e d i t i o n 0 4 | s e p t e m b e r 2 0 1 6 www.huelsta.com grande cuello the new lounge chair designed by martin ballendat is a new interpretation of a wing chair and offers an exciting contrast between openness and protective shell. if you want a rest, simply adjust the cuello back section. welcome to a feel-good atmosphere.
2 our home with hülsta letter from the mironowicz & küper family imprint hülsta-werke hüls gmbh & co. kg karl-hüls-straße 1 d-48703 stadtlohn tel.: +49 2563-86-1611 fax: +49 2563-86-1417 opening hours of the showrooms: mon – sat 10 am – 5 pm consulting service: wed – sat 10 am – 5 pm by appointment tel.: +49 2563-86-1598 publisher: hülsta-werke, postfach 12 12 d-48693 stadtlohn concept / editors: w. herrmann (head of marketing) e. frankemöll, a. graf essenz public relations, v. vos layout: graphic design studio yvonne schneider edition 09/2016 printed in germany www.huelsta.com
this year, marta mironowicz and jens küper welcomed the arrival of little bela to their home. now! minimo, the new nursery furniture from now! by hülsta moved in with him. however, until little bela could have a snooze in his now! minimo cot, marta mironowicz and jens küper had to organise many things and also seek direct contact to hülsta. ”as expectant parents, we wanted everything to be perfect and put our ideal scenario in place.“ th e m i r o n o w i c z f a m i & k ü p e r i n t h e i r n e w n u r s e r y l y e d i t o r i a l 3 the first room for their son – an important step. for marta mironowicz and jens küper, some aspects were particularly important. “first of all, we focused on the quality of the craftsmanship and the design. we explicitly only looked for known brands, as we expected them to be free of toxic substances and vapours. especially with nursery furniture, this should be a matter of course. we were also keen on the furniture to “grow with the child”, so that it can be used for a long time. the conversion of the baby bed is really nice.“ a hülsta retailer informed the expectant parents that the now! by hülsta brand featured a children’s and baby range. the problem: now! minimo had only just been launched and was not yet on display anywhere. the first contact was made via facebook with julia haveresch, product manager for now! minimo, who – with her love of detail – made the product ready for the market. she spontaneously invited the two to the “day of living” held at the showroom in stadtlohn to ensure that they could see now! minimo live. then everything happened at lightning speed. jens küper explained the events in a letter: ”the day after the “day of living”, we ordered the now! minimo furniture for little bela. on 26th february, we were informed, that the furniture had already been delivered to the furniture store. we were surprised that the delivery had been so fast and thought we would have plenty of time to renovate and furnish bela’s room. however, bela had other ideas – apparently, he was so keen to see his new room that he decided that very night to make his way into the world, 6 weeks earlier than expected. he arrived on the evening of 27th february, slightly weak, but healthy. it was of course perfect that we could beautifully furnish his room ready for when bela finally came home with marta. the icing on the cake was in our letterbox today! it is either a perfect coincidence or someone gave a helping hand, however, i believe in the perfect coincidence. during our first visit in stadtlohn, my wife noticed the birdy and she decided that she wanted one for the nursery. during the “day of living” we took part in a competition have just been informed that we were one of the three lucky winners of a birdy. we are so pleased! dear mrs haveresch, i would like to take this opportunity to say thank you once again for assisting us the way you did! without the hülsta facebook team and without you, furnishing bela’s nursery would not have run so smoothly. we wish you all the best for the birth of your child and thanks again for your help! keep up the good work! thank you!“ dear readers, touchdown! our team has visited many countries and returned to stadtlohn in the münsterland with plenty of impressions and insights. we wanted to find out, how our furniture is presented and experienced across the world. we went to see the booming cities in china, where our “made in germany“ funiture has an exceptionally good reputation. in australia, we were shown the casual “aussie way of life“ with hülsta. our trips to moscow and dubai were just as impressive, whilst on the maldives, we found an entire island furnished with hülsta. informative and exciting! so much so, that we mainly focus on these subjects in this stolz edition. for us it was inspirational to see the importance of hülsta on the different continents and within different cultures, with fabrics, colour worlds and a wealth of styles meeting one another. our products are highly rated in germany and abroad. we put all our energy and passion into developing new ideas and products, which will further expand our portfolio. the first results will soon be visible, for instance in 2017 in cologne, at the design fair in shanghai as well as in milan. however, our creative process is still far from being completed: we will continue to look for new ideas, travel the world and tailor our furniture to the demands of international design. we will report on our findings – at the latest in the next stolz edition. enjoy the read, your wolfgang herrmann tell us about your hülsta story! the stolz editorial team would like to hear your story about living with hülsta. for every story that is published in the magazine, there is a fabulous made by hülsta surprise package. how do you furnish your life with hülsta? send your story to email@example.com. we look forward to receiving it! discover the hülsta furniture world: www.huelsta.com
4 once around the world a hülsta trip across four continents. by wolfgang herrmann hülsta feels at home in many countries. we wanted to find out how (differently) people live with our furniture all over the world. together with our international team, we have been travelling to many places, in order to talk to our friends and partners about their lifestyle. we therefore start off the stolz magazine with the first part of our travel report. we first went to australia. the casual “aussie way of life“ is easy-going. however, the australian market is not quite so simple! australians know exactly what they want and good furniture design is very important down under. “when it comes to “made in germany“ design and quality, australians are particularly keen on meticulous craftsmanship down to every detail”, says andrew thornton hick, interior designer from perth/australia. he was born in australia, has lived many years in europe and knows that furniture is subject to extreme challenges down under: high uv radiation, dry heat, many ultra-hot sun hours, i.e. conditions that are not ideal for wooden furniture. however: “a really good design delivers authentic solutions for any challenges and questions posed by a young, contemporary culture” according to the interior designer and art expert. “in addition to offering high functionality, it is necessary to hit the right note with our customers. in australia, styles and tastes are just as versatile as our nation. we therefore strive to find perfect furniture solutions that suit the homes and lifestyle of our customers.” that is what andrew thornton hicks does every day, inventing living spaces and inspiring his customers using products including hülsta. china. booming cities, rapid growth. hülsta feels very much at home in china. we are visiting friends and partners, such as john and serena from uliving in suzhou. the two interior design experts emphasise that “made in germany“ products enjoy a high level of trust. “it is important that a good reputation is deeply ingrained in people’s minds. hülsta does exceptionally well, offering flexible ranges, extensive practical features, state-of-the-art technology that is used in product development as well as innovative craftsmanship and manufacturing techniques.” b e d ro om s f rom lun is a n d sera a r e m a r ke t l e a d e r s i n t h a t p a r t i c u l a r s e c to r i n a u s t ra l i a discover the hülsta furniture world: www.huelsta.com
5 cathy yu, partner at objective communications in shanghai, explains that brand awareness has changed in recent years. “brands are important, but both the approach and the commitment to the design of people’s homes have evolved. in big cities such as beijing, shanghai and shenzhen, there is a noticeable shift from trust in very big brands to an increased focus on quality.” the trend towards quality and design is a big factor for uliving customers, according to serena and john: ”they are looking for high quality products in a timeless design. clean lines, simplistic designs and clear, functional features, plus natural materials and a wide selection of finishes and veneers are appreciated by chinese customers.” serena and john add: “some customers are very much influenced by fashionable trends and their perception of modern architectures.” both regard the hülsta ranges scopia and gentis as a perfect solution for these requirements. scop ia a n d gen t is a r e s e e n b y s e r e n a a n d j o h n a s a p e r f e c t s o l u t i o n to t h e r e q u i r em e n t s o f t h e c h i n e s e m a r ke t . t h e ra n g e s n ow ! t im e a n d n ow ! v i s i o n a r e a l s o p e r f e c t to c a te r f o r t h e p o p u l a r l o f t s t y l e .
6 mu lt i - forma i i a n d mega -des ign a r e e n d l e s s l y v e r s a t i l e – t h u s p e r f e c t l y fi t t i n g i n to t h e d u b a i m a r ke t f e a t u r i n g ex t ra o rd i n a r y ro om l a y o u t s a n d l a rg e ro om s . onwards to dubai: the city masterly stages itself and creates its own historic monuments: the burj khalifa, the burj al arab or the emirates towers not only reflect the rapid growth but are also a symbol for luxury and extravagance. the desert state is home to samir ranavaya and steven pardoe. they own the showrooms of häcker kitchen, hülsta and rolf benz furniture in dubai. living environments in dubai differ from classical living concepts. the rooms are often higher and larger than normal or feature unusual shapes. off-the-peg furniture can face real challenges. the quality provided by furniture manufacturers therefore quickly stands out. a luxurious look and feel, a clear design, excellent service combined with the possibility to create a tailor-made, unique solution for the customer as well as flexibility in terms of sizes and versions are important aspects. interior design in dubai is extremely exciting; an impressive mix of traditional and contemporary: traditional styles still prevail – however there is increasing demand for modern, european furniture, in line with the development of the architecture and interior design in the cities, according to both experts. many interior designers get their inspiration from international platforms such as instagram and pinterest. “we also work closely with many bloggers and interior design advisers, who add their own signature to the rooms. in the united arab emirates, we are lucky to have many different nationalities, allowing us to combine ideas from very different cultures and regions from all over the world” says steven pardoe.
7 discover the hülsta furniture world: www.huelsta.com
8 russia next. in moscow at trio interiors, we talked to dmitriy bataev. the well-known elegant and opulent interior design style is still in demand in russia. however, up-to-date simplistic design statements are also trendy. many designers like to mix the best of both worlds. this mix of old and new, simplistic and opulent is omnipresent. the absolute trend at the moment? according to dmitri bataev, floral patterns (in the shape of lamps, for lighting, wall decoration or stained glass windows). furthermore, art déco is presently being rediscovered and is particularly popular within a mix of styles. hülsta can also be found on the maldives. the furniture in all the lodges on the islands of kuramathi and kandholhu is made in the münsterland. dreamlike beds, sideboards, chairs: for the holiday- makers, the interior designers have created beautifully relaxing living worlds from the collections of our brand. do you want to read more? the first part of our interviews with friends and partners is also available on the hülsta website. russia
9 discover the hülsta furniture world: www.huelsta.com maldives
10 i v e i v e c r e a t c r e a t c r e a t c r e a t e c t s – e c t s – e e p e o p l p e o p l o b j o b j i v e i v e this team practiced “alice in wonderland” on the library staircase as a ballerina. h d . h i c n a ”, w r a b n t s i g s l e ü n d e h e h e r f t e g f “ a o e o e s i d h e i d s i t i v e d t g p o s n m u r t o t a e h i s t i s a s inna harbove is an interior designer living in singapore. she loves good design and aesthetic looks that make rooms perfect. as a senior sales manager at möbel story in singapore, she had the idea some time ago to put everyday objects into a different context, thus breathing new life into them. the idea “creative objects – creative people“ was born. using facebook, she invited creative people, friends, customers and partners to take part. many did. all in all, forty creative teams were formed. their mission: to not only use objects of everyday life, but to create stories around these objects. inna harbove: “möbel story gave each team a choice on the selection of the product, and many teams selected the hülsta brand. it was great to see the creative minds coming together and working on photoshoots with hülsta mega-design and tv units. every piece came alive and with great imagination became real.“ “the creative aspect of the event brought on board interior designers, architects, photographers, models, artists, florists, etc. where people had a tremendous amount of fun collaborating with each other and becoming friends for life. it is amazing to see how we really brought the energy and people together“, according to inna harbove. the impressive results were displayed by möbel story in an exhibition and individual works were awarded prizes. stefan fisse, sales manager for hülsta asia, has put together his favourite images from the exhibition for stolz. discover the hülsta furniture world: www.huelsta.com
11 “ w e w e r e p l e a s e d t o s e e s o m a n y d i f f e r e n t l o o k s i n v o lv i n g h ü l s t a f u r n i t u r e . ” s ay s s t e f a n f i s s e . i nn a h a r b o v e ‘ s i d e a b r e a t h e s i n t o f u r n i t u r e . l i f e
12 traditional processing the principle of so-called veneering has a long tradition. the most expensive furniture from the 16th to the 18th centuries have almost all been manufactured in this way. the principle has remained the same: a robust substructure is coated with precious wood. veneer the crown jewel of the tree individual look, fantastic design: woods such as natural oak and core walnut are trendy. frequently, furniture is not made from solid wood but using veneered surfaces. for hülsta, the use of veneer as a natural product for the production of furniture is essential. stolz has talked to two wood experts, who discover the most beautiful veneer sheets for hülsta – travelling throughout europe and north america. just as upholstered beds are covered with high-quality fabrics, pieces of furniture such as sideboards or tables are covered with an elegant surface made from genuine wood. this is called veneered furniture. eckhard sühling and hans-jürgen graf are responsible for finding and processing this elegant wood surface for furniture. “the amazing thing about genuine wood is the fact that it ages nicely in a similar way to a person. pieces of furniture thus become trusted companions, just like a comfortable leather shoe, with all its quirks that tell a life story”, says eckard sühling, production director at hobb, a wood processing company in bad bentheim, lower saxony. he and his colleague hans-jürgen graf are experts in veneers. on behalf of hülsta, they purchase precious veneer sheets from all over the world, ensuring that only the best woods are used for the production of hülsta furniture. it is a challenging task, as – contrary to popular belief – only highest quality trunks rather than inferior quality wood are used for the production of veneer. in search of the most beautiful of the beautiful once the designers have drawn a piece of furniture and the final version of the creative phase has been signed off, eckhard sühling and hans-jürgen graf start looking for the perfect veneer. on the worldwide market, there is only demand for approximately 200 from a total of 40,000 types of wood worldwide. these are mainly woods that are particularly sought after because of their colour or rarity, emphasise the two veneer experts. an extraordinary structure, as provided by root woods, and properties such as toughness and density of the wood are important criteria for the most popular woods. “all other types of wood would only be second best to these 200 favourites”, according to sühling. purchasing this material requires experience and cannot be carried out from behind your desk. on every trip, eckhard sühling and hans-jürgen graf check every single veneer package in accordance with strict criteria and are very selective in their decisions, as to which material will make it into the furniture production in stadtlohn. “you have to be at source to touch and feel the goods in order to judge them”, says hobb veneer purchasing director hans-jürgen graf. several times a year, he travels to north america. he mainly visits wood suppliers in hans-jürgen graf, purchasing director veneers michigan, pennsylvania, ohio, indiana and virginia. from the usa, he mainly purchases oak, such as american white oak, canadian maple and american walnut for further processing at hobb. additionally, hans-jürgen graf travels 60,000 to 70,000 kilometres across europe every year, in order to buy only the best woods for hülsta – and he has been doing this since 1976. the ultimate current wood trend? “nature through and through“, according to hans- jürgen graf. natural oak is especially sought after. the rough charm provided by many knots and fissures is what today’s furniture fans prefer – and they are not the only ones. for the barrel industry, oak is the most important raw material for high-quality barrique barrels, which give precious cognac and whiskey as well as armagnac their unique taste.
13 only 200 types of wood are in demand by the market. worldwide, there are 40,000 types of wood. 1 m3 raw wood is sufficient for 800 m2 of veneer. good reasons for veneer veneer qualities whilst foil-coated boards can be endlessly reproduced, each piece of furniture covered in veneer is a truly unique piece featuring genuine wood. “veneers are from natural, self-regenerating resources, foils are oil- dependent substitutes. future generations will thank us for deciding in favour of veneers“ according to eckhard sühling. generally, veneers can be classed into different categories. face or finishing veneers are used for visible surfaces of a piece of furniture. they define the design, the face and the quality of the unit. the lower veneers (also called blind veneers) are used under the face veneer, for instance on block boards, in order to avoid unevenness and cracks. cross-ply veneers are used to avoid the warping of the wood and are invisible on the finished piece of furniture (for instance on the bottom of a plinth shelf). however, this is not the only reason for eckhard sühling genuine wood veneers for furniture: “nowadays, one cubic metre of raw wood is sufficient for 800 square metres of veneer. this is enough for 16 complete bedrooms”, says sühling. the processing means that the beautiful woods are used as efficiently and as environmentally friendly as possible. a further positive effect: veneered furniture has a higher level of stability and an even functional efficiency. whilst solid wood is subject to changes in fluctuating room climates and can warp or tear, veneered surfaces are much better at coping with considerable differences in temperature and humidity. veneer patterns before pressing onto the carrier board, veneers must be connected to each other. first of all, they are sorted according to the respective area of use on the piece of furniture, e.g. a-qualities for fronts and b-qualities for carcases. they are then smoothed, ironed and cut to width. afterwards, the veneers are glued and put together using different techniques. the technical term for this process is “joined to form a surface”. currently, a planked design is sought after, i.e.: several different packs are planked together.
14 moscow with frank knüsting bern by marcel kuriger dubai by lizzie murphy prague by miloslav strach london by peter friend peking by liu guofeng barcelona by abigaïl casassas delhi by wolfgang herrmann singapore by stefan fisse our birdy is a genuine migratory bird. he loves the great wide world and instantly feels at home wherever he goes. no wonder – it is flexible, effortlessly fits into any space and any situation and adjusts its outfit to suit its owner’s taste. we want to show you, which corners of the world birdy travelled to with our hülsta team. the “around the world“ ticket has certainly been worthwhile – it has travelled many miles. we do of course not want to withhold from our stolz readers the hotspots, as seen by our field sales force colleagues on their business trips as well as by our customers and partners. brussels by philippe saive belgien
b i r d y. o n to u r ! . . 15 d w e l o v e b i r d y w e l o v e b i r d y london, by peter friend a r o u n d e h t l w o r paris with philippe van montagu we / / b i rd y further information and many interesting reports to follow shortly: #hulstabirdy i n b y b e r l j e n s f e l d p a u s c h discover the hülsta furniture world: www.huelsta.com
16 p f r f r e p e o w n e e n h t k , t i o c n o u n a o t l t f c c e e t s l ü y h w ! b y . p i n i s w ! s o n f t i o c e l e x o e l c p l it n a c o o h w r e s t e , n o y r e v c f m new i e v r r a
l e t a l it e l c f m e m r f r u t i- f a u n it n u v l o t u n c u r c l h e : n t i o e i n r n t i o o r - l t e e a v n s r r h d a e . y l i v u e t s t o l d n r i c y r a u n e now! spin is turning things around. more and more people move into urban areas, living space becomes more expensive and decreases in size. as a furniture manufacturer, we therefore must design furniture to be more intelligent than ever. with now! spin, hülsta links design and function: rotating units are the core pieces of the new collection. they provide exceptional flexibility for everyday life. a few easy steps turn a stylish chest into a home office or a dining table into a conference table. the night consoles also offer intelligent features: they can be turned and are equipped with a stylish tablet bracket, thus enabling you to watch tv or listen to music in bed. precious wood for pure looks. the now! spin collection offers solid wood units in maple and natural oak that are combined with lacquered surfaces in grey and white. clean and simple lines have a calming impact, especially with suspended units. the range offers furniture for different living areas: sideboards and lowboards, which can be suspended or freestanding, as well as wardrobes, beds, consoles, coffee tables, shelving and dining tables are all part of the portfolio. discover the hülsta furniture world: www.huelsta.com
18 a e r a g o f o o r e y la m a r e d a m n o d n w o d le k e m i d n is t s , t h c ti o n ia w o lle o u l o s d a a c a a l r e e w g p c t e ris r e t o it s l o e g ic w i n d a a r a o l o s a s t g r o e m b ilit y. h c a t u r e d is c e r o f t h u d – d m f a a l s t a s t h n – it f e o o e fr o n e e w h t a n c si o u si n d d h e i g o r p ti o a b ly r e n d . t y u e d d i m w w d b o o o li d e r a s y a l o b o o is t u r e a o o si d o d o f s s w u la rly g n o u p t c c i o a s t e m n o f p r e e a rtic c e r s i n n o p h is c o rti o e r la t p p r o n e e v n fi d o o e s . w y b w e g o r t h is a t n . f u t t h c ti o a l n d d w n s a n it s – n n t li n d u a d n e k . p e f u l l o s e e u g o c e o lle g c p i n p le a a k , m s . e le a e c u rf a s f o r s h a d g r a c n h t a d d sle n g a a t u r a l o w livi n s n e d s e n e e r e s a is t h ü ls t a u u u s – s c d w it h la r e , h e e s b tle , li g g n e w r a e b i n a t e ria l t h ic m e f u r n it u r e a s o a r e c sli m m e t h g iv q s k n u m a n e
19 d e s s , e s o rl d - e r e s a a h n t s f o r m – a m o r s , u ir e o n tly lit fl e l w n a d p a ila e r e o m is a v v s t e a lls . b le o ü h i o q g r o si n s t r e e h a g s e le e b ric c d f a e l s n a e p y t m a r o p e s c ia l d r e e h i g e r y s p ly w it h t h d c l u n i n c ti o e r a o lle e n e n , t h d v o w i n m ila o c t. n e ff v f o t u r n i n e e b r o o h m i n t o a v m d t o c e c s . t e w u i n n vie e s a p r e d ia t e e e m m o e g a r o n si g e n d s t e y m s s g o u c i o p r e n a w o h s w it h i m n i n ff o a d n e r s a b i n m o n o e c a r d c ti o w b o lle o n n b d a ttr e a e e r s c n t h s , m e r e g w b ric n . d i ff p ri n e ls , f a s x a l b n a g , p n o e r s u r p o o p g c p ri n p d t o n c ti o o lle u ilti n a t e y n l s s t t h u a n w m e e n a lle n riv w it h a si g e d g le h d o o e e c s x ü ls t a b s a e h s s p t o f t h a ttr e g c s , m p ri n n e s e o f q x x o o u la r c xi b ilit y. a ll b e b o ic m t h u t o c r e h o e r, a c a r d fr o o a t h d fl w y o e . b ric o r le n it s a ll o d u r s a e y h y , o f c c illa r y u s i n f a n n e r m d a e i n g n s a d a m n a e a n o d b good style is personal. the dining room is the new living room: this is where we play, work, chat or have a perfect dinner with friends. the hülsta dining collection is multi-functional and versatile. new additions are the t 60 dining table and six chair series that – due to many possible combinations – can match any room concept.
20 sleep princely under a canopy of stars by far the most extravagant bedroom: latus shows greatness – both in terms of size and its magnificent features. from the luxuriously sprung boxspring bed, you count the sparkling swarovski stars set in fine alcantara. generosity is an excellent characteristic the upholstered bed with the purus headboard from the sera range can transform an urban property into a real home. the flowing fusion of bed unit and headboard can also be placed in the middle of the room and is luxurious in terms of size and comfort. discover the hülsta furniture world: www.huelsta.com
s l e e p i n g latus 21 generosity s l e e p i n g purus
22 sofas, that make sitting comfortably easy! hs.462 design birgit hoffmann / function discover the hülsta furniture world: www.huelsta.com
23 hs.400 design birgit hoffmann / function premiere for hülsta sofa sofas are now very versatile and above all, they can be enjoyed for years to come. when developing hülsta sofas, our designers went to great lengths to ensure that the new hülsta sofas are exceptionally durable. hülsta, one of the best known furniture manufacturers within the quality furniture sector, and rolf benz, one of the best known upholstered furniture brands that stands for outstanding product quality and excellent manufacturing expertise have therefore developed sofas that make sitting comfortably easy. “ideal for people that consider design just as important as well thought out and durable sofa concepts. the principle: functio- nality can be this beautiful and beauty can be this functional. “ hs.450 design birgit hoffmann / system hs.480 design joachim nees / form hs.430 design birgit hoffmann / function
the garden: now! moon birdym o o n b i r d y ! lighting up the luminous birds arrive – and add some holiday flair to the garden or balcony: sufficiently stable to serve as a comfortable seat, now! moon birdy is also an object of art and a light all in one. now! moon birdy will be the highlight of every bbq party and a romantic companion for balmy summer nights. in winter, it will warm our hearts when looking out of the window. we recommend having a flock of them – the more the more magical. if you love colour, simply fit the entire flock with colourful lights.