London's Aram Store has collaborated with Max Radford Gallery to launch an in-store gallery space with an exhibition of pieces by upcoming furniture and lighting designers that nod to the brand's past.
The Now 4 Then exhibition showcases work by ten emerging UK designers ? all showing pieces that were seen for the first time ? in the reopened Aram Gallery, which is now located in the basement of the Aram Store.
London's Max Radford Gallery curated the show, which took place to mark the 60th anniversary of the Aram Store, founded by designer Zeev Aram in 1964.
The Now 4 Then exhibition is on show at the Aram Gallery
"We worked with designers within our roster that we felt suited to the more product-based approach that Aram is associated with," Max Radford Gallery founder Max Radford told Dezeen. "We were also able to work with three new designers that we have admired for some time and felt would fit perfectly ? Andu Masebo, Charlie Humble Thomas and Freddy Tuppen," he added.
"This shift in approach for Now 4 Then has been a pleasurable challenge for us and something we look forward to doing more of as a gallery and platform."
Pieces include stools and a mobile by Andu Masebo
All of the designers showed pieces responding to a quote by the store's late founder, who said: "I will try my best to bring to the public designs which are contemporary, [and] correct for the time".
"In response, Max Radford has invited ten designers, all of ...