WILLEM SMITH – Designed for Comfort and Style
Posted by Jessica, BiOH Polyols Marketing Manager on July 14, 2009
Our second manufacturer featured in the Soy Style: Did you KnOH? Campaign is WILLEM SMITH. The WILLIEM SMITH corporate ethos is ‘thought-through’. This means the design process for each piece of furniture they produce must focus on (or obsess over) form, proportion, comfort and eco-currency. Willem Smith uses their 20.5.1 perspective to assess each piece from 20 feet away… then 5 feet … then 1. The ‘comfort’ part of WILLEM SMITH’s obsessive design process even has a name – it’s called ‘piErgonom’. Here is WILLEM SMITH president and founder, John Smith, discussing the design process for their Porteño lounge chair made with BiOH® polyols:
Comfort is something most people expect for the living room … but what about the dining room?
At WILLEM SMITH all of their dining chairs must be both comfortable enough to pass the ‘3-hour-dinner-party’ test and be as environmentally friendly as possible. Their recently introduced Etesian dining chair, which won a Best of Market nod from Furniture Today, passes these tests easily. WILLEM SMITH proudly uses BiOH® polyols, sustainably harvested hardwoods and in the case of the chairs pictured here, 100% recycled poly fabrics. Check them out:
Have we inspired you for your next dinner party? Consider the possibilities….
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haveda said on July 14, 2009:
Sorry, but I’m not impressed by a company that uses soy based filler, but then covers it with leather. We need to reduce the consumption of animal-based products & food, to help the planet.
Karen Maunu said on July 14, 2009:
I love this – “Eco Ergo Enjoyment!!”
We have painstakingly search for the most comfortable furniture for our house. But throw in style and the eco-friendliness too….you have a winner that we would buy!!
Do you make comfortable family room furniture? This is where we live in our house!
Kristine Fornek said on July 14, 2009:
I would love to see some designs that are inspired by the Craftsman era but with a new, eco-friendly update! The clean lines and practical nature of those designs harken back to a time when the furniture you purchased became hierlooms because of the quality construction. What better gift to our future generations than quality bio-friendly furniture that can be passed down to our children!
Nancy Williams said on July 14, 2009:
I fully support the idea of 100% recycled fabric content. I love the color choices and the button design patterns. My question would be about durablility — I want something that can handle my 5 & 7 year olds on a daily basis, as well as being comfortable for adults.
Marie said on July 14, 2009:
I love the idea of recycled fabrics. Brilliant. I’m happy to see another company doing their part to reduce waste and toxic pile-up. Keep up the good work!
Next thing to work on, though a completely different topic – new containers for single serve yogurt. They produce soooo much waste.
jana said on July 14, 2009:
Recycled fabrics, eco conscious construction and ergo thoughtful design—all very key; my clients continue to get more sophisticated in their knowledge and thus, their expectation on all these elements.
thank you
Mary Beth Hunt said on July 14, 2009:
I am DRAWN to simple furnishings but the real test for me is how it feels when I sit. I’d rather have comfort over style any day…..after all, we sit in, jump on, lay over our furniture for years and years!
This line looks very good to me! Love me a comfy dinner chair.
Bruce Barone said on July 14, 2009:
With a corporate mission and vision of ‘thought-through’; meaning the design process for each piece of furniture they produce must focus on (or obsess over; i.e. the 20.5.1 analysis) form, proportion, comfort and eco-currency I think the time might be ripe for the company to sponsor an artist craftspeople contest/competition, work in partnership with the Top 10 in the country, the Top 10 Cabinet Designers for example (I am thinking of independent people/artists like this person http://www.dellertfurniture.com/)and then promote the sale of these one-of-a-kind as a new line. The opportunities for further sales and marketing events is enormous. And, of course, what artist doesn’t like a three-hour party!!!??? Good Job Willem Smith!
Chris Field said on July 14, 2009:
Great looking chair. I like the design and thought process behind it. The 20/5/1 is a great way to view a piece of furniture. Also a big fan of the springs adjusting under the thighs. Good work on the recycled parts, next year shoot for more recycled pieces.
Chris
@chrisfield
Kelli Weber said on July 14, 2009:
I love the chair featured in the video. It is so nice to see designers going back to the classics and then reformatting them with comfort to make then practical and stylish for every life. Smart! I can see using this chair in any room…living room as a side chair, library, bedroom, etc. I think people today are really looking for timeless pieces that are functional and inviting like this one! Nice work Willem Smith. Looking up where to purchase next.
Chell said on July 14, 2009:
I agree with a lot of the previous posts – excited about comfort, style, & eco-friendliness in one eye-pleasing package! I also have to agree w/ the first post that leather is not something they ought to use.
Julia Rosien said on July 14, 2009:
It’s great to watch a video like this that’s so natural and explains the process of creation so succinctly.
I don’t think most of us realize how incredibly painstaking it is to create something that’s equal parts beauty and functionality – a rare bird indeed!
And I have to say, the idea of a 3-hour dinner party chair goes beyond intriguing – I think I’m going to lust after this for a long time
Jessica, BiOH Polyols Marketing Manager said on July 15, 2009:
Thanks so much for sharing your thoughts on WILLEM SMITH furniture! I loved the “Eco Ergo Enjoyment” line…they should consider that marketing angle. And the positive feedback on recycled fabrics was a popular theme for manufacturers to learn from. Too bad we can’t have a 3 hour dinner party on the WILLEM SMITH dining chairs to discuss all these ideas and test the comfort in person!
The winning comment for 7/14 was from…. Bruce Barone! His idea around WILLEM SMITH partnering with artist craftspeople for a design contest is quite creative! Congratulations Bruce!
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