. .

Movelsul Brasil 2020: great business is waiting for the furniture industry

The furniture industry will exhibit new products to the national retail sector and importers from March 16 – 19, 2020 in Bento Gonçalves.

Featuring wines and vineyards, the city of Bento Gonçalves is a great attraction to lovers of excellent gastronomy, special wines and big business in the furniture sector. The national furniture industry will be brought together in Serra Gaucha during Movelsul Brasil 2020, the largest furniture fair in Latin America for shopkeepers and importers, which will be held from March 16 to 19, 2020. Some 250 exhibitors are expected to show high-end interior design products, besides custom-designed and corporate furniture.

Large companies have already confirmed their presence in the fair, organized by the Furniture Industry Association of Bento Gonçalves (Sindmóveis). Special projects have been planned to expand the attractions for the national and foreign public. There will be five pavilions for the exhibition of furniture and accessories showcasing brands that include Bertolini, Carraro, Castor Colchões, Caemmun, Henn, Herval, Kappesberg, Moval, Santos Andirá and Tramontina.

The 22nd Movelsul Brasil will present new products for offices, kitchens, bedrooms, laundry rooms, bathrooms, dining and living rooms, in addition to garden furniture, upholstery, mattresses, home appliances, rugs and accessories. Approximately 30,000 professional visitors are expected to attend the show, including a group of 300 national and 100 international shopkeepers who will come with expenses paid by the event and selected from target markets for the exhibiting companies.

The president of Sindmóveis Bento Gonçalves and Movelsul Brasil, Vinicius Benini, points out that during the current recovery of the sector,  the fair is focusing on the  attraction of qualified visitors and the promotion of special actions to boost the generation of business during Movelsul Brasil – including the attraction of shopkeepers in the e-commerce and corporate furniture segments, the diversification of the mix of exhibitors and the creation of inspiring spaces within the fair. “It will undoubtedly be the greatest event of the season, representing the industry’s investments in innovation and the opening of new markets,” he says.

Sposored by Sayerlack, Movelsul Brasil is a professional fair, open to shopkeepers, sales representatives, architects, interior designers, products designers, importers, representatives of construction companies and the press.

Furniture terroir

The local tourist attributes provide Movelsul Brasil with unique features and the organizers of the event are betting on these local qualities combined with the region’s business potential to attract exhibiting companies and qualified visitors. Bento Gonçalves is the main furniture producing area in the country in number of pieces manufactured (IEMI, 2018), being home to important companies in the sector, totaling 300 factories located in the municipality and surrounding areas. It is a great Brazilian destination with the best connection between business and tourism: one of the 65 tourism-inducing destinations in Brazil and the third most visited in Rio Grande do Sul. In addition, the city is a pioneer as a wine tourist destination in the country.

Movelsul Brasil 2020’s communication campaign values the local tourist attributes that make Movelsul Brasil a unique fair in its segment. The “furniture terroir” enhanced by the campaign is translated by the motto “Design is in our nature”, which permeates the visual identity of the fair and its advertising campaign. Its concept defends that design is in the core of the furniture industry located in Bento Gonçalves, and that this is an innovative, collaborative environment where beauty is part of people’s daily life and where the need to do more with less was the foundation of the Italian colonization economy. Design is a combination of beauty, collaboration, innovation and economy.

Pavilion C: innovative companies 

Debuting companies and those returning to Movelsul Brasil will exhibit their full potential for innovation in pavilion C, which will feature companies with value-added design, and medium and high-end products. Some brands that have confirmed their presence in this pavilion are Hara, Selff Design, Estofados Ilha Bela, Essere and Bell Design. Versado, SCA’s new brand for carpentry, occasional furniture, Corian and Slimstone, will also exhibit in this pavilion.

Pavilion F: Corporate space and Technoretail – Design and Interior Design  

The major new feature of Movelsul 2020 is a whole pavilion dedicated to great business: Corporate Space & Technoretail, located in Pavilion F, which will bring together exhibitors focused on the corporate, custom-designed, interior design and technology segments, offering multi-level solutions to the visitors attending the fair.

Through this initiative, Pavilion F will have three specific segments: custom-designed furniture, interior design and retail solutions. In addition to the exhibition, the fair will organize specific business meetings between exhibitors and corporate furniture buyers, investors and specifiers working in this segment. The space dedicated to retail solutions will include companies that develop products and services in the fields of technology, logistics, management and credit.

Movelsul Brasil 2020 special projects

Store of the Future 

A great attraction of Movelsul Brasil 2020 will be the Store of the Future, in pavilion F – a practical application of technology trends and consumer behavior.  Visitors will be able to get to know, in an interactive space, a customer’s shopping journey.

This project developed by Movelsul Brasil, just like the consumption experience over the next years, will show how the shopping journey alternates between on and offline. Artificial intelligence will be used to show how the retail sector can fully understand who the customer is and what works or does not work within the sales space. It will be an inspiring booth for the industry to get ready for the future that is already knocking on our door.

Increasing exports 

The presence of foreign visitors is an important factor for the generation of successful business at the fair. With great export potential, exhibitors at the fair attract shopkeepers and distributors from the five continents.The last show received visitors from 33 countries and, for the next one, 100 international buyers with high business potential will be brought. They are being selected from target markets of the exhibiting companies to attend meetings during the fair.

The international business meetings will have a new format during this show.  Guest buyers will manage their own schedule to negotiate with the companies of their interest. This model, based on the system used in other international furniture fairs, shows positive results in terms of business generation.

Prêmio Salão Design 

Proudly, the Salão Design Award presents at Movelsul Brasil 2020 the show of its finalists and award winners. In addition to the product exhibit at pavilion F, the award ceremony will take place on March 18. Sponsored by Berneck, Interprint and Brasmacol, the Salão Design Award is the main Brazilian furniture design award, and has been held since 1988 by Sindmóveis Bento Gonçalves. Along its history, 15,040 entries have been evaluated.

The 23rd edition of the competition will have five categories: Spaces in transformation challenge; 2020 Brazilian identity challenge; Panel use challenge; Embedded technology challenge and Positivist experience challenge. The traditional awards that are still given include the Master Teacher trophy for the students’ best products and also the Alternative Woods Award, the latter in partnership with the Brazilian Forest Service, which recognizes the use of woods that are not widely used. 

The judging panel was divided into two groups: the first group, in charge of the technical and functional analyses of the entries, consisted of the technical director at Centro Brasil Design, Ana Brum;  teacher Maria Cecilia Loschiavo dos Santos; the head designer of Grupo  K1,  Mateus Conceição; the technical and technological services analyst of SENAI Institute of Wood and Furniture Technology, Ricardo Dal Piva, Technical; and Silvana Carminati Heckman, the president of the Brazilian Association of Interior Designers.

The second group, in charge of the creative and aesthetic evaluation of the finalists, is formed by critic, historian and design curator Adélia Borges; architect, designer and cabinetmaker Fernando Mendes; award-winning designer, with more than 50 years of experience Freddy Van Camp; artist and designer Heloísa Crocco; the content director of Casa Vogue Taissa Buescu.

More about Movelsul Brasil

Organized by Sindmóveis Bento Gonçalves, Movelsul Brasil is the largest business platform in Latin America for the furniture industry, providing a sales and image enhancement environment to the furniture, decoration and accessories industry. Considered the largest furniture fair in Latin America, the fair has furthered the development of the domestic furniture industry, boosting the commercial relationship between manufacturing companies and their customers and encouraging exports through initiatives aimed at the international market, a consumer of the Brazilian furniture.

Along its history, Movelsul Brasil has featured more than 1,700 exhibiting companies. The first show took place in 1977, the year when the furniture industry became the major economic activity in Bento Gonçalves.   

The fair is held every two years, exhibiting products for offices, kitchens, bedrooms, laundry rooms, bathrooms, gardens, living and dining rooms besides household appliances, rugs, upholstery and mattresses. In addition to qualified Brazilian retailers, Movelsul Brasil has a strong international position in the target markets of the Brazilian furniture industry. 

Service | Movelsul Brasil 2020

Furniture Fair and complements for shopkeepers and specifiers

When: March 16 – 19, 2020, 12 pm – 7 pm

Where: Parque de Eventos de Bento Gonçalves (Alameda Fenavinho, 481)

Free admission by registering. Open only to professional visitors.

For more information on furniture fair: