Flær

ART DIRECTION — BRAND IDENTITY — EDITORIAL DESIGN — WEB DESIGN — SOCIAL MEDIA — OOH COMMUNICATION — ART DIRECTION — BRAND IDENTITY — EDITORIAL DESIGN — WEB DESIGN — SOCIAL MEDIA — OOH COMMUNICATION —

Flaer is a new high-end furniture brand created for Sobha Furniture, part of Sobha Group, one of Dubai’s leading real estate players. Conceived for its debut at Milan Design Week 2026, the project required the creation of a complete brand ecosystem: from strategic positioning and naming to visual identity, art direction, editorial language, film manifesto and digital experience. Me and my team worked alongside the client to define a brand capable of entering the international design conversation with clarity, elegance and ambition.

@ NASCENT 2026

︎︎︎ 3D RENDERS BY SIMONE BOIOCCHI

Every aspect — from the name to the narrative, mood boards to image direction — was designed to create a brand that convey elevation, softness, and a deeper emotional interaction with a space.

The visual identity was developed as a system able to support the brand across every touchpoint, from corporate materials to launch communication. Each application translates Flaer’s positioning into a tangible brand experience: minimal, tactile and sophisticated at the same time. ︎︎︎

The catalogue combines clean layouts and tactile imagery, allowing the collection to emerge within a broader sensorial story.

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The launch communication extended Flaer’s identity into the urban landscape of Milan Design Week 2026. From billboards and storefronts to tram wraps and large-scale applications. ︎︎︎

Flaer’s digital experience was designed to create a refined and intuitive presence across website and social media.

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Flær

Every aspect — from the name to the narrative, mood boards to image direction — was designed to create a brand that convey elevation, softness, and a deeper emotional interaction with a space.

The catalogue combines clean layouts and tactile imagery, allowing the collection to emerge within a broader sensorial story. ︎︎︎

Flaer’s digital experience was designed to create a refined and intuitive presence across website and social media.︎︎︎

The catalogue combines clean layouts and tactile imagery, allowing the collection to emerge within a broader sensorial story.

︎︎︎

Flaer’s digital experience was designed to create a refined and intuitive presence across website and social media.

︎︎︎