Another Country was the suggestive name given to the furniture company and British opinion leader brand, by its creative director Paul de Zwart when he somewhat coincidentally founded it in 2010.
Paul was looking for three-legged stools, which he could also use to create improvised auxiliary tables. Faced with a market that could not provide a suitable option, Paul de Zwart decided to create his own brand of furniture. However, not just anything would do. In his head he mixed terms like sustainable, durability, good design and quality as essential prerequisites to be included in this new business challenge.
De Zwart had already savoured the sweet taste of success having founded the magazine Wallpaper, the Bible of design, interior décor and trends, which changed the rules of the aesthetic game in the 90s. Also, having collaborated with the designer Ilse Crawford and the creative director Alasdhair Willis, he felt confident enough to delve deeper into the world of furniture design. “I wanted to find well-made things that were long-lasting and reasonably priced. I didn’t just want to go to Habitat or Ikea. That would have been too easy”, he has said on more than one occasion.
While many of the people that populate the world of art and design were looking for a new creative future, Paul spent a year studying the market and the demand created on it. He had always wanted to create his own pieces and this was the perfect chance to do so. The creative director of Another Country has admitted that deep down he is a frustrated architect and this was the perfect excuse to make that known. This was how Another Country was established, after studying the work of Japanese designers with wood and discovering the enormous influence of the Scandinavian market, and the pieces from the mid-fifties in the design world.
He designed his first furniture collection with the help of a local craftsman from Dorset, Dominic Parish, and began production on his first six pieces. His degree of success is also due to the fact that De Zwart aims to avoid the enormous cost margins of products on sale in shops, and opts for online sales, an emerging market with an ever growing presence. Also “the return to well-made craft work and greater care in how we do things is vital to making this work”, states Paul.
The return to well-made craft work and greater care in how we do things is vital to making this work.
Since then, Another Country, which only produces its furniture in England and Portugal, has been a benchmark in terms of painstaking design, sustainability, quality and reasonable prices. On its fifth anniversary, Paul chose to collaborate with several local and international designers such as David Irwin, Catherine Aitken and Studio Dessuant Bone, to create a studio line that celebrated the inspiring landscape of Dorset. This was an equally simple proposal, keeping the core values of the brand intact, and it confirms the company´s period of fine form.
Another Country´s last step came at the Designjunction competition held during London Design Week in September 2016, when the Cuatro Series was presented. This is a collection based on the traditional English table which includes a dining table, a bench, two stools and a day bed. These pieces incorporate a new aesthetic language into the brand´s small catalogue.
Photos. Joseph Fox/Anothercountry/v2com
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