For its inaugural full home collection, Elle Decor magazine has partnered with Surya on a Parisian-inspired collection that is making its debut at High Point Spring Market. The line spans furniture, rugs, textiles (blankets, throws, quilts), pillows and tabletop accents.
“The ELLE brand is focused on the Parisian lifestyle and customers who are confident, informed, independent, and authentic,” says Samantha Scragg, product manager for Elle Licensing. “The collections designed in partnership with Surya, Li & Fung, Crest Mills, Home Dynamix, and Jay Companies incorporate these attributes into beautiful, statement-making lifestyle products that honor the tradition of classic French elegance, while bringing a modern-day twist.”
The full collection launched this week at High Point, and will invite guests to participate in an immersive, 360-degree virtual reality experience featuring the collection’s pieces. “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,” shares Eva Platini-Hernandez, senior marketing manager at Elle Licensing. “It is a complete rethinking 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.”
Surya’s D’Orsay, Lina, Intermezzo, and Reda rug and pillow collections for Elle Decor will feature a number of themes, say the partners, including “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 Surya team has great admiration for the Elle Decor brand and its influence on the home design and fashion industries,” says Satya Tiwari, president of Surya. “This collaboration is certain to attract the attention of customers who are looking to evoke a sense of luxury and glamour in their projects and homes, yet they will have options that will not exhaust their design budgets.”