Art for Life
Introduction
EDITION is a curated collection of the foremost in limited edition contemporary furniture art and design, created by The One Centre for Living Edge, Australia’s leading design furniture retailer.
Featuring unique creations by iconic figures in art and design, from Zaha Hadid to Salvador Dali, the EDITION Collection transcends the concept of ‘furniture’ both functionally and philosophically.
Creating the proposition, ‘Furniture that’s art, art that’s furniture’ we positioned EDITION as ‘Art for Life’, speaking to the modern-art-space lifestyle the collection offers HNWI collectors in their every day.
Positioning
The world of contemporary art is divided by ‘art’ and everything else. True to its maverick nature, each piece in the EDITION Collection is designed to double as functional furniture for the home. Our strategy was to connect the two worlds, painting EDITION as ‘Art for Life’.
First and foremost we established EDITION’s art credentials through a celebration of the artists and visionaries who designed the collection. Second we ensconced the brand in modern art culture. Third we proposed that this is, ‘Furniture that’s art, art that’s furniture’ in a dadaesque way.
Identity
We created EDITION as an Art Brand. It’s a curator of art that also operates as functional furniture. As such our visual language and approach to design is bold, confident, curious and subjective – expressing common themes found in contemporary art culture.
Our type-driven identity is designed to integrate seamlessly with artists, designers and brands who make up EDITION.
Website
Perhaps EDITION’s most important customer channel and touchpoint, the website operates as its main gallery and enquiry generator.
Designed as a fully immersive modern art experience, it provides a rich and immersive exhibit of each piece in the EDITION collection as well as fascinating exposé of their artist creators.
Mavericks and Masterpieces. The EDITION Collection celebrates those artists, designers and creative visionaries who’ve never paid attention to what others think.
Mavericks and Masterpieces. The EDITION Collection celebrates those artists, designers and creative visionaries who’ve never paid attention to what others think.
Environment
The EDITION Collection is by its nature enigmatic. Coveted and iconic, each piece is numbered or marked to reflect its value and exclusivity. And it rarely exists in one place at one time.
The EDITION installation is designed to operate as a portable modern art gallery experience, exhibiting selective pieces and communicating brand values through its monolith aesthetic. It travels to international art and design shows year-round and provides an important touchpoint for reaching collectors and the world’s media.
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Film
The EDITION film is an abstract dadaesque experience. The sort you’d find in a modern art gallery. It celebrates our artists who have been described as eccentrics, individualists, trailblazers and nonconformists. It showcases their creations, and our collection.
Inspiring and confronting, it is by its nature a statement and invitation. A ‘manifesto’ on display on the EDITION gallery website, touring installation, retail showcase and performance digital media.
THE ONE CENTRE
Level 3, 75 Pitt St
Sydney NSW 2000
Australia
hello@theonecentre.com
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