ICFF Bespoke Salon

Presented in partnership with Architectural Digest and AD PRO, this year's Bespoke Salon aimed to highlight the work of elite artisans renowned for their masterful creations of high-end interiors, furnishings, accessories, and finishes. Designed by MAWD | March and White Design, the lounge offered an immersive environment for guests of ICFF to explore, connect, and engage in meaningful conversations, while providing partners with an intimate setting for meetings and discussions. 

A Multisensory Dialogue

For the Salon, MAWD conceptualized a multisensory dialogue: deliberately layering materials, scents, sounds, and textures to spark a full-body interaction with craftsmanship. The end result: a space closer to a sensory performance compared to a standard exhibition. 

Engaging the Senses

MAWD worked with select brands to engage the senses, with an additional focus on sustainability. As scent is directly connected with memory, MAWD worked with Bio Alchemy Olfactive to create a custom totem sculpture made from sustainably sourced bio cork, and scented with natural oils. Further layering onto the sensory experience, sound was activated through the debut of Edelweiss Piano's The Luna. Striking and bold, the piano's sounds helped to naturally draw individuals into the lounge space, and create an ambience that more closely resembled a hotel lobby. With furniture from Promemoria, Cassina, Atelier Viollet, and acessories from LASVIT, touch was activated through the layering of materials including rich fabrics, leathers, marbles, wood, glass, metal, and ceramic. 

Eye on Sustainability

Together with Ferreira de Sá, MAWD collaborated on creating a custom rug made of upcycled plastic waste. Crafted with ECONYL® Regenerated Nylon, the rug is a testament to the ability to blend innovation with traditional craft. The MAWDmade Collection was also present at Bespoke Salon, made with natural and upcycled material (including a marble composed of 99% recycled composite). Further promoting circularity, 90% of the MAWDmade collection’s materials are recyclable following the object's life span.

This year's Bespoke Salon is made possible by Edelweiss Pianos, Ferreira de Sá, and Promemoria, with participating brands including LASVIT, Bio Alchemy Olfactive, Cassina, and Atelier Viollet.