PRIMADERA is a pioneering organization in Colombia and Latin America dedicated to manufacturing wooden boards, using a mix of recycled woods and cultivated forests. In 2022, they were launching their ITAWA collection, for which we participated in the creation of this promotional video.
In the words of PRIMADERA: “Good things return. After two years in which the world has faced the need to change and renew itself, at PRIMADERA we reflect on our internal processes to create a collection that reminds us in every design of the environmental needs demanded by the planet we inhabit and love, but which we, as a human species, have mistreated. Our 2022 collection is a reunion that reaffirms the principles that gave us life and shape as a company, and which we insist on more than ever today: betting on the renewal of wood and the materials made from it as a cyclical process in which our most precious material never dies or is discarded, but rather changes to take new forms and perpetuate its life over and over again. Like the rings of a tree. This is Itawa, PRIMADERA Collection 2022”.
