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Wingback chair within the YOO Home collection at Harrods

“Why should a gorgeous interior be an uncomfortable, un-liveable interior?” says John Hitchcox, of his latest endeavour. “Our YOO Home collections recognise that we don''t live in the pages of glossy magazines but need warmth and comfort as well as beautiful design."

YOO Studio''s unique design DNA has developed from working with the world''s leading design visionaries over fifteen years. This is brought to life in original furniture designed by YOO Home, alongside the best in contemporary design; a curated selection from iconic design houses including Boffi, Cappellini, Cassina, Droog, Flos, Fritz Hansen, Moooi, Nani Marquina, Poltrona Frau, Zanotta, and show-stopping pieces from Sean Dare, Bethan Gray and Jon Male, Best of British Designers by YOO Home.

“YOO Home aims to have a strong international flavour, informed by our 63 global projects,” explains Hitchcox, “but, importantly, by being innovative it is also about offering a variety of styles and moods rather than just one, which is something we can do because we''re not about promoting a single aesthetic or brand.”

Indeed, innovation is one of the cornerstones of YOO Home, which boasts the most user-friendly digital interior design system available to date - a world-first in the use of technology in furniture retail.

The ‘YOO Styler'', will allow customers to use a glossy, table-top touchscreen to see a 2D plan of their homes. They will be able to drag and drop virtual items of YOO Home furniture into the interior scheme, which will calculate whether each piece is suitable for the space. The system then creates a 3D projection of the room onto a 5 metre wall in the store allowing customers to get a real, tangible sense of each item of furniture in situ before arranging purchase and delivery of their furniture.

“I''ve always believed that interior design and the way we interact with our homes is more an evolution than a revolution,” Hitchcox says. “But now, with the launch of YOO Styler, I may be forced to eat my words; I think we will revolutionise the way people design and view the space they live in within a matter of a few years. YOO Home is all about interaction and inclusion, we want to work with our customers so that they can customise our collections to make the furniture they choose very much their own.”

Covering all areas of the home – living, dining and sleeping, at least half of the collection will be exclusive to YOO Home, with all of the pieces made to order and available in custom versions. “We''re not committed to a single look,” continues Hitchcox, “but to a carefully developed aesthetic, which results in a curated selection of the best of whatever is out there at the time, giving us the ability to champion innovative work by designers such as Sean Dare, John Male and Bethan Gray. And of course we are extremely proud to showcase the work of the YOO Studio for the first time in a retail environment.”

YOO Home will offer its entire collection across four key themes: Classic, Nature, Minimal and Culture showcasing YOO''s flair for creating distinctive warmth and a sense of fun, underpinned by an innate understanding of how we want to live.

Featured here : The MINIMAL range offers the simplicity of graphic lines and spare detailing like the Dare''Studio''s Wingback Chair

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