Agio, Disney form casual partnership
By Furniture Today Staff -- Furniture Today, October 19, 2008
Agio International and Disney Consumer Products have partnered to create the Disney Resort Collection.
Introduced in September at the Casual Market in Chicago, the first two lines will be available for the spring 2009 season along with display art, hangtags and a three-minute video.
Exclusive to specialty patio retailers, the first two lines incorporate detailed design elements and colorful upholsteries inspired by the exotic African style of the Animal Kingdom Lodge or the Victorian elegance of the Grand Floridian Resort at the Walt Disney World Resort in Florida.
Robert Oberschelp, director of Disney global lifestyle brands, said this licensing partnership marks the first time the well-known entertainment brand has brought its resort influence into consumer products. “Agio has done a good job of grasping the whole storytelling concept,” he said.
Agio President Bob Gaylord credited Disney with starting its resort-influence home decor with outdoor furniture. “A long time ago, Disney knew they had to market to more than just children from 2 to 10 years old,” he said. “This is one of those ways they're hoping to get to the (baby boom) consumer, by tying the outdoor/casual furniture to the outdoor lifestyle of Disney resorts in the theme parks.”
Gaylord added while consumers may recognize other brands, Disney is both well-known and marketed. “So many people have said our industry as a whole has not promoted itself well at all,” he said. “I think this association will mean more to the industry than it will to us in particular.”
The Animal Kingdom Collection features reversible cushions in patterns of African-inspired geometrics, animal prints, natural textures and intricate jacquard weaves. Red slate tabletops with exclusive cast bronze accents replicate materials found in nature. An intricate diamond-weave pattern on the chair backs is created from a durable all-weather wicker material reminiscent of wrapped rattan.
Attention to detail, authenticity and understated elegance describe the Grand Floridian collection, which features banana leaf all-weather wicker paired with aluminum slat tabletops and cast aluminum arms and legs finished to present the look of carved wood. Grand Floridian includes a variety of deep seating and dining arrangements, along with versatile accessories, such as a martini bar, swivel barstools and a serving cart.
