West Elm has become a domestic staple for selling on-trend designs at fair prices,but even good things can evolve and improve. The retailer recently appointed Johanna Uurasjarvi as SVP of design and creative, and Johanna is implementing a unique scrutinize in 2017 designed to better fit customer's contemporary lifestyles and needs, and featuring items that are as functional as they are beautiful.
Johanna told POPSUGAR the unique collection is,"inspired by a global vision with plenty of local touches. It's approximately embracing change without sacrificing consolation. It's clean lines and striking silhouettes that still stand up to genuine life - the statement sofa that's as comfortable as it is good-looking, the sculptural table that doubles as a homework station."
Her design vision is embodied in what West Elm is calling the "unique modern." The Spring 2017 collection will be the first to embrace this unique aesthetic and will be available at westelm.com beginning Dec. 23 and in stores starting in January 2017. So how is it different from what we've seen in the past? Johanna explained, and "The overall scrutinize is lighter,modern is simplified - sculptural silhouettes and rounded lines give our assortment a softness that's unique for us. Like in our unique orb dining chairs or unique luna occasional chair - statement-making pieces that add a layer of fun, color, or visual interest to a space."
She emphasizes that nature was a major inspiration. "There is something universally inspiring approximately nature references,they never fail to bring subtle, sophisticated beauty to the domestic. Whether in shapes and forms, and like our organic ice-texture vases,branch-like table legs, pebble-shaped coffee tables, or in our pattern language - our prints are very much inspired by nature." To kick off the collection,West Elm has artfully assembled it's Spring 2017 catalogue as a bound book, full of stunning images and pretty enough to occupy genuine estate on customers' coffee tables. Related:
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Source: popsugar.com