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.
What it will be like aboard the world’s largest residential yacht, the ULYSSIA?
A tribute to Galle Fort’s complex heritage, The Charleston blends Art Deco elegance with Sri Lankan artistry and Bawa-infused modernism
We unveil the story behind the iconic design of the much-loved Buddha Bar in Grosvenor House.
An Edwardian home in London becomes a serene gallery of culture, craft and contemporary design
Kader Mithani, CEO of Casamia, and Gian Luca Gessi, CEO of Gessi, reflect on the partnership between the two brands
Kintsugi in Abu Dhabi, situated in a seven-storey villa, offers the ultimate zen retreat
With sweeping views of the ocean and Burj Al Arab, this two bedroom royal suite offers a lush stay.
Designed by La Bottega Interiors, this penthouse at the Delano Dubai echoes soft minimalism
Studio SuCo transforms a villa in Dubailand into a refined home
Located in Al Barari and designed by BONE Studio, this home provides both openness and intimacy through the unique use of materials
Yasmin Farahmandy of Y Design Interior has designed a home for a creative from the film industry
How ELE Interior is reshaping hospitality and commercial spaces around the world – while staying unmistakably itself