For over three decades, ETEL has occupied a unique position in Brazilian design by combining artisanal production, historical research, and the preservation of national modern furniture heritage. Internationally recognized for the excellence of its cabinetmaking and the authorized re-editions of masterworks by figures such as Lina Bo Bardi, Oscar Niemeyer, Jorge Zalszupin, Giuseppe Scapinelli, and Branco & Preto, the brand also develops original collections in partnership with some of the leading contemporary architects and designers, including Isay Weinfeld, Arthur Casas, Claudia Moreira Salles, Carlos Motta, and Dado Castello Branco. More than manufacturing furniture, ETEL has established itself as an institution dedicated to valuing Brazilian material culture, bringing national design to collectors, architects, and galleries around the world.
It was in this context that SB\Design, under the creative direction of Sandro Bianco, developed ETEL's new institutional website, conceived to transform the brand's digital presence into an experience as sophisticated as its physical spaces and collections. Rather than a conventional catalog, the project was structured as an editorial platform that brought together content, architecture, photography, video, and navigation in a single environment. The website valued the brand's history, its timeline, artisanal manufacturing processes, historical archives, represented artists, and each collection, utilizing a minimalist interface that placed furniture at the center of the experience. The information architecture was developed to enable different ways of exploring the archives, organizing hundreds of pieces by designer, typology, material, and collection, while presenting documentaries, interviews, and exclusive content about ETEL's universe. The art direction emphasized large images, cinematic rhythm, and silent navigation, reinforcing the timeless character of the brand and bringing the digital experience closer to visiting a gallery or showroom.
For SB\Design, this project represents one of the most relevant experiences in creating digital platforms for luxury, culture, and design brands. In translating ETEL's identity to the online environment, Sandro Bianco integrated branding, UX, UI, art direction, information architecture, and editorial design into a digital system capable of communicating the complexity of the brand without sacrificing ease of use. The result was a platform that anticipated concepts now present in the best international design and furniture websites, reinforcing SB\Design's capacity to develop digital experiences for companies operating in the luxury, architecture, design, and culture segments. More than a website, the project established a digital narrative capable of connecting tradition, innovation, and artisanal excellence, positioning ETEL as one of the leading references in Brazilian furniture also in the digital universe.
