Flexform showcases furniture for homes that "express your personality" in its own magazine
Promotion: Italian furniture brand Flexform has created the Somewhere magazine, which highlights its sofas and armchairs, for "homes that make people feel welcome".
Named Somewhere, the magazine was created to emphasise how Flexform's furniture is "able to express your personality. Where you feel at home," the brand said.
While the products in the collection are already available to buy, the Somewhere launch aims to present them in a context that shows how the furniture works in dialogue with other pieces in the room.
"'Somewhere' is not to be understood as a new range, but more as a new way to represent the company’s lifestyle translated into idealised settings conceived to convey all the values the company stands for and to show how every single design at Flexform entertains a meaningful dialogue with the other objects in the same room," said Flexform.
A sectional sofa, the Perry sofa, takes centre stage in the magazine. The modular sofa can be arranged in different ways to create new forms of seating, and also features a cowhide-clad container that can replace traditional handrests.
This can be used as a compartment to store magazines and books.
Somewhere also includes the Earl cabinets, a family of containers with minimalist lines that were designed to be used as storage room dividers, and the wood-and-metal Adler tables that come in various heights and sizes.
The pieces have organic shapes and a colour palette of soft grey and beige hues, with natural wood adding textural interest to the pared-back aesthetic, and were designed to create "homes where people feel welcome".
Flexform views the Somewhere client as someone who is looking for comfortable and timeless furniture pieces.
"We like to think of our customer as a sort of cosmopolitan tribe of well-educated people with good manners and refined taste, who are more after creating homes to fully enjoy and less interested in showing their interiors off," the brand said.
"People that love to create their own personal nesting refuge, people that although affluent are sort of 'lux-immune' but like to surround them with beautiful objects, that combine utmost comfort and timeless style."
As well as a sofa, the collection also includes the "extremely versatile" Feel Good armchair, which has an enveloping round shape made of structural polyurethane and polyurethane foam.
It also comes in a Feel Good Soft version with more padding.
Another piece in the Somewhere magazine is the Gregory bed, which has a metal frame and a headboard with removable upholstery that can be tailored to the user's taste. This comes in fabric or leather with tone-on-tone or contrasting colour grosgrain piping.
The brand named the magazine Somewhere as it hopes it will appeal to global customers, regardless of where they live.
"Somewhere also hints anywhere in the world, regardless in which country you live and regardless of the fact that you live in the countryside or in town," it concluded.
For more information, visit Flexform's website.
Partnership content
This article was written by Dezeen for Flexform as part of a partnership. Find out more about Dezeen partnership content here.
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