Alexander Rose Ltd have been shortlisted for Seating Award in The International Design and Architecture Awards 2021. Read more about Head of Design Alan Morley, and Graphic Designer, Photographer and Designer Stefan Leth below:

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Name: Alan Morley / Stefan Leth

Company: Alexander Rose Ltd.

Position within company: Head of Design / Graphic Designer, Photographer and Designer

Website: www.alexander-rose.co.uk

Tell us a little about your background in design (education, experience, etc)

Alan: I started my career as an apprentice cabinet maker and furniture draughtsman in Brighton, England, before developing my own contemporary furniture design and manufacturing business in 1983. The company became best known for its classic modern interpretation of the famous “Deck Chair”, which originally sold in One Off, Covent garden and international Avant Garde outlets. In 1990, I changed direction and moved into industrial design, facing new challenges working within the Leisure Industry, designing waterslides for theme parks and swimming pool complexes. Working in collaboration with architects and structural engineers, I designed some of the world’s most exhilarating waterslides.

I then moved into interior design and created technically challenging installations within the private sector. After many years in industrial and interior design, I took up the position of in-house furniture designer at Alexander Rose, and developed many collections of innovative furniture that maintain the company’s position at the forefront of their industry.

Stefan: My experience includes producing all photography, catalogues, POS for Alexander Rose for the last 8 years. In the last 2 years I have started my involvement in product design and development.

How would you describe your personal design style?

Alan: Functional, aesthetically pleasing, comfortable and commercially viable.

Stefan: Being new to product design, my ideas were not bound by the technicalities of furniture making and the ‘do’s and don’ts’ of design, which is very much in contrast to my design partner, Alan Morley. I believe this unusual dynamic is why the Sorrento Lounge has become such a original and iconic collection.

Where does your design inspiration come from?

Alan: A desire to be original and always to add a unique feature.

Stefan: Inspiration comes from both the outdoor garden furniture sector and other sectors such as the indoor furniture market.

In what direction do you feel that design is moving towards in a general sense?

Alan: In these unusual times, where people are spending more time in their homes, large lounging furniture has become more popular as well as a move to outdoor spaces – such as offices, pods and social distancing item e.g., shelters.

Stefan: I feel design is moving more towards sustainable materials, mixing different materials, and merging indoor and outdoor as one. Also many design elements from the 70s and 80s are being incorporated to outdoor furniture at the moment.

Name five key themes to consider when approaching design in 2020 and beyond.

Alan:

1/ The use of sustainable materials.

2/ No single use plastics – Alexander Rose has implemented this as a company policy to all our suppliers.

3/ Market research is important and design to a target price point.

4/ To always have in mind the size of the products in relation to maximising container loading.

5/ A well-considered marketing strategy in key to the products success.

If you could offer one piece of advice when it comes to design schemes, what would it be?

Alan: Set strict deadlines to work to a known launch date.

How important are The International Design & Architecture Awards?

Alan: The awards are so very important, as they set a benchmark for designers and makers to aspire to. The recognition of one’s work, passion and dedication are what keeps us involved, not only for ourselves, but more importantly, to pass on our experience and skills to the next generation, to keep the “Design Flame” alight.

What projects are you currently working on?

Sorrento Dining in Teak hardwood. This collection follows on from the Sorrento Lounge

What was your favourite project to work on and why?

Alan: Sorrento Lounge was a fantastic project to work on and the first in-house collaboration between an experienced furniture designer and a dynamic young graphic designer and photographer. The combination of different backgrounds worked really well and the fine details of the Sorrento furniture, took many weeks of deliberation.

Stefan: Well this is my one and only product design project so far, and I have learned a lot from it. My favourite thing about the project was, after many months of design and manufacturing, seeing the product in person, and then taking it to Portugal and photographing it, and then putting together the 2021 catalogue.

What was your most challenging project to work on and why?

Alan: Sorrento Lounge was without doubt the most challenging and adventurous timber furniture project undertaken, as we knew we were pushing the boundaries of our manufacturer’s capabilities. Fortunately, everyone involved rose to the challenge and we now have a beautiful collection that we are all proud of.

Which products/services could you not live without when designing?

Alan: Factories prototyping our designs and to have known/agreed  manufacturing costs.

Stefan: CAD software

What are your aims and goals for the next twelve months?

For the Sorrento Dining to follow the success story of the Sorrento Lounge and to design more inspiring furniture for the 2023 season; that process has already begun.

Final thoughts; tell us a little more about yourself and your daily inspirations:

Alan:

Your most treasured possession? A bronze gong

Your favourite holiday destination? Switzerland

Your favourite hotel, restaurant & bar? Mount Bromo Hotel in Indonesia

Your favourite book, film & song? The Count of Monte Cristo, Casablanca, Route 66 by the Rolling Stones

Your favourite food and drink? Seafood Tagliatelle and Mohito

Your favourite way to spend an afternoon? A lazy sunny day on a canal barge
If you weren’t a designer, what would you be? A chef who plays saxophone

Anything else interesting? 4 daughters make life very interesting!

Stefan:

Your most treasured possession? My cocker spaniel dog, Reggie.

Your favourite holiday destination? Japan

Your favourite hotel, restaurant & bar? Grantley Hall Hotel

Your favourite book, film & song? Film – Interstellar

Your favourite food and drink? Spaghetti Bolognese

Your favourite way to spend an afternoon? In a pub garden on summers day

If you weren’t a designer, what would you be? Professional poker player

Anything else interesting? Product design is actually not my main job, I own a freelance graphic design company, Leaff Studios.

Alexander Rose Ltd

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