MDF Italia: Italian furniture luxury breaks ground in Manila

The first thing that strikes you when you enter the showroom of MDF Italia at the Bonifacio Global City is how simplicity can be so luxurious, how less can feel so much more. The sparsely designed interiors of the space allow the furniture pieces to shine without calling attention to them.

“Our furniture pieces are not minimalist, they are simple; and while they are simple they are luxurious,” says Frederik Billiau, general sales director of MDF Italia. “To us luxury is not about ostentatious, elaborate furniture or showpieces; they should never be the main character of the house but rather pieces that reflect and adapt to the personal taste and lifestyle of the client not the other way around,” he adds.

While a considerable newbie in the furniture industry, the Milan-based MDF Italia has been a heavy favorite among architects and interior designers all over the world since its inception in 1992. Founded by Bruno Fattorini, an Economics graduate turned furniture designer, MDF stands for Modern Design Furniture, a concept founded on the creation of products that are modern, functional but visually pleasant and more importantly essential. The brand’s designs of wall systems, tables, desks, beds, sofas, chairs and accessories are characterized by a rigorous attention to detail and efficiency, an application of the latest in innovation and technology and a cultural simplicity that capitalizes on their “Made in Italy” branding. 

MDF Italia, under the expert guidance and leadership of Fattorini, takes great effort in considering all aspects of living and workspaces including but not limited to natural and artificial lighting, the height of the ceiling and the environment around which they are built. 

“Imagining the space of their clients with a strong intention not to invade and respect what already exists,” is a recurring theme among all their designs and is a steadfast ideal of the furniture company. All of MDF Italia designs are a synthesis of innovation, tension, creativity and passion created for a globally mobile, demanding, cultured and cosmopolitan clientele who do not mind paying for emotionally discreet yet stunning products. 

In 2000, Fattorini, who apart from being an exceptionally gifted designer, a skilled communicator and a talent scout with a sharp intuition for recognizing talents, introduced product collaborations with then-emerging furniture designers to add further international appeal and equity to MDF Italia’s already burgeoning reputation. These furniture designers have since become highly-in-demand and world-famous on their own like Jean Marie Massaud, Xavier Lust, Piergiorgio Cazzaringa, James Irvine and Massimo Mariani to name a few. Over the years they have gone on to create iconic MDF Italia products most notably the “Le Blanc” bench by Xavier Lust, the “Random” shelvings by Neuland Industriedesign, the “Sign” chair and chaise lounge by Piergiorgio Cazzaringa and the “Flow” chair by Jean Marie Massaud.

A mainstay of the annual Milan Furniture Fair and a staple of interior design and architectural publications, MDF Italia has consistently won awards since it first opened for business a little over 20 years ago. In 2013, it won the Interior Innovation Award for three of its products: the “Inmotion” modular system by Neuland Industriedesign, the “Mamba” shelf/desk by Victor Vasilev and the “Bend” chair by Jehs+Laub. In 2012 the brand’s  “Yale” sofa by Jean Marie Massaud won the Compassa D’Oro, the Oscar’s of the international furniture industry. 

MDF Italia is available in 60 countries all over the world and the Bonifacio Global City store is one of the latest to open. Several of the award-winning, iconic MDF Italia designs are available for immediate purchase at the showroom including several versions of the love-and-must-have “Flow” chair but clients may place orders including for custom-made ones with the assistance of the showroom’s manager Zinia Apolinario and her able team. Fabric swatches, samples of materials and catalogues are available for product selection and, depending on the order, delivery may take between six-weeks to three-months. While most of the major product lines are carried in neutral colors, there are bright colors available for accent as well with over 25,000 product codes to choose from. 

According to Billiau, it was “love at first sight” between Ben Chan, the Philippine’s exclusive distributor of MDF Italia and the brand. Ben Chan, who is known for his very particular and refined taste, was taken from the moment he saw the MDF Italia furniture at the Cologne Furniture Fair in early 2012. Although already familiar with the brand, it was not until Germany that Chan began the process of acquiring the distributorship for the local market.

“We are very excited to be in Manila, very honored and happy to partner with Ben Chan; he is very professional and is such a delight to work with,” said Billiau during our one-on-one interview at the showroom.

With real estate booming, our country’s credit rating improving and the economy on an upswing, MDF Italia could not have picked a better time to come to Manila. Gauging by the response it has already received in the few weeks since the showroom opened, it won’t be long before the brand becomes the furniture of choice by interior designers, architects and design enthusiasts alike here in the Philippines.

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Visit the MDF Italia Showroom at the ground floor of One Parkade, 28th St., Bonifacio Global City, Taguig, or call 736-3728. You may also view the complete line of products online at mdfitalia.it