Past Event

In collaboration with FROMM, this four-day coaching series will center on enhancing the creative process and fostering the personal and professional growth of interior, furniture, and accessories designers.

The aim is to assist designers in improving their business, optimizing their freelance practices, and advancing their careers. The coaching program encompasses four key areas: Design Development, Supply Chain Management, Marketing, and Distribution.

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Designers will be requested to choose specific areas of focus (Design Development, Supply Chain, Marketing, and Distribution) and create presentations for the coaches.

  1. Design Development: Discover the “FROMM. Design Process” and its application in furniture design, with Luca Fois.
  2. Supply Chain Management: Gain insights into the basics of supply chain management within the context of furniture design and manufacturing, with Mohamed Fayek. 
  3. Marketing and Distribution: Learn about effective marketing and distribution strategies in the furniture and design industry, with Monica Malabarba. 
  4. Application & Feedback: Apply the concepts learned to develop a product design proposal for a potential future collaboration with FROMM., with Dana Said. 

Sessions Dates: 25, 26, 27, 28 February
Time: 10 am- 12 Noon
Location: Sanad Doha

Price: 400 QAR 

Submission Deadline: 18 February 2024

Images courtesy of FROMM

Images courtesy of FROMM


Design Development: Luca Fois

Luca Fois: Design enthusiast, co-founder of Zona Tortona and Design Library (2000-2010), Professor at Politecnico of Milano specializing in Event Design, Co-director of Master Kids and Toy Design, and Design Product Lab. Member of CILab and contributor to The Playful Living and NaMi projects. He shares his design expertise through lectures in China and as a design awards judge. In 2021, he served as Art Director for the UNESCO exhibition at the Triennale Ocean Climate Village, and he is currently a strategy consultant at FROMM.

Design Development: Dana Said

Dana Said: Interior designer, painter, and creative visionary. With degrees in Interior and Graphic Design from Lebanese American University and advanced painting training at St. Martin’s College of Art & Design, Dana boasts 15+ years in Interior Architecture. She led her own studio in Damascus from 2003 to 2012, renowned for her unique furniture design touch. Dana now thrives as FROMM's Brand Manager, shaping a brand that embodies creativity, innovation, and quality.

Supply Chain: Mohamad Fayek

Mohamed Fayek is an accomplished leader in the furniture and hospitality industries. As the COO and Co-Founder of Luxury Living & Supplies since 2014, he specializes in luxury hotel furnishings worldwide. With over two decades of experience in high-end furniture design and manufacturing, Mr. Fayek has also played key roles at Decorative Furniture FAYEK, a family-owned business since 1940. Additionally, he's a Partner and Co-Founder of Bespoke Furniture, focusing on contemporary residential pieces. Mohamed Fayek's leadership has significantly impacted Egypt's furniture exports and global hospitality partnerships, establishing him as a visionary business leader.

Marketing & Distribution: Monica Malabarba

Monica Malabarba, a seasoned commercial senior manager with over 15 years of experience, excels in driving business growth, enhancing profitability, and crafting retail strategies aligned with corporate goals. Her extensive background in Luxury goods, gained through leadership roles at renowned international firms, demonstrates her expertise in leading cross-functional teams to devise and implement innovative strategies for capturing new market opportunities. Monica, now based in Qatar, serves as the Commercial Director at FROMM. She holds a Bachelor's degree in Architecture from Politecnico of Milan and has expanded her knowledge through executive leadership programs, including a Master's in Retail Management.

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