What happens when an Amish solid wood furniture maker partners with a world-class furniture designer? The Amish-made furniture—long characterized by straight lines, sharp angles and weighty traditional styles well suited for American farmhouses—becomes more sinuous, stream-lined and sculptural. So curvy and contemporary, in fact, that the looks are equally at home in settings as diverse as urban craftsman bungalows and downtown lofts, as well as country chic “farm-ettes.”
Expressive in any style interpretation, and ideal for casual lifestyles, the new, solid-wood Sienna Collection appeals to both sexes with an exceptional quality and finish story. Here, the Sienna bed is crafted in brown maple and hand-distressed with rubbed-through finishes that allow the beauty of the wood to shine through.
This Market, Greensboro, NC-based furniture designer Catina Roscoe is set to tell the story of her relationship with Borkholder Furniture and how the company is successfully expanding beyond its traditional roots with proprietary designs. The arrangement is unique in the Amish furniture category, where furniture is typically produced in small, family-owned and –operated workshops located throughout the heartland, and therefore, typically found in showroom after showroom with little differentiation. More unusual still, is the company’s willingness to shine a light on a furniture designer. As most industry insiders are aware, manufacturers have long kept the identities of their true furniture designers—not their celebrity-fronts—closely guarded.
Painted silhouettes such as the tall Sienna Organizer Chest add diversity and expression to the collection.
In a ground-breaking move, Borkholder Furniture is inviting buyers and interior designers to an educational seminar in their showroom starring Roscoe. Entitled “Designing for Lifestyle,” the thought-provoking discussion centers on her view of how successful furniture collections are designed today, and the unfortunate disconnects that all-too-often occur between a designer’s vision and how collections are eventually conveyed on retail floors. The seminar is set for Monday, April 18 from 10:30 to 11:30 a.m., in the Borkholder space IHFC H1103.
“According to new data from The NPD Group, consumers now are basing their home furnishings purchases on the needs of their lifestyles and less on newness and innovation,” Catina says. “The two largest generations are entering new life stages and the focus they both have on the basics of their new lifestyles is having a tangible effect on the home industry. It’s no longer about simply developing product; it’s a matter of creating an expression that will speak to and reflect the personality of the individual that is buying it for their home.”
During the presentation, Roscoe will provide her insight into how emotional intelligence and an intuitive approach to design are a winning formula in today’s competitive marketplace. The designer will also introduce attendees to Sienna, her latest collection for Borkholder.
With roots in European traditional, the Sienna Collection is scaled for how we live today, with fresh, clean-lines that make it versatile enough to suit a myriad of decorating styles. “Distinctive architectural elements ensure Sienna looks as at home in a cozy mountain retreat, a New England countryside cottage, or a getaway beside the sea, as it does in a Western-style bachelor pad in downtown Denver,” she relates. “This kind of decorative adaptability makes Sienna an ideal choice for a new generation of more mobile consumers who may relocate multiple times during their working lives.”
Along with this special inside look at the business of the business, Borkholder is serving up gourmet coffee each morning, and live music in the afternoons during Market. Make plans to stop in for tunes by Heath Combs (formerly of Furniture/Today!) on Sunday, and Market favorite, guitarist/vocalist Gary Dobbins on Monday and Tuesday.
Catina Roscoe, Furniture Designer