For decades, furniture design has revolved around functionality and aesthetics. But in 2025, a new challenge has emerged—integrating sustainability and technology without losing creative identity. In Argentina, a country that has undergone economic and cultural transformations in recent years, this shift is gaining unexpected momentum.

One of the key figures leading this transformation is Alejandro Anselmi, with a background in architecture and designer behind Fred Home, a company that has placed personalization, material reutilization, and artificial intelligence at the core of its business model. What once seemed like a high-end furniture workshop has now evolved into an innovation lab, where industrial waste is transformed into art, and AI shapes the rhythm of production.

Yet, Anselmi’s journey is not an isolated case. It represents a broader movement within Argentina’s creative industries—one that fuses craftsmanship with advanced technology, proving that sustainable and intelligent design is no longer an option but a necessity.

The Evolution of Argentina’s Design Landscape

Argentina has long been a hub for design and architecture, producing renowned figures in both fields. However, the last few years have witnessed a paradigm shift. The global demand for eco-friendly materials, efficient production methods, and highly personalized products has redefined the role of designers and manufacturers.

Sustainability is no longer a trend; it is a foundational principle shaping modern design. According to industry reports, AI-driven design processes have reduced material waste by up to 30%, optimizing production costs while significantly lowering environmental impact. In Argentina, this transition is especially evident in the furniture industry, where companies like Fred Home are pioneering new ways to merge art, function, and ecological responsibility.

From Furniture to Art: The Fusion of Design and Creativity

Anselmi does not view furniture as mere functional objects; he considers each piece an artistic expression. His philosophy has led him to a unique discovery—by repurposing leftover materials such as marble, sintered stones, and wood, he creates abstract artwork that complements his high-end furniture collections.

The process is both technological and artistic. Designs are first conceptualized digitally, refined through computer-aided design (CAD) software, and precisely cut using CNC (computer numerical control) machines. What was once waste material is now reassembled into intricate compositions, bridging the gap between sustainability and artistic innovation.

What started as an internal experiment quickly turned into a commercial success. Originally, Anselmi designed these artworks to decorate Fred Home’s showroom. However, clients visiting to purchase furniture became captivated by the abstract pieces, leading the company to integrate them into its product offerings.

This trend reflects a broader movement in Argentina, where designers are exploring new frontiers in functional art. Figures like Cristián Mohaded, known for blending Argentine craftsmanship with contemporary design, exemplify how traditional techniques can be adapted for modern audiences. These innovations not only celebrate the country’s rich artistic heritage but also position Argentina as a global design hub.

Artificial Intelligence: The Invisible Designer

The role of artificial intelligence in furniture design is expanding rapidly. In Fred Home, AI serves multiple purposes:

  • Material Optimization: Algorithms analyze production processes to reduce waste and streamline manufacturing.
  • Market Analysis: AI gathers and interprets data from client preferences, identifying trends before they reach mainstream demand.
  • Customization: In the near future, AI will enable clients to design and preview their own furniture in real time, selecting materials, colors, and shapes with augmented reality before finalizing a purchase.

Leading furniture brands worldwide, including IKEA and Herman Miller, have already begun integrating AI into their workflows. Argentina is not far behind. Experts predict that in the next decade, AI-driven manufacturing will revolutionize the industry, allowing for hyper-personalized production while minimizing environmental impact.

A Future Shaped by Sustainability and Innovation

The combination of economic recovery, technological advancement, and a renewed commitment to sustainability is positioning Argentina as a leader in innovative design. The 4.5% projected GDP growth for 2025, combined with increasing consumer demand for sustainable and artisanal products, creates fertile ground for companies like Fred Home to thrive.

Anselmi’s work exemplifies this shift—not just in how furniture is designed and produced, but in how creative industries can redefine waste as a resource. As Argentina continues to embrace sustainable innovation, the global design community is watching, taking notes, and learning from a country that is proving that the future of design is not just about what we create, but how we create it.Argentina’s creative industries are entering a new renaissance—one where art, technology, and sustainability are not separate entities, but rather, essential components of a single, visionary movement.

Written in partnership with Tom White