Guendalina Perelli established the vibrant platform, TERRASZA (exterior design) , to nurture discourse and reflection, assembling diverse forces comprising companies, professionals (including architects, designers, scholars, and specialists from numerous fields), and creatives from a variety of backgrounds. The opening event began in the Catalan city of Barcelona, a part of the Barcelona Design Week (16th to 27th October, 2023). This special occasion matches in with the bigger idea of “Design for Human Future” of the BDW, harmonizing with the 17 targets of Sustainable Development (SDG) of the United Nations. The BDW23 wishes to launch an international campaign that advances the SDG Number 18. This all-inclusive motto involves sustainability, welfare, responsible strategies, social influence, techno-humanism, and heterogeneity. We contacted Guendalina Perelli to acquire further information concerning the event. What follows are her words to us.
Why did you decide to launch a specific event dedicated to the world of outdoor living?
Guendalina Perelli notes the change in the relationship between individuals and nature due to the pandemic and climate change. People are becoming increasingly aware of the importance of outdoor living, which is in part why the symbol of TERRASZA was created, representing a balcony, garden, outdoor spaces, squares, and streets where people can come together. Many design companies have acknowledged this shift, introducing collections specifically meant for outdoor living. Yet, there was no event or platform that brought together all the product categories for exterior design. This is where TERRASZA aims to make its impact, uniting the highest quality in design and production through a singular online and offline “container,” including itinerant events.
What led to the decision to start it in the city of Barcelona?
Barcelona is a unique city that exhibits some of the most acclaimed contemporary architecture, as shown by the works of prominent figures such as Enric Miralles and Jean Nouvel. This city has evolved to embrace open-space designs that promote and encourage its public use. Guendalina Perelli, having lived in both Milan and Barcelona, noted a stark contrast between the two cities when it comes to design and how it contributes to its social behavior. Here in Barcelona, design is part of the everyday lives of residents, visitors, and tourists alike. From its outdoor furnishings to its public transport systems, Barcelona has incorporated design as a way to express its aesthetic and functional quality.
What distinguishes this event from existing ones, and what benefits can companies and architects gain from their participation?
TERRASZA is a unique event devoted to celebrating outdoor living. The aim of this initiative is to encourage dialogue and contemplation with regards to ecological, lifestyle, and creative issues. This ground-breaking approach accentuates outdoor design, emphasizing and emphasizing the individuals and organizations involved in the global outdoor living industry. TERRASZA functions as a forum for reflection, welcoming companies and professionals like architects, designers, researchers, artsists and experts who specialize in human activity and share their knowledge, successes, questions and concerns about the upcoming future. Furthermore, TERRASZA is planned as a “business to buyers” event initiated by the Milan Design Week, allowing the public to appreciate exterior design.
Outdoor design trends: facts & numbers
Research forecasts show that in 2021, the valuation of the global outdoor furniture market, which was $45.08 billion in 2020, is expected to increase to $46.21 billion, reaching an estimated $66.55 billion by the year 2028. A clear trend has been established with countries such as the United States, Canada, China, France, and Germany showing accelerated growth after the market faced a downturn in 2020. Consumers have increasingly favored natural materials like wood (which comprises around 55 percent of the material used) and fabrics, with an expected annual growth rate of 4-5 percent until 2027.
At present, 15 percent of the materials used are resins while 10 percent comprises metals, chosen for their durable, light-weight qualities, low maintenance, recyclability, and aesthetic appeal. The residential market makes up the most significant sales share at 60 percent, but the hospitality sector – contract and horeca – is also growing. It is anticipated that dining sets will be the top-selling category, making up 48 percent of the U.S. outdoor market by 2027, surpassing other items such as sofas, chairs, tables, and lounges. Growth in the outdoor furniture industry is attributed to increased affordability for more people, higher demand for outdoor-oriented travel, the emergence of outdoor-centered urban real estate projects, and a renewed desire for outdoor living and shared outdoor spaces. Furthermore, the availability of multiple shopping channels has also been identified as a key factor.
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