Fairmont Designs Retains GRID2 for Corporate Identity Work

Furniture World Magazine

Fairmont Designs announced that it has retained GRID2 for a cohesive corporate brand identity system, applicable for each of the California-based furnishings company’s internationally distributed product categories, including residential furniture, cabinetry and hospitality furnishings. Fairmont Designs has been on a 25-year growth trajectory, with international distribution of its products and a thriving retail operation in China. An updated brand identity is needed to unify its various divisions while reflecting Fairmont’s future business objectives. “We have steadily gained the respect of many in the furniture industry,” said George Tsai, Chairman of Fairmont Designs. “Now, as we celebrate our 25th year, we are looking ahead, and GRID2 is the right design partner to help us move forward with our goals.” Fairmont Designs is a vertically integrated operation with production facilities located in China. In business since 1984, three state-of-the-art factories represent a total of 2.5 million feet of floor space for the manufacturing behemoth. In the U.S., products are sold to both dealers and marketers of residential and contract furniture. GRID2, which has offices in New York and Shanghai, will additionally redesign a 10,000 square foot floor of Fairmont Designs’ JSWB Global Home Furnishings Center in Shanghai, which caters to China-based furniture retail. This floor will be dedicated to lifestyle furnishings and reflect the company’s desire to promote sustainable living. The new showroom is expected to debut at the second annual tradeshow this fall. “We are thrilled to be working with Fairmont Designs,” said Akka Ma, executive vice president of GRID2 and manager of the design firm’s Shanghai office. “They are one of the biggest and most respected manufacturers in China, and we are eager to help them identify their brand DNA and communicate their unique message.” Ma said Fairmont Designs’ focus on environmentally responsible products will be a key factor in brand differentiation. “It’s an important story they have to tell,” said Ma. “Their commitment differentiates them from the crowd, along with their solid history of good relationships and quality craftsmanship. We plan to help Fairmont Designs effectively communicate who they are as a company to both the industry and the public at large.”