Terrasza: the first exterior design phigital platform for outdoor living

Founded by Guendalina Perelli, the brand-new event TERRASZA serves as a dynamic platform that fosters dialogue and contemplation, bringing together diverse entities such as companies, professionals (including architects, designers, researchers, and experts from various disciplines), and artists from different realms.

The inaugural event kicked off in Barcelona, as part of the Barcelona Design Week (October 16th to 27th, 2023). This special occasion aligns with BDW’s overarching theme of “Design for Human Future”, that directly aligns with the United Nations’ 17 Sustainable Development Goals (SDGs). BDW23 aims to launch a global initiative that promotes SDG number 18. This comprehensive slogan encompasses sustainability, well-being, responsible strategies, social impact, techno-humanism, and diversity.

We contacted Guendalina Perelli to gain further insights into the event. Here’s what she shared with us.

Why did you decide to launch a specific event dedicated to the world of outdoor living?

Guendalina Perelli:

“With the pandemic and climate change, it’s evident how our lifestyle has evolved, and the relationship between individuals and nature has transformed. We are increasingly aware of the importance of outdoor living. TERRASZA symbolizes a balcony or garden where one can relax, but also a space to work in harmony with nature. It represents outdoor spaces, squares, and streets where people come together.

Many design companies, traditionally focused on indoor furnishings, have recognized this shift and are now introducing collections dedicated to outdoor living. However, we also discovered that there was no exclusive event for exterior design or an online platform that brought together all the product categories contributing to the creation of delightful outdoor spaces.

From furniture to lighting, from rugs to decorative elements, from materials to pots, to plants: TERRASZA’s mission is to unite the best in design and production within a single online and offline “container,” including itinerant events.”

What led to the decision to start it in the city of Barcelona?

Guendalina Perelli:

“From the works of Enric Miralles to the imprint left by Jean Nouvel, the Catalan capital hosts some of the finest examples of contemporary architecture, enriched by open-space designs that encourage constant community use.

Living between Milan and Barcelona, I observed a shift in paradigm here: in Barcelona, design and architecture inspire social behavior and constitute tangible values for its residents and the multitude of tourists who visit each year.

Barcelona is a city where design is omnipresent, from urban furnishings to lighting systems, from sidewalk tiles to public transport shelters and green spaces. Every detail is meticulously crafted with a strong emphasis on both aesthetic and functional quality.”

What distinguishes this event from existing ones, and what benefits can companies and architects gain from their participation?

Guendalina Perelli:

“TERRASZA is currently a unique event, exclusively focused on outdoor living. The primary objective of this initiative is to create synergies and exchanges that promote dialogue and reflection, addressing ecological, lifestyle, and creative challenges from a transdisciplinary perspective.

This innovative approach aims to elevate outdoor design into a new category of thought and market, highlighting and specifying all the entities operating in the global outdoor living arena. TERRASZA positions itself as a platform for dialogue and reflection, bringing together companies and professionals – architects, designers, researchers, and multidisciplinary experts specializing in the study of human activity, as well as artists from various disciplines.

They share their expertise, experiences, achievements, as well as uncertainties and concerns about the future they are investigating, envisioning, and creating in their respective fields. Additionally, it is designed as a “business to buyers” event because the Milan Design Week has shown us that design is beloved not only by professionals but also by the general public.”

Outdoor design trends: facts & numbers

In 2020, the global outdoor furniture market reached a valuation of $45.08 billion. Projections indicate that the market is poised for growth, with an estimated increase from $46.21 billion in 2021 to a projected value of $66.55 billion by 2028.

Clear trends emerge within the outdoor furniture market:

• The industry is expected to recover steadily after the downturn experienced in 2020, with some regions (such as the United States, Canada, China, France, and Germany) showing strong growth acceleration.
• Consumers are showing an increasing preference for environmentally friendly materials, such as wood (already accounting for approximately 55 percent of material usage) and natural fabrics, with a projected annual growth rate of 4-5 percent until 2027.
• Resins and metals currently comprise around 15% and 10% of the material share, respectively, chosen for their durability, lightweight properties, low maintenance requirements, recyclability, and aesthetic appeal.
• The residential market holds the largest sales share at 60 percent, but the hospitality sector (contract and horeca) is also witnessing growth.
• Dining sets are anticipated to be the top-selling category, projected to cover 48 percent of the U.S. outdoor market by 2027, surpassing the popularity of sofas, chairs, tables, and lounges.
• Key growth drivers identified by research institutions include increased affordability for a larger portion of the population, rising demand for outdoor-oriented travel experiences, the emergence of outdoor-conscious urban real estate developments, a renewed desire for outdoor living and shared spaces in nature, and the availability of multichannel shopping options.