Copyright © 2025 Motivate Media Group. All rights reserved.
identity interviews the team behind this avant garde marble brand that debuted at Downtown Design 2024
Debuting at Downtown Design 2024, identity hosted an interview with the Founder of Fioravante Alessio Jovanovic, Creative Director Carolina Ferraro and the designer of their current collection VIA – Shay Levi.
While recognising that most brands often worked with prominent product designers, Jovanovic wanted his brand Fioravante to focus on upcoming designers. “Our philosophy is to give the opportunity to young, talented designers to express themselves. What we want to achieve is that the clients will judge and appreciate our products for the beauty and materials, not just the name.”
The name Fioravante carries a deep personal resonance for Jovanovic. “It’s the name of my grandfather, a self-made man who built a successful career from nothing,” Jovanovic shared. “His story of perseverance and ambition is what I want for our brand—to create something enduring, rooted in craftsmanship, and destined to flourish.”

For the designer Shay Levi, the challenge lay in presenting marble—an inherently heavy and classical material—in a way that feels light, functional, and modern. “The biggest challenge was making the marble seem less heavy than it is,” Levi explained. “And, equally, ensuring that all our furniture remains clean, functional, and free of visible screws or supports. This seamless design approach was not easy; but it was essential for achieving the aesthetic we envisioned.”
Levi highlighted the unique fusion of materials in Fioravante’s collection, particularly the interplay of marble with glass. The innovative designs not only transform how marble is perceived, but also create striking, multi-dimensional forms that are both contemporary and timeless.
You can watch the video below:
Subscribe to our Youtube channel.
Read more features here.
IDST’s design invites exploration with a thoughtful blend of artisanal craftsmanship and contemporary style.
Bjarke Ingels Group (BIG) and KCA International are collaborating to launch this new hotel
Roar crafts the PIF Daycare Centre in Riyadh with a calming, sensory-rich environment where design, nature and childhood development come together.
Brush and Switch by Sans Souci bend light in unexpected ways
We speak to Joanna Varettas, Senior Associate Designer at TGP International on the story of Seed & Bloom – a café designed to nurture connection and community engagement
For this year's Downtown Design, Finasi and Pallavi Dean will unveil a bold new installation that speaks the language of material honesty, exceptional craftsmanship, visionary design, and local identity.
This Palm Jumeirah home proves that luxury can be achieved with intention, rather than scale
Here are snippets from the evening.
You can now choose your favourite project from the identity Design Awards 2025 shortlist
The shortlist is revealed for the interior design categories
The Middle East’s leading platform for high-quality contemporary design will showcase a curated mix of international and regional brands, alongside independent designers and studios
Studio Marco Piva has designed the Eden Spa at Excelsior Palace in Rapallo, where architecture, landscape and luxury converge