SQUR8 presented its 'Sky to Earth' concept at imm Cologne, blending fashion-inspired narratives with furniture design. Creative Director Oren Nuri, drawing from his background at Polo Ralph Lauren Group, emphasizes storytelling in every collection. The brand's innovative textiles and eclectic capsules aim to create distinctive showrooms for European retailers.
SQUR8 approaches furniture design by prioritizing narrative over product, treating collections like fashion runway lines. Oren Nuri, the brand's Creative Director with seven years of experience at Polo Ralph Lauren Group, explained, 'I work as if I am building a fashion brand. Each collection must have a strong identity, a story, and a muse behind it.'
At the recent imm Cologne exhibition, SQUR8 showcased its 'Sky to Earth' philosophy through a booth that juxtaposed sleek, airy designs with grounded, earthy elements. Spatial arrangements, lighting, and material choices reinforced the narrative progression. Nuri noted, 'Every capsule, every product, every detail must communicate the story. I build a story, and within that story I build capsules, and it has to follow through to how the booth is designed and presented.' He added, 'There is always a wider dream, but inside it there are many detailed stories.'
A key focus was textile innovation, where SQUR8 collaborated with a digital designer to develop 57 exclusive patterns. These were printed on base fabrics and enhanced with quilting for abstract, organic textures. Nuri said, 'Everyone seems to follow the same wave, boucle, neutral palettes. I wanted to push beyond that.' He further described, 'We created prints that are exclusive to us and printed them in our factory. Then we added another layer of quilting to create a more abstract and organic texture.' Adapting fashion textiles for furniture, he observed, 'Sometimes I take amazing textiles from fashion and adapt them for furniture. It is challenging, but it creates something unique for interiors.'
SQUR8's collections vary across capsules to offer differentiation while maintaining consistency in craftsmanship and comfort. Nuri stated, 'Unlike many companies that stick to one recognisable style, our collections are designed to be different from each other. Each capsule allows retailers to offer products that stand out while remaining consistent in craftsmanship, comfort, and narrative clarity.' The brand bridges creativity and commerce, with Nuri reflecting, 'Design is a journey. If we can bring storytelling, textile innovation, and a clear vision into people's homes, then we are creating something meaningful for both consumers and retailers.' He concluded, 'If we can bring this storytelling and innovation into homes, we are not just selling furniture. We are creating something meaningful.'
