The Orangebox in 2010 brief was to design an executive modular sofa system for use primarily in the corporate lounge and reception areas delivering a contemporary but fresh aesthetic with a softer, more domestic comfort value compared to the usual harder form and sit of existing products in the Orangebox portfolio and market sector. The design must be resilient to wear and tear of the high footfall high use public areas it is designed for use in.
My approach to the brief in the first instance was to push the boundaries of the brief, to explore and expand on the real potential and go way beyond the brief. The aim was to design and create a collection of soft seating that was a more comprehensive and more flexible solution and highly marketable proposition than first imagined and anticipated. The solution had to exceed the client’s (Orangebox) and their customers expectations. In addition, one of my clear objectives was to create a product collection that would present well considered and refined design details and quality values that would utlimately raise the perception of the Orangebox brand.
Result
Cwtch launched in February 2011. Orangebox hit the ground running taking orders within the first week thereby making it their fastest soft seating design into the market with UK and Export sales converting and growing since. The challenging design of Cwtch together with my design approach has forced boundaries to be pushed within Orangebox and in turn has enabled a positive culture shift with a clear outcome – the launch of Cwtch has raised the perception of the Orangebox brand. Orangebox clients now perceive Cwtch as a serious alternative to successful products from established international brands such as Vitra, Herman Miller and Bene.
Since its launch in February 2011 Cwtch has become an award winning design:
Design Guild Mark – awarded for excellence in British Furniture Design 2011: Awarded to Angela Gidden for the design of Cwtch
International Interior Design Association, Middle East Office Awards
2011 –
Best of Category: Group Seating – Cwtch
Solution
Designed in 2010 and recently launched in February 2011, Cwtch offers a fresh addition Orangebox’s soft seating landscape. My design ethos was to complement the Orangebox portfolio with a product that combines timelessness and sophisticated form. The aim was to design a system that is elegant, yet simple, allowing specifiers to create diverse configurations within the space they require.
Cwtch seating system is a comprehensive and complementary family of units designed to be creatively configured, easily re-configured adapting to new space-planning demands and challenges with successful functionality and relaxed comfort in mind. Cwtch offers a distinctive smart tailored image and smart-working approach with modular low back units, midi back sofa's and the essential private space with the high back Cwtch units. The collection allows for exciting but workable sociable clusters and landscapes to be created - in any environment, any space.
