Less minimal, more color

Daniel Aram, Managing Director of Aram showroom in London, explains how is evolving the British style

Aram Store, Arflex. Photo © Veerle Evens
Aram Store, Arflex. Photo © Veerle Evens

Less minimal, more color, more warm and bold furniture to personalize houses and projects. In London the new trend is for more unique and personalized interiors, with special and vibrant touch. Daniel Aram, Managing Director of Aram showroom, explains how the British customers’ style is evolving.

Daniel Aram. Photo © Amandine Alessandra
Daniel Aram. Photo © Amandine Alessandra

How is your local market evolving?
The domestic market is pretty good, people are saving money and investing in their homes. The contract last year was terrible, this year came quite strong. Our clients are end-users, interior decorators, architects that work on large projects, our market is 50 per cent domestic and 50 per cent contract.

Who are you clients and what do they ask for more?

Our clients ask for less minimal, more colour, more warm and bold furniture to personalize their houses and projects. Our customers usually know what they want, they choose icons and new products, they mix&match brands, from classic to contemporary, and we fit perfectly their tastes because in our store we generally mix furniture from different brands, we don’t do total living, it will be boring, but we play with more original combinations.

Aram Store, London. Photo © Veerle Evens
Aram Store, London. Photo © Veerle Evens

What relationship do you have with international brands and partners?
We have a long relation with the brands, we choose them for the quality and heritage, mainly through connections during furniture fairs, we talk with people and we build relationships. We can divide our offer in three big areas: classics, commercial like modern design, and new brands that we want to promote; we like to promote the new names that brings us something special.

Aram Store, Knoll. Photo © Veerle Evens
Aram Store, Knoll. Photo © Veerle Evens
Aram Store, Andersen Furniture. Photo © Veerle Evens
Aram Store, Andersen Furniture. Photo © Veerle Evens

When will you present or have you already presented the new collections? Are you planning events, in person or digital?
We are not planning any specific event to present the new collections, but we got all of them in store for people who want to come.

In the project area, do you have any ongoing big projects?
Talking about large projects, we have many but actually I can’t speak about them; we are working on hospitality, like restaurants and very good hotels, products for the shopping centre Westfield that is a big client for us, high education like business schools, and last year we did the restyling of the Royal Opera House.

Aram Store, London. Photo © Veerle Evens
Aram Store, London. Photo © Veerle Evens

Aram Store
110 Drury Lane
Covent Garden
London

www.aram.co.uk