Brand Values

The Bulgarian Twentieth Century Soviet
The reference framework for the project, the underpinnings of the scenario, are the still conspicuous traits of the Soviet aesthetics, melded with elements of rural folk culture and crafts, all tied to specific influences of Bulgarian history – orphism in particular – plus the broader Balkan identity.

Environmental and semantic sustainability:
Objects designed to last, hearkening back to the culture of material penury in which obsolescence was ruled out by the syndrome of the empty shelf, but attentive to meeting the modern-day challenge of ecological sustainability through parameters such as quality and beauty over time, with regard to both materials and form.

Democratic Europeanism:
The project brings into untested partnerships between the old and new countries of the European Union, as well as between consolidated expertise and areas that are virgin territory for design methodology. Thus, a new design hub widens the routes of furniture production, as well as a new solidarity arising from recognition of a design heritage that only apparently is of lesser importance. Finally, a partnership meant to bring to the market conditions of new, democratic accessibility for the consumer, thanks to low-cost production in an economically competitive territory.

Glocal rationalism:
A clear-cut stylistic identity provides the key to understanding the merger of the rationalist morphology of the Soviet period with the rural culture of the Balkans: the processing of the trauma that followed the forced creation of a "people’s form", the starting point for reinterpreting and updating that heritage, in the conviction that the fascination with the style, rather than resulting in the banality of the widespread ostalgie, can be combined with a contemporary implementation in the fields of technology and design.