West Elm has become a home staple for selling on-trend designs at reasonable prices, but even good things can evolve and improve. The retailer recently appointed Johanna Uurasjarvi as SVP of design and creative, and Johanna is implementing a new look in 2017 designed to better fit customer's contemporary lifestyles and needs, featuring items that are as functional as they are beautiful.
Johanna told POPSUGAR the new collection is, "inspired by a global vision with plenty of local touches. It's about embracing change without sacrificing comfort. It's clean lines and striking silhouettes that still stand up to real life — the statement sofa that's as comfortable as it is good-looking, the sculptural table that doubles as a homework station."
Her design vision is embodied in what West Elm is calling the "new modern." The Spring 2017 collection will be the first to embrace this new aesthetic and will be available at westelm.com beginning Dec. 23 and in stores starting in January 2017.
So how is it different from what we've seen in the past? Johanna explained, "The overall look is lighter, modern is simplified — sculptural silhouettes and rounded lines give our assortment a softness that's new for us. Like in our new orb dining chairs or new luna occasional chair — statement-making pieces that add a layer of fun, color, and visual interest to a space."
She emphasizes that nature was a major inspiration. "There is something universally inspiring about nature references, they never fail to bring subtle, sophisticated beauty to the home. Whether in shapes and forms, like our organic ice-texture vases, branch-like table legs, pebble-shaped coffee tables, or in our pattern language — our prints are very much inspired by nature."
To kick off the collection, West Elm has artfully assembled it's Spring 2017 catalogue as a bound book, full of stunning images and pretty enough to occupy real estate on customers' coffee tables.