Kvadrat, a leading Danish textile manufacturer founded in 1968, debuted its premium line, Kvadrat / RAF SIMONS, in Tokyo for the first time in the world. The collection, comprised of a high-end textile collection for upholstery of chairs and sofas, and an accessory collection of cushions and throws, was also exhibited at the venue, alongside classic furniture pieces adorned with the new textiles and Raf Simons' 2015-16 Autumn/Winter collection. The new collection features three designs: "Noise," inspired by bouclé weave and featuring dots scattered over stripes; "Masai," featuring a dark shade peeking out from beneath pale stripes; and "Sirocco," featuring stripes across a multicolored background. The designs utilize the characteristics of twill weave while enjoying the contrast of colors with different moods. "The twill pattern is the perfect structure for blending a variety of colors with clean lines, creating a fresh impression. Combining different yarns with multiple twists not only creates depth, but also allows for the creation of stunning colors and patterns," says Raf. The collection, which includes 14 textile series, 33 cushions, and three throws, along with the first collection, will be available at Cassina ixc. stores and Living Motif in Roppongi, Tokyo. The collaboration between the two companies began when Raf, then creative director of Jil Sander, used Kvadrat textiles for the brand's 2011-2012 Autumn/Winter collection. At the suggestion of Kvadrat CEO Anders Byriel, Raf embarked on his first collaborative project in the interior design industry.
"Raf has a deep knowledge of interior design, materials, and technology, and above all, he is a creator with a cutting-edge sense. Kvadrat/Raf Simons has brought a new category of business to our company. Everything from the weaving method to the colors and materials was Raf's idea, and this season's designs are even edgier. They are not only fashionable, but have also been carefully considered to be textiles for furniture that will be used for 10 or 20 years," said Briel.
He added, "Our customers are mainly from Europe and North America, where demand for contemporary design is growing, but we are planning to expand our business in the Japanese market, focusing on our showroom in Aoyama. There are many customers in Japan who understand our design style, and we see great potential." When asked about their future strategy in Japan, they said, "Branding ourselves while building a local community through cultural exchange with creative people is a strategy unique to a creative company like Kvadrat. We are also planning collaborations with Japanese artists and architects, and will be promoting this to the world at events like the Milan Salone. We will also be strengthening communication with customers, including online." We will be keeping an eye on Kvadrat's future challenges in Japan.
