Incollect 10-18
WestEdge builds participant list for its fall debut
Aug 2, 2013

Since the launch of WestEdge design fair was announced, the show’s co-founders Troy Hanson and Megan Reilly have built an impressive list of seasoned exhibitors (many new to the west coast) and media sponsors which will be part of its October debut in Santa Monica.
Exhibitors will be making their way to the Barker Hanger from across the globe. New York exhibitors include Apparatus Studio, Egg Collective, Fort Street studio and more; West-coast brands include Nolen Niu, Phase, Cerno and more; and European exhibitors include Royal Botania, Lamberti Décor, and Toscoquattro.
WestEdge builds participant list for its fall debut
Photo courtesy of Royal Botania for WestEdge
Another exhibitor highlight includes a collaborative exhibition between Brenda Houston Design and Holly Hunt, in which the pair will present select pieces from their respective collections.
WestEdge will also help to celebrate the 40th anniversary of Ligne Roset's Togo collection by featuring select pieces from the brand’s archives.
In the media lounge, sponsored by Design Within Reach, attendees will be able to pick up issues from WestEdge media partners, relax and recharge, and browse digital content as well.
Media sponsors for the fair include national, regional and web-based publications, including: Architectural Digest, Coastal Living, Editor at Large, Lonny, Metropolis, The Architects Newspaper, California Homes, Form, Modern Luxury Angeleno, Modern Luxury Interiors California, Landscape Architecture Magazine, Ocean Home, Modenus, Surface and The Retail Observer.
“We felt that is was important to align with various media partners on all fronts, and really create an event to bring the design community together—rather than creating an event that focused/aligned with one sole media sponsor,” said Reilly. “Our strategy here was to offer each media brand an opportunity to be involved, serve their readership through ownership of a feature or programming component, yet also be part of something bigger and more festive in the sense of a uniting design event.”
Stella Artois is on board with plans to build an outdoor beer garden, and Moderinsm.com is set to sponsor the fair’s Tweetup/Blogger welcome reception on opening day, as WestEdge prepares to welcome hundreds of design and lifestyle bloggers.
WestEdge will host various educational programs, seminars and lectures throughout the weekend, including the “Business and Value of Design” workshop series, “Architecture Inside Out: Architecturally Inspired Products with Form and Function,” “Elements of the Perfect Beach Cottage,” and “Renovating a Modernist Masterpiece: Improving Upon the Spirit of the Greats.”
There will be a preview open only to the trade, press and VIP guests on Thursday, October 3, from 2:00 – 6:00 p.m. followed by an opening night party to benefit Heal the Bay from 6:30 – 10:00 p.m.
WestEdge is open to the trade and public 
Friday, October 4, and Saturday, October 5, from 12:00 –8:00 p.m. and Sunday, October 6, from 12:00 –7:00 p.m.
General admission tickets are $25 online in advance and include a one-year subscription to Architectural Digest, tickets are $30 on-site at the fair’s box office.
A detailed schedule of events will be available on the website in the coming weeks, as well as an announcement of the opening night designers committee.

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