asperbras Brasil, the holding company to which Greenplac belongs, the action values the circular economy, essential for a more sustainable future. "It is another ESG action by our brand, among several that we carry out and will still carry out in favor of an increasingly green economy," reinforces the executive.

The Industry – 5 years boosting the state of Mato Grosso do Sul
Since its inauguration in 2018, Greenplac MDF has established itself among the main players in the segment, maintaining in its essence the tradition and simplicity of a family business, with its roots firmly planted in the countryside. In 5 years of operation, it has achieved important recognition for its products, which have been nationally and internationally awarded – for example, the Essenziale line, with a prize-winning plate at Interzum, Germany's largest fair, as well as other highly respected seals such as the POPAI Award, IF Design, the Design Oscar, and the ADC Award – International Architecture and Design Community.

After a strong presence at the country's largest design and architecture fairs, Greenplac was also recognized for its pioneering spirit with the Gran Colar do Mérito Industrial award from the Federation of Industries of Mato Grosso do Sul. The achievement recognized all the economic and social development that the company brought to the city of Água Clara (MS) and the region. Since the beginning of operations, the number of direct and indirect jobs in the region has more than doubled, by valuing and prioritizing local hiring.

Greenplac currently has a modern industrial plant, with high-tech equipment and trained and qualified labor, enabling excellent productive performance. Guided by ethics and commitment, Greenplac values and encourages integrity and transparency in all relationships with its network of partners, clients, and professionals who use its raw material.

Today, Greenplac has its products sold in hundreds of points of sale and in the largest furniture hubs in the country and is dedicated to socio-environmental responsibility actions with seriousness and true commitment – such as reforestation programs – FLORA TIETÊ AND FLORA MS, Instituto Resgatando Vidas, Horta Green, and Circular Design Projects.

Greenplac MDF (www.greenplac.com.br)
Consulting and Communication Office – www.ecco.inf.br
Cecilia Nascimento (11 99678 6011) – cecilia@ecco.inf.br
Karina Santos – karina@ecco.inf.br