Today, design does not only revolve around the functionality of objects. Instead, it reflects our lifestyles, social and cultural heritage expressed through materials and functionality, conceived through collaborative paths that connect local inspirations to a global marketplace. These design values underpin the work of FROMM., a design company and platform founded with the aim of connecting culture and design, craftsmanship and production, that identifies, accompanies, and guides young talents, and local designers, on a path starting from the first sketch to the realisation and sale of a final product.

The first collection made by FROMM., the Shurouq Collection, is inspired by Qatar's cultural and traditional heritage, and characterizes the collection’s originality. Combining heritage and innovation, the new products exert a unique emotional appeal, adapting local inspirations for global contexts, from residential to contract and hospitality spaces. 

Alia Rachid – founder & CEO – tells us about the journey of FROMM as a new platform: “From an idea sparked amongst peers to where we are today, it has been an exhilarating journey that only started slightly over a year ago. Today, FROMM. has established its presence, expanded its team, and collectively enriched invaluable experiences, all with the single mission to inaugurate collections cultivated by the rich heritage of local design communities, while allowing space for innovation by providing the expertise in great design and impeccable manufacturing.”

The Shurouq Collection was conceived and designed in Doha, developed in Milan, prototyped in Brianza, and will be produced through FROMM’s global production network, where the best know-how resides. The global reach of FROMM. is demonstrated by the fact that the new products were presented during the main international design event: Milan Design Week.

Designed in collaboration with FROMM, Shua’a Ali and Maryam Al Suwaidi, both Qatari designers, designed the Shurouq Collection’s eight design products. The coffee tables Maiz, side table Tawla, the console Derj, and the wall unit Maktaba are the four pieces designed by Shua’a Ali, with the addition of floor lamp Laite, which was designed in collaboration with Ellaquadro. Each product is characterised by the dominant presence of an arched profile, inspired by the design of traditional Qatari architecture. The Baida’ sofa and Haima’ armchair with pouf were designed by Maryam Al Suwaidi, as well as the Majra in collaboration with Ellaquadro. Maryam was inspired by the landscapes of her home country Qatar, particularly the sand dunes and their dynamic shape, comparable to the complexity of personal identity, composed of infinite and changing individual imprints.