iF & Red Dot Design Awards
A lovable, emotive armchair
ALSO's 'Elmer' has earned the honor of a main prize at two of the world's leading design awards, Germany's 'iF Design Award 2023' and the 'Red Dot Design Award 2023.'
ALSO Elmer is defined by its iconic design, whose stubby, thick four legs and rounded silhouette call to mind a cartoon character. Created in collaboration with the popular French designer group 'Desormeaux-Carrette Studio,' the product was born from creative and playful ideas that gave rise to its lovable design.
Beyond its unique design, Elmer does not miss the functional aspect, allowing users to relax or engage in various activities within a cozy, stable seating space. Through extensive research, it perfectly captures the plump silhouette characteristic of a sofa while applying an optimal incline and roundness that satisfy both an upright and a reclined sitting posture, offering a resting space that comes close to perfection. With a design that feels like being warmly embraced by two open arms, it adds a sense of emotional stability and cozy warmth, and its ability to create a snug interior atmosphere makes it well suited to a variety of spaces such as the living room, bedroom, and study.
ALSO stated, "We consider it an honor that Elmer has won a double crown at world-renowned design awards, earning recognition for the brand's distinctive design values," adding, "Going forward, while focusing on comfort, the essential value of a sofa, we plan to continue developing a diverse range of iconically designed sofas so that we can present tasteful spatial interiors tailored to customers' lifestyles, and we will keep striving to strengthen our global design competitiveness."
Meanwhile, in March, ALSO first unveiled 'Papa' of the Elmer series at 'Sense of color,' a distinctive and stylish ALSO pop-up exhibition held at The Hyundai Seoul. Elmer, the hug chair that has claimed a double crown at globally prestigious design awards, can be found at offline stores nationwide, including the ALSO Cheongdam flagship store.