Concept development for new bedding brand


Last November 2015, Hilding Anders launched the new bedding brand Eastborn Urban during the International Furniture Fair Brussels. I am very proud to have helped to develop the brand identity by making an industry specific trend research with recommendations for colour, details and overall look & feel. Successively, as a stylist I gave important input to all following steps in the design process up to the in-store presentation.

Eastborn Urban is Eastborn’s response to the current box spring trend with more outspoken and integrated designs. Eastborn Urban has a diagonal lining, to make it more light and elegant. The box spring is more organic, both headboard and legs seem integrated with the box. It's more a connected concept than the usual box spring, which sometimes looks like Lego blocks: two blocks on top of each other and one at the head-end.

In line with the concept to give the box spring a sporty, fashionable and energetic look, I took part in the design of the mattress ticking, headboard, night stand and the two-tone fabric collection. I also was responsible of the design of the retail presentation with a collection book and a life-sized photography.