The new Latina Collection by Tidelli brings in its concept the cultural roots of a people, full of affective memories and a lot of emotion. Specialized in the development of outdoor living furniture, the brand presents new ideas in keeping with the trend of giving new meaning to the house. The house has become an even more multifunctional space recently, incorporating working, studying, having fun, and resting in the same place.
A New Partnership
Tidelli invited two world-class designers to form an unprecedented partnership, creating a stylish collaboration: César Giraldo, from Colombia, and Sami Hayek, from Mexico. Based in the US, both artists already have a relationship with the brand abroad. “The idea of inviting them has to do with both being Latin and amazingly competent”, says the company’s president, Luciano Mandelli. For Mandelli, in addition to reinforcing Tidelli’s internationalization process, the partnership will show that the brand doesn’t represent only one country, Brazil, but an entire Latin spirit.
Medellín from César Giraldo
Last February, César Giraldo visited Bahia to see the final result of his design and told us about his experience with Tidelli. Known for presenting bold creations and considered one of the current greatest designers, César signs the Medellín line – named after his hometown. “I always wanted to have an outdoor line, and this opportunity came smoothly. They were very receptive to my ideas, my designs, and my color and texture compositions”.
Giraldo’s first time in the factory was in 2019:
For the Colombian, returning to Brazil after two years and seeing what was produced from his design was like the birth of a baby. “I feel very happy, proud, honoured, lucky, and blessed. Medellín is a celebration, and I know that it’s going to show my background”.
The subtle changes from the original design satisfied its creator. “Tidelli has been doing outdoor [furniture] for 30 years now and they use their expertise and skill level in every detail. Seeing the small changes made me even happier. I had no questions. I just trusted. It was the confidence I felt from the beginning. I hope that this collaboration keeps on for many, many years”.
Veracruz from Sami Hayek
Another line that gets an international signature is Veracruz, by Sami Hayek. Known for his vibrant and minimalist style, he was inspired by his home Mexican state, with the same name, to create the furniture. “I was born in the city of Coatzacoalcos, in Veracruz. I named it because I found many similarities between the way I grew up and the culture that involved me with the culture and way of life in Brazil,” he explains and points out: “The partnership with Tidelli has been a very cool process. There is an interaction between the two parties, which is fun and challenging, in a good sense”.
For the Mexican artist, design is about promoting experiences. That is exactly what Vera Cruz means. According to Hayek, the line was conceived to be used in multi-styles spaces:
Hayek believes there is a void in the world market for outdoor furniture, and Tidelli has all the necessary tools to fill this space that is so sought after and so little properly explored. “Now that I work with the brand, I understand how they manage to do this. They are an incredible vertical company. Everything is in there. Decisions are made quickly and do not waste resources on paperwork and outsourcing. They are focused on the company, from raw material to product development, manufacturing, distribution, etc. They cut all the distraction and costs, so they can offer a high-quality product at a reasonable price”.
Tidelli’s president, Luciano Mandelli, highlights that the partnership with Giraldo and Hayek has brought new energy along with innovative lines. “It all started with the willing. We were improving and adapting the designers’ ideas to what was feasible to do in the factory. So, we started by building technology together”, he recalls, and concludes: “This is one of our differentials and what make us capable of presenting something unique, exclusive and full of personality to the market”.
The Latina Collection is also made up of the Pucon and Tulum Lines, as well as new ombrelone models, accessories, nautical rope in the color Guava, four textile prints, and the hi-tech ROPETEX fabric. Within the 2021 launches, Tidelli is also expanding the already launched Kauai, Maui, Spool, Club, and Bali lines. Keep an eye out for a deeper dive into the Tidelli lines, coming soon!
Meet Tidelli on booth 171 at Cruise Ship Interiors Expo America, 2021. Learn more about on the big cruise reunion here!