New design studion to launch limited edition furniture line at International Contemporary Furniture Fair APRRO debuts at Booth 1360

May 2009 British designer Alexander Purcell will debut his furniture line APRRO at this year's ICFF (May 16th-19th) at Booth 1360.

APRRO is an interdisciplinary design studio built around the experience and talents of its founder who studied at both Cambridge University in England, Uk and Art Center College of Design in Pasadena, CA. The vision is to produce innovative design that pushes the boundaries of aesthetics, technology and materials; and re-defines the relationship between designer and manufacturer.

Key to the development of APRRO's premier collection was a partnership with two specialist manufacturers who brought experience, contemporary craftsmanship and cutting edge technology to the project. Studio Caparo (London) has unparalleled specialist production experience and is frequently employed by high-end British furniture manufacturer Established & Sons. Machine Histories (Los Angeles) are experts at pushing the parameters of material technology, bridging the gap between art and manufacture.

This dynamic collaboration between APRRO, Studio Caparo and Machine Histories has allowed a new manufacturing methodology to evolve, breaking down the normal constraints of the development process and facilitating the manufacture of limited editions for sale to design-savvy consumers.

The studio will celebrate its launch on May 18th 2009 with an invitation-only event in Tribeca. A temporary APRRO installation will be featured in Paige Denim store located in the Meat Packing District on May 15th-19th.

Notes to Editors:
Alexander Purcell graduated with an MA in Architecture from Cambridge University, UK and studied Product Design at Art Center College of Design. He spent hs formative design career in architecture, working on projects at Richard Rogers and Manser Associates in London. These included work on Millennium Dome, the Great Eastern hotel and Sketch restaurant and bar.

From there he moved to Los Angeles, becoming an award winning Art Director for M&C Saatchi LA. Among his clients were: The J. Paul Getty Trust, Ketel One Vodka, Qantas, The U.S Department of Commerce, Tourism Australia, City National Bank, Beverly Hills Tourism and the San Diego Zoo.