Israeli interior designer Oron Milshtein is making a significant step in his career as he represents Israel at the prestigious Maison&Objet design fair in Paris. It is an exceptional achievement: Milshtein will be the only Israeli to showcase in the home accessories category at the international fair, which has been held twice a year for over 30 years and is considered one of the most important events in the design world.
Milshtein, 44, has been working for more than 16 years in interior design for luxury apartments, shops, and commercial spaces, and is identified with a bold, colorful, and eclectic style. After years of accompanying high-end clients in projects that reached millions of shekels, he decided about a year ago to set out on a new path and launched his cushion brand LOVE BY MILSHTEIN.
“The move came from a personal need to create a smaller artistic-design object, but one with a big statement,” he explains. “I treat each cushion as a work of art. I don’t work on a ‘production line,’ but sit with each item, plan the graphics so they fit precisely onto the fabric, carefully choose the type of fabric and the filling, and ensure that everything is of the highest quality.”
Italian Silk and Goose Feathers
The collection to be presented in Paris is based on smooth, high-quality Italian silks printed with original graphics he created. Alongside the luxury series (about €250 per piece), he will also present a more accessible Outdoor line, priced around €150. The filling was carefully selected from goose feathers to maintain a full and elegant appearance over time.
The shopping experience also received attention: The packaging, logos, and wrapping papers were specially designed to enhance the brand.
Participating in the exhibition required Milshtein to invest tens of thousands of dollars – from the booth itself (Hall 5A, Stand P102) to meeting the fair’s high standards. “This is an event that attracts the biggest brands and designers in the world. It’s not a place to arrive half-prepared,” he says.
Beyond the artistic aspect, this year’s participation carries special meaning: Against the backdrop of the wave of antisemitism sweeping the world, Milshtein’s presence as an Israeli in a central international arena is a statement in itself.
“First and foremost, I am a creator and an artist,” he says, “but it is clear to me that when I present in Paris, I also represent Israel. Especially in such a time, it is both moving and obligating, many times over.”
Even with the teaser posted on the exhibition’s buyers’ website, inquiries already arrived from buyers in South Africa, Greece, and France. Milshtein hopes that the exposure in Paris will turn his booth into the gateway of his brand to new markets.
“My dream is not only to present but also to create genuine connections and build an international presence,” he concludes. “If everything goes well – in January I will return to Paris again, with an even broader collection and with much greater confidence.”