Alexander Rose Ltd have been shortlisted for Seating Award in The International Design and Architecture Awards 2021.

Having first exhibited at Salone del Mobile in Milan 2019, Alexander Rose Ltd wanted to return in 2020, with a new collection that had great visual impact, the highest level of craftsmanship and something different for the outdoor furniture market. The brief was set by the in-house Design Team; Head of Design, Alan Morley, Graphic Designer and Photographer, Stefan Leth, and Katy Heasman, Contract Sales Manager for the UK, and Europe. The project started with a review of modular lounge sets currently on the market along with an overview of the trends the team saw at the Milan Furniture Fair, where they had taken a booth for their debut exhibition.

The team manufactured the first round of prototypes for review and one of their top furniture factories in Vietnam made the samples. The nature of the design was challenging, due to the curved components and exacting tolerances. Apart from the aesthetic appeal of the Teak frames, the team put a huge amount of development into creating deep seating luxurious cushions, that “invite you to sink into them and never want to get up”. Having made minor changes to the samples, the team then ordered a small batch for their photo shoot in the Algarve. The first mass production order was then placed with their factory.

key to the success is the material section, along with the form of the modules and acute attention to detail – on every joint and assembly of the frames. The colour combination of teak wood and complimentary cushions have proven to be greatly desired and on trend for their market. The machining of the timber components is highly specialised and technically very difficult. The curved profiles on the perimeter frames required cutters to be made. The way the slatted back frames locate into the holes in the seat frame are to exacting tolerances of +0.5/-0.5mm. The in-house cushion makers cut the fabric and sew the cushions and the specific details required their many years of experience to achieve the final result.

Alexander Rose Ltd

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