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PRESS KIT2015
2Alma de Luce | Press Kit 2015
Memories that sublimate the soul.“
3Alma de Luce | Press Kit 2015
The most powerful stories always have a simple reason of
being. And so it is with ALMA DE LUCE.
It was born from us brothers, Carlos and Helena, each
different in its own way, but who at the same time finish each
other’s actions, where for every word unspoken, a common
thought occurs to both of us… it’s a brotherly thing!
When we’re asked about why we do it, and why was
ALMA DE LUCE born, the answer is always because
ALMA DE LUCE is a destination that emerges from us and
surfaces from our inner strength.
We tell memories, like others may paint, write and
photograph. We do it simply because the feeling is there.
We know that the feeling comes from the soul and from
our life story marked by moments that make us question
“Is it destiny?”.
Those moments were kept in memories inside our souls. And
these memories were so powerful that they had to find a
way to be told, so that others could feel it too.
We identify ourselves with Miguel Sousa Tavares when he says:
“…I want the stories to come to me and swallow me, I want
them to be so strong that I cannot forget them and only find
peace when writing them ... I am a witness, a storyteller, a man
passing the word. And, by passing them on, by telling everything
I saw, I can live them twice.” We live again through memories,
not with words as does the writer, but with pieces of furniture.
To grow and to live inside the memories told by our grandfather
Antonio, with the mastery of a true storyteller, is a sign of
the destiny. Each memory had a precious value to us, it was
a discovery of infinite secrets, where we knew his past and
where he passed on to us part of his personal wisdom told
with such refinement that sometimes led to moments of pure
imagination and fun that were built from the inside.
I remember one story in particular that he told us many times
and that I now remember as another sign engraved in our soul:
STORYTELLING
4Alma de Luce | Press Kit 2015
“A few days before my sister got married she received from
our mother, a linen towel and a set of doilies for her “enxoval”
(the Portuguese term for the trousseau a set of toweling
and cloths that traditionally were given by mothers to their
daughters when they were about to get married). Visibly
happy my sister thanked her saying that she had received the
greatest treasure in the world! When I heard such words,
me, an innocent 8 year old boy, I couldn’t help but think that
I had to get a girlfriend right away. After all who doesn’t
want to be rich? And if all I needed to be rich was to get
married, why would I have to wait until I get older? Oh, there
is nothing like being a kid!” – said my grandfather.
And he continued like this:
“I went to tell my mother to take care of my wealth, because
until the end of the night I would get myself a girlfriend!
How would I imagine that, after all, the wealth that my sister
spoke about was none other than the hope for a beautiful
future deposited on those pieces of cloth, made with so
much love and affection by our mother?”
Obviously the process of getting a girlfriend would make a
whole new story, but what touched us here was the simplicity
and ingenuity of our young grandfather, mostly because in
Portugal the “enxoval” was the bride’s responsibility and
the concept of wealth implicit to it currently doesn’t exist
anymore, the only thing left are just a few memories...
It is ungrateful that grandfather Antonio died with Alzheimer’s
disease, and that his greatest asset has been taken from him.
He was no longer guided by those memories.
When the grandfather dies, this ancient world dies with
him and all its mysteries die too. So I particularly think
grandparents should never die. But we exist so that the things
that they kept there in their background, this enchanted dust
of once, does not completely disappear with them.
We couldn’t help but think of this as a sign, a destination for
ALMA DE LUCE to be born as a tribute to the memories of
the past and to cultural heritage.
The very name ALMA DE LUCE, simple but powerful, conveys
the light that comes from the soul.
By this time we already had the first piece NAPERON done
and we were developing EL BA’IA. The brightness of the
crystals was the motto and the soul was the source.
Helena costa
4Alma de Luce | Press Kit 2015
5Alma de Luce | Press Kit 2015
Alma de LuceWhat i s i t?
Alma de Luce is the name of one of the most recent
high-end furniture portuguese brands. Though officially
launched in January 2015, at Maison & Object trade fair
in Pairs, the brand was born in Vila Nova de Famalicão, a
small town in the North of Portugal.
Both graduated in Architecture, the founding brothers
Helena and Carlos decided to create a brand that strives
to keep the memories of the past well alive. Alma de Luce
is more than a company that produces furniture pieces, it
is a brand that aims to pay tribute to the memories and
praise the World’s cultural heritage through traditional
Portuguese craftsmanship. Although it’s still a young
brand in the market, Alma de Luce already has its goals
well defined and presents a notorious growth within
the most varied means connected with Design, Art and
luxury markets.
It was officially presented in January 2015 at the Maison
& Object international trade fair, in Paris, where it was
part of the “Discovery Award” Selection.
Alma de Luce’s mission is “to tell memories through
senses”, reason why it signs with: Feel the Memory. It
is positioned as a high-end brand targeting a premium
consumer.
Besides placing Portugal in the World, targeting niche
markets, the brand strives to embody the rich memories
from the past under the form of noble materials assembled
according to a high degree of expertise.
With this positioning the brand intends to achieve
international patterns of demand, thus creating distinct
and unique pieces, in what seems to be a mix between
Design and Functional Art.
6Alma de Luce | Press Kit 2015
Goalsfo r 2015
For a young brand such as Alma de Luce it is notorious all the work it has already achieved, as well as the ambition with
which it defined its goals for the present year.
Currently the pieces are exhibited in a showroom in Vila Nova de Famalicão but there’s already a solid work of partnership
in development for the resale of these unique pieces of furniture. The main focus of the brand’s owners has been the
presence in international trade fairs and they have already ensured the brand’s presence at May Design Series, in London
– which will take place in May 2015.
International Design fairs are of great importance for the brand, given their proximity near to a public who shares
the same tastes and overall interests. Despite the launching of new collections occurs only from time to time, the
presences in such trade fairs make an excellent platform for letting people get to know the young brand, giving them
the opportunity to “feel the memories” and witnessing first-hand the real quality of the pieces.
Until the end of the present year the brand is planning on contacting the following markets: France, United Kingdom,
USA, Dubai and Saudi Arabia.
USA UNITED KINGDOM
FRANCE
SAUDI ARABIA
DUBAI
7Alma de Luce | Press Kit 2015
Alma de Luce´sDes ign p ieces
Alma de Luce’s furniture pieces are created and developed
manually, using Swarovski crystals inlay technique and
other noble materials in its production.
All the production process is made using traditional
Portuguese craftsmanship, as well as the most modern
notions of design.
The brand’s goal is to defy the past through design by
expressing feelings generated by the memories. That’s why
all the pieces have strong cultural heritages connected to
them, giving them a life of its own.
All of Alma de Luce’s pieces are unique and designed
thinking in a premium, international and, somewhat,
extravagant consumer. The pieces are grouped in limited
collections to which new models will be added as time
passes by.
Besides serving the purpose of Functional Art these
furniture pieces were also created thinking in the
decoration of noble spaces such as hotels, embassies
or palaces.
7Alma de Luce | Press Kit 2015
8Alma de Luce | Press Kit 2015
The Col lect ions
Alma de Luce currently has 6 furniture pieces, in a total of
4 limited collections: Tradition Collection, Place Collection,
Symbol Collection e Personal Collection.
TRADITION COLLECTION
- NAPERON
- ENXOVAL
PLACE COLLECTION
- EL BA’IA GRÃO VISIR
- EL BA’IA HARÉM
SYMBOL COLLECTION
- O PENSADOR
PERSONAL COLLECTION
- METAMORPHOSIS
Alma de Lucein the media
Its investment in communication, the quality of the
pieces, the history of the brand and its strong presence
in recognized international trade fairs (particularly
the impact it had at Maison & Objet) have earned
Alma de Luce a notorious interest by the media. The
Portuguese brand has already been mentioned in
some important means of communication and Design
websites since its launching:
- England Events
- Hey Event.com
- Human Heritage
9Alma de Luce | Press Kit 2015
Besides the media where it has been mentioned, Alma de Luce’s owners have been receiving several contacts from
national and international press for more written references.
- LIVING SPACE (Russia)
Besides the inherited skills and qualities, it is tradition that makes us who we are.
Albert Einstein
“
ContactsRua de Labruge, n.º 230
4770-254 JoaneVila Nova de FamalicãoTlf.: +351 252 996 374
www.almadeluce.com facebook.com/almadeluce