ESSENZA
Basic information
Project Title
Full project title
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Project Description
In the heart of one of Europe’s oldest cities Plovdiv you will discover a rather unconventional exhibition space for high end furniture and design. The establishment of Essenza begins with an ambitious project to renovate an abandoned architectural heritage, building and to open its doors to a diverse community, whose members include design aficionados, artists, performers, and anyone with an appreciation of art, design, sustainability and culture.
Project Region
EU Programme or fund
Description of the project
Summary
In the heart of one of Europe’s oldest cities Plovdiv you will discover a rather unconventional exhibition space for high end furniture and design. It is hosted in an early 20th century 500sq.m. house built for a notable Jewish manufacturer with a flair for Austrian architecture. The contemporary story of the establishment begins with an ambitious project to renovate the beautiful yet abandoned building and open its doors to a diverse community, whose members include design afficionados, artists, performers, and anyone with an appreciation of art, design, sustainability and culture. Today the house is designated as a local architectural heritage and is more alive than ever. A core objective of the renovation project was to create a space where people can gather to create, celebrate design, arts and architecture and initiate dialogue. One of the missions our team has embraced is to spread awareness among professionals, students, and citizens by hosting presentations on the newest trends in the world of design, innovative approaches, sustainable products and emerging technologies.The concept of the showroom was created around the beauty and history of the house. We conducted a detailed heritage diagnosis and research to recreate the spirit of the house and contemporize it. We preserved the original structure of the building, restored the existing facades in their original colour palettes and recovered the magnificent frescoes in the interiors. In search of a meet between the past and the present we decided to display both iconic design pieces and the newest models created by young professionals. After its official opening the exhibition space won many awards as well as recognition from prominent representatives of the fields of design and architecture.. The story of how the new meets the past seems intimate, creates many interesting perspectives for exploration and leaves space for further imagination to everyone who visits the the site.
Key objectives for sustainability
One of the core values in our company is to incorporate sustainability principles in the making of the interior design projects that we are working on as a team and also in partnership with external interior designers and architects. High attention must be paid during the whole process of an interior design. Crucial factors are energy efficiency, the choice of organic materials, waste reduction, indoor air quality, designing with mind on longevity and flexibility.
As established representatives of international manufacturers for furniture we carefully select our partners and make sure their main objectives in the production and creative process meet our vision. Therefore the brands we represent have in common values which include authentic quality and strong commitment to research, social responsibility and environmental sustainability.
Our constant mission is to introduce to a wider audience: professionals and society new products and materials with low environmental impact. Therefore we constantly research and follow the newest trends proposed by our partners. A positive example of one of the last products we spread awareness for was a fabric created by a Dutch studio for a big Italian furniture brand. The product is a knitted fabric with a blend of the finest wool and recycled pes yarn which makes it extremely resistant and durable and at the same time comfortable and totally eco-friendly. This unique 3D fabric is made with recycled polyester yarn obtained from post-consumption plastic bottles produced in Italy. Recycled polyester requires fewer processing stages and consumes less energy during the production process, resulting in a considerable reduction in carbon emission. A recent presentation by our team was with a topic describing a factory that uses water-based solvent free paints which do not emit noxious volatile substances into the environment which improves the air quality and keeps the interiors healthy.
Key objectives for aesthetics and quality
A core value of our project is to be able to display the most intriguing design in the world and ignite discussions about it. Essenza has partnered with the leading furniture and lighting manufacturers, some of which were established centuries ago and combine long-lasting traditions with innovative approaches in the creation of their designs. Some of the most prominent architects and designers work for the brands we represent which results in spectacular creations.
In the center of our exhibition space (which can be seen in one of the attached photos) we have displayed a chandelier made by a Venezian factory which was created back in the 1200s. It is one of the oldest factories in the world. All of the chandeliers are made from a Murano glass by craftsmen who pass the traditions from generations. It is an unusual item to be seen on the territory of Bulgaria, therefore it amazes the visitors and even gives a feeling of travelling beyond time and space.
In the other corner of the exhibition space you can see a chair made by a Swiss company well known in the world for the best quality of office furniture. This factory has a special department dedicated to researching the human body and the agronomical shape required to have a right position while working on our computers. We always present it to everyone who creates working spaces regardless of the location: in the office or in their home. This way they can choose not only aesthetically beautiful products but also designs created to improve their health.
It is our mission to spread awareness that furniture and lighting can be magnificent and serve as an accent in each interior, while in the same impacting our well-being in an incredibly positive way. In our showroom aesthetics, quality and functionality can be felt in the architecture of the building, its preservations and spaces, as well as in the items displayed.
Key objectives for inclusion
The purpose of renovating the house and creating a unique exhibition space in Plovdiv is far beyond displaying design pieces. Our intent was to create a place where people of all backgrounds can gather, create, share, discuss and contemplate. Combining design and art in the setting of an architectural heritage provides a unique experience for everyone who enters the house, whether they are just visiting the exhibition spaces or attending an event.
The initiatives we constantly have include design presentations led by our team or by international guests on various topics such as interior design trends, new collections, emerging technologies in the design and architecture industry, innovative approaches towards the creation of our surrounding environment. In addition, we organize exhibitions showcasing graphic designers, product designers, painters, sculpturers and a diverse range of performers.
We often collaborate with young writers who publish articles in culture-focused media and talk about our city and its citizens. They would sometimes choose to present their new works in the house in an informal setting, surrounded by likely minded yet diverse individuals. We accommodate different public activities empowering both young and well-known artists to present their work and to display it to the public. We have our doors open to people who respect the traditions and yet have that distinct creative and innovative approach towards building our future, because we believe that together we can accomplish incredible results and leave a healthy and beautiful environment for the next generations.
Results in relation to category
Europe's cultural heritage is a diverse expression of creativity, values, knowledge and traditions developed by a diverse community and passed on from generation to generation. Its preservation is an essential topic with an increasing importance and thankfully, popularity. Cultural heritage is the identification of a nation, it shows the achievements and beauty of our minds and through it we can read the history of our civilization. With our project we would like to serve as a positive example of a successfully preserved cultural heritage which is open to a greater audience and has an educational purpose, built on values such as inclusiveness and open-mindedness.
Part of our long-term development strategy is to raise as much awareness as we can about the main objectives of our project and how important it is for the society to pay attention to the surrounding environment. We strongly believe this will be a powerful driver of economic growth and more efficient employment. Furthermore, analyzing and working on topics such as revitalizing urban and rural areas will have a great impact on promoting sustainable tourism.
Another very tangible impact of our project is the actual current state of the house. As mentioned earlier, the research which we conducted in the beginning of our project led us to the owner of the building, who was a Jewish manufacturer known as a very well educated and refined man. Specialists in the field of art curation, architectural preservation and conservations had the conclusion that the building, created in the beginning of 20th century, has an Austrian influence. This can be seen in the details of the exterior and interior of the house, its magnificent construction and the combination of aesthetics and functionality. After the execution of our project today the building is alive and is a great example of the beauty of 20th century modern architecture in Bulgaria.
How Citizens benefit
On our quest to create a truly unique space that can host the past, the present and the future we approached people who both contributed to and benefited from this symbiotic relationship of the times. For years now we have been bringing together history and architecture experts, young and established artists, designers, authors, performers, and people with various other interests and occupation.
The people of Plovdiv have certainly appreciated our work on the house, which adds a distinct aesthetic beauty to one of the main boulevards in the city center. Our doors are always open, just like the community we’ve been building. We strongly believe that this community, our project and continuous efforts have a great impact on not just the future of the city, but the aspirations of its citizen and the width of their personal horizons.
Innovative character
Since our project is a mixture between preserving the past and presenting the future we pay high attention newest trends in the design processes and the digitalization of the industry. It is undoubtable that technology has an evolving role in interior design. Digital transformation is redefining the design sector and the approach towards the creative process. Involving emerging technologies will simplify and accelerate processes and better outcomes will be achieved.
The team follows all updates and is frequently attending educational sessions held by our partners, which gives us the opportunity to identify and acquire the most up-to-date equipment and software. We have access to the database of the brands we represent which gives us the opportunity to showcase digitally wide collections of furniture, lighting and accessories. Through our software we can implement them in the projects right at the time of the creation.
Our approach towards each project is personalized and we always aim to give our clients the best experience throughout the design process. We are currently working on launching a new service which includes a virtual reality experience. This will simplify the process and will enable the designers, architects and clients to get a better sense of how a space will look like. They will be able to change the covers, fabrics and materials of the chosen furniture models in real time, which will be a playful and helpful approach towards the creation of their project. We will collaborate with our partners in order to source 3D models of the pieces which will give us the opportunity to improve our skills and establish a new product on the Bulgarian market which will be of great interest to clients and professionals in the design sector.
