Prostoria, Croatian furniture design brand, celebrates ten years of its presence on the market with the exhibition, titled "Prostoria 10" in the Meštrović Pavilion in Zagreb. From September 25 to October 8, the exhibition will showcase Prostoria’s dynamic and swift development as an international furniture design brand with a strong manufacturing culture.
Admission to the exhibition Prostoria 10 is free for all citizens who are also invited to interact with the art installation named Prostoria Net (by Numen / For Use). The installation is set on the lawn in front of the Pavilion invoking a large urban piece of furniture for socializing. It was manufactured in Prostoria’s metal processing plant to symbolize the brand’s the innovative spirit.
For the very first time, the photo project, titled Revisiting Architecture (art direction by Biro arhitekti) will be presented. This project links Zagreb’s modernist architecture with Prostoria’a product design language given the fact that modernist heritage is the foundation and inspiration of that language. This pictorial essay was photographed at a number of locations: Zagreb City Hall, Vatroslav Lisinski Concert Hall, Public Open University of Zagreb, Kockica and Romanian Pavilion at the Zagreb Fair. Prostoria’s focuses on innovation, investment in the knowledge and technology and this has resulted in the development of contemporary Croatian industrial design, which did not exist a decade ago. The exhibition was designed by the Grupa studio, which has been collaborating with Prostoria from the start.
“Prostoria’s products naturally fit in modernist architecture ambience and this indicates that they share the same source, although Prostoria’s products are not necessarily "modernist" in nature. By no means do they belong only to Zagreb’s or the regional design scene -their outreach is rather global. However, Prostoria was not created in a vacuum; it rather descends from and continuously develops the values of the environment from which it emerged. ”- Maroje Mrduljaš, architectural theorist.
The exhibition will present a complex process of product development based on pushing the boundaries of various materials, forms and the principles of sustainability. The sculptures titled The Essence by studio Boir were inspired by natural materials and master skills that Prostoria applies, while the installations titled Art in the Factory by sculptor Anđela Vilić were created from residual materials usually treated as "waste". The sculptor applied her specific artistic to create new meaning. Štof by Prostoria is represented by a collection of designer bags that will be available for purchase in the museum shop at the exhibition. Bags are made from leftover textile used in the production.
“Our intention was to present the architectural gems of Zagreb that have been somewhat forgotten. We have unified all these local values into a unique holistic language that will present the power of local creativity to Croatian citizens, but also to the international public.
Each new design has encouraged us to introduce innovations in our production methodology and to invest in new technology. Openness to development and change, perseverance and research spirit guided by creation of new values is a continuous process in Prostoria, and already is our heritage. For us, Prostoria is not a job, but a passion for developing new values. This exhibition will present what Prostoria is made of, and visitors will have the opportunity to have a more meaningful experience of the brand. Over the past ten years we have managed to grow from a single hall producing upholstered furniture in Zagorje into an industrial centre for the production of all furniture elements that are leaving from one place to reach public and residential interiors around the world. A couple of years since the establishment and regular presence at all key world fairs, our production has exploded because the international market has recognized the quality of our production and design. The fact that we invest 10% of our total annual turnover in research, development and design speaks volumes about the importance we attach to the authenticity and quality of our products” - Tomislav Knezović, the owner Prostoria and a person responsible for the company’s impressive development, points out.
Mr Knezović is not a typical businessman and product development is his favourite job. He was infected with good design by his architect wife, and he further broadened his affinity with sensibility towards quality production. In collaboration with Prostoria’s designers, this synergy has become even more dynamic that reflects on all collaborators.
Regional design leader
Prostoria pioneered the regional design industry and has remained its spearhead to this day. Prostoria has found its way to countless interiors used for living and business in Croatia and abroad. Prostoria currently exports to over 60 countries selling furniture in over 1000 premium showrooms worldwide.
Prostoria’s pioneering business path in thes region has encouraged other Croatian and regional furniture manufacturers to embrace design as the precondition for future development. For that reason, Prostoria was declared the leading company in the region for its contribution to spreading the culture of design in business at the 58th International Furniture Fair in Belgrade.
Prostoria in figures - 2021
100% own production in Hrvatsko zagorje
233 employees (50% women, 50% men)
180 workers in production
25 workers in development
10% of the annual turnover is invested in development and design
Exhibition opening hours: Tuesday thru Friday: 10am - 9pm; Saturday and Sunday: 10am – 6pm.