A story is constantly evolving.
He is one of the most important designers today.
Empirical, he has degrees in Architecture (Fine Arts) Administration (Executive MBA FIA USP) and Philosophy (Puc RS)
His practical experience is present in all areas of his training. As a manager, he founded Indústria Alotof Brasil, which became the first Brazilian industry to exhibit at the Salone Internazionale del Mobile di Milano, since 2013.
The brand, under the coordination of Franco, also revolutionized the Brazilian production process by industrializing parts through different processes such as plastic injection, rotational molding, Hot Stamp, among others. It has internationally patented eco-sustainable raw materials and with Injection from fruit seeds, it became part of the Swiss Museum Vitra Schadeupot.
The biggest names in world design have developed exclusive collections for the brand at the invitation (and according to a briefing) of Pedro Franco: Irmãos Campana, Pininfarina, Fabio Novembre, Karim Rashid, Nika Zupanc, Borek Sipek, Xavier Lust, Luca Nichetto.
As designer Pedro Franco, he created pieces that are icons of Brazilian design, such as the Skeleton Chair (the best-selling and most exported piece of High Design in Brazil) and the Underconstruction Poltrona. (published on the cover of the American newspaper The New York Times, and named as one of the 4 Trends of Salone del Mobile)
As an architect, he signed projects for important entertainment houses in São Paulo (clubs, bars and restaurants). He currently signs concept spaces, such as the Alotof Brasil stand in Milan, concept spaces for Casacor, and brands stand for which he develops strategic design.
He also develops special and exclusive projects for major brands in the High Decoration segment: Sherwin Williams (Paints) Arauco (Melamine panels) Portinari (Ceramics) São Carlos (Rugs) Texion (Fabrics) are brands for which he has developed work for several years.
Important media have highlighted his work, such as: the Italian newspaper Corriere della Sera, which named it as “La New Wave del Design Brasiliano”, the American newspaper The New York Times, which included its Underconstruction Armchair as "One of the 4 Trends of the Milan Salon”, the Brazilian Magazine IstoÉ, calling him the "New Star of Brazilian Design" the Platinum Magazine that designated him as "The ambassador of Brazilian design"
He is constantly invited to give lectures at the biggest design events in the world: Salone del Mobile (2012 and 2017) *** invited by the curator Marva Griffin, Seoul Design Festival (2019) Politécnico di Milano (2019) Politécnico di Torino (2009) in addition to give an average of 60 lectures/year throughout the Brazilian territory.
Since 2019 he has been a columnist for the newspaper A Gazeta do Povo | Pinó Magazine on the theme "Philosophical Design", and since 2022, columnist for Istoé Magazine, on the theme Design & Behavior.
Pedro Franco believes in a Design that transcends the analysis of the “beautiful”. Believes in a design that is born with a purpose and that has, from a strategic analysis, synergy with the production industry, adding in some way to the process: generating sales, increasing perception of productive quality, generating spontaneous media, launching a new raw material .
A new point of view
BRANDING & DESIGN