Monday - Aug 21, 2017

Exclusive interview of Architect and Design Entrepreneur Anthony Logothetis about SEORA


Exclusive interview of Architect and Design Entrepreneur, Anthony Logothetis about SEORA

In an exclusive interview, Architect and Design Entrepreneur, Anthony Logothetis chats about SEORA, his Exclusive Award-Winning Luxury Furniture Collection.

Lorraine Eyre: Seora was first established in 2012 and the furniture which is handcrafted in Italy has won and been nominated for several international design awards around the world. Can you tell us a little more about the inspiration behind the collection?

Anthony Logothetis: The luxury designs have been inspired by the beach, the sea and a yachting lifestyle. Born in Greece, I was brought up on a yacht from an early age, and many of the pieces from the collection have been inspired by my childhood.

Lorraine Eyre: How did you discover you had a talent for furniture design?

Anthony Logothetis: The first design, The ‘Seora Lounger’, came out of a University project while studying architecture in London. It was part of a sports park I was designing in Miami and the idea was for people to sit back on the lounger while watching a game. This was a very basic idea and at the end of the year, I decided to refine the product and commercialise it. I liked the idea and having also studied entrepreneurship and having worked at Norman Foster, I could see Seora was something different and there was a gap in the market, so I decided to pursue furniture design and develop my own brand and range.

Exclusive interview of Architect and Design Entrepreneur, Anthony Logothetis about SEORA

Seora Lounger

Exclusive interview of Architect and Design Entrepreneur, Anthony Logothetis about SEORA

Seora Lounger

Lorraine Eyre: What would you say have been your main influences when designing such cutting edge furniture?

Anthony Logothetis: The way they are made in definitely a part of the influence as you need specific machines in order to achieve these results with seamless connections and fluidity. Combing simple and elegant, yet innovate and sophisticated design is at the heart of Seora and this is something which makes it stand out from the crowd despite using the best materials and craftsmanship.

Lorraine Eyre: Which aspect of furniture designing from discussing a new project and the design issues, selecting the specific materials to the actual creation do you find most enjoyable?

Anthony Logothetis: I am a very hands on person, and don’t like using software a great deal. This means that many of the designs are sketched out and then gone over with furniture makers at the factory. The guys in Italy are excellent and know their work inside out. Their know-how has been passed down for generations and so I enjoy discussing the challenges that arise, such as joint connections, assembly and costs which come into play for the overall design with everyone beforehand.

Lorraine Eyre: Your designs have been described as having an exquisite sculptural quality. Can you comment on that?

Anthony Logothetis: Having worked with renowned architect Norman Foster in my early twenties, the experience gained there was invaluable and something which is now instilled into my designs with Seora. Trying to make something look good is difficult, making something look good and simple at the same time, is even more difficult even though people think otherwise. I would say that Seora provides products that look good and are innovative. I always strive to improve something which isn’t working correctly in the first place as I don’t want to create just another table or just another chair, the pieces from the collection have to get better and better.

Exclusive interview of Architect and Design Entrepreneur, Anthony Logothetis about SEORA

Amauri bench

Lorraine Eyre: Who is this contemporary high end designer furniture aimed at? Offices, hotels or luxury homes?

Anthony Logothetis: Seora is an exclusive brand with quite a luxury range of furniture as all the pieces are handcrafted in Italy, so the target market are luxury hotels and resorts, yachts and high end residences. There have been some cases where the Seora Lounger is being used in offices, such as our largest client, Google for their new European headquarters in Dublin.

Lorraine Eyre: Why do you think Seora has been so universally successful and what makes the label unique from other luxury furniture labels?

Anthony Logothetis: What makes Seora unique is definitely its design, quality and craftsmanship and in the case of the Seora Lounger, its comfort. The Seora Lounger is unbelievably comfortable not only because of the way the beams respond to your body in an instant as you lay back, but also the stainless steel stand has been designed to specifically absorb any tension, and acts like a spring leaving you in a gentle, floating sensation.

Lorraine Eyre: Tell us about some of the commissions you’ve worked on and where Seora furniture has been featured.

Anthony Logothetis: Seora is a new brand and relatively unknown, however, as I mentioned earlier, we have been featured in a few high profile projects such as the Seora Lounger in Google Headquarters Europe, in Dublin and more recently, in a campaign with Silhouette Eyewear, featuring Oscar winning actress Cate Blanchett photographed by the highly acquainted photographer Peter Lindberg.

Lorraine Eyre: Which is your favourite piece that you have designed?

Anthony Logothetis: I think my favourite piece right now is the new Riviera Sunbed. It’s the world’s first sunbed with no corners featuring a wide-body curved frame. Designing that was quite a challenge and something which turned out to look really beautiful I think.

Exclusive interview of Architect and Design Entrepreneur, Anthony Logothetis about SEORA

Riviera Sunbed

Exclusive interview of Architect and Design Entrepreneur, Anthony Logothetis about SEORA

Riviera Sunbed

Lorraine Eyre: How did it feel to win the FX International Design Award in 2011 and to be recognised as ‘Best Leisure Furniture’?

Anthony Logothetis: It was unbelievable. Listening to your name being announced and walking up to the stage to collect the award was fantastic, mostly because on the shortlist was the famous architect David Chipperfield with his Alessi Piana chair, and I thought there was no way I could win.

Lorraine Eyre: What do you enjoy doing apart from designing furniture?

Anthony Logothetis: I enjoy the entrepreneur side of things, running the business and trying to overcome the challenges on a daily basis, because running a start-up can be exciting, but also very time consuming and stressful. Sport is generally my other pass time, tennis especially. I also like travelling and going to the movies, which can also be an inspiration.

Lorraine Eyre: Who are some of the other designers you admire?

Anthony Logothetis: Phillip Starck is someone I definitely admire and respect, he’s been in the industry forever and I love the way he comes up with something new and different. Of course, my former employer, Norman Foster is someone who I definitely learnt a lot from.

Lorraine Eyre: What are some of the future trends that you see in the field of furniture design?

Anthony Logothetis: I think in the future we will see furniture and technology coming together. We will have more and more devices and gadgets in our lives, and I think soon this state-of-the-art technology will be connected with all kinds of furniture such as our beds, perhaps even monitoring and informing us on how we slept etc.

Lorraine Eyre: If our readers were going to invest in two major pieces from your collection for the home, what would you suggest? 

Anthony Logothetis: If they have a garden with a pool, I would say the Riviera Sunbed with its side table or the Seora Lounger. They are simply sensational, not only to look at, but unbelievably comfortable. If they are looking for indoors, then the Brera Coffee Table with the Portofino Stools is something which would look great and is really functional for a friends gathering.

Exclusive interview of Architect and Design Entrepreneur, Anthony Logothetis about SEORA

Brera coffee table

Lorraine Eyre: Do you have any advice for prospective art students who have the skills and aptitude for furniture design?

Anthony Logothetis: I think besides their design skills and talent, they need to acquire some hands on experience, try to make things themselves and get to know the workshop and what each machine does, and which tool is the right one for each job. Once they get to know all this, they can take their ideas and develop them further.

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