West Elm, the American home furnishing retailer, launched its latest collection the ‘New Modern" at its flagship store in Sahara Mall Riyadh and the Tahlia Street store, in Jeddah. The new collection accentuates the design philosophy of West Elm through its modern collection sets. West Elm is always at the forefront of design changing and modernizing. Very round shapes paired with tiny legs play with proportions and are unique to the West Elm Spring 2017 collection. These clean smooth shapes are enhanced with highly sculptural lines, bringing a clean and modern design to any home. Customers can take advantage of the free design service offered by the furnishing house – allowing them to have their home fitted out with West Elm furniture and home accessories by a professional designer from the company. The color palette features more pastel and neutral shades that supports a soft layering effect. The new line includes the fun shaped Luna chair, the incredibly modern and modular Halsey Sofa, the grand Linden Wall System and Logan Bed with rugged good looks. At West Elm, feeling truly at home means connecting with the communities where we do business. This is why West Elm introduced its New Home and Designer Rewards Program to Riyadh. The initiative encourages local interior design professionals to work with West Elm and use the unique and stylish items carried in each of the stores to bring together any household. The program is designed to give interior designers and new homeowners fantastic offers and incentives while building strong relationships and exploring new avenues of creativity. — SG
