Sunday, September 13, 2009

On Thursday members of the media and design industry were invited to the launch in Australia of Visionnaire at Style Factory International, Byron Bay. The location was a surprise for such a high-end range of Italian furniture, however, those who attended found the experience enchanting.

We were met at the Gold Coast airport for transfer to our accommodation at the Byron at Byron (another resort not to be missed) and then on to the venue where we were greeted by Maxine Monroe-Deubel and Joachim Deubel.

The property, which is the Visionnaire showroom in Australia, is set on a beautiful site just outside of Byron Bay and is home to Maxine and Joachim. Their home is of course completely fitted out in the Visionnaire brand; from the complete gourmet kitchen to the individual bathrooms, which look more like living rooms than purely functional areas.

Maxine and Joachim decided to bring the Visionnaire range to Australia after a trip to Milan introduced them to the brand, which I remember seeing when I was also at the Milan Fair. Joachim's industry experience and contacts are based in Europe and gained over many years of working closely with high-end producers of interior collections. Maxine's 20 plus years experience in senior management sales and marketing roles with blue chip organisations such as LVMH see her specialising in the area of brand management.

This luxury designer range, which has been leading international trends for the last four years and already produced and sold in over sixty countries, is a pre-eminent and significant entry for Australia as the brand is regarded as a benchmark in the international interior design industry for innovative, stylish and glamorous collections.

Launching Visionnaire in Byron Bay was also owner of IPE Cavalli and Visionnaire, Luigi Cavalli - who flew in for just 24 hours - who said that every Visionnaire showroom is the fashion statement of the company. "Visionnaire is a mix of many materials and various styles but also offers new sensations and responds to a need for a different system of furnishing compared to the past - everything you've seen up to now will seem old and dated."

The range was designed by internationally acclaimed designers Samuele Mazza and Alessandro la Spada. Samuele is also a well known media figure today due to his prolific and highly successful career in fashion. La Spada has provided counselling services as Professor at IDI, Interior Design Institute - Milan and has worked as a project leader at the Domus Academy in Milan.

The style can best be described as neo-Gothic: "It happened one day by accident after having read a novel inspired by far-off worlds" explained Samuele Mazza.

The Visionnaire approach is to offer a total concept solution including state-of-the-art luxury kitchens complete with the latest in European appliances from Miele and Gaggenau, bathrooms and Wellness Rooms as well as living rooms, bedrooms, studies, bed linen, lighting and accessories. Every piece has been carefully selected to complete a picture that is both beautiful and functional.


The range includes a mix of luxury materials, styles and sizes which can be tailored to individual tastes and requirements. It is available to leading architectural and interior design practices as well as developers of luxury hotels, hospitality, residential and retail projects. This total solution approach ensures that the finest details are considered resulting in an environment that will definitely surprise.

Whether your taste is pared-back and minimal or glamorous and exotic, there are pieces that will appeal to all tastes; the question is do you dare?!



LEFT: Here I am with Luigi Cavalli
RIGHT: The gorgeous Maxine Monroe-Deubel

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