Limited edition Knoll Wassily chair for Aram's 60th anniversary in 2024

Tomorrow PR worked with Aram, the iconic London retail destination for designer furniture, lighting, and home accessories, as it marked its 60th anniversary in 2024. This impressive milestone presented an exciting opportunity for journalists and the UK design community to honour Aram’s enduring legacy over the last six decades.

Aram exterior shot
Daniel Aram pointing at something
Curated selection of furniture for an exhibition by Max Radford Gallery at Aram

Since 1964, Aram has had an inherent zest for bringing the best modern design products to the attention of the London design world. Founded as Aram Designs by a visionary Zeev Aram, his ground-breaking showroom on Chelsea’s vibrant King’s Road introduced a curated selection of internationally sourced modern furniture and lighting to the UK for the first time.

Zeev worked closely with Eileen Gray, a pioneer of the Modern Movement, playing a pivotal role in revitalising Gray’s designs during the 1970s. His commitment to fostering new talent culminated later in establishing The Aram Gallery, a non-commercial space for experimental and emerging design on the third floor of the Aram building in Drury Lane, Covent Garden.

Andu Masebo at Aram's 60th party speaking to another guest
Two guests at Aram's 60th party

To celebrate its 60th year, Aram launched a new gallery space in a more prominent lower ground floor location. The inaugural exhibition at Aram’s new gallery space is curated by renowned interior designer and gallerist Max Radford. Titled ‘Now 4 Then,’ it showcases new works by emerging furniture and lighting designers based in the UK and is on show until 15th June 2024. Additionally, Aram launched a special edition Knoll Wassily chair in a black canvas, limited to 24 pieces, each adorned with a unique ARAM 60 2024 stamp.

To commemorate this remarkable occasion, Tomorrow worked with Aram and London-based production and catering companies North Six and Opus 11 to orchestrate an unforgettable evening for guests in May. Press, clients and the London design community gathered for an elevated party spanning Aram’s four spacious floors in Covent Garden.

Curated selection of furniture for an exhibition by Max Radford Gallery at Aram
Imogen Kwok at Aram's 60th anniversary party
Elizabeth Aram at Aram's 60th anniversary party

Aligned with the launch of Aram’s new gallery space and the limited edition Wassily chair, Tomorrow PR secured significant coverage, including a profile story on Aram and its anniversary in the Financial Times House & Home, featuring an interview with Daniel Aram, Managing Director of Aram.

We are extremely delighted with the seamless execution of this project, which undoubtedly shone a light on Aram’s rich design heritage and significance within London’s design community.

Curated selection of furniture for an exhibition by Max Radford Gallery at Aram
Limited edition Knoll Wassily chair for Aram's 60th anniversary in 2024
What we did

Creative Collaborations Design Intelligence & Advice Events and Design Weeks Industry Insight & Analysis Media Relations Strategic PR Planning & Implementation

Photography

Exterior, Ellen Christina Hancock
Event, Marcus Patrick Brown
Wassily chair, Ollie Tomlinson
Now 4 Then, Richard Round-Turner

Other Work

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Rockwell Group 40th Anniversary Press Trip
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