Ambrose, the new collection from British department store Heal's, embraces the practicality of flat-pack, yet upholds the retailer's value of quality furniture that is built to last. The collection is centered on the importance of adaptability when designing for smaller spaces, a philosophy that resonates with our Industry Trend Design Democracy: Shift.
There is a particular focus on simple assembly furniture that can be easily maneuvered through the narrow stairwells common in city living. Key items include minimalist sofa beds and the A-frame bookcase and clothes rail which slot together without fixings for a contemporary take on flat-pack that doesn't compromise on form or quality (see Flat-Pack Futures for more examples). Other storage items are designed to lean against the wall with no permanent fixings – suiting the needs of the emerging Generation Rent.
As noted in Modern Family: Next-Gen Kin, both homes and families are shrinking. Smart brands are reacting to this shift in lifestyle by offering new options that squeeze maximum functionality out of the smallest spaces. Look to The Evolving Domestic Landscape for further insight.
The launch of Ambrose coincides with London Design Festival 2014 (September 13-21). Look out for further coverage of the event coming soon to Stylus as well as via our Instagram and Twitter posts. In the meantime, take a look back to our coverage of last year's festival.