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The Woolmark Company presents The Wool Lab Interiors at Intertextile Shanghai (Home Textiles)

27 August 2013

The Woolmark Company is proud to present the inaugural edition of The Wool Lab Interiors at Intertextile Shanghai (Home Textiles) August 27-29.

The Wool Lab InteriorsThe Wool Lab Interiors is a guide to the best wool textiles and to the most interesting and innovative applications of wool, in this case in the furnishing and interior textile sectors. The guide is a result of international research carried out by The Woolmark Company to select the newest products from the world's best companies.

Doubling as both an inspirational trend book and a practical work tool, The Wool Lab Interiors is intended for designers, architects, interior decorators, and specialised professionals all of whom can select materials based on the guide and get in touch with the relevant suppliers through The Woolmark Company.

This service is provided free of charge to promote the appreciation and use of wool in interior design. It will be visible at Intertextile Shanghai (Home Textiles), at The Woolmark Company’s booth found at W2F01.

To celebrate its debut in design, The Woolmark Company has partnered with the leading design, architecture, fashion and lifestyle publication Wallpaper*, and invited international designers – ranging from architects to interior decorators – to offer their personal interpretation of the themes presented in The Wool Lab Interiors.

The Wool Lab InteriorsThe four designers whose interpretation of wool can be seen at Intertextile Shanghai are:

  • Light by Snarkitecture, an American architecture studio; took inspiration from the Pure theme;
  • Tipi Tent by Emiliano Godoy, Environmental designer, Mexico; took inspiration from the Metropolis theme;
  • Fabric display by ESRAWE Studio, Interior and Furniture design, Mexico; took inspiration from the Tweed Heritage theme;
  • Butler + Table fabric by Ron Gilad, designer based in New York.

Wallpaper* interiors director Benjamin Kempton explains: "The exhibition provided The Woolmark Company a unique platform to present their new initiative, The Wool Lab Interiors, to Wallpaper's influential audience. As a partner, The Woolmark Company was able to use the exhibition to integrate with visitors and showcase the vast potential that wool can offer in the design field."

This is the first time The Wool Lab Interiors will be shown at Intertextile Shanghai, sharing with visitors the countless options to interior design, including comfort, softness, resilience, flame resistance, easy care, sound and heat insulation, assurance of wellbeing and eco-sustainability.

Messe Frankfurt (HK) Ltd senior general manager Ms Wendy Wen explains: "Intertextile Shanghai (Home Textiles) is all about bringing the best textiles on offer from around the world to the Chinese market. So it’s only natural that we partner with leading organisations such as The Woolmark Company to achieve this. We are excited about hosting their ‘International wool art inspired by The Wool Lab Interiors' display area for the first time, and are sure that the interior design options on offer will be well-received by Chinese buyers for the domestic market, who are increasingly looking for trendy options from overseas, as well as by our other visitors from around the world."

The Wool Lab Interiors identifies five inspirational themes for this first edition:

  • Scandinavian
  • 798
  • Metropolis
  • Tweed Heritage
  • Pure

Scandinavian is about Nordic atmospheres and colours, and brings back to the future those dusty colours and clean lines, representing the basics of the Nordic design masterpieces of the 1950s and 60s.

798 is a theme that recalls the district-art lab with the same name in Beijing, dedicated both to experimental culture and to the encounter between art, culture, and technology.

Metropolis conveys the modern need for linearity mixed with technology, and develops through combinations of wool and leather, combed fabrics and draperies, grey shades and other natural colours to produce clean lines with high quality and elegant materials.

Tweed Heritage represents a well-established trend of the contemporary culture, restoring the allure of typical Scottish tweeds in city life and acting at the same time as a vehicle for glamour and tradition.

Pure is the theme that best summarises aspirations about a socially and ecologically compatible future through the representation of minimal atmospheres, natural hues, reassuring ambiances, plain forms.

The Woolmark Company category manager for Interior Textiles Ingrid Oomen said The Woolmark Company’s presence at Intertextile Shanghai (Home Textiles) was extremely important.

"Now more than ever is it important spread the word of wool’s infinite potential," Ms Oomen said. "More and more consumers are increasingly turning towards natural and eco-friendly products, and this is no different in the interior textiles industry. We are happy to be partnering with Messe Frankfurt and Wallpaper* magazine and will be holding a joint press conference on August 28 at Wallpaper’s display stand, explaining the four interpretations of The Wool Lab Interiors which will be on exhibition."

For further information, interview or images please contact:

Lisa Lisanti
Senior PR Manager
lisa.lisanti@wool.com
t. +39 (0) 289 096 705

Melissa Grace
melissa.grace@wool.com
t. +61 437 306 631

About The Woolmark Company:

The Woolmark is the world’s best known textile fibre brand, established in 1964.

The Woolmark brand is owned by Australian Wool Innovation (AWI), a not-for-profit company owned by more than 25,000 woolgrowers. AWI’s vision is to be a significant contributor to a vibrant, stable and profitable wool industry providing the world with the best natural fibre. The company works throughout the global supply chain – from woolgrowers through to retailers.

The company mission is to enhance the profitability, international competitiveness and sustainability of the Australian wool industry; and increase demand and market access for Australian wool.

Merino wool provides stability, resilience, softness and luxury to the tailoring industry. The fibre has long been a favourite of designers, but younger consumers, born in an era of ‘disposable' fashion know too little about the natural benefits.

Wool is a 100 per cent natural and renewable fibre. Sheep live on grass, water, fresh air and sunshine. Wool is a fibre that is grown – not man-made. Every year sheep produce a new fleece, making wool a renewable fibre source.

About Intertextile Shanghai (Home Textiles)

Intertextile Shanghai Home Textiles Autumn Edition returns again this year with exciting new opportunities for participants to gain a foothold in China.

Held at Shanghai New International Expo Centre, the show is about more than just textiles, it is the perfect chance for visitors and exhibitors from around the world to also understand the lifestyle trends and evolving concepts in the growing Chinese home textiles and furnishings market.

Last year saw a record number of exhibitors taking part, with more than 1300 companies from 29 countries and regions, which in turn attracted over 39,000 trade buyers from 100 countries and regions.