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Words by: ICFF April 02, 2025

  • Image courtesy of Edelweiss Pianos

  • Image Courtesy of Edelweiss Pianos

On view: everything from masterfully hand-knotted Portuguese rugs produced by Ferreira de Sá to new wares by French fine cabinetry brand Atelier Viollet Other exhibitors will include local entities like the highly specialized Bio Alchemy olfactive, multifaceted Mexico City firm Sten Studio, and renowned Czech luminaires producer Lasvit, known for its deft reinterpretation of long-established Bohemian glass making techniques. 

This year, the fair-within-a-fair—presented in partnership with Architectural Digest trade vertical AD Pro—will be holistically outfitted by leading interiors firm March and White Design (MAWD). “Our vision for this year’s Bespoke Salon was to create a space that was not only hospitality-driven, but designed to showcase and celebrate craftsmanship,” says Elliot March, firm co-founder. “The space is warm, inviting, and evocative of a hotel lobby, allowing visitors and exhibitors a place where they can intimately connect. Furthermore, we are working with a number of exceptional brands from the Americas and Europe whose work utilizes natural materials, showcasing time-honored traditions of craft.”

(Featured  rendering courtesy of MAWD | March and White Design)

Rendering courtesy of MAWD | March and White Design

MAWD will imbue the space with a rich—but not overpowering—interplay of layered materials; the perfect backdrop for the more-than-visual level of engagement on offer: touch, smell, and hear. Also among the tightly curated raft of partners is British boutique producer Edelweiss Pianos. “We are looking to raise awareness of our company as manufacturers of the creative alternative to the standard black grand piano that is so common throughout the US, and to the fact we are locally available as an option that is both an art statement and design feature, not just a piano,” says brand director Thomas Norman. “We’re looking to be specified by interior designers.” 

Bespoke Salon will be very much oriented as an elevated resource, different to the rest of ICFF. “We aim to create an experience where visitors can become fully immersed and connect with each design piece with greater intention,” March adds. What we are aiming to achieve is to pay homage to the artisans who have kept tradition alive, producing pieces that are shaped not only by innovation, but also by history.”

  • Image Courtesy of Atelier Viollet

  • Image Courtesy of Atelier Viollet

Most of the exhibitors—like high-end Italian furniture house Promemoria—adhere to the idea that their output is evergreen, not subject to passing facades. “Promemoria is a unique design journey,” says Simonetta Garzino, Director of Sales for the US. “It’s still a family-owned company and it runs free from trends and vogues. It gravitates around the genius vision of our founder Romeo Sozzi and the skilled hands and wisdom of his refined artisans. Together, they fuse the art of wood making and the technological know-hows into objects that are original creations yet honoring time and heritage.” 

For MAWD, this year’s showcase will be imagined in a similar way to the many experience-centric schemes the firm conceives across categories. “In simple terms, this means centering the individual and their spatial experience,” March concludes. “Through our work in residential, hospitality, hotel, and more, we have developed an understanding of how spaces can transform the ways we feel and ultimately the ways we live. We hope this year’s Bespoke Salon will serve as a locus of tranquility and inspiration.” 

  • Image Courtesy of Promemoria

  • Image Courtesy of Promemoria

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