Meet&CoATLANTA — With mid-century modern furniture flooding the market, how does a company like Woodard Furniture, for which the style is deeply ingrained in its DNA, stand out from the crowd?
Company leaders said that it is all about interpreting mid-century modern in a distinctive, elevated way that recalls classic silhouettes while introducing updated materials and comfort stories for today’s consumer.
Source: https://www.furnituretoday.com/
Woodard made its mid-century identity the organizing theme of its AmericasMart showroom, carrying the aesthetic beyond individual products and into the setting in which they were presented.
“I start by looking at the brand because I think mid-century modern is part of Woodard‘s DNA,” in-house designer Syd Lee said.“Woodard has been around for many years, is rooted in Michigan and has iconic mid-century designs.”
Familiar forms, distinctly Woodard details
While mid-century modern provided the overarching design story in Atlanta, Lee said Woodard also continues to explore traditional American furniture forms that resonate with its customer base.
“When we do that, we look for classic American forms, such as the Windsor chair or the wingback, because those styles speak to American customers and we are an American brand,” Lee said. “We are also one of the few factories in the United States that still has people who can do that kind of metalsmithing and hammer the material by hand.”
Updating the material and color stories
New materials and finishes give Woodard another way to refresh familiar forms. Among its key material introductions were sintered-stone tabletops, which the company added to multiple collections.
Woodard also introduced Profile, a new table collection that pairs the material with pedestal bases on its round tables, along with square configurations.
At the same time, the supplier introduced finishes intended to give dealers and designers more opportunities to create layered, individualized presentations. Rainforest, the premium and hand-rubbed finish offered across both seating and dining.The new Louie collection was shown in Terracotta as well as Woodard‘s Black Willow finish.
Solomon said the company begins with a base color and applies a hand-glazed second layer, producing greater depth and variation.
Other material details addressed comfort as much as appearance. Woodard incorporated Brisa performance upholstery into padded sling applications and even used the material on welting, bringing an indoor-inspired level of softness and tailoring to outdoor seating.
“That craftsmanship is part of the legacy we have,” Lee said. “As the in-house designer, I feel I should promote that legacy and explore how we can use it to make something different.”
