Antarte is the first Portuguese furniture brand to launch furniture designed by AI (Artificial Intelligence)
Mário Rocha, CEO and Creative Director of Antarte, led the launch of yet another innovative project that positions the brand at the forefront of the Portuguese furniture sector.
Antarte is the first Portuguese brand to launch furniture designed by AI (Artificial Intelligence.) The added value of this new technology merged with the creative thinking of Mário Rocha, who, in addition to being the founder and CEO of the brand, took on the creative direction of Antarte since its foundation in 1998.
The algorithm respected the briefs from the creative director and Antarte who asked the AI ??to create pieces aligned with the timeless design that has been the trademark for over 25 years. The end result resulted in two armchairs, a TV stand and a coffee table, essential pieces in any living room.
Mário Rocha highlights that “the innovative nature of this furniture design lies in the fact that AI was given freedom to create the design of the pieces. We had the audacity to ask the AI ??to design a set of furniture. We didn’t just look for inspiration from this technology. The creations proposed by the AI ??were retouched in detail in order to speed up their passage to the production phase. These are products of excellent aesthetic quality that combine the use of human intelligence and artificial intelligence. Once again, Antarte showed that it is the brand at the forefront of the Portuguese furniture sector. At the end of the 90s, we revolutionized the sector's value chain by focusing on vertical integration. A few years later, we positioned the brand as the reference in timeless design, that is, a design that combines elegance with functionality and comfort, just as the cutting-edge brands that set trends in home decor in avant-garde markets did. In the last decade, we have invested in digital channels in order to create a unique experience and relationship between the brand and the consumer. A few months ago we opened the Antarte Museum, the first museum in Europe dedicated to the history of Woodworking and which has already received praise from academics from European countries as a space that deserves to be integrated into an Erasmus itinerary. It was imperative that Antarte once again take the first step in the use of a technology that will revolutionize the development of Humanity.”
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