New Zealand furniture manufacturer forma recently moved into a new space in Grafton, Tāmaki Makaurau after 18 years in its previous home. The company is known for its locally made, high-quality designs, all conceived in house by owner-designer Matt Smidt, who trained in design with a major in ergonomics. Two years ago, he was joined by Milan Bedwell-Keil.
The new location fits with forma’s focus on design and bespoke service. “We wanted to move closer to some like-minded brands,” says Smidt, “and we wanted to provide our customers with a relaxed experience from the moment of parking to walking into our new space.”
HERE: Tell us about the new space and how you wanted it to feel.
FORMA: It was really important to us that the showroom felt like home. From the moment we first viewed it, we loved the industrial vibe, high ceilings, natural light and how we could incorporate our products within the space with floating shelves and cabinetry.
HERE: What have you done to make the space feel like home?
FORMA: We’ve treated it like we would our own home, created warmth with the wood-panel details and softened it with curtains. Every part of the fitout was made and installed by our team. We kept the gantry as a piece of art – it speaks to the industrial heritage of the building. There is more to come – it’ll continue to evolve including a commercial area upstairs.
HERE: What does it allow you to do that you couldn’t do before?
FORMA: We can showcase our products in a larger format than before, which provides our customers a better experience with our furniture. We’ve got room for some big pieces too – from a sofa that is 5.4 metres long to a dining table that is 3.2 metres long.
HERE: All your furniture is made by you in New Zealand. Why is that important?
FORMA: First and foremost, it’s quality and that comes from within your sofa. Design of the inside of a sofa is even more important than what you see on the outside. We are a New Zealand manufacturer that is always striving to keep ahead of design and technology by using the highest-quality products for our customers. We have invested in exclusive technology that no other manufacturer in New Zealand has – this sets our quality and comfort apart. We believe in sustainability, and are opposed to the amount of landfill that is generated in this country by cheaply made, oversold furniture each year.
forma
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