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.

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.

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.