Flær
Turning vision into identity
Turning vision into identity
Designing a new language for high-end living.
Flaer is a new high-end furniture brand created for Sobha Furniture, part of Sobha Group, one of Dubai’s leading real estate players. Conceived for its debut at Milan Design Week 2026, the project required the creation of a complete brand ecosystem: from strategic positioning and naming to visual identity, art direction, editorial language, film manifesto and digital experience. Nascent worked alongside the client to define a brand capable of entering the international design conversation with clarity, elegance and ambition.
From strategy to identity, the strategic work began with the definition of a precise brand territory: high-end furniture shaped by lightness, material sensitivity and a quiet idea of sophistication.
Flaer was created as a name and identity system that may convey elevation, softness, and a deeper emotional interaction with a space. To achieve such a specific goal, we defined a strategic domain based on contrast and balance, including softness and structure, materiality and abstraction, intimacy and architectural presence. Every aspect — from the name to the narrative, mood boards to image direction — was designed to create a brand that is both calm and ambitious.
A custom typographic mark defines the foundation of Flaer’s identity: essential, precise and quietly distinctive. Designed to express lightness and balance, the logo becomes the starting point for a complete visual system.
Flaer's typographic language was designed to enable a conversation between modernist clarity and editorial sophistication.
The visual identity was developed as a flexible system able to support the brand across every touchpoint, from corporate materials to launch communication. We designed a refined visual language where every aspect of the brand work together with consistency and restraint. Each application translates Flaer’s positioning into a tangible brand experience: minimal, tactile and sophisticated at same time.
The catalogue was designed as Flaer’s first editorial expression to introduce the brand’s vision of high-end living.
More than a product catalogue, the publication became a narrative tool for shaping the Flaer world. We designed an editorial system that combines generous layouts, tactile imagery and a measured use of typography to create a sense of calm, depth and sophistication. Each spread was conceived to balance information and emotion, allowing the furniture collections to emerge within a broader visual and sensorial story.
The launch communication extended Flaer’s identity into the urban landscape of Milan Design Week 2026. From billboards and storefronts to tram wraps and large-scale applications.
Flaer’s digital experience was designed to extend the brand world online, creating a refined and intuitive presence across website and social media.
Nascent translated the identity into a digital system where navigation, imagery, typography and content rhythm work together to express the brand’s sense of clarity and atmosphere. The website introduces the collections through an elegant editorial flow, while the Instagram channel becomes a visual extension of the brand: a space for inspiration, product storytelling and the launch narrative around Milan Design Week 2026.
Flaer made its debut during Milan Design Week 2026 with a launch event created in collaboration with Elle Decor Italia. The event translated the brand’s vision into a shared experience, introducing its identity and design language to an international design community.
