The brand officially launches its vision of a new direction in event design, demonstrating how furniture can become the element that defines the identity and atmosphere of a space.
THE SET, a Romanian brand specializing in premium furniture for events, was officially launched through an experience that proposes a new perspective on the way an event is built.
In the garden of an interwar mansion, the same space was reinterpreted through eleven design concepts, created using THE SET’s five collections. Each arrangement demonstrated how the same selection of pieces can generate completely different atmospheres and identities when furniture becomes the starting point of a concept.
Instead of a classic product presentation, guests discovered a journey through distinct aesthetic universes, in which furniture, light, flowers, music and gastronomy were integrated into a unified experience, built around design.
Furniture, the starting point of a concept
THE SET was born from the conviction that furniture deserves a far more important role in the events industry. In recent years, the Romanian market has evolved spectacularly in the area of floral décor, creative concepts and the experiences offered to guests THE SET aims to complete this evolution through an approach in which furniture is no longer regarded merely as a functional element, but as one that defines the character of a space and influences the atmosphere of an event.
Many of THE SET’s pieces were conceived and developed by the brand’s team, while others are inspired by residential design and by the furniture found in some of the most appreciated hotels and restaurants around the world. Together, they form coherent collections, created to offer industry professionals the freedom to build spaces with identity and memorable experiences.
“This evening we did not set out to present products, but possibilities. We wanted to show how the same space can tell completely different stories when furniture is thought of as a design element, not just a logistical necessity. This is, in fact, the philosophy of THE SET.”
Cătălina Didilă, founder of THE SET
Five collections, unlimited possibilities
THE SET’s universe is built around five collections, each with its own identity and a distinct aesthetic direction.
Stainless Steel Explores the elegance of stainless steel, glass and contemporary architectural lines.
Essential Proposes a minimalist language, defined by balance, functionality and versatility.
Jaipur – Brings color and textures inspired by the architecture and culture of the Rajasthan region, reinterpreted in a contemporary manner.
Aman – Places emphasis on natural materials and creates a relaxed atmosphere, inspired by exclusive resorts.
Glam – Completes the portfolio through sophisticated finishes and details dedicated to elegant events.
By combining these collections, THE SET’s team created eleven different interpretations of the same space, demonstrating that furniture can become one of the most powerful design tools at an event.
Design and technology
Complementing the experience presented at the launch, THE SET is developing The Set AI Designer, an artificial intelligence-based platform that will generate complete arrangement proposals starting from the description of an event allowing users to explore different aesthetic directions and to visualize the placement of furniture before implementation.
An experience built together with partners
The event brought together representatives of the events, design, architecture and business sectors, as well as content creators, in a real context of use of THE SET universe.
