LDF New Launches DFS x Joules

London Design Festival is now in its 15th year and while many articles (including two by me) and blog posts will focus on the amazing installations there is so much more to the 10-day programme. Not least the hundreds of new products being launched many of which are aimed at our homes. With trade exhibitions like Decorex, 100% Design, Design Junction and the London Design Fair there will be many brands, independent designers and artisans releasing new collections. Last week I went along to the press event for the launch of Joules first-ever sofa collection with DFS. With over 100 stores across the UK, DFS produces sofas that cater for all budgets and tastes but did you know that they are made in the UK?

Colour and distinctive prints are central to the clothing and home wares range that Joules produces and the new DFS x Joules sofa range is no different. Filled with lots of colour and pattern that feels familiar to the Joules brand coupled with plenty of idiosyncratic details like colour dipped feet and contrast piping. Speaking with DFS’ Design Director, Philip Watkin he explained how enjoyable it had been to work on this project with bold colour and interesting details, such as the laser cut joules logo featured on the hand turned legs.

The four ranges Windsor, Burnham, Cambridge and Ilkley, include sofas, chairs and footstools and all looked amazing in the setting created at the Bourne & Hollingsworth building in Clerkenwell for the press event. My personal favourites that I shared on Instagram were the Windsor sofa in a dynamite yellow velvet and the Burnham armchair in a big fat stripe fabric. Mixing coastal and country influences I thought there was plenty of scope for the most ardent urban dweller too. They certainly caught my attention. 

Imagine that yellow sofa with an inky dark wall behind it. It would sparkle like a jewel in the room, a real hero piece. Don’t worry about the velvet and sticky little hands though, as it’s a super resilient velvet which you can get an extra scotch guard protection added to. Or take that gorgeous Cambridge chair, which for its compact footprint is exceptionally comfortable and pair it with a plain textured sofa – a winning combination I think. Plus, it’s size means it would work just as well in a bedroom.

The new range is exclusive to DFS and will be available from November. Now, hands up who wants a yellow velvet sofa?

Images 1 and 2 provided by DFS, all other images Mary Middleton. This is not a sponsored post.


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