Frizzo Texture and “Greenplac in Practice” project win international awards

Asperbras Brasil's MDF company is a benchmark in innovation

Greenplac, an MDF company belonging to Asperbras Brasil, has just been awarded Gold Winner in two categories: Product for the new "Frizzo" texture and Accessories and Vehicle Design with the "Greenplac na Prática" project in the International Architecture & Design Awards 2023 contest.

The classic, innovative and impactful design concepts for the categories were highlighted in the submission for the award, which is one of the most important in the segment.

The Architecture and Design Community (ADC) annually promotes a global design competition, and this year's contest broke records. More than 400 companies from 59 countries participated. This recognition of the importance of the competition provides inspiration for the market. "I believe that participation in truly serious and renowned competitions indicates our dedication, work, and commitment to the furniture segment," commentsSandra Somacal, national commercial manager.

For Laís Carelo, marketing manager, this award expands the presentation limits of the Greenplac MDF brand in the architecture, design, and joinery sector. "Our pre-development research for new products and projects always aims at the future of consumption and an accessible brand positioning, with innovative, timeless, and responsible design," says Laís.

It is with this understanding between what is trending versus what is needed for the segment, that Greenplac establishes and strengthens its marketing and commercial strategies. "We seek a balance between innovation, good practices, and experiences that bring our brand closer to the customer. Taking advantage of this moment to promote the recently launched Minimal Collection, highlighting the new Frizzo texture as an international award winner, is very special for us," concludes Laís Carelo, marketing manager. The production of the Frizzo texture was a partnership with Hueck Design Center and the "Greenplac na Prática" project, with the participation of MB Studio Design.

The "Greenplac na Prática" project

 Carreta do projeto Greenplac na Prática e equipe de instrutores

Bringing the Greenplac brand closer to retailers and their carpenter, designer, architect, and interior designer clients, with the presentation of the complete portfolio and new releases, is the proposal of the "Greenplac Na Prática" traveling trailer, which has been touring the states of Mato Grosso do Sul, Paraná, São Paulo, Minas Gerais, Santa Catarina, and Rio Grande do Sul since September 1, 2022.

The journey began in Água Clara (MS), the company's headquarters, which has a 500,000 m² plant. The company generates 1,200 jobs, both direct and indirect. Approximately 3,150 professionals have already participated in workshops held in a fully customized, illuminated, and equipped traveling showroom, demonstrating the patterns of the brand's six product lines. A company technical specialist receives salespersons and managers from retailers to allow them to closely understand Greenplac's production process and differentials.

For carpenters, designers, architects, and interior designers, who are retail customers, the project goes beyond the in-person presentation of the 40 patterns in the catalog. The group can choose "on-demand" one of eight practical topics in Workshops or Specification and Trends, in a pleasant environment with applied brand products and lighting studies at different temperatures.

Brand partners participate in the project, including Afix, Allparts, Alternativa, Blum, Dicas de Marcenaria, FGVTN, Farben, Freud, Italyline, JOELINI, Proadec, Promob, RedMelt, Rehau, Sulpen, Tabone, Tegus, Torralba, and educational institutions Unigran and SENAI de Construção.

The company

Greenplac MDF industry is among the main players in the furniture sector in Brazil, with one of the most modern plants in technology for this production process. In four years, it is already considered an industrial complex for continuously investing in self-sufficiency and vertical integration of processes, in addition to more than doubling direct employment opportunities in the Água Clara/MS region since its inauguration in 2018.

Its products have already been internationally recognized – for example, the Essenziale line, with an award-winning plate at Interzum, Germany's largest fair, in 2017. After a strong presence at the country's biggest design and architecture fairs, Greenplac was also recognized in 2019 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 development that the company brought to the city of Água Clara (MS) and the region. In 2021, it received the retail Oscar – POPAI, with the trophy for the Classic showroom model. This year, it won the IF Design Award, one of the most prestigious design awards in the world, in addition to two "Gold Winner" seals from the International Architecture and Design Community in product and project categories.

Greenplac
ECCO Consultoria e Comunicação – www.ecco.inf.br
Cecilia Nascimento – (11) 99676011 – cecilia@ecco.inf.br