VELA - a new experience in design thinking

VELA - a new experience in design thinking



Aug 09, 2016


VELA is a new destination launching in Sydney, Australia that celebrates world class furniture, life accessories and the creative visionaries behind them.

With a focus on honourable designs that are sensibly produced, VELA showcases these physical items through a modern, contemporary space in the soon-to-be launched VELA experience store in Sydney’s leafy Queen Street, Woollahra.

Drawing parallels with other world class concept stores, VELA will display bespoke, handcrafted and original items ranging in size and nature, all of which inspire a well designed lifestyle.

Pioneered and founded by Troy Tindill, a yachtsman who has spent his career sailing in The America’s Cup and for Australian SuperMaxi Wild Oats. Troy grew up in New Zealand making sails and building boats and has a unique understanding of workmanship and what it takes to make something of the highest quality.

Troy says “Our simple purpose is to celebrate world class design, and give recognition to the creative visionaries behind it. These are key drivers behind our VELA brand. We want to showcase life accessories of all shapes and sizes, share the design stories behind them - and inspire our customers through a different style of retail experience”.

A modern lifestyle brand with a focus on furniture and interiors, VELA will both curate - and create - inspirational pieces to transform people’s homes and lives. Working with both local Australian creatives, and global profiles from the architecture, fashion, interior, jewellery and art world - to create unique physical items that draw on their own inspiration, background, travel experience and personal ideas.

VELA represents both a mindset and a physical space for the design-driven demographic, offering local and international visitors a space to experience some of the most interesting life accessories from around the world. Part furniture concept store, art gallery and creative space - the ambition is to become Australia’s go-to destination for worldwide appreciators of design-led thinking.

The VELA team has spent the last year working on the VELA concept and establishing a high end manufacturing and joinery plant in Queensland. The joinery operation now employs 20 people and supplies bespoke joinery for Superyachts and high end residential and commercial fit outs.

The VELA concept store opens this August, 2017.

ENDS

For more information or to arrange an interview with Troy, please contact sp@backgroundcc.com.




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