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Communication officer Roel Berlaen from Renson:

'Our first participation at Salone del Mobile leaves us wanting more'

Renson made its debut as an exhibitor at the Salone del Mobile this year. How did they experience this participation? What was the response from the large professional audience, and with which brands did they collaborate with to make this step possible? InteriorDaily delved into these aspects with the communication officer, Roel Berlaen.

Team photo of all the partners together (Renson, Coco Wolf, Cosapots, Cubic Outdoor Living) at the Salone del Mobile stand.

What was the motivation behind the decision to participate in Salone del Mobile in Milan for the first time?
"The motivation for our first participation at Salone del Mobile was to launch our latest outdoor living space 'Amani' internationally. This high-end, endlessly customisable outdoor space fits perfectly at Salone del Mobile, especially since we enhanced its launch by joining forces with three other partners from NOA outdoor living: thanks to Coco Wolf (UK), Cosapots (BE), and Cubic Outdoor Living (DE), we managed to present a sustainable and innovative outdoor living total concept at our stand, featuring an eye-catching outdoor living space, furnished with outdoor furniture, an outdoor kitchen, and plants in various sizes of pots.''

How did the audience and the industry react to your presence and products during the event?
''The reactions were unanimously positive. Visitors entered our stand full of wonder and were always attracted by one of the products from the four partners. It quickly became clear that the larger story appealed to many of them. The collaboration between the four brands thus received a lot of approval and generated a lot of interest in the concept of our stand.''

Crowd at the Renson stand during the Salone del Mobile.

Can you tell us about a specific moment during Salone del Mobile that was particularly memorable for you?
''What was especially memorable for us was the start on day 1 of the fair. As a new exhibitor, we didn't know what to expect. But very quickly, our stand filled with interested visitors looking for our story.''

You joined forces with several companies/brands. Why this choice?
''Renson was the initiator to be present at Salone del Mobile, but we also asked who among the 30 NOA outdoor living partners was interested in jumping onboard. Coco Wolf, Cosapots, and Cubic Outdoor living took the bait, and precisely those brands provided a perfect complement to our Amani to create a fascinating and intriguing total concept, meticulously dressed as an outdoor space with all the comfort and grandeur of indoors.''

How do you see the role of Renson within the design and architecture world after your participation in this leading event?
"Renson focuses primarily on (high end) design and architecture, with the arrival of the new Amani. It is the sleek lines and the visual tranquillity with which this outdoor living space distinguishes itself from many others on the market, along with the endless personalisability. In the design and development, we consciously started from an architectural vision with an eye for detail and the right balance in terms of materials, shapes, and textures. And that is, in our opinion, the right path for 'outdoor living'. People want to relax outside in peace, with the comfort of indoors and sheltered from all weather elements.''

Do you have any further things you'd like to share?
"'What's next after Salone?' is the question we want to answer in the coming months. Our first participation at Salone del Mobile leaves us wanting more, that much is clear. Both for us and for the three other participating NOA partners…''

More information:
[email protected]

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