written by:
May 29, 2014
Zeev Aram‘s Kings Road store introduced modern furniture to London.
Aram Design Limited Showroom in 1964
Aram Design Limited Showroom in 1964

The original site of Zeev Aram’s influential design store, then located on Kings Road.

1 / 8
Aram in Drury Lane
Aram in Drury Lane

The current version of Aram’s design store and gallery. Aram’s philosophy towards design has been that, “it doesn’t matter whether it’s by a student at the end of their second year, or someone with a lot of publicity, it’s that it exhibits good design, that the thinking process can be understood without any words,” according to curator Héloïse Parke.

Photo by Amandine Alessandra

2 / 8
Aram at 50
Aram at 50 The interior of the store, showcasing Aram’s accomplishments and press. He once said that he’d rather sell three good chairs to people that want them than 10,000 chairs that won’t be remembered or noticed.

Photo by Amandine Alessandra

3 / 8
Aram at 50
Aram at 50 Part of the exhibition focuses on furniture and design that he championed early in his career.

Photo by Amandine Alessandra

4 / 8
Eileen Gray Showcase
Eileen Gray Showcase

The Aram at 50 exhibition will also feature an array of Gray’s famous works, which Aram championed in the ‘70s, towards the end of the designer’s life.

Photo by Amandine Alessandra

5 / 8
E 1027 Adjustable Table by Eileen Gray
E 1027 Adjustable Table by Eileen Gray

One of many Gray pieces that are manufactured by Aram Designs Limited.

6 / 8
Booker McConnell Head Office
Booker McConnell Head Office

Completed in 1980, this interior overhaul was one of many Zeev Aram & Associates interior design projects.

7 / 8
Cosmagnetic Kinetic Art Multiple
Cosmagnetic Kinetic Art Multiple

Taiwanese artist Li Yuan-chia’s wall sculpture, released as part of the anniversary celebration by Aram, manages symbolic and conceptual resonance with just a simple, interactive design.

8 / 8
Aram Design Limited Showroom in 1964
Aram Design Limited Showroom in 1964

The original site of Zeev Aram’s influential design store, then located on Kings Road.

Zeev Aram once said that he’d rather sell three good chairs to people that want them than 10,000 chairs that won’t be remembered or noticed. It’s probably a safe bet that his eponymous store and gallery, currently staging an exhibition celebrating a golden anniversary of showcasing exquisite modern furniture, has moved more than 10,000 objects. But it’s because of that devotion to singular objects that move him, and a dedication to promoting designs frowned upon by many when he opened in ‘60s London, that his impact is so widespread.

“It doesn’t matter whether it’s by a student at the end of their second year, or someone with a lot of publicity, it’s that it exhibits good design, that the thinking process can be understood without any words.” That’s been Aram’s mindset since he opened under the name Aram Design Limited Kings Road in 1964, according to Héloïse Parke, curator of Aram Gallery and the 50th Anniversary Exhibition.

While his store’s mere existence, and a contract business that did influential interior designs for places like the Simpsons department store, changed people’s impressions, Aram’s quiet backing of designers has helped shape the furniture and art world. His student-focused graduate shows and gallery, run with a museum’s focus on curation as opposed to the next big trend, have raised the profile of numerous designers, and he even provided a late-career boost to the legendary Eileen Gray, whom he helped promote after seeing her furniture at a 1972 show at the Heinz Gallery. (Aram has a license for Gray’s work and created a comprehensive site about her life and work). Even designers like Jasper Morrison, whom he spied at a Royal College of Art graduation show, are friends; Aram helped develop the Thinkingman’s Chair, originally called the Drinkingman’s chair until Morrison saw the phrase “the thinking man’s smoke” on a pack of cigarettes.

Spread throughout the “new” three-story store and gallery space on 110 Drury Lane, which the business moved into in 2002, the anniversary exhibition will showcase Gray’s tubular steel designs, a selection of work championed by Aram, a library curated by friends and colleagues, and the Cosmagnetic Kinetic Art Multiple, a newly released art piece by the late Taiwanese artist Li Yuan-chia. According to Parke, the comprehensive show even features a telling piece of Aram memorabilia, a beloved old leaflet promoting Marcel Breuer’s furniture, which Aram later introduced to the London market. Parke said he’s held onto it as long as his store’s been open.

Aram at 50 will run through October 29 at 110 Drury Lane in Covent Garden, London.

Join the Discussion

Loading comments...

Latest Articles

abc malacari marwick stair 01 0
A simple set of stairs is a remodel’s backbone.
June 28, 2016
Design Award of Excellence winner Mellon Square.
Docomomo US announces the winners of this year's Modernism in America Awards. Each project showcases exemplary modern restoration techniques, practices, and ideas.
June 27, 2016
monogram dwell sf 039 1
After last year’s collaboration, we were excited to team up with Monogram again for the 2016 Monogram Modern Home Tour.
June 27, 2016
switch over chicago smart renovation penthouse deck smar green ball lamps quinze milan lounge furniture garapa hardwood
A strategic rewire enhances a spec house’s gut renovation.
June 26, 2016
young guns 2016 emerging talent coralie gourguechon treviso italy cphotos by coralie gourguechon co produced by isdat planche anatomique de haut parleur1
Coralie Gourguechon's paper objects will make you see technology in a whole new way.
June 26, 2016
green machine smart home aspen colorado facade yard bocci deck patio savant
Smart technology helps a house in Aspen, Colorado, stay on its sustainable course.
June 25, 2016
Compact Aglol 11 television plastic brionvega.
The aesthetic appeal of personal electronics has long fueled consumer interest. A new industrial design book celebrates devices that broke the mold.
June 25, 2016
modern backyard deck ipe wood
An angled deck transforms a backyard in Menlo Park, California, into a welcoming gathering spot.
June 24, 2016
dscf5485 1
Today, we kicked off this year’s annual Dwell on Design at the LA Convention Center, which will continue through Sunday, June 26th. Though we’ve been hosting this extensive event for years, this time around is particularly special.
June 24, 2016
under the radar renovation napa
Two designers restore a low-slung midcentury gem in Napa, California, by an unsung Bay Area modernist.
June 24, 2016
Exterior of Huneeus/Sugar Bowl Home.
San Francisco–based designer Maca Huneeus created her family’s weekend retreat near Lake Tahoe with a relaxed, sophisticated sensibility.
June 24, 2016
light and shadow bathroom walnut storage units corian counter vola faucet
A Toronto couple remodel their home with a special emphasis on a spacious kitchen and a material-rich bathroom.
June 24, 2016
Affordable home in Kansas City living room
In Kansas City, an architecture studio designs an adaptable house for a musician on a budget.
June 23, 2016
modern lycabettus penthouse apartment oak vertical slats office
By straightening angles, installing windows, and adding vertical accents, architect Aaron Ritenour brought light and order to an irregularly shaped apartment in the heart of Athens, Greece.
June 23, 2016
kitchen confidential tiles custom cabinetry oak veneer timber house
A modest kitchen addition to a couple’s cottage outside of Brisbane proves that one 376-square-foot room can revive an entire home.
June 23, 2016
feldman architecture 0
Each week, we tap into Dwell's Instagram community to bring you the most captivating design and architecture shots of the week.
June 22, 2016
Blackened timber Dutch home
A modern dwelling replaces a fallen farmhouse.
June 22, 2016
hillcrest house interior kitchen 3
Seeking an escape from bustling city life, a Manhattan couple embarks on a renovation in the verdant Hudson Valley.
June 22, 2016
angular
Atelier Moderno renovated an old industrial building to create a luminous, modern home.
June 21, 2016
San Francisco floating home exterior
Anchored in a small San Francisco canal, this floating home takes its cues from a classic city habitat.
June 21, 2016
modern renovation addition solar powered scotland facade steel balcony
From the bones of a neglected farmstead in rural Scotland emerges a low-impact, solar-powered home that’s all about working with what was already there.
June 21, 2016
up in the air small space new zealand facade corrugated metal cladding
An architect with a taste for unconventional living spaces creates a small house at lofty heights with a starring view.
June 21, 2016
young guns 2016 emerging talent marjan van aubel london cwai ming ng current window
Marjan Van Aubel makes technology a little more natural.
June 21, 2016
urban pastoral brooklyn family home facade steel cypress double
Building on the site of a former one-car garage, an architect creates his family’s home in an evolving neighborhood of Brooklyn.
June 20, 2016
Modern Brooklyn backyard studio with plexiglass skylight, green roof, and cedar cladding facade
In a Brooklyn backyard, an off-duty architect builds a structure that tests his attention to the little things.
June 20, 2016
the outer limits paris prefab home living area vertigo lamp constance guisset gijs bakker strip tablemetal panels
In the suburbs of Paris, an architect with an eco-friendly practice doesn’t let tradition stand in the way of innovation.
June 20, 2016
amaroso40040
When a garage damaged by termites had to go, a studio emerges.
June 19, 2016
the blue lagoon iceland geothermal spa hotel water visitors
The famed geothermal spa outside Reykjavík, Iceland, is entering a major new phase—paving the way for the area’s first five-star hotel.
June 19, 2016
heaven on earth maya lin topography what is missing california academy sciences wood video
A new monograph by Rizzoli explores the memorial project by the renowned artist.
June 19, 2016
gable game austin texas cantilevered home facade windows upper level car port
For Dwell's annual issue dedicated to indoor/outdoor living. Here, we introduce you to the photographers and writers who made it happen.
June 18, 2016