Missana has been manufacturing handcrafted designer furniture since 1994 from its workshop in the town of Alberic, Valencia, Spain. The innovative ideas and proposals of this firm are reflected in each of its products, which are characterized by its personal vision of upholstery and by offering the most demanding public an exclusive, elegant, distinguished, and contemporary furniture design.
"Made local" as a brand value
Missana is a brand that is very conscious of environmental protection. So its production philosophy is closely linked to the "Local Made" concept, which is based on having a chain of suppliers located less than 60 km from its facilities. As the company tells us: "For us, it is a statement of intent, a respect, and admiration for the local product and craftsmanship. Thanks to this philosophy, we can ensure minimal contamination in each of our manufacturing processes." To which they add: "Our goal is to become a global brand, even though we produce locally. We believe this is a strategy that fits consistently with our philosophy and the environment."
Cheerful spirit, color: their hallmarks
The brand's collections exude optimism and color. And in this regard, they note: "Our goal is to offer enthusiasm and comfort through furniture. We want to convey a cheerful, fresh, and optimistic spirit through each of our pieces and thereby create a bond between our models and our customers."
And for them "Color is part of Missana's essence. Through color we can tell a story and each color, finish, and texture tells a different story. In each collaboration with designers, we try to imbue each of our models with color to convey that joy as our hallmark."
And as for the materials for the structures of their furniture they work with noble materials such as solid pine wood or epoxy painted iron structures for interiors and stainless steel for outdoor spaces, and for their upholstery fabrics are supplied by reputable manufacturers such as Kvadrat, Gabriel, Rohi, Camira, and Romo, among others.
The importance of social media in product communication
Regarding the communication strategy, they point out: "In terms of communication, our premise is to achieve global and immediate visibility, and we achieve this through social networks. This tool has changed the rules of the game in all sectors, and we feel it is our obligation to adapt to it. For us, online communication is as important as communication through offline channels, we must be honest and consistent in conveying our values."
Close collaboration with designers
For the company, collaboration with external designers and artists is an essential part of Missana's project, as it provides them with innovative ideas for the development of their collections. And in this sense they indicate: "We always work with designers who are able to capture our philosophy, thus creating products that are at the same time simple, different, and contemporary."
These collaborations are embodied in their eye-catching creative proposals. Among them, some of the star collections are Ara designed by PerezOchando, Cotton designed by Eli Gutierrez, the Oslo, Agora Petit and Edith collections designed by Pepe Albargues, the Nest collection by Paula Rosales, Block created by MUT Design or the Alce collection by the Australians Hardyhardy.
MISSANA LAB.
Recently the company has created MISSANA LAB. a very special project for the company, born from its curiosity and desire to investigate new forms of creation. About this project, we are told: "Our goal at MISSANA LAB is collaboration between digital artists and our artisanal 'know-how' to create pieces designed by the digital world. With this exercise in research and experimentation we aim to create a physical and tangible link between craftsmanship and technology." "Our first collaboration has been with Amsterdam-based digital artist Alexis Christodoulou. Alexis is inspired by the Cycladic architecture typical of the Greek islands, recognizable by its simple and elegant forms to create our LAB.01 called Milos."
And they conclude: "What interests us most at MISSANA LAB is the challenge for the artist to transcend the limits of digital language by creating a handcrafted piece together with Missana. Through these collaborations we intend to perform a very valuable exercise within the design world, learning new ways of thinking, designing, creating, and, above all, innovating."
Internationalization
Missana exports about 85% of its total production, its main markets being the United States and the United Kingdom. Its current markets of interest are Asia and Canada. This internationalization effort is reflected in the multiple projects around the world where we find Missana's design furniture: in restaurants such as: Little Spain Market in New York, Jaleo in Orlando, Starbucks in Istanbul, Bala Baya in London, and Ristoria in Göteborg, Sweden. In hotels such as Vibe en Perth, Australia o Terrasse in Paris, France and in offices such as the coworking chain just for women The Wing in the United States
We would like to note that one of our main objectives in the coming months is to increase our presence at international trade fairs. This year it participated in the Workspace Design Show in London and is scheduled to participate in the upcoming fairs in Milan, Paris, and Cologne.