Last night many of LA’s designers and design aficionados gathered at Barker Hanger at Santa Monica Airport, to welcome a new design fair to Los Angeles, called WestEdge. Mallery Roberts Morgan joined the party along with Kim Alexandriuk, Jamie Bush, Tim Street-Porter, Annie Kelly, Martyn Lawrence Bullard, Jaime Rummerfield and Ron Woodson. Here is her report.
One might wonder why LA needs another design fair when the city already hosts the highly successful Dwell on Design. The answer, says fair-attendee David John of Disc Interiors is, “whereas Dwell on Design attracts a design-savvy audience with a hands-on approach, WestEdge caters more to the custom design trade.”
Although geared toward the design professional and their clients, WestEdge is open to the public offering exhibits by 150 brands, many making their west coast debut, featuring furniture, lighting, kitchen, bath, outdoor furnishings and other products for the home.
In addition, a series of discussions, panels, and workshops on various design topics and trends will be held throughout the four-day event. Topics include The Business (and Value) of Design, Technology & Design, Elements of the Perfect Beach House, High-Luxe Real Estate and The Art of Shopping Design Online.
The fair’s co-founders hail from New York with backgrounds managing and producing design industry events such as the ICFF (International Contemporary Furniture Fair) held annually each May in NYC, and the Architectural Digest Home Design Show, also in NYC.
“For years, our clients and partners have encouraged us to expand with the launch of a design fair on the West Coast. Given the demand for such an event, coupled with Los Angeles’ reputation as a premier design hub, we felt the time was right to pursue the opportunity,” says Troy Hanson, one of the co-founders.
In a convenient swap, WestEdge opens just as the Los Angeles Antiques, Art & Design Show, beginning next week and traditionally held at the Barker Hangar, jumps ship to a new location in Culver City, 3 Labs Studio. Physical proof there’s room in LA for another design fair! At that fair a celebrated design couple – legendary architecture photographer Tim Street-Porter and designer and writer Annie Kelly – will receive the 2013 Design Leadership Award from LACMA.
Meanwhile, back at WestEdge, on Sunday at 4:00pm, Tim and Annie will talk to me about the American interiors they have photographed, written about and helped to turn into the iconic homes they are today.
The discussion, Rooms to Inspire: The Making of Legendary American Interiors, will feature a slideshow of houses by America’s best-known decorators including Jonathan Adler, Mary McDonald, India Hicks, Bunny Williams, Martyn Lawrence Bullard and the legendary Tony Duquette.
Friday October 4 – Sunday October 6
Online advance ticket purchases, $25, include a one-year subscription to Architectural Digest