Alexander Girard Home Collection for Urban Outfitters
24 Jul '09
3 min read
The Millwork Group Inc, a Los Angeles based textiles Company, committed to redefining modern design from the best cutting-edge emerging and established designers, launched an exclusive Alexander Girard Home Collection with major retailer Urban Outfitters — the Alexander Girard for Urban Outfitters Collection — in collaboration with máXimo: art & design research, Agent to the Estate of Alexander Girard.
This is the first time ever that many of Girard's iconic prints have been seen by today's young, design-savvy consumers, outside of museum exhibitions in 40 years, in one, comprehensive home collection.
"I felt it was time to take modern less seriously and broaden its appeal to consumers with a fun, colorful and engaging point of view," said the company's President, Andrea Bernstein. "Urban understands the value of this incredible work by one of the world's most important designers. Not only is this comprehensive home collection different than anything that's out there, we're exposing an entire market of young, hip consumers to Girard's design aesthetic."
Andrea Bernstein has extensive experience in the home textiles market, and is known coast-to-coast by designers and major retailers alike. She's created successful textile programs for Crate and Barrel, Williams Sonoma Home, Pottery Barn, Design Within Reach, West Elm among others. Andrea decided to launch the Girard collection to get his iconic designs into an urban, young and expanding mass market by teaming with retail partner, Urban Outfitters.
Launching this month, the Alexander Girard for Urban Outfitters collection comprises printed bed linens, pillows, drapery, shower curtains, and wall art. The original Girard prints include the Alphabet and Multiform for quilts and sham sets, Eden sham sets, and cushions featuring the iconic Loveheart and Moon with Flag print.
“Millwork was the perfect partner for this project, and Andrea really understands how to balance the importance and legacy of this great designer with making a great product available to a wide audience," said Matthew Rembe, máXimo president. “We have worked with great design companies like Vitra and Herman Miller for years, but to make these designs available to a wider audience of young design savvy customers at Urban Outfitters is a first for Girard's work.”
MáXimo, the Agent for the Estate for AG, has been working with the Girard family for the past decade to re-release Girard designs with design-forward companies in a variety of categories.
"The Millwork Group will continue to redefine modern design, and in the process, bring a simple yet fun aesthetic to all consumers, that lets them enhance their homes and lifestyles affordably," said Bernstein. "What better time than now to offer everyone a happy pillow, especially in these stressed times."
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