X
Join us
FROMM. is a luxury contemporary furniture and accessories brand
founded in Msheireb and Milan, creating the ideal fusion of design and
manufacturing. We collaborate with local and international designers to create
collections that blend heritage innovation and contemporary aesthetics.
<

About Us

<

Collections

<

The Shurouq Collection

<

WANAS Collection

<

Ottoman Dream Collection

<

Media

FROMM. X
[]

The Blue Oasis by Antonio Aricò x Fromm

20.04.24

The Blue Oasis by Antonio Aricò for Fromm. The Calabrian designer is among the creatives of the Qatari brand founded by Alia Rachid. A fusion of Middle Eastern and Western aesthetics.

Third appearance at Fuorisalone x FROMM, a luxury contemporary furniture and accessories brand founded in 2022 by Alia Rachid. The brand returns to its space at Via Savona 35 with a special installation—Oasiblu—designed by Antonio Aricò. Amid cobalt blue carpeting and walls adorned with palm trees and foliage drawn by the Calabrian designer, the 2024 collection of the brand, based in Msheireb, on the outskirts of Doha, and in Milan, is showcased. The goal is to bridge Middle Eastern artisanal tradition, with its rich visual heritage, and Milanese craftsmanship, or more precisely, Brianza craftsmanship, where FROMM produces its pieces. “We have two locations,” says CEO Rachid, “to leverage Milanese-Italian expertise and to give young Middle Eastern talents the opportunity to design and create furniture and collections together, thanks to our FROMM Lab platform, which operates through workshops, mentorship programs, and co-design processes.

Among this year’s novelties on display are the new Sofra Dining Table, the Sanad chairs, the Maktaba bookcase, and the Laite lamps from the Shurouq collection, inspired by the architecture, nature, and artistic heritage of Qatar. There is also an exclusive preview of the Pavo armchairs and sofa from the Ottoman Dream Collection, designed by Aricò himself. This project, created in collaboration with the Turkish department store Beymen, includes home accessories such as plates, cushions, and blankets, as well as tables designed by Turkish designer Rüya Akyol.

FROMM is a contemporary brand but tells a story of heritage,” says Rachid. “Our identity is based on innovating heritage, and we want each piece to have its own story while fitting into the current style that can appeal to both the Italian and Middle Eastern markets.” How do you manage to blend Middle Eastern and Western aesthetics? “It’s a challenge, of course, but we always try to give designers a strong brief to start with, and we do a lot of research. The Ottoman Dream collection that we are presenting at Fuorisalone 2024, for example, includes works by designers of three different nationalities: Italian, Turkish, and Qatari.

Like the Pavo sofa from the Ottoman Dream collection, which translates peacock feathers into a graphic pattern on velvet, the Oasiblu set designed by Antonio Aricò transforms the idea of an oasis into a grand evocative scenario. “Dunes, stylized palm trees, the moon, and this very pop cobalt blue deviate from the common imagery of a desert oasis,” he explains. “We needed an important scenography that wouldn’t overshadow the collection. We thought of a naïve setup, but very precious at the same time.” FROMM is also present at the Milan design week with a selection of pieces at the Galleria Rossana Orlandi.

Where: Via Savona 35, Milan