SALONE DEL MOBILE 2012
THE INAUGURAL COLLECTION LA CHANCE WAS HELD DURING THE SALONE DEL MOBILE IN MILAN IN 2012. THE JEKYLL AND HIDE COLLECTION WAS SHOWN IN THE NATIONAL MUSEUM OF SCIENCE AND TECHNOLOGY IN THE RECONSITUTION OF 1900 TRAIN STATION FILLED WITH STEAM LOCOMOTIVES.
An ambitious new design company, La Chance, launches at the Salone del Mobile, Milan this April, with Jekyll and Hyde, a furniture and lighting collection created by several of the hottest young designers around the world.
By debuting in Milan at MOST - the high-profile platform for creative innovation instigated by Tom Dixon - La Chance is hitting the ground running. It’s the brainchild of Jean-Baptiste Souletie, 28 and Louise Breguet, 27. Souletie was previously in finance, and Breguet is an architect. When they met they discovered they were both inspired the spirit of the Art Deco movement, where objects were valued for their decorative attributes.
“We like things to be warm, colourful, and good quality,” she adds. “And in terms of style, you can see all the workings of the furniture, even the upholstered pieces, as we have nothing to hide.” The French duo has taken a commercial approach to their business, thoroughly researching their market, and sourcing manufacturers around Europe.
designer Noé Ducahufour-Lawrance
This commercial approach is reflected in the collection’s theme: dual identity. “We see two potential audiences for luxury furniture,” says Souletie, “there are the design enthusiasts, who want uncompromising pieces in bold colours. Then there are people who love contemporary design but prefer more muted tones.”
To accommodate these two audiences, each piece comes in two versions: Jekyll and Hyde. The Jekyll version features prime colours and shiny finishes, while Hyde is in monotone or natural materials, like brushed metal and oiled wood. La Chance is combining a market approach with a design statement; “we’re saying to consumers: choose your personality,” says Souletie.
Story by Rose Etherington published on Dezeen.com in April 2012 - courtesy of Dezeen