A-Magazine nr. 13 - Winter 2013

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1 3 th e d i t i o n b y a s i a d e s | w i n t e r 2 0 1 3 | w w w . a s i a d e s . c o m

THE LATEST TRENDS Beautiful must-haves in brass

NEW ITEMS for all collections

THE LODGE LIVING the full concept

FLASHBACK SHANGHAI SHOW 2013

With news, interviews and more |1


IN THIS ISSUE

PETRIFIED WOOD 22

winter 2013

08. 04 08 10 14 16 18 20 22 25 26 28 30 32

shanghai show “13 new items dolce decor the lodge living the concept latest trend brass 6 favorites samara new items china dutsh designer rico new indo petrified wood new people new items indo in the spotlight agoeng showdays holland what’s next 2013/2014

SEE, FEEL AND ENJOY 2 |

MEET DUTSH DESIGNER RICO 20

FLASHBACK SHANGHAI SHOW 04

26.

THE LODGE CONCEPT 10

SHOWDAYS HOLLAND 30


EDITORIALJAN Colophon This A-Magazine is a publication of Asiades. Contact address Design & Sales Arocca Design Centre Laan van de Ram 10 7324 Bv Apeldoorn The Netherlands Tel: +31 (0)88 88 168 88 Fax: +31 (0)88 88 168 99 Circulation 650 copies All right reserverd. No part of this publication may be reproduced without permission from Arocca B.V. Subject to printing errors.

The last months of the year, for many of us a busy time. We can look back on a exciting year; Europe, where we see some signs of recovery and the US is making a come back with positive sales. All together we are optimistic for 2014. We have a new partner in Asiades! Ken Li, already for long time active in production is now a shareholder and based in China. With Ken we are ready for more growth in coming years. Additional capacity will be available after Chinese New Year with a new building. Beside production will also have a warehouse for our THE Lodge shopconcept and a new showroom.

This new magazine gives you a update on what’s new and hot, a flashback on Shanghai Show and some inside information. We look forward to see you at our showdays in Holland or at one of the furniture shows!

Jan-Wout Hulstein

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SHANGHAI”13

FLASHBACK SHANGHAI SHOW 2013 11-15 September 2013

Months ago we started preparing for this years edition of ‘China Furniture 2013’ which, in many ways, was different than all previous shows. The many visitors we welcomed in our orange stand, have experienced what it was all about. Besides our beautiful orange stand, we also furnished the VIP room, Lounge and Press room, on which we received a lot of good comments! To top it all off, we received the ‘China Furniture Award’ for our loyal participation over the past 10 years and we won the Design award in the catagory ‘Indoor’ with the King chair from the Itsese colletion! You can watch the video impression on www.asiades.com.

4 |


bardot sofa $395,00

flat iron range

lazy chester element sofa

|5


SHANGHAI�13

via table 180x90x78 $495,00 couture sc in fabric $89,00

bundar sidechair $79,00

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diablo endtable $49,00


TOUCH, FEEL, LOVE THIS SOFA

savona sofa $695,00 fabric

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NEWCHINA

FLAT IRON

FLAT IRON

console $445,00

FLAT IRON

sideboard $595,00

FLAT IRON DT

w180xd90xh78 $475,00 FLAT IRON

audio unit $435,00

THIS NEW COLLECTION IS MADE FROM SOLID STEEL, NICELY FLAT IRON FINISHED IN POWDERCOATED mirror $395,00 MATT BLACK IN COMBINATION WITH WARM WALNUT ACCENTS. 8 |


NEWCHINA

FLAT IRON

drawerchest $475,00

THE NEWEST RANGE IN DOLCE DECOR

FLAT IRON

coffee table $545,00

FLAT IRON

endtable $325,00

FLAT IRON

sofatable $135,00

FLAT IRON

mirror $395,00

|9


THELODGELIVING

The lod @ Maisoge et Obje n ct • Stand h 19 hall 5b

a balanced mix between raw & rich

UNIQUE SHOP CONCEPT WITH DIRECT SHIPMENT FROM CHINA

The Lodge Living is a full shopconcept with casual dining & lounge furniture & accessories. Our designs are inspired by our trips all over the world and reflect mixed cultural influences which will give that global touch to your interior. We see it as a balanced mix between raw and rich, fully fabricated with honest materials. 10 |


Leather label

www.thelodgeliving.com

Stone wall

Hangtag The full concept is 100m2 and consists 4 contemporary rooms and include The Lodge cushionrack, stone walls, banners, logo signs, display cubes and other point of sale material to get the maximum out of the displayed items.

TIJANG diningtable WARWICK sc STALIN BIG lamp WINDOW mirror UMBRELLARACK CRUSA bookchest DRUM lamp CHESTER TRIPLE sofa

CRISTA coffeetable CRISTA endtable LAZY lc CRISTA console SQUARE footstool SISAL carpet MELBOURNE lc

CHAIRS RACK LAZY LODGE sofa ROUND VINTAGE mirror MACABRE bookchest EIFFEL countertable COUNTERSTOOL uni MIKADO SLIM lamp EIFFEL endtable EIFFEL coffeetable GROOM SQUARE stool

4.

CORTINA lc MAGAZINE WALL xl HAIR ON HIDE carpet ROUND footstool DRUM tablelamp EIFFEL desk V magazine rack cotton LAZY lc BENNE mirror

A diningtable BACHIO diningchair BALLOON lamp UMBRELLARACK WINDOW mirror BRIGHTON lc ANDREA sofa SOHO sofatable ROUND VINTAGE mirror

3.

4

SISAL carpet RECTANGULAR footstool DRUM lamp CUSHION RACK BOHEMIAN lc MAGAZINE WALL small DRUM tablelamp BARI endtable

2.

3

VXL diningtable HAMMER STRIPED sc MIKADO BIG lamp BENNE mirror JAMES BUTLER TRAY VENCE lc GEORGE lc V dresser VXL console

VXL endtable LINEA magazine rack SET OF 3 TRAYS WINERACK RONDO sofa VXL coffeetable HAIR ON HIDE carpet GROOM footstool

1.

2

1

CHAIRS RACK: BEXX ARMCHAIR KEVLA ARMCHAIR BRAXX ARMCHAIR

100m2 floorplan with 4 rooms CHIVAS UNI PATCHWORK VINTAGE BACHUS SC ABRAHAM ARMCHAIR

EXTRA: HANDYHANDLE STOOL SQUARE HANDYHANDLE STOOL ROUND LODGE STOOL ROUND SMALL

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THELODGELIVING

The Lodge Living is a blend of shapes and materials with the pure look and feel. Raw with solid wood, industrial steel and suprising combination of upholstery in chairs. Rich and glamorous accents with stainless steel and glass.

room 4 with double chester sofa

12 |


Standard included in this concept is the ‘Rolls Cushionrack’ on wheels, filled with various trendy cushions.

This shopconcept includes a minimum of stock. Sofa’s 4 pcs (1 display/ 3 stock), lounge chairs 6 pcs, side chairs 24 pcs, counterstools 12 pcs, dining tables 4 pcs, mirror’s/ occasional items incl. tables 4 pcs, stools & cushions 6 pcs, carpet 2 pcs. So customers need to re-order in time considering the productiontime of max. 6 weeks for core items and 6-8 weeks for all metal items and carpets. To ensure margin and guarantee exclusivity for each country, we will be selective with our partners. The shipment is divided into displayand stock items, depending on the type of order. All items are developped, produced and packed with care and will be shipped directly from our factory in China to your shop!

letter wall

floor cushions | 13


LATESTTREND

beautiful

HAIRY

chest $1495,00

BRASS Our top selling (and new) items are now also available in beautiful brass, a electroplated finish for stainless steel. This upcoming trend is a must-have for all furniture lovers and fit any style and interior.

PUZZLE WORK

endtable $445,00

stingra

y

det ai l

)

)

BARRACUDA

endtable s/2 $345,00

MAMO

coffee table $299,00

14 |


LATESTTREND

MAGAZINE WALL

st

ng

ray det a il

i

$369,00

)

CRISTA

coffee table $299,00

STING

endtable $349,00

URBAN

coffee table $299,00

THINOX

sc in fabric $49,00 URBAN

bookchest $495,00 | 15


6FAVO’S

Samar favorites by

Samara Verharen works at the Arocca Design Center for almost two years now as graphic designer. She is responsible for the visual identity and styling of showroom and stands. Here are her 6 favorites:

16 |

rings The bigger, the better when it comes to choosing my rings. I have already collected a wide range of various colours and shapes. The nicest one? My weddingring of course!


ra

our new home We just bought our first house and as we speak, we’re in the middle of moving boxes and paint pots. It will take some time to finish, but this will be my number one place to be, on lucky number 7! nikon d3100 Whether I’m on a show or on a holiday, my camera comes always with me. With a special zoom lens, it’s so easy to take beautiful pictures.

football Our old football club merged starting this season so we still have to get used to the new name, but the cosy atmosphere remained! I love to train with these ladies twice a week, with saturday as our matchday. We have so much fun, even if we loose :)

positivity The more you focus on things that you think are good, the more comfortable your life will be. I choose to approach the world with a positive attitude and surround myself with inspiring, positive and happy people.

books I love books, in all shapes and sizes. My alltime favorite roman is ‘The Notebook’, but I am a complete sucker for (graphic) design books & magazines with inspiring fonts, picto’s, patterns, colours, shapes and paper. | 17


NEWCHINA

BETTY

stool $35,00 rect. $49,00

WAVER

)

WAVER LOVE SEAT

fabric $345,00

WITH WOODEN BUTTON ON TOP WAVER SOFA

fabric $495,00

ROLLS

bookchest $595,00 LENNON LC

fabric $295,00

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NEWCHINA

FELLINI

lowback $89,00

highback $99,00 in fabric

FELLINI, THE SHANGHAI SENSATION! NOUVEAUX

coffee table $295,00

TOWER floor lamp $245,00

)

also available as endtable & console

SLOPE SOFA

round part $245,00 straight part $225,00

MAKE YOUR OWN SOFA WITH THESE ELEMENTS!

back side | 19


DUTSHDESIGNER

RICO SOUREN MEET DUTSH DESIGNER

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DUTSHDESIGNER

Rico Souren is one of the designers for the Dutsh Collection. Last Shanghai Show he presented himself. We talked about his design background, inspiration and of course Dutsh. I was born and raised in a creative environment: my mother was a textile designer and my father was a sculptor. After Highschool I went to Graphic School, a school for making furniture and after that I went to the Design Academy. I’ve been designing furniture and interior ever since.

DUTCH DESIGN Design can be the result of a practical joke, or the way furniture is being used. Sometimes material defines it’s shape and design.. What I do find is that Dutch Design became more conceptual. Its content is more about using and consuming and about collaboration. Durability became the new word for quality.

VISION With furniture as a base product: being used by everyone and anyone, intrigues me. Color, shape, ratio and material are being experienced differently by any user. I believe beauty is created by balance between these elements. For me, the purpose of design lies in the creation of a characteristic piece of furniture that inspires other people.

Table by Rico

Sofa by Rico

ABOUT DUTSH

Proto type - bicycle chair

Collection was well received by all parts of the world, but the fact that both Chinese, Korean, Thai, and Taiwanese visitors were as enthusiastic as anyone else proves to me that there’s an interesting development going on in the Asian experience of European design and interior. RICO SC $69,00 in fabric

Dutsh is my interpretation of, and journey towards developing a strong collection containing durable material. At the Shanghai Show the Dutsh

RIO SC $49,00 in fabric | 21


NEWINDO

WOOD

PETRIFIED Petrified wood is the name given to a special type of fossilized remains of terrestrial vegetation. It is the result of a tree or tree-like plants having completely transitioned to stone by the process of permineralization. All the organic materials have been replaced with minerals, while retaining the original structure of the stem tissue. Unlike other types of fossils which are typically impressions or compressions, petrified wood is a three-dimensional representation of the original organic material which goes back 1000 of years.

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NEWINDO

available colours

DUO CONSOLE

$622,00

BLOCK TABLE

round $279,00 MIRROR

w80xd5xh80 $199,00

ORIGINAL ENDTABLE

$219,00

BISTROT TABLE

$209,00

| 23


The ultimate wine rack for bottle & glas

WINERACK Stainless steel and clear glass, 42x35x90 cm $ 445,00 24 |

GEORGINA LC W67xD77xH79 Fabric $ 149,00

BARI ENDTALE Stainless steel and clear glass Ă˜65xH70 $ 129,00


NEWPEOPLE

NEW PEOPLE To continue our development and growth, we need to work with the best people to strengthen our a-team. With people who share the our passion. Here are the latest members of our team:

TUTIK

)

Name: Tutik Kurnia Ningsih (21) From: Surabaya, Indonesia Asiades job: Customer Service Asiades mission: To enhance the level of customer satisfaction.

ROBIN

*

Name: Robin Ensink (39) From: Enschede, The Netherlands Asiades job: International Sales Asiades mission: To be your nr.1 partner in furniture!

Name: Prisca Hadiwijayanti (24) From: Bondowoso, Indonesia Asiades job: Fresh graduated from college and joined the Customer Service team! Asiades mission: To develop myself more in the world of Customer Service.

*

PRISCA | 25


NEWINDO

KNICKS TABLES

set of 3 $189,00

DESMOND

dresser trilogy $465,00

CASABLANCA

sofa $645,00

SUPER DEAL! TUGO STOOL

40cm round/square $49,00 60cm round/square $69,00

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V COOL

lounge chair $235,00


NEWINDO

BOBAS BASKETS S/2

starting at $49,00

2TONE DT

180x90x78cm $299,00

2TONE

low dresser $399,00

RAFFIA CUSHION

round/ sqaure $49,00

FLAIR

side chair incl. goathair cushion $99,00

SPIN TABLE

smooth suar top $995,00

)

SELECTED RATTAN | 27


THESPOTLIGHT

IN THE SPOTLIGHT

Agoeng Time to meet Agoeng (27), the IT specialist for Asiades who is partly responsible for the implementation of the tablet regarding the ordering process. He is with us for the last 3 years and we spoke to him about this and his life.

28 |


THESPOTLIGHT

where are you from and where do you live?

I come from Bondowoso, a small provincial town and regency in East Java, Indonesia. I currently live in Surabaya, more than 180 km from Bondowoso. what is your favorite food?

My favourite food is fried rice and Chinese food off course. name a view of your hobbies

One of my favorite hobby is playing basket ball, but I am also very fond of playing football game in Playstation 3, Xbox or PC. I also like watching NBA and the English Premier League.

tell us about one of your greatest experiences

One time I got lost somewhere in China. Unfortunatelly the local resident couldn’t speak English at all. After a view anxious hours I finally got back to the hotel, but I never go without a guide again.

who would you like to meet someday?

I dreaming of meeting Steven Gerrard, he is the Liverpool Captain, and visit Anfield Road Stadium. is there anything you have always wanted to do?

I want to learn more about internet marketing, because it is interesting and it can provide a passive income. what is your favorite asiades item?

My favorite item is the Barista Sofa, because it’s a nice, elegant and comfortable sofa. | 29


SHORTNEWS

From left to right: Mr & Mrs Zhang, Jan Wout Hulstein, Ken Li and Kevin Hulstein.

NEW

PARTNER IN ASIADES We work together with the family Zhang for quite some time now and we are proud to say that they will be partners in Asiades. They will be in charge of the production in China. Jan-Wout keeps in charge of product development and sales. We started to build 10.000m2 extra production facility in Tongxian and bring Asiades to the next level!

NEW WEBSITE WWW.AROCCA.COM

ASIADES IS EXPANDING!

In Tongxian, where we make most of our upholstery collections, we are building an additional 10.000m2. This will be partly for production, warehouse for The Lodge shopconcept and showroom. This will enable us to ship our ABC Collection even quicker than we do now and go for the next level in quality as well.

30 |


Eiffel Diningtable Stainless with brown glass W180xD90xH78 CBM 0,40 $ 349,00

super deal DOPO SIDE CHAIR IN WARM COTTON VELVET!

$45,

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SHOW DAYS HOLLAND Showroom restyle with the new collection

Come and take a look at our colorfull new collection fresh in from the Shanghai show, during our special showdays in November and December! Let us know what date suits you best and we will pick you up from the airport, book you a super stay at a hotel with a 1th class welness center. Come see, feel and enjoy! Arocca Design Centre Netherlands Laan van de Ram 10 7324 BV Apeldoorn

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+31 (0)88 88 168 88 | info@arocca.com | www.arocca.com


WHAT’SNEXT

# Schiphol

Apeldoorn

Eindhoven

Weeze DusseldorfDortmund Dusseldorf

Apeldoorn SHOWDAYS HOLLAND Showroom with new collection

#

Paris MAISON ET OBJECT 24-28 January 2014 Stand H19 Hall 5B

ance 1 hour dist Airpor ts at om ro ow from our sh

# Singapore IFFS SINGAPORE 13-16 March 2014 Stand 6C-12 | 33


HOTSPOTS

AMSTERDAM

When visiting our showroom, good idea to combine this with doing Amsterdam for a day. We have selected some for your to do list:

SHOP

BAR

9 STREETS

WIJNAND FOCKINK

Stroll around the small streets and the canals which are named as the ’9 straatjes’ (9 streets). A typical market is at the Albert Cuyp with mix of products, vegetables, sunglasses, clothes, antique, you name it and you will find it there. Go luxurious at the PC Hooftstraat where you can find all the designer brands.

We like to do a afternoon drink at at Wijnand Fockink, a great tasting house of Bols, founded in 1679. Most of the interior remains in its original state. Pijlsteeg 31, tel. +31 (0)20 639 26 95

MOMO Foodlovers who like Asian Fusion, go to Momo. Momo blends the flavours and colours of the Far East with the style and sophistication of the West. Hobbemastraat 1, tel. +31 (0)20 671 7474.

Amsterdam is a Capital of the World when it comes to Lounge Clubs. Supperclub and the Buddha Bar are big names, but there are many smaller clubs which are worth the try!

FOOD BROODJE VAN DOBBEN For food, go super simple for a typical Dutch Croquet at Broodje van Dobben! Korte Reguliersdwarsstraat 5-7-9. Tel: +31 (0)20 624 4200. Nearby Rembrandtplein.

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LOUNGE

LOETJE For the best steak in a typical Amsterdam setting, go to Loetje! Café Loetje ligt op de hoek van de Johannes Vermeerstraat 52, tel. +31 (0)20 662 8173.


LET'S MAKE IT SUPER 2014 we will give all our passion and love for furniture and its users.

www.asiades.com | 35


production asiades hk ltd. 6th floor asia standard tower 59-65 queen’s road central hong kong f +85 237 64 07 42 info@asiades.com www.asiades.com asiades indonesia customer service & indo collection surabaya, indonesia t +62 81 839 7814

asiades china tongxiam economic zone middle fengxiang road tongxiang, haining, zhejiang china 314500 t +86 139 57 12 69 65 creative office & showroom arocca design center laan van de ram 10 7324 bv apeldoorn t + 31(0)88-8816888 f + 31(0)88-8816899 info@arocca.com www.arocca.com

Prices are for your indication. Asiades has the right to change prices. Please ask your customerservice person for the exact offer. Due to the nature of all textiles, colour differences between rolls and batches may occur which are unavoidable. Therefore it is not always possible to obtain an exact colour match to the samples displayed.


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