The One Centre is part creative management consultancy and part creative agency that always strives to look for new, disruptive ideas and transform them into real concepts. It recently joined forces with Living Edge, Australia’s premier furniture destination for architects, interior designers, and design enthusiasts, and launched an extraordinary furniture collection that carries art in its DNA.
Besides helping the company develop its EDITION brand, such as positioning and identity, the Sydney-based agency helped Living Edge to introduce its new collection globally. To make it more appealing to the worldwide audience, the creative agency crafted a virtual online gallery and complemented it with a short art film, which introduces its manifesto: “Furniture that’s art. Art that’s furniture”.
Titled EDITION Collection, the new high-end furniture brand by Living Edge showcases pieces of furniture that seem to have been designed and created by the greatest artists of the world. It features highly-luxurious units that are simply the cherry on top for some furniture collectors. Yet better, the furniture would make even the most humble and simple art enthusiasts jealous.
“EDITION is not just furniture, it’s art: a curated collection of the foremost contemporary furniture and design, with 30 pieces available at any given time through the gallery. We asked The One Centre to tap into its knowledge of luxury trends and design enthusiasts to create a high-end art and design brand with global appeal,” explains Jo Mawhinney, Director at Living Edge.
The furniture pieces are worthy of being tagged as ‘sculptural art pieces.’ The one-of-a-kind collection includes the Leda table, which was inspired by Salvador Dali; the Surface Table executed after Zaha Hadid’s amazing work; and NEROCACTUS—based on Drocco / Mello’s imagination.
Katie Molloy, General Manager at The One Centre, says: “EDITION creations are bold and rebellious, creating an art brand unlike any other in the world. Strategically, we are positioning EDITION pieces as art, their creators as artists, and their buyers as collectors.”
According to figures from IbisWorld, Australia’s luxury retail industry is thriving, growing at a rate of around 10% per year since 2013. Other estimates show that Australian luxury market sales will grow by 6-8% per year by 2024. But Living Edge wants to go beyond that: it has launched this collection with the aim of overcoming the Australian market and gradually conquering the hearts of those living abroad.
Besides the online experience and the video you are about to watch next, the campaign is supported by collateral, digital, film, and experiential installation at Sydney Contemporary Art Fair, where the company unveiled EDITION collection and revealed some of the furniture’s exclusive pieces. Let us know which piece you’d love to have at your own place!
Credits:
Project: EDITION collection
Client: The One Centre
Agency: Living Edge