VALÉRIE MESSIKA
FOUNDER AND CREATIVE DIRECTOR MESSIKA PARIS

Her motto: create new codes for the French Jewelry.
Her promise: to keep the diamond as a unique stone. Deal!

Valérie Messika, daughter of André Messika, a famous diamond dealer since 1972, discovered diamonds at a very young age.
After obtaining her diploma in communication and marketing from CELSA in Paris, she spent five years alongside her father traveling, searching, negotiating the most beautiful diamonds.
In 2005 she launched her own brand. A contemporary and accessible interpretation of the diamond which is freed from forced exercises like the river or the solitaire. Movable stones, bracelets and necklaces with elastic flexibility, the best-selling Move and Skinny lines play brilliantly on technical innovation and modernity without compromising on quality. Her creations are symbols of femininity, emancipation, power.

 


In 2013, Valérie Messika unveiled her first Parisian Flagship store, rue Saint-Honoré, which houses the finest jewelry and Haute Joaillerie jewelry from the House.
All of the collections are represented by many celebrities who are loyal to the brand on the red carpets. From Paris to Hollywood, the sets shine on Beyoncé, Rihanna, Kendall Jenner,Kristen Stewart, Charlize Theron, and more…

In 2015, to celebrate the ten years of the brand, Valerie Messika launched a Haute Joaillerie atelier, to salute the French know-how that was born in the Parisian offices of the house.
From 2017 and 2018, Valérie Messika designed with Gigi Hadid two limited collections. First ‘Move Addiction’ for celebrating the 10th anniversary of the iconic Move. Then ‘My Soul’, more bohemian, which reflects the top model’s personnality.

In 2019, the designer Valérie Messika has chosen to cast three contemporary icons that break the codes of Parisian jewelry : Kate Moss, Joan Smalls and Sylvia Hoeks.
In 2020, Valérie Messika and Kate Moss co-design a High Jewelry collection together.
For 15 years, Valérie Messika has been shaking up the codes of French jewelry, entrepreneur and creative talent, she is now at the head of a company which, thanks to her audacity, has successfully found her marks in an industry so far used to classicism.

 

 

 

 

WE HAVE SPOKEN TO ALICIA GARCÍA CABRERA, DIRECTOR GENERAL OF CASA DECOR, TO TELL US MORE ABOUT THIS NEW EDITION.

CASA DECOR WILL BE BACK IN SPRING 2021

Casa Decor is now preparing its 56th edition, which will be held in Madrid between May and June 2021, when the effects of the pandemic have subsided. Quite a challenge for this popular interior design, design and lifestyle exhibition, the most important in Spain and the only of its kind in Europe.

Casa Decor will return with all the experience gained during the 2020 edition, when it was forced to close its doors on 12 March, only 7 days after opening, leaving the exhibition “frozen” in time. Nevertheless, Casa Decor remained open digitally over these three months, launching an intense campaign on all of its online channels: website, social networks, newsletters, videos of the spaces and, for the first time in its history, a virtual tour. This activity provided a burst of positive energy during the difficult months of confinement, and we never lost hope of being able to reopen the Exhibition, as was ultimately the case. At the beginning of June, Casa Decor opened its doors once again for over a month, after having implemented all necessary health and safety measures: control of the number of visitors, online sale of tickets, visits organised in time slots, marked routes, safety distance and hand sanitiser on all floors. While many similar events and fairs cancelled or postponed their dates, Casa Decor was able to open successfully under new and particularly delicate circumstances. Fortunately, no incidents were reported and the Exhibition took place with complete normality. Armed with this prior experience, Casa Decor does not fear the future and is firmly committed to opening its 2021 edition under the same safe conditions.

We have spoken to Alicia García Cabrera, Director General of Casa Decor, to tell us more about this new edition.

What are the challenges faced by Casa Decor 2021?

Our biggest challenge is continuity: to continue with the safety measures that we implemented last year with great success; to provide the same number of exhibitors with the opportunity, including both participants and brands; to find a similar or better venue than the last one; to exceed our media coverage figures… And, no matter what, this will all be done with a positive vision, as everything will be more exclusive and focused, maintaining the synergies created by Casa Decor each year. In this pandemic situation that we are currently experiencing, our challenge is continuity and maintaining the standards of quality that characterise the Exhibition.

Why is it currently more important than ever to continue to implement sensory marketing campaigns of this type?

During confinement, companies were forced to place greater importance on the digital field and reinvent their communication and marketing strategy. They had to find a window to the world where they could showcase their products, as many fairs and exhibitions were postponed or cancelled. While the digital world served as a communication channel for many sectors, there is simply no substitute for in-person events. However, at the moment very few places offer the safety, strength and prestige provided by Casa Decor. This was clear after the reopening in June, because quality is much more important to us than quantity, along with creating safe spaces where all these requirements are met. Casa Decor is a unique event due to its exclusive formula, which reaches visitors directly and allows them to interact in a very sensory fashion. Casa Decor’s experience, dating back to 1992, vouches for this: our formula is unique, reaching visitors in a very distinctive way. Our visitors are also unique and exclusive, with aspirational and inspirational profiles. The media coverage attained through Casa Decor is also hard to beat through other conventional platforms or channels.

How does Casa Decor deal with the digitalisation of an in-person event?

Even though it is an in-person event, Casa Decor has been working in the digital field for quite some time, as it complements the Exhibition and helps us to go beyond it. In fact, participation at Casa Decor includes a yearly campaign, from the time of hiring a space to the start of the following edition, and this visibility during months without any events is achieved through our digital media. We have adapted to the new times, our social networks are very powerful and we invest a great deal in the website and digital content. That is why we have grown so much digitally. The in-person model is a vital part of Casa Decor, a strength that we will never lose, but it also goes hand in hand with the digital side, which serves as a loudspeaker beyond the Exhibition. We have also digitalised the processes affecting both our participants and our visitors: digital tickets, draws, information through QR, etc. Digitalisation is not only important to lend visibility to projects and products, but also to interact with the world, allowing us to go beyond the Spanish market.

Last year you launched the sustainability campaign #CasaDecorSostenible. Will that be maintained in the 2021 edition?

Yes, of course, it is a permanent campaign for the next edition and for future editions. In reality, what we did last year was to attract attention, because we have been placing emphasis on this issue for quite some time now, but we wanted to give it form and visibility, and provide the public with information on materials and projects that are sustainable in any of their stages of production: manufacturing, assembly, disassembly, etc. There is no turning back now, we must embrace sustainability in all aspects of our life and, indeed, also in interior design. At Casa Decor, not only have we done this in terms of the exhibition, but also internally, in all our procedures and processes, eliminating paper and plastic and  using eco-friendly materials for our paperwork and everything we do as a company.

Space designed by Pía Paisajismo at Casa Decor 2020.

Photo: Nacho Uribesalazar

What do you think about the surprising impetus of the housing sector after confinement? Do you think it’s just a passing fad or something that has changed within society regarding the way that we live in our homes?

No, it’s certainly not a fad. Interior design is necessary, and the importance of our homes is clearer now than ever. During confinement, we identified all the flaws in our homes, realising that we need certain things that we hadn’t even thought about before: better lighting in rooms, a work area, a green corner inside the home, better interior air conditioning, better distributed spaces… And that is precisely what interior designers do, making them essential to the improvement of our homes, to ensure that they are not only healthy, but also beautiful and comfortable. At Casa Decor, professionals and the general public alike can discover the new materials and technological developments within the sector, to achieve homes that are more suited to our needs.

What can Casa Decor offer the luxury sector compared to other similar platforms or fairs in the sector?

Casa Decor is, in its own right, a luxury, a true gem, where products are showcased within real spaces, designed especially to draw attention to the brand, whether it is a tap, a sofa, a perfume or an exclusive liquor. Great care and attention is paid to how products are showcased within the luxury sector, and how the public interacts with them. The high-quality projects presented at Casa Decor provide this exclusive setting to showcase products naturally and organically, taking into account the integration of the products displayed. It is nothing like a showroom or a fair. Casa Decor revolves around an experiential, different and unique concept to draw attention and provide visibility to the materials and pieces on display. It is a platform that has been created specifically for the high-end sector, a platform within a setting of luxury, design, art and innovation.


Casa Decor is always held in different buildings, all spectacular. Is that the secret to Casa Decor’s success?

It is to a certain extent, yes. The building is the icon of each edition, the very essence of where it all begins. That is why we work tirelessly each year to locate “dormant” properties, which are losing value or deteriorating while they are closed. We really put the building on the city map, opening the architectural heritage to citizens, while revitalising the area and its businesses, thanks to the activity that we generate. The building brings together all the creativity within the sector, a collective and interdisciplinary project involving 200 participants, including companies and professionals, who create over 50 spaces where nothing is placed together randomly, and everything fits together like an incredible creative puzzle.

And finally, can you tell us a little bit about what we might see at Casa Decor 2021?

Casa Decor is a vibrant exhibition, showcasing trends that will then be seen on the street. Based on what we saw at the last edition, we are convinced that we will see a large number of biophilic designs with a lot of green, and that natural and organic materials (wood, cork, brick, sand, ceramic, etc.) will be present in many spaces. We will see elegant and sophisticated interiors, which will be modern and minimalist, yet still homely, with exquisite pieces of art and antique furniture. As has been the case in the past few years, we will also see a greater presence of handcrafted work and elements, thanks to the re-emergence of age-old trades, which are currently the height of luxury, as each piece is unique and exclusive, and very few craftsmen can perform such techniques nowadays. And, of course, all of this within a context of sustainability and environmental awareness, increasingly in line with current interiors.

Space designed by Lorna de Santos. Casa Decor 2020.

 

Amandio Pereira, CEO Covet Group

Luxury in interior design – Amandio Pereira, CEO Covet Group

MARCO COSTA – FOUNDER & CEO OF BOCA DO LOBO
AN UNPREDICTABLE TALK WITH MARCO COSTA

CEO OF BOCA DO LOBO

SURPRISE EXPERIENCES AND SURPRISE EVERYONE. THIS IS THE PHILOSOPHY OF BOCA DO LOBO, ONE OF THE MOST EXCLUSIVE DESIGN BRANDS IN THE WORLD THAT WAS BORN TO BREAK THE MONOTONY. MARCO COSTA, THE CEO AND RESPONSIBLE FOR THE DESIGN, IS THE SPEAKER FOR THIS PHILOSOPHY.

After two years of being behind the scenes, the CEO and Head of Design of Boca do Lobo now talks about the history, the present and the future of the most passionate Portuguese design brand

1. DESCRIBE YOUR EXPERIENCE AS CEO OF THE BEST PORTUGUESE DESIGN COMPANY. WHAT MOTIVATES YOU AND WHAT ARE YOUR MAIN INSPIRATIONS.
It is a great responsibility for someone young like me to be CEO of one of the best design brands in the world, but I also see it as a challenge and at the same time I feel that I have a long road ahead that allows me to stimulate myself to do better every day. At the same time, I fully trust my team, we can always give what is not expected, always trying to do more and better.
My creative freedom is based on everything I see, on what surrounds me. At Boca do Lobo Design Studio we operate within the world of design, but we can be true artists in the way we work and think. Everyone says there is a cross between art and design and I couldn’t agree more. I really like doing new experiences, new materials, new techniques. More than an object to satisfy a need, we want to create pieces or objects of art that are part of people’s lives. People who buy Boca do Lobo are also buying an experience that can inspire generations.

2. BOCA DO LOBO, OVER THE LAST YEARS, HAS GRADUALLY CHANGED ITS LANGUAGE AND CULTURE. WHAT IS YOUR ROLE IN THIS CHANGE?
There were no changes in our culture or language, there was an evolution. Over time we have lost our shyness and we realize that if there is a power of adaptation on our part, we can easily adapt to spaces and projects. The essence, the charisma and the audacity are there, but in a more versatile way.

3. THE COMMITMENT TO CRAFTSMANSHIP AND TRADITIONAL TECHNIQUES IS ONE OF THE FUNDAMENTAL VALUES OF THE BRAND. HOW DO CRAFTSMANSHIP AND THE BOCA DO LOBO WORLD INTERFACE?
The Art of Designing and Manufacturing Exclusive Pieces is Boca do Lobo’s motorcycle of life, without that it was just another design brand. The wealth of manual arts finds here a new way of imposing and surviving, using contemporary style as a base but, at the same time, introducing Portuguese handicraft techniques. The link lies in the complementarity that both parties have been able to find in the relationship that unites them: on the one hand, we needed a uniqueness that only craftsmanship can give us and accompany us in what we want to create, on the other, we help these arts to be reborn … Each piece is unique, gold leaf doesn’t feel the same twice.

4. HOW CAN YOU KEEP THE BALANCE BETWEEN THE NEEDS OF THE MARKET AND THE UNIQUE DESIGN OF THE BRAND?
An emotional need began to exist regarding the uniqueness of a product at the time of purchase. Our public demands an experience with design, with respect to the exclusive world of luxury and art, and therefore our presence in the world, in the main international capitals, is a way of reaching more easily those who want to see us, feel us And touch on our pieces We make a difference and stay in the public mind because our products have a twist that only we can do.

5. BOCA DO LOBO IS PRESENTED WITH 5 COLLECTIONS. DO YOU THINK THERE IS ROOM FOR NEW TYPES OF PRODUCTS CREATED?
At the moment we have 5 collections, of which, without a doubt, the Limited Edition stands out, being the standard carrier of the best-selling books, such as the Diamond Sideboard or even the incomparable Pixel Cabinet. However, we must not forget the collections that are mainstays of the brand such as Soho and Coolors and even the main room that serves one of the most important areas of the house.
At the same time, it is important to mention Private Collection, which serves an extremely high luxury audience. Another category that could undoubtedly open new doors to the world of hotels and casinos is Play At Home Collection, whose main focus is the gaming tables.

6. THE FILM OF 50 SHADES OF GRAY WAS A GREAT MOMENT FOR THE BOCA DO LOBO. THEY FEEL THAT
IS THIS THE MAIN BRAND OF YOUR HISTORY? HOW DID THE ASSOCIATION WITH CINEMA ARISE?
I don’t think it was the main milestone in the history of Boca do Lobo, but without a doubt it was a great responsibility. It was an important step, it brought national and international notoriety, it was as a consequence of the recognition we have gained over time, and since that year more doors have been opened in the world of cinema and staging.
In fact, what happened was simple: Universal Pictures recognized that our pieces fell short of the more eccentric side of millionaire Mr. Gray and thought they would fit like a glove in his apartment. We agree et voilá.

7. PRESENCE IN THE DIGITAL WORLD IS ONE OF YOUR MAIN WEAPONS, JUST LOOK AT THE NUMBERS ON THE BRAND’S SOCIAL NETWORKS. HOW IS IT MANAGED TO CREATE THIS EMPIRE?
The secret is to get closer to people to inspire and surprise the best in the world industry, also disclosing our projects and pieces.
We have a passionate and dedicated team, willing to learn and be challenged every day, exploring strategies and actions to boost the brand. In fact, we have a strong presence in the world of the web, it is easy to perceive our notoriety through the many blogs, social networks and international magazines that we publish.
I think that the fact that we show our behind the scenes, without fear, also helps because it is part of our essence, our creative side and that makes all the difference.

8. WHAT IS THE INCOME TO REACH THE € 10M TARGET IN 2020?
We are in great growth and as our services improve we will create our own path to success… We have highly focused goals and the fact that we are a young team, we can easily be cross-cutting in an ever-changing world. The fact that we already have the loyalty of some clients who have been consolidated with personalized and personalized pieces is also a great step, the ‘happy clients’ strategy that we gather will give us the basis, year after year, to achieve our goals. It is a secret of the gods, but the results.

9. DO YOU FEEL THAT THE POSSIBLE EXPANSION OF THE BRAND TO OTHER BUSINESS AREAS WOULD RESULT IN GENERAL?
As for the businesses that could boost Boca do Lobo, we always think how to surprise and innovate and nothing better than an unlikely partner to do something unexpected and have a boom in every corner of the world.
Boca do Lobo is a brand that aims to elevate exclusive design, but we want to have sustained growth that gives us freedom so when we decide to take risks, we can do it. But at the same time, we must take into account the minimization of errors and shortcomings.

10. DESCRIBE YOURSELF IN THREE WORDS AS CEO.
Passionate, dedicated and… reserved.