 The
Milano Collection: Elegant, sophisticated furniture at unbeatable prices
Our new Milano collection was launched and is being well received by buyers. We talked to designer Jorge Jaramillo about the inspiration behind
the Milano collection and delved into the forces that shape his sense of
design.
Timeless:
Where do you find your design inspiration?
Jaramillo: "Some of my inspiration comes from my family background. I
grew up in a multicultural environment with European and American influences
which taught me how to be aware and observant of my surroundings and its
differences. San Francisco, where I live, is also a great source for
inspiration. It's a city full of ethnicity and culture. Going out to
restaurants, shops, museums, looking at it's architecture, peoples fashion,
all these elements are very rich and unique, giving me an abundant supply
for ideas. "
Timeless:
What were your design goals with the Milano collection?
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Jaramillo:
"The Idea for the Milano collection was to create a
transitional design, starting with the Italian Contemporary elements and
giving them a twist of warmth and detail, to make it more appealing to a
wider range of customers. I wanted to part the collection from the
rectilinear and square look, preserving the sophisticated appeal. I also
explored some of the mid 20th century design and incorporated some of
the American Modern style references. The end result is a contemporary
collection with almost a "retro" feel to it."
Timeless: You mention the mid-century design elements. What
is it about that period that appeals to you?
Jaramillo:
"The mid 20th century design is the result of years of
improvements and breakthroughs in techniques and materials, since the
beginning of the industrial revolution. It incorporates a tight
relationship between form and function but also exploits the
possibilities that these innovations brought with them."
"This period in design was about style and fun, aimed to a young
crowd with a taste that grew away from inherited patterns and
traditions. We feel that Milano will also appeal to a youthful audience-
adults in their 20's and 30's - consumers who did not have the benefit
of being introduced to this lifestyle almost 50 years ago."
Timeless: What design elements did you take from the
mid-century period?
 Jaramillo:
"An
absence of decoration and embellishment. Clean lines. But at the same
time I wanted some detail and particularity to soften the Milano
collection. So, instead of straight lines we have legs that taper, and
drawer fronts that are bowed. This is really important. We've taken the
advantages of Modern aesthetics but created a much warmer look and a
gently more welcoming feel that will appeal to today's consumer."
Timeless:
What did you most enjoy about designing this
collection?
Jaramillo: "It was very challenging to create a transitional look
while avoiding a specifically modern feel. Milano is a collection you
can mix with other styles of furniture. It provides a breath of fresh
air in amongst more predictable designs. These designs are
simultaneously classic and bold."
Timeless:
Why such a dark finish?
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Jaramillo:
"Dark is in! This rich cacao finish is a very hot
trend in the market place at the moment. |
We were missing a dark finish in our collection line up, and this
rich brown finish perfectly complements the style/form of the
furniture."
"It's a reflection of today's preferences rather than the style
dictates of the Modern era." |
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