Jonatas Fante



Jonatas Fante, chief executive officer and founder, is responsible for the conceptualization of Armazem, from overall business strategy, research, marketing and branding, showroom design as well as deeply involved in product development with Armazem’s partners and product designers.

The foundation of his career and his sense of entrepreneurship began as a child through his family’s business. Fante’s great-grandfather immigrated to southern Brazil from Italy in the early 1910’s where he started a vineyard in what is now Brazil’s most remarkable wine country. A strong business acumen continued to pass down through generations, turning the family winery into one of the largest in Brazil.

Fante graduated with a Bachelor’s Degree in Civil Engineering from the School of Engineering of Universidade Federal in Porto Alegre, Brazil. While at Engineering school, the subject that fascinated Fante the most was design methods. From brainstorming techniques to project management, he realized the art of thinking outside the box. His ideas of innovation, collaborative team structure and entrepreneurship were further developed during his MBA program at Fundação Getúlio Vargas in Brazil and through his successful career in the design industry.

In 2003, Fante was named marketing director of Florense for which he was responsible for managing the product design team, creative research, branding and visual identity of the flagship showrooms. By 2006, he relocated to the US taking on the position of CEO of Florense USA. He then went on to open showrooms in Chicago and Dania Beach, Florida as an independent dealer while continuing his role as CEO in the USA with the launching of Florense’s NYC flagship showroom.

Fante has come full circle by launching Armazem in the Fall of 2017. His vision for Armazem is to bridge product design and interior design, providing the specialized and multidisciplinary knowledge needed to positively collaborate with architects, interior designers and real estate developers. The structure of this bridge is his team: a diverse group of professionals who share a genuine passion for design and who are in it for the long run. This is where Fante feels the most enthusiastic: working alongside talented people who excel to expand current design thinking, and at the same time nurturing friendships, after all, isn’t it a lot more fun to practice your passion among people you love and respect?
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