Flaer is a new premium furniture brand making its debut at Milan Design Week 2026

Making its debut at Milan Design Week 2026 in April, new premium furniture brand Flaer comes from the house of the Sobha Group, a multinational conglomerate with a 50-year legacy in real estate, development and investment across the UAE, India, the UK, the US and Australia. At the same time, it’s embracing a forward-looking design approach inspired by Italian design with European aesthetics.

After decades of shaping architecture and interiors, the group conceived the idea of a dedicated, independent design brand as a natural extension of its design vision. Flaer represents the evolution from building environments to defining the objects within them, and translates Sobha’s architectural sensibility, craftsmanship, and engineering expertise into contemporary furniture designed for a global audience.

The debut furniture collection is characterised by balanced proportions, harmonious forms, and tactile materials. The creative mind behind Flaer is its chief design officer Vincenzo Vinci, who leads the brand’s dedicated design studio in Milan. Established in partnership with the School of Design at the Politecnico di Milano, the studio oversees the brand’s aesthetic and material research. A model of collaboration between academia and industry, it also serves as a meeting point for students and young talents from the Politecnico. This connection grounds the brand in European design culture, where tradition, innovation and sensibility converge to establish Flaer’s qualitative benchmarks.

Using fully traceable, high-quality raw materials sourced from certified European suppliers, the brand’s production takes place within the Sobha Group’s UAE facility, which operates with advanced manufacturing systems and European engineering standards. This in-house approach allows complete control over every stage of production, while a zero-waste strategy sees by-products transformed into valuable resources, such as packaging and insulation.

The collection offers a polished vision of contemporary living through seating systems with soft architectural lines, sculptural tables, refined chairs and lounge pieces designed for enveloping comfort. Says Vinci, ‘Sculpture is the origin of the project: an intuition that takes shape in a collection where seating systems, tables, and objects become a silent language.’

Flaer’s choice to debut at Milan Design Week reflects the brand’s positioning, aiming to engage the place where the most influential design codes and aesthetic trajectories are defined. Says Ravi Menon, chairman of Sobha Group, ‘Flaer represents our vision of what a contemporary design brand can be today, globally minded, culturally grounded, and uncompromising in execution.’

flaer.com