ENTREVISTA / INTERVIEW
.15 | FEV./FEB.
Portuguese Lighting: Tell us about Emotional Brands.
Carlos Silva: Emotional Brands is a design, furniture and lighting studio that brings together five prestigious brands, Malabar, Creativemary, Ottiu, Porus Studio and Wood Tailors Club. We have a multidisciplinary team that covers different areas that are fundamental in this sector, product and interior design, communication design and marketing. The entire creative process, product develop- ment, communication and marketing is done internally by our creative team. My goal has always been to create a creative and relaxed environment where ideas flow naturally and the whole team is involved in this process, being invited to give their feedback and suggestions for improvement. I believe in the importance of teamwork and cooperation between areas, after all we are all Emotional Brands.
PL: How would you describe your collections and what makes them so competitive?
CS: In the particular case of Creative- mary there are two collections: Cosmo and Nature. While the Nature has an organic vision, inspired by nature and what the earth gives us, the Cosmo expresses every rhythm, every light, every color and emotion of a metropolis. Two distinct collections that complement each other. Whenever we create a collection or a line of products, in addition to obviously considering market trends and brand identity, as well as the use of noble and high-quality materials, one of our main objectives is that our products promote “handmade in Portugal” and handcrafted. Portugal is increasingly known for its production quality and we intend that our collections convey this across its entire spectrum.
PL: Why did Carlos decide to embark on this adventure through furniture and lighting? What motivates you?
CS: The passion for design, art and furniture is something that was always present in my education and I have been passionate about it for as long as I can remember. This adventure into the world of furniture and lighting design began with the launch of an exclusive and personalized collection of 21 traditional Portuguese guitars. Fado had recently been considered Intangible Heritage of Humanity and, therefore, we decided to recover the tradition. For the development of this collection, several outstanding Portuguese artists from different areas, such as Álvaro Siza Vieira, Joana Vasconcelos, Eugénio Campos, Nini Andrade, were invited to recreate Fado by customizing the Portuguese guitar that so characterizes our culture. . And it was at that moment that “Tudo Isto É” was born, the first collection of our original brand, Malabar. This collection was undoubtedly a driving force and fundamental for Malabar's entry into the furniture market and later, the creation of Emotional Brands.