parla unwraps loop, a collection of sofas & armchairs debuting at milan design week 2024

Parla debuts Loop during Milan Design Week 2024

Fusing heritage, craftsmanship, and technology, the Istanbul-based family company has evolved into a modern operation with over 300 dedicated employees with offices in New York, Dallas, London, Dublin, and Dubai; operating in more than 50 countries. Today, Parla is a globally respected brand that collaborates with esteemed architects and designers to launch impressive collections known for their quality and creativity, with cutting-edge technology in woodwork, metalwork, and upholstery. Amongst the various collaborations, stands the one with Matthew Goodrich and Hines Fischer, of design practice Goodrich (see here). Grounded in hospitality expertise, the studio creates environments with a lasting impact on the communities they serve, ranging from branding, interior design, and custom furniture, to product design services. 

Loop responds to the latest market trends, according to which guests increasingly seek solutions that remind them of a domestic space

the looping elegance of oversized volumes

From April 15-21, 2024, Parla shines light on Loop. Drawing on their long experience in the hospitality sector, Goodrich and Parla started from a functional idea to rethink the common areas of hotels and resorts, creating a collection of upholstered furniture with sinuous and enveloping shapes that recall the maternal codes of affectivity. The intuition is perfectly aligned with the latest market trends, according to which guests increasingly seek solutions that remind them of a domestic space, making them feel at home and pampered. Loop responds to this demand with its emotional design, characterised by oversized, soft volumes.

Loop is characterized by its emotional design, evident through its oversized, soft volumes

a peaceful refuge away from the hustle

The collection consists of a sofa and a lounge chair with a choice of fabric or leather upholstery to enhance the plump lines. Designed for public spaces such as lobbies or lounges, they encourage guests to spend less time in their rooms and enjoy the communal areas while also stimulating a sense of connectedness, or for premium spaces such as penthouse suites to ensure maximum family comfort. Given all its characteristics, Loop lends itself to being the ideal collection for contract and hospitality projects too, making any space a peaceful refuge away from the hustle and bustle and creating a hospitable atmosphere thanks to its soft, organic shape, the result of the skill of the master craftsmen of Parla and Goodrich’s long experience in the hospitality sector. 

Loop consists of a sofa and a lounge chair with a choice of fabric or leather upholstery to enhance the plump lines

To ensure all standards of comfort and to respect the soft, rounded shapes of the initial design, Goodrich designed a frame that would allow for better comfort adjustment by dispersing the density of the foam throughout the upholstery. Creating a completely curved shape for a wooden frame that could remain soft and comfortable was a huge technical challenge for the design studio. Drawing on many years of experience and profound technical know-how, Parla was able to successfully meet the challenge and preserve and realize the design exactly as it was originally sketched. ‘Parla has collaborated on so many projects around the world with so many designers that their team has become true experts on ergonomics, upholstery, and distilling a nebulous design idea into a product that is robust and producible,’ says Hines Fischer. 

the Hew collection is made up of a sofa and an armchair available in a range of textiles and leather

Alongside Loop, Parla has developed Hew, that was presented during IMM Cologne 2024. Parla has developed Hew, that was presented during IMM Cologne 2024. The collection marks the first collaboration with Matthew Goodrich and Hines Fischer for Parla. Much like Loop, the sofa and armchair collection demonstrates the furniture manufacturing company’s ability to act as an expert partner capable of satisfying the needs of designers. The upholstered series leveraged the combined hospitality expertise of Goodrich and Parla to create a design that is luxurious, adaptable, and unobtrusively durable.

‘Hew’ comes from the wedge-like shape of the wood legs and the way they appear to split the fabric apart like an axe splitting timber

The word ‘hew’ comes from the wedge-like shape of the wood legs and the way they appear to split the fabric apart like an axe splitting timber – in other words, the process of turning a log into a piece of timber by cutting/splitting off large pieces of wood with an axe. As its name suggests, Goodrich instilled a sense of motion in the products, letting the fabric wrap in unbroken swaths over the arms, seat, and back, giving unique opportunities to play with directional patterns. The way the upholstery swivels around the solid wood corners and solid ash legs, allows designers to experiment with large scale motifs without worrying about seams. To add to its versatility, Hew comes in a range of textiles and leather, with a design that allows linear patterns – stripes or channeled fabrics – to run outward from the center, creating almost unlimited combinations for architects and designers alike.

Hew’s design allows linear patterns – stripes or channeled fabrics – to run outward from the center

with Hew, Parla demonstrates its ability to act as an expert partner capable of satisfying the needs of designers