alma de luce® press kit

PRESS KIT2015

2Alma de Luce | Press Kit 2015

Memories that sublimate the soul.“


The most powerful stories always have a simple reason of

being. And so it is with ALMA DE LUCE.

It was born from us brothers, Carlos and Helena, each

different in its own way, but who at the same time finish each

other’s actions, where for every word unspoken, a common

thought occurs to both of us… it’s a brotherly thing!

When we’re asked about why we do it, and why was

ALMA DE LUCE born, the answer is always because

ALMA DE LUCE is a destination that emerges from us and

surfaces from our inner strength.

We tell memories, like others may paint, write and

photograph. We do it simply because the feeling is there.

We know that the feeling comes from the soul and from

our life story marked by moments that make us question

“Is it destiny?”.

Those moments were kept in memories inside our souls. And

these memories were so powerful that they had to find a

way to be told, so that others could feel it too.

We identify ourselves with Miguel Sousa Tavares when he says:

“…I want the stories to come to me and swallow me, I want

them to be so strong that I cannot forget them and only find

peace when writing them ... I am a witness, a storyteller, a man

passing the word. And, by passing them on, by telling everything

I saw, I can live them twice.” We live again through memories,

not with words as does the writer, but with pieces of furniture.

To grow and to live inside the memories told by our grandfather

Antonio, with the mastery of a true storyteller, is a sign of

the destiny. Each memory had a precious value to us, it was

a discovery of infinite secrets, where we knew his past and

where he passed on to us part of his personal wisdom told

with such refinement that sometimes led to moments of pure

imagination and fun that were built from the inside.

I remember one story in particular that he told us many times

and that I now remember as another sign engraved in our soul:

STORYTELLING


“A few days before my sister got married she received from

our mother, a linen towel and a set of doilies for her “enxoval”

(the Portuguese term for the trousseau a set of toweling

and cloths that traditionally were given by mothers to their

daughters when they were about to get married). Visibly

happy my sister thanked her saying that she had received the

greatest treasure in the world! When I heard such words,

me, an innocent 8 year old boy, I couldn’t help but think that

I had to get a girlfriend right away. After all who doesn’t

want to be rich? And if all I needed to be rich was to get

married, why would I have to wait until I get older? Oh, there

is nothing like being a kid!” – said my grandfather.

And he continued like this:

“I went to tell my mother to take care of my wealth, because

until the end of the night I would get myself a girlfriend!

How would I imagine that, after all, the wealth that my sister

spoke about was none other than the hope for a beautiful

future deposited on those pieces of cloth, made with so

much love and affection by our mother?”

Obviously the process of getting a girlfriend would make a

whole new story, but what touched us here was the simplicity

and ingenuity of our young grandfather, mostly because in

Portugal the “enxoval” was the bride’s responsibility and

the concept of wealth implicit to it currently doesn’t exist

anymore, the only thing left are just a few memories...

It is ungrateful that grandfather Antonio died with Alzheimer’s

disease, and that his greatest asset has been taken from him.

He was no longer guided by those memories.

When the grandfather dies, this ancient world dies with

him and all its mysteries die too. So I particularly think

grandparents should never die. But we exist so that the things

that they kept there in their background, this enchanted dust

of once, does not completely disappear with them.

We couldn’t help but think of this as a sign, a destination for

ALMA DE LUCE to be born as a tribute to the memories of

the past and to cultural heritage.

The very name ALMA DE LUCE, simple but powerful, conveys

the light that comes from the soul.

By this time we already had the first piece NAPERON done

and we were developing EL BA’IA. The brightness of the

crystals was the motto and the soul was the source.

Helena costa



Alma de LuceWhat i s i t?

Alma de Luce is the name of one of the most recent

high-end furniture portuguese brands. Though officially

launched in January 2015, at Maison & Object trade fair

in Pairs, the brand was born in Vila Nova de Famalicão, a

small town in the North of Portugal.

Both graduated in Architecture, the founding brothers

Helena and Carlos decided to create a brand that strives

to keep the memories of the past well alive. Alma de Luce

is more than a company that produces furniture pieces, it

is a brand that aims to pay tribute to the memories and

praise the World’s cultural heritage through traditional

Portuguese craftsmanship. Although it’s still a young

brand in the market, Alma de Luce already has its goals

well defined and presents a notorious growth within

the most varied means connected with Design, Art and

luxury markets.

It was officially presented in January 2015 at the Maison

& Object international trade fair, in Paris, where it was

part of the “Discovery Award” Selection.

Alma de Luce’s mission is “to tell memories through

senses”, reason why it signs with: Feel the Memory. It

is positioned as a high-end brand targeting a premium

consumer.

Besides placing Portugal in the World, targeting niche

markets, the brand strives to embody the rich memories

from the past under the form of noble materials assembled

according to a high degree of expertise.

With this positioning the brand intends to achieve

international patterns of demand, thus creating distinct

and unique pieces, in what seems to be a mix between

Design and Functional Art.


Goalsfo r 2015

For a young brand such as Alma de Luce it is notorious all the work it has already achieved, as well as the ambition with

which it defined its goals for the present year.

Currently the pieces are exhibited in a showroom in Vila Nova de Famalicão but there’s already a solid work of partnership

in development for the resale of these unique pieces of furniture. The main focus of the brand’s owners has been the

presence in international trade fairs and they have already ensured the brand’s presence at May Design Series, in London

– which will take place in May 2015.

International Design fairs are of great importance for the brand, given their proximity near to a public who shares

the same tastes and overall interests. Despite the launching of new collections occurs only from time to time, the

presences in such trade fairs make an excellent platform for letting people get to know the young brand, giving them

the opportunity to “feel the memories” and witnessing first-hand the real quality of the pieces.

Until the end of the present year the brand is planning on contacting the following markets: France, United Kingdom,

USA, Dubai and Saudi Arabia.

USA UNITED KINGDOM

FRANCE

SAUDI ARABIA

DUBAI


Alma de Luce´sDes ign p ieces

Alma de Luce’s furniture pieces are created and developed

manually, using Swarovski crystals inlay technique and

other noble materials in its production.

All the production process is made using traditional

Portuguese craftsmanship, as well as the most modern

notions of design.

The brand’s goal is to defy the past through design by

expressing feelings generated by the memories. That’s why

all the pieces have strong cultural heritages connected to

them, giving them a life of its own.

All of Alma de Luce’s pieces are unique and designed

thinking in a premium, international and, somewhat,

extravagant consumer. The pieces are grouped in limited

collections to which new models will be added as time

passes by.

Besides serving the purpose of Functional Art these

furniture pieces were also created thinking in the

decoration of noble spaces such as hotels, embassies

or palaces.



The Col lect ions

Alma de Luce currently has 6 furniture pieces, in a total of

4 limited collections: Tradition Collection, Place Collection,

Symbol Collection e Personal Collection.

TRADITION COLLECTION

- NAPERON

- ENXOVAL

PLACE COLLECTION

- EL BA’IA GRÃO VISIR

- EL BA’IA HARÉM

SYMBOL COLLECTION

- O PENSADOR

PERSONAL COLLECTION

- METAMORPHOSIS

Alma de Lucein the media

Its investment in communication, the quality of the

pieces, the history of the brand and its strong presence

in recognized international trade fairs (particularly

the impact it had at Maison & Objet) have earned

Alma de Luce a notorious interest by the media. The

Portuguese brand has already been mentioned in

some important means of communication and Design

websites since its launching:

- England Events

- Hey Event.com

- Human Heritage


Besides the media where it has been mentioned, Alma de Luce’s owners have been receiving several contacts from

national and international press for more written references.

- LIVING SPACE (Russia)

Besides the inherited skills and qualities, it is tradition that makes us who we are.

Albert Einstein

“

ContactsRua de Labruge, n.º 230

4770-254 JoaneVila Nova de FamalicãoTlf.: +351 252 996 374

www.almadeluce.com facebook.com/almadeluce

[email protected]

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