Jori: redefining comfort

Experimental and liberating; the Sixties was an exciting decade of disruption and change. Formal conventions and conservative values were challenged and tossed aside; not just socially, or politically, but in design terms too. New materials, such as moulded plastics and vacuum-packed foam, led to progressive futuristic forms in furniture, curvaceous and sculptural pieces that were often multi-purpose in function. Modular and often low-slung, these designs reflecting the laid-back mood of the times. Designers embraced a whole new way of living where the rigid compartmentalisation of separate rooms for dining, cooking and relaxing were broken down and home interiors became more free-flowing and open-plan.

It was during this fluid and fertile era, that the Belgian design furniture company Jori was born. Established by Juan Jorion in Wervik, his ambition to produce exceptional contemporary leather furniture that put comfort at the heart of the design, was very much in tune with the spirit of the decade; providing innovative seating solutions to people who, recognising the importance of leisure and relaxation, were searching for new ways of introducing that into their homes. Over fifty years later Jori continues to innovate and meet these needs, staying ahead of the curve by regularly drawing upon the external talents of a pool of leading international designers, from French designer Jean-Pierre Audebert and award-winning Belgian product developers Paul Verhaert and his son Koen to young British talent David Fox and Italian duo Pocci + Dondoli.

Jorion says that a flexible approach to working is key to his company’s success, “Designers are creative people, they need their freedom,” he explains. “Every three months we come together with the same group of designers. We listen to their ideas and when there is one that sounds new enough, we develop it. It isn’t always a success. Sometimes the ideas cost me an arm and a leg. Sometimes it's profitable, but all of the time it’s fun.”

In recent years, Jori’s string of successes has grown, garnering them a host of industry awards for innovations such as the Chillap, a chair that incorporates an integrated laptop/tablet table in a movable armrest, or the slender and streamlined Hortense desk. Dutch designer Hugo de Ruiter created one of Jori’s most recent triumphs, the multipurpose Wing sofa – nominated for no less than four awards including the German Design Awards and the ArchiExpo i-NOVO.

The transformable sofa, Wing is a dynamic solution to our constantly changing needs, from day to night. Segueing between a corner sofa, chaise longue and bed, it has the capacity to morph into five different compositions thanks to two pivoting “wing” cushions that flank the central cushion. Such varied configurations make Wing suitable for a diverse range of customers and environments, from those living solo to others leading a busy family life, and from the compact interior to spacious open-plan properties. It’s a groundbreaking approach devised by de Ruiter, who has carved a niche creating multifunctional furniture, often with movable components, to accommodate everything from “a private moment or an intimate gathering to active comfort during the day, or a lazy evening on the couch.”

Flexibility is also the hallmark of Jori’s online presence. Architects and consumers who visit jori.com have at their fingertips the unique “Configurator” (https://www.jori.com/en/configurator) tool, a pioneering smart solution that allows users to efficiently browse the entire range of Jori products – whether the renowned Brainbuilder or Wing sofa – and, via a scrolling function, view the various possibilities that are available for each model. It’s a virtual showroom but better, since you can view Jori’s entire range in every specifiable option and colour, the Configurator (which you can also access from each model on the product page) even extends to calculating the price of your chosen furniture. An indispensable tool for architects, it’s a dynamic solution for those sourcing furniture while trying to meet project deadlines.

However, for those craving a touch and feel experience of Jori’s latest designs the brand also showcases its products at global design fairs with several over the next few months in Belgium (Archi Top Event 2016, Biennale Interieur 2016), Holland (VT Wonen & Design 2016) and Germany (IMM Cologne 2017) to name a few. Next on the calendar is 100% Design (http://www.100percentdesign.co.uk) at Olympia London, an integral part of the London Design Festival. Now in its 22nd year, it’s the UK’s largest trade event for architects and designers; head for the Interiors hall to discover how Jori’s high quality and innovative furniture continues to provide unrivalled comfort while meeting the multifaceted demands of modern life.

© Architonic