This spring, for the first time since the magazine’s creation in 1987, Elle Decor will launch a full home furnishings collection at High Point Market including furniture, rugs, textiles, tabletop and accents developed with partners including Surya.
To boost the impact of the launch, an Elle Decor virtual reality presentation will operate at the Surya and L&F Products showrooms in High Point during the spring market.
“We wanted to go beyond the classic showroom model and create a dynamic experience allowing people to feel the brand and the products in a more immersive way,” said Eva Platini-Hernandez, senior marketing manager at Elle Licensing. “It is a complete re-thinking of storytelling and art. Since the Parisian lifestyle is in our DNA, we wanted to introduce the collection in context, inside an authentic Parisian apartment, without having to move from High Point.”
Designed to showcase the brand’s Gallic roots, the Elle Decor collection merges Parisian urbanity with feminine and modern elements in looks that are elaborated with novel touches, according to the companies, providing a stylish fit for consumers engaged in a wide range of lifestyles.
Surya’s D’Orsay, Lina, Intermezzo and Reda rug and pillow collections for Elle Decor feature an eclectic mix of updated traditional designs with vintage appeal; chic, uptown styles and modern, geometric looks in a range of palettes from softly muted pastels and sophisticated neutrals to cheerful, bright hues.
“The Elle brand is focused on the Parisian lifestyle and customers who are confident, informed, independent, and authentic,” said Samantha Scragg, product manager for Elle Licensing. “The collections designed in partnership with Surya, Li & Fung, Crest Mills, Home Dynamix, and Jay Cos. incorporate these attributes into beautiful, statement-making lifestyle products that honor the tradition of classic, French elegance, while bringing a modern day twist.”