Paul Lewis Design

PLD Welcomes ARAM STORE

Written by PLD Wednesday, 22 December 2010 00:00

We are thrilled to have been asked to design and build the new online store for ARAM the eponymous, iconic, furniture retailer.

Zeev Aram opened his first showroom in the King's Road in 1964, when modern furniture design was almost non-existant in the UK. He introduced work by Castiglioni, Breuer, and Le Corbusier - available to the public for the first time to put into their own homes. The public reacted with mixed feelings, often bemused by the cool, european architectural glass and steel designs. But for 33 year old Zeev it was a dream come true. "The important thing is that there was a reaction" he says. "I was afraid that people would just walk past". But a revolution in public taste was happening and Zeev found himself at the forefront of it. In 1973 Aram moved the business to a large showroom in Covent Garden which they still occupy.

The new site will be designed to reflect the raw, pared back industrial aesthetic of the Covent Garden store. There will be a significant social element befitting the huge online interest in the work of the modernist masters. It will be built on the Magento platform.