Today marks a landmark occasion as it is the launch of True Design’s revamped showroom PLUS brand new designs from Cassina and Kartell… plus a whole new section of the showroom with new pieces from Moroso with Diesel. We hear from True Design’s Managing Director Aldon Mc Leod…1. How did True Design come about?
We inherited the company from a previous importer. During this takeover process we wanted to create a new identity – look and feel – for the company moving forward. After a good year of debate regarding a suitable name and ethos, the name True Design came about. Within these two single words are all that we stand for as a company… it hits the nail on the head.
2. When did the Cape Town showroom open?
The Cape Town showroom was launched 4 years ago in 2014 with its first Cassina footprint but was still new under the old entity. This would be the first launch event under the True Design name.3. Why are you drawn to the brands you represent?
The brands we represent cover all aspects of the design world. Cassina has its collection of masterpieces; true catalysts of proportion and timeless aesthetics, yet a very relevant contemporary collection. Moroso with its playful nature and no-limits approach is very evident in their products that provide unique and playful yet functional products. Kartell is known worldwide and is a very accessible brand, a lovely stepping stone into the design world with absolute must-have products for any home or office.
4. What are you most looking forward to unveiling at the launch of your revamped Cape Town showroom?
The Beam Sofa designed by Patricia Urquiola for Cassina, it is a master piece of sofa design, unmatched comfort and these days comfort is the highest level of luxury. Also, our new Moroso, with Diesel section of the showroom will be a sexy and exciting addition to the Cape Town showroom.5. Which new Modern Classics can visitors look forward to seeing on the showroom floor?
We have the LADY chair designed by Marco Zanuso, not known to many people so it holds quite the surprise factor for visitors to the showroom. Then any of the iconic pieces by Le Corbusier will always be a staple attraction.
6. What can we look forward to from True Design in the future?
We are planning more in-depth presentations of our bands by creating individual brand identities in our showrooms. This way each brand receives the credibility it deserves which in turn allows the client to experience them independently and make unique design decisions. Fans of our brands should look out for some interesting events towards the end of the year in both Cape Town and Johannesburg.
For more visit True Design.