Tilting toward the hip
La-Z-Boy leans on designers to lure smart set
By Carole Sloan -- Furniture Today, February 18, 2002
NEW YORK — Designer recliners? They're for real, as seven apparel designers demonstrated last week in an event that kicked off a new La-Z-Boy ad campaign to attract a younger, hipper audience to the company's classic products.
Signature recliners by Tommy Hilfiger, Todd Oldham and others were auctioned off at a benefit here that raised more than $30,000 for the Bailey House, which provides housing for homeless men, women and children with HIV/AIDS.
A second set of chairs will be offered at public auction on eBay (www.ebay.com) between March 25 and April 4.
Kurt Darrow, president of La-Z-Boy Residential, said one of the company's objectives is to expand marketing beyond its traditional, conservative consumer. The chairs will be used in a new ad campaign in In Style magazine.
"We don't want to lose Joe Sixpack. but we are looking to attract new customers with exciting new product. And these designers have created some exciting new looks," said Darrow.
The designers — Hilfiger, Oldham, John Bartlett, MoMo FaLana, Phat Farm, Nicole Miller and Cynthia Rowley — took dramatically varied approaches to furniture and fabric interpretations for their recliners.
Bartlett's chair reflects his minimalist approach with a pared-down wood frame and a convoluted foam cushioning — with no fabric cover.
The MoMo FaLana Yin Yang recliner, a creation by designers Maureen Roberts and Michael Lublin, is covered with a hand-dyed fabric and features individually etched arms.
The Phat Farm recliner features the Phat Farm crest and logo with a farm graphic decorating the leg. The leather cover features a colorful graphic of land and sky.
Miller brings her offbeat colors and design look to her chair with big wood arched arms, a low seat and a companion ottoman, both covered in a leather leopard print.
Hilfiger shows his signature style with an American flag design, featuring red and white striped fabric on the arms, and seat and back with a blue print and white stars.
For Rowley, the recliner becomes contemporary with flared arms, tapered wood legs and a light pink velvet cover with green welting.
| Designers Maureen Roberts, left, and Michael Lublin, right, of MoMo FaLana relax on their Yin Yang recliner with La-Z-Boy's Kurt Darrow and Greg White. |
| La-Z-Boy's John Case, left, and Dave Westendorf, right, with designer Nicole Miller in her La-Z-Leopard recliner. |
| Todd Oldham's retro-chic recliner is covered in striped vinyl reminiscent of a '50s diner. |
| John Bartlett's Naked La-Z-Boy recliner is designed for the ultimate minimalist. |
