Quality chairs that last more than a lifetime

Achair is still a chair even when there’s no one sittin’ there,” is a line from an old Burt Bacharach song.  But toss that same chair from the top of a four-storey building, and chances are that it will be reduced to bits and pieces — a far cry from what once used to be a chair.

Not Emeco’s 1006 Navy chair, however. After a drop test that required it to be thrown out of a fourth-floor window, the aluminum chair remained unscathed. Sure, there were a few minor scratches on the finish, but nothing that a bit of buffing couldn’t remedy. Even after solidly falling on the cement ground and bouncing on the pavement a couple of times, the chair was as good as new.

 “Our company takes pride in make things that last,” stresses Claudio Iseppi, international sales and marketing manager for Emeco who showed us the drop test video. He relates that Emeco’s non-magnetic, non-corrosive 1006 Navy chair was first built in 1944 for use in submarines using a time consuming process, “It is meticulous work,” he says. “It involves Emeco’s famous 77-step process where every chair is handcrafted by professionals to make it light, smart, functional and strong.” The chair can withstand a weight of 125 kilos.

Emeco has so much faith in the durability of its products. In fact, that the aluminum Navy chair comes with a 150-year warranty. Sure, there are knockoffs. But, says Iseppi, “These will never match the durability of the original item.” In 1944, Wilton Dinges who founded Emeco compared the iconic aluminum Navy chair with its clean lines to a Rodin sculpture.

After Coca-Cola approached Emeco in 2006, and in keeping with the ecologically-attentive environment, Emeco has innovated on its original Navy chair by using recycled plastic bottles to make the 111 Navy chair. Why 111? “Each 111 Navy chair we make uses 111 plastic bottles,” explains Iseppi. “Our products are now also eco-friendly because we use recycled or reclaimed materials. We have kept more than five million Coke bottles out of the landfills.” Each chair is made up of 65 percent polyethylene, 35 percent glass fiber for strength and color pigment. As expected, the most popular color is red — like the Coca Cola logo.      

However, the reuse/ recycle/repurpose ethic of Emeco does not apply to its Navy chair alone. The company has also collaborated with renowned French designer Phillippe Stark to come up with the Broom chair. Made up of 75 percent reclaimed polyprolene, 15 percent reclaimed wood fiber and 10 percent glass fiber. Why call it ‘Broom?’  Iseppi explains, “The chair is named ‘Broom’ because Emeco has developed a new material that sweeps up (like a broom) industrial waste and turns it into something strong, smart and beautiful.”

But the various Emeco chair models are only part of the entire inventory at Icon. Occupying a portion of Dwell, the top-notch furniture store in Eastwood,  Icon carries premium brands from all over the world: Cherner Chair (USA), Casprini, 14 Mariani, Tonelli and Rivolta (Italy), Thonet (Germany), Tolix (France), among others.

 “Our customers are selective. They are particular about quality,” says Christophe Lefevre of the Italian furniture brand 14Mariani. “We make safe, stylish yet classic pieces that age well.” He points out that the some of the leather used in 14 Mariani’s furniture is of the same quality as that used by the famous fashion house Dolce et Gabbana. “Sometimes, it isn’t just the price. Quality is very important.” The most expensive sofa by 14 Mariani was custom-made and sold for 150,000 euros.

What is the response of Filipino consumers to these stylish and iconic brands that come with a price tag you don’t just sneeze at? “Filipinos are very up-to-date, very educated and very stylish. They know what they want,” says Marga Lorenzana of the Dwell and Icon furniture stores. “Among our clients are those who would rather save and wait to be able to afford quality pieces.”  This should not be surprising, especially during these times when efficient and compact condominium living is popular. When space is premium, it makes sense to go for quality over quantity. One should be able to enjoy good furniture that will retain its value (or even appreciate) with time.