The Wing at Tynemouth
Cramlington-based Bazaar Group, which creates bean bags and soft furnishings, is set to launch its new furniture brand at London Design Fair.
Bazaar Group, which is behind furniture brand Leda, is getting ready to unveil ‘The Wing’, a seat inspired by Northumberland’s landscape and culture.
The launch of the product, which gets its name from its winged shape, is a strategic business move for Bazaar Group, and is one that the company hopes will help to drive sustainable growth.
Bazaar Group managing director Mark Dolder said: “We have taken a revolutionary approach to the development of Leda and we felt it was only right to unveil the first, original product of the brand on an international stage, amongst the design industry’s thought leaders.
“The Wing is the first of its kind, entering the busy design market at a very exciting time. Now, more than ever, people are looking for design-led furnishings for their homes and we hope to see Leda stocked in multinational retailers as it becomes a household name of the future.”
Leda designer Allison Chatten said: “We drew on the freedom and dynamism of our Northumbrian surroundings in the creation of Leda and the first product.
“From organic shapes in the landscape to the everyday lifestyles of our friends and family, we wanted to build a brand based on contemporary life and a product that would adapt to a person’s body and lifestyle. This is an innovative concept we refer to as ‘engineering responsive design.
“Normally in furniture design a person has to adapt their shape to fit into a seat, but with the Leda Wing its soft form moulds to the shape of the individual. This turns furniture design on its head and is going to force people to consider furniture of the future in an inventive new way.
“Our motto is to ‘live effortlessly,’ which is also based on a very ‘North East’ attitude of being yourself and feeling content, and we hope this translates seamlessly to the international visitor demographic we meet at the exhibition.”
The London Design Fair, which welcomes exhibitors from 28 countries around the world, will attract over 27,000 visitors. Leda is inviting people to be the first to experience its ground-breaking responsive furniture design.
Leda’s Allison Chatten concludes: “We just ask that people keep an open mind. Our aim with Leda is to create furniture experiences that encourage the individual to imagine new possibilities for everyday life.”