04/29/2026
Forma S.A. (1949–2005) was a company that consolidated the transition from artisanal furniture to industrial-scale production in Brazil, articulating European rigor with serial production and international licensing. Its origins trace back to Móveis Artesanal, founded by Carlo Hauner after acquiring the Pau Brasil workshop, later developed in partnership with Martin Eisler.
From 1954 onwards, with the creation of the Forma brand, the company structured its production around modularity and standardization, developing systems capable of reaching an industrial scale. Its furniture combined noble woods with metal structures, defining a language marked by lightness and constructive rigor.
In 1959, Forma became the exclusive licensee of Knoll International in Brazil, producing locally pieces by designers such as Saarinen, Bertoia, and Mies van der Rohe, which required the systematization of quality processes aligned with international standards. Its stores in São Paulo operated as curated spaces, integrating furniture, modern art, and objects.
Throughout its trajectory, Forma established a model of production that articulated design, industry, and international circulation, leaving a body of work that reflects the relationship between technique, materiality, and modernity.
For this inaugural show, we turn our attention to the companies that helped define São Paulo in the 1950s: Branco & Preto and Forma S.A. emerge as key pioneers in the construction of this modern aesthetic. By presenting nearly 50 historical works, the exhibition “A Casa Paulista” offers a clear overview of the scene at the height of modernist production in the city.
On view through June 19 at Bossa Flagship, São Paulo.
Photos 1 and 4 by
