Villeroy & Boch at Ambiente 2009: New Cottage
Nature, Lifestyle and Design –
New Cottage redefines white tableware in the modern country segment
Extravagantly designed white tableware has set the trend in recent years. In the meantime, the range of products on offer has become so multi-facetted that it has also tended to be rather bewildering. Villeroy & Boch is counteracting this confusion by introducing the original New Cottage tableware series to give clarity and to redefine white tableware in the modern country segment: subtle, unpretentious and uncomplicated.
New Cottage does not rely on short-term trends but on tradition and timelessness. The aim of the New Cottage concept was to develop a form which focussed on nature’s harmonizing characteristics and which incorporated modern lifestyle themes, achieving a design which gives a sense of lightness. Inspired by the minimalized beauty of private gardens, New Cottage represents a new natural setting – full of tranquillity and familiarity. On the lifestyle theme of a ‘healthy diet’ there is a Gourmet Special selection with a well-thought-out range of products, which combine function, trend and convenience. It boasts a particularly delicate, light and modern design and conveys the idea of the country in a subdued but sensual fashion: in soft, lightly organic forms with leaf motifs in slight variations.
People who, on the one hand, are deeply rooted in traditional values but, on the other, have a modern lifestyle, which they structure to give a clear, harmonious environment with their own personal touch, will be inspired by the authentic forms of New Cottage: They identify with nature’s themes and, at the same time, appreciate the special design elements it gives them to set a beautifully laid table.
The New Cottage range of products includes fine china tableware in a pure white finish or decorated using the lithographic printing technique. A number of matching select tableware items in fine china on the theme of a ‘healthy diet’, focussing on salad, is also available. The tableware is microwave and dishwasher safe. The concept also offers cutlery made of forged 18/10 stainless steel and crystal glasses, both of which are also dishwasher safe.
New Cottage Basic – white tableware distinguished by a subtle elegance
The undecorated variation - New Cottage Basic - has been conceived as feminine white tableware distinguished by subtle elegance. The central ideas running through this range are harmony, lightness and balance. The thin body highlights its overall delicate charm and gives particular expression to its lightly organic, sheer form. All the forms are perfectly coordinated. The flowing transition from mirror to flag of the flatware calls a cup form to mind. Breakfast, dinner and soup plates are available in both round and oval variations, while cups and saucers are only available in the round design. An attractive feature of the hollow ware: The handle resembles a stylized leaf.
Green Garland – decorated variations of the white tableware
Green Garland is the name given to the décor for New Cottage Basic, which interprets the modern country lifestyle, achieving both an elegant and natural look. Soft shades of green as a base with gradients of colour and as a thread of colour are highlighted with elder blossoms in yellow, red and white and leaves, created using the aquarelle (watercolour) technique. All this gives the tableware a romantic and, at the same time, a clearly identifiable, modern charm. The plates are available in two décor variations. The round plates have a wide coloured border, which becomes lighter towards the middle of the plate and which seems to follow the light like a shadow of the form, while the oval plates are decorated with a thread of green colour. Both variations are decorated with blossoms and leaves scattered all over the plates and are perfectly coordinated for use together.
New Cottage Special Serve Salad – select items to prepare and serve food
The Serve Salad line, which includes select, white tableware items to prepare and serve food, was created in keeping with the theme of a ‘healthy diet’. Although the design is focussed on salad, the items are perfectly suited for serving other dishes, such as pasta or soups. Plates, bowls and serving dishes are all presented in a curved leaf form, further enhancing the natural appeal of New Cottage. They supplement the basic series as well as providing sophisticated highlights for the beautifully laid table.
New Cottage cutlery – lightness and strength
Filigree lightness meets unequivocal strength – Under this motto New Cottage cutlery is being launched as a new interpretation of an English classic in a contemporary context: the curved ‘pistol grip’, which is both pleasant to hold and pleasing to the eye, is an element of design with modern appeal. The unusual design of the handle, which is particularly accentuated by traditional fronts, is to be found on all the cutlery items. The slender, dainty handles become solid towards the end, producing a soft, lightly organic form and giving an extremely elegant and rather romantic effect. All the cutlery items, including the hollow-handled knives, are forged from polished 18/10 stainless steel and are dishwasher safe. There are 24-piece and 30-piece sets available.
New Cottage Glass – glasses with stylized leaf forms and structures
A crystal glass with relief has been developed as a complement to New Cottage but also to many other country series. It gives added freshness to the modern charm of the tableware: The design is a play of stylized leaf forms and structures, resulting in a clearly-defined, natural look with a soft line. The glasses radiate elegance from a typical country house perspective. The solid stem enhances the value of the glasses without undermining the notion of lightness. The glasses are dishwasher safe.
Product Information:
New Cottage Basic / New Cottage Special Serve Salad
· fine china
· dishwasher safe
· microwave safe
Green Garland
· fine china
· decorated using the lithographic printing technique
· dishwasher safe
· microwave safe
New Cottage cutlery
· polished 18/10 stainless steel
· all cutlery items forged
· hollow-handled knife with forged blade
· dishwasher safe
· 24 and 30 piece sets
New Cottage Glass
· crystal glass with relief
· dishwasher safe
Your press contact:
Rita Schwaab
Products - Press und Public Relations
Tel.: (++49) (0) 68 64 – 81 27 17
Email: schwaab.rita@villeroy-boch.com