FROMM. at MDW 2023

FROMM. at Milan Design Week 2023

FROMM. is a luxury furniture design brand that has recently debuted its latest collections at the Milan Design Week 2023. The event showcased four collections, including The Shurouq Collection, The Ottoman Dream Collection, The Wanas Collection, and The Step Seating Sadu Collection which provide a modern take on traditional Middle Eastern design.

Shurouq Collection MDW

The Shurouq Collection incorporates traditional elements with a modern twist, resulting in a successful luxury furniture collection that reflects the cultural richness of Qatar while still providing a design solution that is borderless and can uplift any living space. The collection features a range of pieces including the Haima’ armchair and pouf, Baida’ sofa, Derj console, Laite floor and ceiling lamps, Tawla side table, Maiz coffee table, and Maktaba wall unit.

The Ottoman Dream consists of immaculate designs including: the Curcata daybed armchair, Piccina pouf armchair, Spilunga throne armchair, Arco coffee tables, Yay pouf and bench, and Minaret vase and lamp. Each piece is made from high-quality materials and features a unique design inspired by traditional Ottoman patterns. The collection comes in a range of colors and sizes to suit any home or office decor.

The Wanas Collection MDW

The Wanas Collection features a coffee set, incense burner, serving plate, candle, and box set. Inspired by Middle Eastern coffee culture, the collection includes a coffee set and candle, all made from ceramics in earthy tones with natural textures. The WANAS Collection is handmade and produced in a kiln, reflecting the organic quality of the design.

FROMM. is a brand that fuses heritage with exceptional design to provide unique and luxurious furniture pieces. Its innovative collaborative business model connects the local, Italian, and international design communities through the FROMM. Lab, serving as a platform and talent incubator to provide an immersive design experience. The brand’s human-centered FROMM. Design Process innovates on heritage to create design value for its collections and international clients.

About Alia Rachid

Alia Rachid Portrait

Alia Rachid is the founder and CEO of FROMM., a start-up design company based in the Middle East. With over a decade of experience in the design industry and a strong educational background, Alia has been able to create an innovative collaborative business model that allows designers to actualize their design ambitions while celebrating the individualized culture, heritage, and history of every designer she works with. She has identified an opportunity to play a key role in the development of untapped potential in the region through FROMM., which acts as both a platform for the development of talent at all stages and a commercial luxury brand capable of delivering innovative collections on a global scale. Alia’s vision for FROMM. is to represent the Middle East in the global design industry, and with her experience as an accomplished design professional seasoned in pivotal executive roles, she is uniquely positioned to make that vision a reality.


Location: Spazio F, via Savona, 35, Milano

Duration: April 17th – April 23rd, 2023



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