Royal Ahrend joins exhibition SUPERMODELS in Milan

Royal Ahrend will this year be featured in a travelling exhibition on product design, architecture and interior design named SUPERMODELS during the Salone del Mobile in Milan.

SUPERMODELS is an initiative by the architectural and interior design company Concern, highlighting a collection of Dutch design tradition through the centuries – at dollhouse scale.

Smart Working in the Dutch Design House
As a specialist in Smart Working, Ahrend has created a work environment in the Dutch Design House that revolves around a ‘flexible workplace’ theme. A collection of 3D-printed scale models of Ahrend furniture was used to furnish the miniature office, and the Dutch Design House sees the entire concept come together. It features – in dollhouse proportions – inspiring plans for an office, a design platform and a creative centre for Dutch businesses.

Travelling exhibition fits in with Ahrend’s international growth strategy
After Milan the exhibition will travel around the globe to Hong Kong, Tokyo, London and elsewhere, including the Stedelijk Museum in Amsterdam. ‘Royal Ahrend represents sustainable and timeless design and has an impressive history when it comes to Dutch Design,’ says Arnold Struik, Marketing & Design Director at Ahrend. ‘And so this project suits us perfectly. Over half our sales today are abroad and Ahrend has ambitious plans for further bolstering its international position, which means that the idea of having the project travel around the world fits seamlessly with our international growth strategy. In summary, it is an exceptionally beautiful and fitting project that we are proud to be a part of,’ says Struik.

The Salone del Mobile in Milan is a design and furniture fair held in April of each year since 1961 to promote the Italian furniture and upholstery industry. Today the Salone has evolved to become one of the biggest design events in the world for interior design and furniture.

Ahrend can be found in the SUPERMODELS Dutch Design House at the Salone del Mobile, Via Giovanni Ventura 5, Milan, from 8 to 13 April 2014.

Recommended websites
SUPERMODELS on Facebook:https://www.facebook.com/DUTCHDESIGNSUPERMODELS