# Artisan Spotlighted Furniture Commercials The Porada Essential Video Highlights Artisan Techniques By Elena Rahman | Published 2021-09-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/porada-essential-video References: [dezeen](https://www.dezeen.com/2021/09/15/furniture-porada-wooden-pieces-traditional-artisan-techniques/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+dezeen+%28Dezeenfeed%29) & [porada.it](https://www.porada.it/) The Porada Essential video by Italian furniture brand Porada showcases the artisan techniques used in its manufacturing process. The commercial highlights the blend of contemporary and traditional tools and methods used to create its [luxury range of furniture](https://www.trendhunter.com/trends/highend-furniture). To capture the brand's 70 years of [furniture making](https://www.trendhunter.com/trends/wherever-life-goes), Porada's director Jacopo Rondinelli and creative director Marco Pianigiani came up with the commercial idea. The Porada Essential video marks the first of two videos set to release this year by the brand. The series aims to show how Porada's wooden furniture is built to last while representing the brand's diverse range of furniture. The brand creates pieces like [wooden coffee tables, beds, chairs](https://www.trendhunter.com/trends/collective-collection), and other items. Typically, the wood used in the manufacturing process comes from ash and walnut. Image Credit: Porada ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 8% | Activity: 55% | Freshness: 10% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Artisan Furniture Making:** There is an opportunity to invest in and promote artisanal furniture making techniques and products. - **Blending Contemporary and Traditional Design:** Incorporate both contemporary and traditional design in furniture manufacturing to create unique and timeless products. - **Sustainable Manufacturing Processes:** Emphasize the use of sustainable materials and methods in furniture manufacturing to appeal to eco-conscious consumers. ### Who This Affects Most - **Furniture Manufacturing:** Furniture manufacturers can incorporate artisanal techniques and sustainable materials in their manufacturing processes to stand out in a crowded market. - **Interior Design:** Interior designers can promote artisan furniture making and the use of sustainable materials to their clients as a unique and eco-friendly option. - **Luxury Goods:** Luxury brands can focus on the blend of contemporary and traditional design to create unique and timeless furniture pieces for their affluent clientele. ## Related on Trend Hunter - [Extravagant Handcrafted Furniture](https://www.trendhunter.com/trends/handcrafted-furniture.md) - [Culturally Significant Wooden Furniture](https://www.trendhunter.com/trends/woodcarving-heritage.md) - [Longevity-Focused Wooden Chairs](https://www.trendhunter.com/trends/stolab.md) - [Material Proximity Furniture](https://www.trendhunter.com/trends/paloma-editions.md) - [Artisan Furniture Debut](https://www.trendhunter.com/trends/pirajean-lees.md) - [Striking Wood Furniture Silhouettes](https://www.trendhunter.com/trends/irish-furniture-design.md) - [Design-Forward Furniture Collections](https://www.trendhunter.com/trends/furniture-collection1.md) - [Italian Material-Highlighting Coffee Tables](https://www.trendhunter.com/trends/ria-coffee.md) - [Textured Modern Furniture Lines](https://www.trendhunter.com/trends/touch-collections.md)