PRESS KIT November 2014
ESSENCE INSIDHERLAND is a Portuguese brand created by Architect Joana Santos Barbosa in 2012 dedicated to design, production and sale of exclusive furniture. Drawn with the personal signature of the creator, the pieces of elegant and surprising design result from the embrace between the perfection of high technology and the expertise of traditional craft techniques of extreme value. Art creations that take shape in the hands of Portuguese master craftsmen and jewelers who wisely sculpt them in noble materials, finalizing every detail with elegance and perfection. “I draw memories to create what I have never seen. My mission is to tell stories through art pieces with function. Like a painting or a sculpture, an INSIDHERLAND Furniture Piece gives shape to personal memories and arouses emotions in those who experience them.� Joana Santos Barbosa INSIDHERLAND results from an assemblage of words that, involving a real personality, evokes a new Land to explore. The Essence of the brand is closely linked to its creator and results from the compatibility between real and imaginary, past and future, local and universal, functional and art. We return to our roots, to the comfort and harmony, to the serenity and naturalness of things because we believe that the symbolic essence of art results from devotion to the senses as well as the appreciation of figurative experience. Our team is dedicated with love and enthusiasm into every creation to surprise a sensitive but demanding public, giving the opportunity to surround with pieces that awaken the senses, thrill for their drama and stand out in the most exquisite spaces and bold decorations. Meet this Land where desirable creations passionately reveal the pages of the book of life of its creator, a Land of mysteries and treasures that attracts nature lovers, travelers, adventurers and dreamers.
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VALUES ENCHANTMENT FOR THE MEMORIES INSIDHERLAND creations are Chapters of Stories that linger in memory. Based on natural, artistic, cultural and daily inspirations, Architect Joana Santos Barbosa creates Pieces that represent several scenarios of admiration and reinterpretation by those who experience them. PORTUGUESE ARTS & CRAFTS INSIDHERLAND wants to share with the World its Portuguese Identity and uses the expertise of small businesses and experienced craftsmen to revitalize arts and crafts that represent an essential wisdom in our Country’s History. EXCELLENCE IN THE DETAIL INSIDHERLAND involves the work of an experienced team, fascinated by the excellence of Detail. Lying on an abstraction layer upon which the inventive freedom is explored, each detail is thought to emphasize the expression of forms and volumes, the unique identity of a material and the perfection of the joints. The Detail is the exact and structuring unit, into which all the intentions of our creations converge and by creating unexpected associations between reality, concept and creative presence, INSIDHERLAND transforms each creation into an emotional experience. PERSONAL IDENTITY We work in a process for building the brand heritage through the appreciation of each particular instance. All the creations are distinguished by their personal identity, in which the thorough work of the craftsman appears as a differentiating and valuable element in the execution of a detail, finish or texture. The detail made by the hand of the craftsman transforms a functional object in a truly unique Piece of Art.
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JOANA SANTOS BARBOSA Born in Oporto, Joana Santos Barbosa graduates in Architecture at the Faculty of Architecture of the University of Oporto in 2006, later deepening her knowledge in Interior Design at St. Martin's School of Arts and Design in London. Alongside with Architecture, the passion for the Detail motivates her to create her own exclusive furniture design. From her training she takes the discipline and persistence in the pursuit of the unquestionable accuracy. From the World she seizes cultures and contexts, dissects memories and rearranges concepts, taking them as starting points for the creative liberation which questions the immediate nature of the perception of reality. Having a refined intuition and a particular way of feeling, Joana Santos Barbosa has a vein of attachment to the Land, a connection to the emotional and a devotion to the senses and is very early deeply influenced by the mysteries of the natural world, taking an interest in legends and organic forms and by many trips that opened her eyes to inspiring cultures and traditions. JOANA SANTOS BARBOSA Founder & Creative Director
Result of various influences, Joana develops a personal determination in analyzing the world around her own growth process and for that she creates characters, places and experiences that are often on the border between lived experience and fluent imagination. She is fascinated by the limits of emotions and the threshold of feeling. Her creative perseverance and curiosity for experimentation proves to be somewhere between the sinuous elegance and the harsh aggressiveness, the softness of a touch and the strictness of a line, the organic forms of nature and the geometric accuracy, a smooth trace of a sketch and the precision of a detailed drawing.
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BEYOND MEMORY COLLECTION When we look at reality through memory we create connections, eliminate the unnecessary and add details that we wish to be true. Through the creative eye of Joana Santos Barbosa, Beyond Memory Collection opens the gates of a Land almost as real as imaginary and each creation reveals a personality trait of its creator taking us to places where “A tale never loses in the telling�. Designed to stand out in exquisite spaces, the creations of Beyond Memory Collection evoke emotional relations with the natural World, telling stories that give shape to memories that surprise a demanding public which seeks exclusivity, innovation and elegance.
Each creation is a Piece of Art made by craftsmen, using handcrafted techniques, whereby small differences between pieces of the same model may occur which makes them particularly unique and exclusive.
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For press requests, technical details, catalog and high resolution images please contact PRESS@INSIDHERLAND.COM
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INSIDHERLAND AROUND THE WORLD “Joana Santos Barbosa utilises traditional Portuguese techniques, such as marquetry and metalwork, in contemporary ways to create a range of hand-finished pieces.”
The Financial Times | UK “Within a few years since its launch in January 2012, INSIDHERLAND has demonstrated the ability to amaze not only the connoisseurs, but also the experienced professional of interior design market.
The Excellence Magazine | Russia “…it is hard to match the beauty and the ever-changing sights and sounds of nature with anything man-made. But the Beyond Memory Collection by Joana Santos Barbosa does its very best to bring a hint of natural goodness indoors with its innovative form and contemporary style. (…) the collection gives a minimal and modern twist to the many shapes that are found in nature.”
Decoist | UK
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DESIGN EXHIBITIONS & TRADE FAIRS FUTURE EVENTS Paris, France | 23-27 September 2014 Maison & Objet
PAST EVENTS Paris, France | 5-9 September 2014 Maison & Objet London, UK | 17-20 September 2014 100% Design Paris, France | January 2014 Maison & Objet London, UK | September 2013 100% Design Paris, France | January 2013 International launch of INSIDHERLAND at Maison & Objet in Paris presenting ten creations of Beyond Memory Collection.
Porto, Portugal | June 2012 The Oporto Show in 2012 at the Alf창ndega Congress Centre and Exhibition Custom. Milan, Italy | April 2012 INSIDHERLAND was invited to join the Portugal Brands space at the event of MOST created by British designer Tom Dixon at the National Museum of Science and Technology. Porto, Portugal | March 2012 INSIDHERLAND was invited to be present in INHOUSE exhibition. in EXPONOR. Porto, Portugal | February 2012 INSIDFHERLAND was invited to be present at EXPORT HOME to launch the e-catalog "Portuguese Furniture" in EXPONOR. Porto, Portugal | 12 January 2012 Launch of INSIDHERLAND at the Pousada do Porto Freixo Palace Hotel.
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CONTACTS INSIDHERLAND R. Jo達o Vieira, 455 4435-043 Rio Tinto, Portugal T. +351 914471689 T. +226105412 WWW.INSIDHERLAND.COM WWW.FACEBOOK.COM/INSIDHERLAND WWW.TWITTER.COM/INSIDHERLAND WWW.PINTEREST.COM/INSIDHERLAND WWW.YOUTUBE.COM/INSIDHERLAND FOUNDER & CREATIVE DIRECTOR Joana Santos Barbosa JSB@INSIDHERLAND.COM PRESS DEPARTMENT Ana Pereira PRESS@INSIDHERLAND.COM
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