Since its founding 15 years ago, West Elm has become a go-to source for the modern-decor enthusiast, earning a devoted following for furniture and accessories that blend midcentury silhouettes with current materials in rich textures. With recent speculation as to just how long the midcentury wave can swell, it comes as little surprise that West Elm's latest assortment sees the brand moving in a different direction, albeit subtly so. Last week the company debuted New Modern, a continuation of its trademark, midcentury modern–inspired style, with a drive toward new textures, patterns, and an overall aesthetic that skews warmer and brighter than collections past. The line is a reflection of changing lifestyles, too: The furniture is smaller, and multifunctionality comes into play as a nod to the burgeoning small-space phenomenon that has grown out of an increase in urban living, flexibility in the workplace, and more eco-conscious consumers. AD caught up with West Elm's creative director, Johanna Uurasjarvi, to hear more about the line and her opinions on the future of this style.
Furniture and tabletop items from West Elm's New Modern collection.
Architectural Digest: How is this new take on modern different from past West Elm collections?
Johanna Uurasjarvi: While the West Elm look has always been modern, we try to evolve with our customers. Right now there is a movement toward lighter, more optimistic interiors, so we are shifting away from some of the heavier industrial looks and focusing on cleaner, unique architectural forms with refined detail. Our color palette is lighter, with new innovative materials, and mixed materials add refreshed interest.
Furniture, bedding, and mirrors from West Elm's New Modern line.
AD: How does global style influence the collection?
JU: One global influence that is a key part of our collections is artisan craft. We are continuously inspired by the artisans we work with and are always trying to take materials from different countries and rethink their use. There is truly nothing as inspiring as visiting our artisan partners across the globe, sitting with them on the factory floor, and inventing together. These final products add warmth and soul to our modern look.
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Behind the making of West Elm's New Modern collection.
AD: What are the on-the-rise trends shown in this line that you hope we’ll see more of in 2017?
JU: I feel the overall light and optimistic look of the New Modern assortment will be with us for a long while. I am inspired to continue designing cleaner silhouettes in furniture; rounded forms especially feel very right. I also think that the artful aspect in design right now is very exciting. Lighting is often the art piece in the room, and with LED technology the creative options are almost limitless. Beautiful occasional tables in sculptural forms or jewelry-like finishes are also important.
AD: Who is the customer you envision for the New Modern line?
JU: The spring assortment focuses on people with busy, often urban lifestyles who want great style but need it to be easy. Active lifestyles require smart design, great function, and versatility that works from a smaller apartment to a bigger house, according to their evolving needs.
