Emerging Brands Spotlight: Essence of Strength
About the company
1) Introduce your company:
Essence of Strength is an exciting new British company designing bespoke and truly iconic contemporary furniture using a mix of ultra-modern carbon composites married with exquisite artisan leather and wood veneer finishes. The contemporary, gravity-defying range of Bar Stools, Carbon AeroBenches and Chaise Longues use natural curves to deliver inherent strength while the advanced composite materials enable cantilevered forms that exceed normal design parameters. These pieces could not be built using traditional materials. The mesmerizing designs are a true engineering accomplishment, delivering simplistic and luxurious elegance with incredible strength, a super-thin profile, and ultra-light weight. Essence of Strength enables those with a desire for unique, bespoke furniture built from advanced carbon technologies to be designed, commissioned and realised.
2) Talk us through your latest product/s?:
At 100% Design, Essence of Strength will debut a host of new products including its range of AeroBenches, available in three different sizes (600 – 2000mm wide), the Chaise Longue and a brand new carbon Bar Stool. All the products are made from ultra-high-tech carbon fibre with finishes in leather and wood veneer. Essence of Strength is one of the first companies to understand and utilise the exceptional properties of carbon fibre to design and manufacture a range of furniture with super-thin profiles, ultra-light in weight and super strong in strength. Our products can be used both inside and outdoors, they are maintenance-free and truly innovative and unique in design.
3) What goals would you like to achieve for your company in the future?:
Essence of Strength aim to establish themselves as global leaders in the design and manufacture of contemporary carbon fibre furniture. The company would like to have a portfolio of retail and trade representation both in the UK and internationally and to be the go-to company for bespoke carbon furniture design commissions. Essence of Strength would like to see the design and manufacture of their exclusive furniture recognised by a number of design awards.
About 100% Design
4) Why did you choose to exhibit at 100% Design?:
Essence of Strength choose to exhibit at 100% Design in order to launch their brand new carbon fibre furniture range, to generate direct sales and customer contacts and to meet potential retailers, interior designers, architects and distributors wishing to buy and represent the product range.
About the industry
5) A recent ‘Dezeen’ Article has highlighted the fact that the vast majority of designers are under 40 - Do you feel that design lacks maturity?:
Our lead designer, Kristian Arens is under 40 in age but that in no way means his designs lack maturity. In fact Kristian is a highly experienced industrial designer with specific expertise in composites and their material strengths. This makes him ideal to design our range of gravity-defying furniture. Kristian’s experience in both industrial design and Superyacht design means that he has unique knowledge of the designs required in these sectors and the experience of carbon properties to achieve our unique and innovative furniture designs.
6) In contemporary society an online presence is key in order to grow your design firm – How do you utilize the internet to increase your customer base?:
The internet and social media are the ideal ways to promote our products and expand our customer base. Clients, retailers and the media are always looking for the latest in terms of design, materials and new products and the internet with its sophisticated search engines, online portals, digital magazine and social media forums means that a new start-up brand such as Essence of Strength can quickly and relatively easily build a following and market its products.
About the individual
7) What made you want to become a designer?:
An early interest in art and design and technology led Kristian to a degree in Industrial Design. A passion with wind and watersports led to design careers with some of the world’s most renowned sailboat builders and Superyacht designers doing what he love’s best – creating beautiful designs.
8) Establishing networks is important for an emerging design firm – How did you go about growing yours?:
With backgrounds in the Superyacht and composites sectors, Essence of Strength has used its existing business contacts to promote and market its designs and passion. We are always looking to develop this further and are hopeful that exhibiting at 100% Design will extend our reach into new sectors and networks.