Living Edge launches new high-end furniture brand EDITION + campaign via The One Centre

Edition-BrandID_02.jpgThe One Centre has created a new high-end furniture brand called EDITION for Living Edge, Australia's premier furniture destination for architects, interior designers and design enthusiasts. The launch of the brand capitalises on growing global demand for limited edition, highly collectable luxury design and art.

As well as developing EDITION's brand positioning and identity, The One Centre is helping launch the EDITION collection globally with a virtual online gallery and a Dada-esque art film, which introduces its manifesto: "Furniture that's art. Art that's furniture".  

Says Jo Mawhinney, director at EDITION: "EDITION is not just furniture, it's art: a curated collection of the foremost contemporary furniture and design, with 30 pieces available at any given time through the gallery. We asked The One Centre to tap into its knowledge of luxury trends and design enthusiasts to create a high-end art and design brand with global appeal."

Edition-Installation_03.jpgSays Katie Molloy, general manager, The One Centre: "EDITION creations are bold and rebellious, creating an art brand unlike any other in the world. Strategically,  we are positioning EDITION pieces as art, theirEdition-Video_still_01.jpg creators as artists, and their buyers as collectors."

Inspired by the insight that a growing number of people are purchasing luxury brands online as investment pieces, The One Centre created - a virtual gallery featuring EDITION's most exclusive sculptural art pieces, which are held in collections all over theEdition-Video_still_02.jpg world. The EDITION Collection includes the Leda table, inspired by Dali, Surface Table by Zaha Hadid and NEROCACTUS by Drocco / Mello, which is included in collections at the Museum of Modern Art in New York and Tate Modern in London. Coveted and iconic, each piece is numbered or marked to reflect its value and exclusivity.

Australia's luxury retailEdition-Video_still_03.jpg industry is thriving, growing at a rate of around 10% per year from 2013, according to figures from IbisWorld, while Deloitte forecasts Australian luxury market sales to grow 6-8% per year through to 2024. Living Edge has launched EDITION to extend its popularity beyond Australia to an international market. The collection features exclusive pieces from design icons like Salvador Dali, Zaha Hadid, Vitra and Vernon Panton, and isEdition-Video_still_04.jpg designed to carve out a new category for the business along with a global revenue stream.

The launch campaign includes print collateral, digital, film and experiential installation at Sydney Contemporary Art Fair, where Living Edge unveiled EDITION and revealed some of the collection's exclusive pieces.

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