Antarte: First Portuguese furniture brand to launch furniture designed by Artificial Intelligence

Mário Rocha, CEO and Creative Director of Antarte, led the launch of yet another innovative project that positions the brand at the forefront of the Portuguese furniture sector.

Antarte is the first Portuguese brand to launch furniture designed by Artificial Intelligence (AI). The added value of this new technology has merged with the creative thinking of Mário Rocha, who, as well as being the brand’s founder and CEO, has been Antarte’s creative director since it was founded in 1998.
The algorithm respected the briefings from Antarte and Mário Rocha, who asked the AI to create pieces in line with the timeless design that has been the brand’s image for over 25 years. The end result was two armchairs, a TV stand and a coffee table, functional pieces in any living room.

Mário Rocha emphasises that ‘the innovative nature of this furniture design lies in the fact that IA was given the freedom to create the design of the pieces. We had the audacity to ask the AI to design a set of furniture. We didn’t just take inspiration from this technology. The creations proposed by AI were touched up in detail in order to speed up their transition to the production phase. They are products of excellent aesthetic quality that have combined the use of human intelligence and artificial intelligence.’ continues ’Once again Antarte has shown that it is the brand at the forefront of the Portuguese furniture sector. At the end of the 1990s, we revolutionised the sector’s value chain by investing in vertical integration. A few years later, we positioned the brand as the benchmark in timeless design, i.e. design that combines elegance with functionality and comfort, just like the top brands that set trends in home decor in the avant-garde markets. In the last decade, we have invested in digital channels in order to create a unique experience and relationship between the brand and the consumer.’
‘A few months ago we inaugurated the Antarte Museum, the first museum in Europe dedicated to the history of woodworking and which has already received praise from academics in European countries as a space that deserves to be included in an Erasmus programme. It was imperative that Antarte once again took the first step in using a technology that is going to revolutionise the development of humanity.’ emphasised Mário Rocha.