Aram, the legendary London Showroom, will launch an exhibition space totally dedicated to FLOU production. The initiative is part of Flou’s internationalisation strategy and is the natural evolution of a successful collaboration that has linked the two brands for more than ten years. Located in Covent Garden in the heart of London, the Aram building offers the general public, design professionals and their clients the opportunity to took at and experience the best of modern design in an expensive environment.
A spacious zone inside the showroom will exhibit a selection of the Flou products starting with Nathalie. Designed in 1978 by Vico Magistretti, it is the original modern textile bed, an iconic model that made an indelible mark in the history of contemporary design.
Nathalie will be joined by other beds, bed linen, transformable furniture, wardrobes, stand-alone pieces, armchair and furnishings accessories for both sleeping and living quarters. The Flou space presents a concept of “total living” and demonstrates the quality, design and elegance of authentic ´made and manufactured in Italy´products.
In the history of the modern bed, the year 1978 was a milestone. It was the year that Flou was founded, a company with the prices objective of innovating the bedroom and create a new ´sleep culture´. It was a period of great social change: more women were going out to work, the homes required multi-functional spaces, there was the growing desire to live life with greater freedom and higher quality. The bedroom become somewhere more dynamic and the bed abandoned the traditional static all-white appearance and delighted dressing in the colors. Flou was ahead of its time and launched Nathalie, a bed designed by Maestro Vico Magisretti. In addition to the innovative design and the possibility of purchasing it ´ready for sleep´, Nathalie was also extremely practical: a flick of the wrist and if was made. The success of Nathalie is history and this creation is now considered to be the mother of all ´modern textile beds´which then became a furnishing division in its own right – soft, uphoslstered, removable covers, washable, a place where the sheets and bedcovers were replaced with brightly-colored duvets. Lou had arrive and its continual development saw esthetics and function going hand-in-hand with innovation in the field of materials, technology, rationalization of the production processes. However, the company philosophy remained unchanged: to produce excellent beds, designed with the precise objective of improving comfort, wellness and quality of life.