Design Dialogues with Fioravante

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.

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