Brand and Creation with MAIORI Design

Javier-Serrano---Brand-Manager---MAIORI-DesignWe spoke with one of our Frontiers, MAIORI Design, to find out more about the definition of its brand and creation, along with the main influences when selecting the designs for its collection, and how has the outdoor furniture industry evolved in the past decade..

Check out the insightful information provided by Mr. Javier SERRANO, Brand Manager of MAIORI Design.


What defines your brand?

JS: “We propose a playful and chic lifestyle concept for designer outdoor living.

Sustainability, “joie de vivre”, or living know-how, and design innovation are at the core of our MAIORI’s brand identity.”

What are your main influences when selecting designs for your collections?

JS: “Primarily, we focus on designs with a contemporary flair where possible, as we do not emphasis too much on trends, but instead on what we can create with our expertise. Design choices are made basically on functionality rather than style.”

What makes your furniture different/ unique from the other makers of the same Outdoor Furniture?

JS: “We always question why a new product shall exist, what makes it useful, unique, and why will it be wanted on the market…When we produce a design, we do so from conception to manufacturing, to marketing. This holistic thinking makes our furniture great proposal for everybody involved, from users to retailers.”

Have your practices changed with technology? If yes, how so?

JS: “We have always embraced new technological innovation, especially those advancements that allow us to produce cleaner and safer goods, including greater control over the quality of the final product. In that sense, yes, technology has had a positive impact and changed our way of making furniture, it has opened up the possibilities to realize products with fewer restrictions.

But perhaps it is Solar Technology that has had a bigger defining role on the brand today with our range of outdoor solar lamps. The Advances on sustainable Solar Energy allow us to leap forward and expand our range beyond seating, and to embrace a nomad-like attitude to our brand.”

In your view, how has the outdoor furniture industry evolved in the past decade? Was there any significant development in making such furniture?

JS: “Yes, there have been perhaps a few important moves; industry and manufacturing are always evolving.  But it is on design that we see bigger advancements, with more chic interpretations, more qualitative detailing and generally more appealing results.

Overall I would say that the outdoor furniture has developed in a very interesting manner in the last decade, now it is a designer universe on its own right, attracting a number of well-known designers, and it keeps growing to the point of becoming very influential in the interior design industry.”

What is the current trend generally? Do you see any differences between Asian, European and American trends?

JS: “Style-wise, there are no general trends but an array of evolving styles; it is however very diverse and also very temporal, like in fashion, there is a mainstream but this doesn’t entertain us, we bet for timeless appeal, this that doesn’t outdate is what attract us the most.

In terms of markets, Europe, especially south continental Europe is a very mature market with a strong culture of outdoor life; café and terrace lifestyle is so present that is part of the identity and culture of the place. I believe it has an influence on the design style too, with smaller sizes and lively colors, this has transpired to the public who has embraced this and incorporated it to their balconies and gardens. It is a vindication of who we are and how we live.

The USA is a big and segmented market, very difficult, and risky, to generalize it.  However, I believe is less colorful than Europe and focused on bigger spaces, It has to do with the culture and the context. In the US, houses are generally bigger and the culture is perhaps more indoors, where you invite your friends at home for a barbeque, and it doesn’t involve street life necessarily.

Asia is maturing, and again it depends on the country. In cosmopolitan cities such as Hong Kong, or Tokyo, you can see European brands being more successful with their small and colorful designs due to the similar size of apartments. I believe cosmopolitan Asian people are seduced by the idea of Europe as a culture hub and lifestyle “savoir fare”.  Yet again, Asia is very diversified.”

Is there something that you would like to add to your collections but haven’t done so far?

JS: “We are always looking at new categories that can help us creating our universe.”


And here’s what Javier has to say about their participation at IFFS.

“We chose to exhibit at IFFS to consolidate our current market and to look for new markets in Asia and the U.S., and I believe we’ve met our targets at the show. IFFS serves as the meeting point for our contacts and prospects, and I appreciate the effort the show has put into rebranding itself.”

Brand Manager
MAIORI Design Co. Ltd. (Hong Kong)







E-mail: [email protected]