Four stories by four designers: Chiara Andreatti, Analogia Project, David Lopez Quincoces, Ferruccio Laviani.

Lema recounts its story of a year of window displays at the London Showroom

Chiara Andreatti, Andrea Mancuso – Analogia Project, David Lopez Quincoces and Ferruccio Laviani are the designers who have designed the windows of the Lema flagship store in London, inaugurated in 2015 at 183 King’s Road in the heart of Chelsea. The first managed directly by the Company: 400 square meters distributed on two storeys designed by Piero Lissoni, conceived as a stage for the main identities of Lema: Casa and Contract. Serving as headquarters for Lema UK, over the years Lema UK has gained a leading role in the design scene of the British capital, an international contract hub where Lema is today among the first Italian operators by volume size.
Four unique stories, different in appearance, expression of the peculiarities of their authors, all designers connected to the world of Lema, real installations that have animated throughout the year the windows facing King’s Road, one of the trendiest shopping streets of London that crosses the Chelsea district up to Sloane Square.
Their diversity is an organic expression of a single story: that of Lema becoming a new vision of the brand’s ability to interpret the different styles of designers with a language of its own, uniting them in a collection that is always consistent with the typical features of Lema’s DNA.

First window was Plis électriques, the delicate spring visual by Chiara Andreatti that for Lema signed the Bulè table and the Taiki sofa and armchair between 2018 and 2019. Plis électriques proposed off-scale fans in pleated paper,which are both light and sculptural, creating an eye catching installation with its transparencies that are both intense and contemporary thanks to the bright tones of the fluorescent neons hidden behind the fans, leaving the structure and the electric wires visible. Sophisticated scenes for the centre-stage protagonis, the custom-made Hangar walk-in wardrobe by Piero Lissoni.

In May, a change of scene saw the Hangar walk-in closet still on the occasion of Chelsea in Bloom, the well-known floral festival that every year transforms the windows of Chelsea. Andrea Mancuso of Analogia Project, one of Lema’s new collaborations with the 2019 Oculus mirror, presented Living Atlantis, an intriguing concept with a spectacular aquarium effect.
After the summer, Lema presented a new window for the 2019 London Design Festival dedicated to the new modular storage LT40 system, a great novelty for 2019 signed by David Lopez Quincoces, who for Lema has signed numerous pieces over the years, from the Warm and Seryasse cabinets to the Alamo and Filo tables; more the Alton armchairs and the Areia chest of drawers. His is also the Inside the Box project, a scenographic set-up that has transformed windows into a kaleidoscope from which the aesthetic and functional versatility of LT40 emerged.
Signing the last window, the current one that will remain until the beginning of 2020, is Ferruccio Laviani who designed the Popsi lounge chair and Tod poufs for Lema. A graphic project with a strong character in its pop twist, a reinterpretation of the traditional iconography of the festivals through Laviani’s distinctive stylistic codes, a fusion of tradition and modernity with a touch of irony.