“Good design is not revolutionary; it’s slow”
“I see myself as a lover of design with a commercial licence, rather than a trader.” This is the philosophy that defines Alexa Holzer’s Laden21 furniture store and her scouting and interior service. A passion for timeless design naturally leads her to include top-quality vintage pieces in her range. These are mostly Scandinavian, meticulously restored: “There are only a handful of restorers in Austria I would trust to do the job – most over-restore, scraping away the valuable patina. This is the difference between a good restorer and a fantastic restorer”. When she started out, vintage was still a novelty. In the last five years, however, it’s made a jump in Austria: demand has soared as its value is recognised both in terms of aesthetics and investment.
Modern upcycled and sustainable design also finds a place in her selection, although she is cautious in the “balancing act” of avoiding gimmicks, scrupulously vetting quality to ensure a professional level.
Swiss team INCH FURNITURE is one label that has met her stringent standards: their avant-garde furniture will be shown at laden21 as part of Designmonat. Made from sustainably sourced teak, Thomas Wütrich and Yves Raschle’s extraordinary geometric chairs and tables are made by master-craftsmen in Java, with profits also funding a carpentry school there. It’s the opposite of mass-production and this is crucial for Alexa Holzer: “The journey from designer to shop must be transparent. The craftsmen behind the work must receive fair payment. Designers too. Often they are swallowed up by big producers and give up patents in a rush. It’s a big hurdle to overcome.”
Joy in timeless design also drives Alexa Holzer’s interiors service. “Good design is not revolutionary; it’s slow.” She visits clients at home, gets to know their needs and lifestyle, takes one room at a time in a gradual, long-term process: “It’s not about the project; it’s about the life behind it.” Another service offered is scouting. Through her well-developed European network she sources for private clients, architects and hotels, matching requirements or even tracking down pieces from photos. It’s a psychological approach that supports customers’ individual taste.
Although her own taste tends towards the minimalist – “less is more” – Alexa Holzer also enjoys creating tensions between the pared-down and the playful, as can be seen with the Boucherouite or “crazy” rag rugs at Laden21. These are carpets created from recycled materials, from plastic bags to industrial fibres. Rather than arising from commercial intention, they were made for domestic use simply because, in Morocco’s Middle Atlas region, locals no longer had access to wool. Later, their folk art value was recognised and export began. While the female weavers were forced to adapt traditional Moroccan textile culture in order to exploit the re-used materials available, nowadays the rugs have become imbued with a highly contemporary style of their own. Contrasting, yes, but still in perfect harmony with laden21’s agenda: great design is honest, it’s logical, and it stands the test of time.
Designmonat Graz 2011
INCH FURNITURE at Laden21
Thomas Wüthrich & Yves Raschle
Exhibition opening: Fr. 13th May, 17.30-23.00
Duration of exhibition: 13th May - 11th June
Di-Fr 11.00 – 18.00
Sa 10.00 – 13.00
KONTAKT:
Alexa Holzer / laden21
Kaiserfeldgasse 21, 8010 Graz
T +43 (0)676/44 838 21
office@laden21.at
- Verfasser/in:
- Kate Howlett-Jones, report
