Over time, we gathered a great deal of insight into the local furniture industry and the design scene, and one thing became increasingly clear: local designers rarely have the opportunity to showcase their creations — whether chairs, benches, lamps, armchairs, or other pieces.

After years of experience and research, we realized the need for a dedicated furniture showroom that could address this issue — a space to unite these designers and give them the platform to present and grow their work.

Shamliza’s philosophy emphasizes that a product should not only be visually appealing but also economical to produce, practical in use, and of high quality. When these factors come together, it becomes evident that very few applied designers, architects, or forestry faculty graduates truly have the sense and vision for how a piece of furniture should evolve or be crafted.

As for the architectural landscape of Belgrade — in recent years, it has taken on a momentum that seems unstoppable. The city has become somewhat confusing in terms of architectural identity, largely due to extensive demolitions over time. We now see many new buildings erected on the sites of the old, resulting in a patchwork of styles and quality, often lacking cohesion or continuity.