Sunday, 8 April 2012

Arden Launches at London Design Week

This is a slightly tardy post about London Design Week where our Arden Collection for Zoffany was officially launched.

Arden fabric book and Verdure cutting

I just wanted to share a few pics from the 3 days I spent at the Chelsea Harbour showroom  (11th to 13th March ) as it was such an exciting milestone to reach with the collection.

Zoffany Showroom

This annual trade show takes place at Chelsea Harbour Design Centre which is home to over 400 interior design brands. Zoffany share a showroom with Sanderson and Morris and Co and I joined the Zoffany team for three days of meeting and greeting and talking about the collection.

Arden books and brochures

It was my first chance to meet the interior designers and retailers who hold Zoffany accounts. It is they who will be out there convincing their clients to redecorate using the Arden Collection!

Saffron Walden sofa
Sofa covered in Saffron Walden (charcoal). Cushions covered in Arden and Canterbury (and me)
It was such a thrill to see the showroom decked out in our fabrics and papers and to finally get to see the sample books. Just under two years after my first meeting with design director Liz Cann, here we are at last!

Verdure chair
Chair covered in Verdure (lead blue colourway).
My favourite piece in the showroom is this chair (below) covered in the Arden velvet (in venetian red). The cushion uses the Millefleurs embroidery.

Zoffany won Elle Decor's "Most Inspiring Showroom" award - yay!

Arden chair window display

....and here's a short interview I did for the Chelsea Harbour blog:

Unfortunately David, my co.designer was unwell and unable to make this soft launch but he was there in spirit regaling visitors with tales of Elizabethan life and the story behind these unique designs. 

David Cutmore painting Merchant's Stripe
Here's David painting the Merchant's Stripe at the studio

Big thanks to Camilla and Selina the showroom girls who were dynamos. Thanks also to the whole Zoffany team for looking after me and giving me confidence in this new and exciting environment away from my cosy studio. 

Arden hangers

Here are posts about the collection by two lovely bloggers I met at Design Week:

Alison Hutchinson Design

HOP Interiors


CharlottaTorner said...

Hi Melissa!

We meet during the London Design Week and we were so inspired by your amazing collection Arden. It is very exciting to follow your blog and read about your creative work.

In Sweden this is a very unique style. I have written in our blog about our meeting and your creation. We have received very good feedback from the pictures I posted. It's great to have a story behind each design and it gives the fabrics and wallpaper life.

We have received some of the samples and are eagerly awaiting the rest. It's cool that we'll be first in Sweden!

If you visit Sweden, you are very welcome to our store!

Sincerely Charlotta Törner

Östermalms Textilateljé

Melissa White Interiors said...

Hi Charlotta. It was great to meet you and I'm thrilled Arden is being well received in Sweden. Thank you for blogging about your experience. I am coming to Stockholm with Zoffany at the end of May to give a talk about Arden so I will definitely come and see your shop. All the best, Melissa

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