New Asian Lifestyle Company Brings Eastern Splendor to Modern Home Design

Furniture World Magazine

SThe new EAST Lifestyle Corporation recently launched Simply East, a collection of high-fashion home furnishings and accessories, at the August San Francisco International Gift Fair. With duo-tone glazed ceramics from Thailand, sunshine-orange Tatami cushions from Japan and finest mahogany furniture from Indonesia, EAST's exhibit shows how to accent any modern home with the rich splendor and elegance of Asia. EAST is one of 19 companies selected to debut in SFIGF's Accent on Design division, chosen for "the effective use of contemporary design." In addition, SFIGF highlights EAST as a select exhibitor to appear in its first-time Design for Living display, which is showcasing only the most "eye catching and well-merchandized" products selected from exhibitors throughout the show. Singapore-based EAST Lifestyle Corporation, with headquarters in San Francisco, was established by young entrepreneurs from Singapore in response to the West's rapidly increasing interest in modern Asia. EAST's mission is to make premium New Asia décor easily available to customers around the world. Buyers for EAST travel throughout Asia to find furnishings, art and home accessories that embody legendary Asia in modern, practical design - a concept known as "New Asia." "We search for artisans whose work exudes understanding an appreciation of Asia's traditions, history and culture, while updated for modern living," says EAST's U.S. President, Maria Avila Chan. Every EAST product carries a story unique to Asia. For example, EAST's collection of water-hyacinth note the timeless practicality behind Asian folk craft tradition: When hyacinth, a fast-growing water-weed, began taking over precious water areas, artisans turned it into an income-generating crop for creating such useful products as decorative food containers, waste baskets and picture frames. While EAST melds Asian motifs into modern Western living, the company hopes its products give people the sense of serenity and subtle elegance that has been characteristic of Asian décor for centuries, explains Chan, "-- products that also serve as the perfect home accents customers have been searching for." Contact: Maria Avila Chan maria.chan@east.com