John Legend, EGOT-winning, critically acclaimed, multi-platinum artist, producer and superstar, has teamed up with Vancouver-based Rove Concepts to launch an exclusive new furniture collection set to debut today! A prolific artist behind some of the most defining songs of the 21st century, Legend has also cemented himself as an icon for his elegant personal style. The Journeys Collection, inspired by Legend’s life and style moments, is a compilation of home furnishings featuring soft textures, rounded edges and rich tones to ease you out of the hurry of life. We chatted with Sharon Dinh and Iris Gonzalez of Rove Concepts to learn more. —Vita Daily
Can you share some insights into how the collaboration between Rove Concepts and John Legend came about? What was the initial inspiration behind the partnership?
SD: The collaboration between Rove Concepts and John Legend came about quite naturally. John spends a lot of time at home with his family and friends, and he loves to curate spaces and explore style. We admired his impeccable taste and quality. This partnership was inspired by a shared vision to create something truly special, blending John’s personal style with our design expertise.
How does the Journeys Collection reflect John Legend’s personal style and vision? Were there specific elements or moments in his life that influenced the design?
SD: He loves balance and elegance, with a style that is earthy yet refined—subtle and natural, with well-chosen flashes and pops of color. All the pieces in this collection reflect these elements. They are inspired by nature, organic, and earthy, embodying the effortless elegance that both John and Rove strive for.
We approached this collection as if it were a musical composition, with each piece representing or echoing the fundamental elements of a musical composition. We observed that the worlds of music and design merge in many ways, sharing foundational elements. For instance, harmony and rhythm (repetition in design) are crucial in both interior design and music composition.
Can you tell us about the creative process behind it? How did Rove Concepts and John Legend work together to bring this collection to life?
IG: Working with John was a wonderful and effortless experience. His personal taste perfectly aligned with our vision for this collection, which is inspired by nature and infused with soul. We thought he is the perfect representation of “Soul”. We couldn’t have chosen a better match than John.
This collection is enriched with “Soul,” giving each piece its unique character and playful color choices. The JL collection features a distinctive color palette that goes beyond neutrals, infusing a touch of warmth and retro at the same time as it creates a welcoming and inviting atmosphere.
We ensured that the entire collection maintains “Harmony” between pieces when paired together, complementing each other beautifully. The material and color palette selection also provides a sense of “Rhythm”, creating a cohesive and conversational interplay between each piece. We added “Dynamics” through the modularity feature and so on. In a nutshell, this collection truly represents a “composition” by rove concepts and John legend.
John also mentioned to us that in home design, he seeks the intersection of beauty, art, and comfort. I believe we’ve truly captured this, a great example of this would be our Kaye modular sofa, where comfort is paramount and the aesthetic is beautiful.
What unique features or design elements can customers expect from the Journeys Collection that differentiate it from previous Rove Concepts collections?
IG: John has a strong appreciation for vintage, classic, and timeless elements. This was a crucial factor in shaping the direction of our creative campaign. Our entire visual assets and hero spot are heavily influenced by adding a touch of vintage. From filming with real 35mm cameras (iris needs to confirm) to incorporating vintage storytelling props, such as “record players, vinyls, retro keyboards etc, these supportive motifs spark the “inspiration” and reflect John’s journey in taste and how it had been shaped.
Our campaign and brand philosophy, “Journeys in Taste,” celebrates the beauty that emerges from personal evolution. We grow with you and evolve with your style, encouraging people to see their choices and personal mementos as opportunities for self-expression and crafting their own definition of beauty. This philosophy transcends into your personal journey in taste, which we aim to be a part of. Everything takes time as our hero spot says, and the spark of inspiration will come naturally at the right moment in time.
The Journeys Collection stands out with its emphasis on comfort and organic shapes. Customers can expect soft, inviting textures and rounded edges that create a sense of warmth and ease. Rich, earthy tones and high-quality materials used throughout the collection also set it apart, offering a luxurious yet approachable aesthetic. This collection is all about creating spaces where people can feel at ease, unwind, and express their personal style.
Rove Concepts emphasizes promoting creativity and encouraging self-expression. How does this collaboration with John Legend enhance these values?
SD: This collaboration with John Legend enhances our values by bringing a fresh, artistic perspective to our designs. John’s influence is seen in every piece, encouraging our customers to explore their own style and taste. By incorporating elements of John’s personal aesthetic and life experiences, the Journeys Collection invites customers to celebrate the art of living well and surround themselves with furnishings that resonate on a deeper, personal level. This partnership reaffirms our commitment to creating spaces that inspire and reflect individuality.
Can you talk about the choice of materials and craftsmanship involved in the collection? How do these choices align with Rove Concepts’ commitment to quality and sustainability?
IG: As previously mentioned, the Journeys Collection features a distinctive material palette that goes beyond neutrals, infusing a touch of warmth and retro vibe while creating a welcoming and inviting atmosphere. This material combination was guided by the fundamental elements of composition. Providing the sense of “Rhythm” by creating a cohesive and conversational interplay between each piece.
We carefully chose the textures for this collection, with our hero fabric being Corduroy Velvet for the Kaye sofa.This choice came from our inspiration from chords to corduroy, blending musical and tactile elements with the fabric choice, corduroy provides a rich texture that aligns with our campaign vision, offering both visual and sensory depth. This fabric is available in new colors such as Evergreen, Cadet Blue, Clay, and Silkstone, adding the vibrant pops of color that John strives for.
To achieve the earthy and organic style that John and we envisioned, we added warmth through various shades of wood, such as acacia, featured in our Orb table collection. The side and coffee tables are designed to be outdoor-friendly, offering versatility for different home environments. Additionally, we’ve introduced new organic materials like the bamboo in our Curva lounge chair. Bamboo is not only aesthetically pleasing, but it also offers numerous benefits that make it a great choice. Is incredibly strong and durable, making it ideal for furniture that needs to withstand constant use and at the same time is a renewable resource that doesn’t require replanting, making it a more sustainable choice compared to other hardwoods.
The Journeys Collection is crafted with the highest quality materials, chosen for their durability, beauty, and sustainability. We prioritized eco-friendly options, such as sustainably sourced wood to ensure the collection has a minimal environmental impact. The meticulous craftsmanship behind each piece reflects our commitment to quality. Our artisans pay close attention to detail, ensuring that every item not only looks exceptional but also stands the test of time. This dedication to quality and sustainability aligns with our mission to create lasting, responsible designs that our customers can feel good about.
As VP of People and Culture, how do you ensure that collaborations like this align with and enhance Rove Concepts’ brand identity and workplace culture?
SD: As VP, People & Operations, it is my responsibility to ensure that every collaboration reflects our core values and enhances our brand identity. We strive to work with partners who share our commitment to creativity, quality, and sustainability. Collaborations like the one with John Legend are a perfect fit because they bring fresh perspectives and new ideas that inspire our team and resonate with our customers. We foster a workplace culture that values innovation, collaboration, and excellence, and partnerships like this one reinforce those values. By aligning our internal culture with our external collaborations, we continue to build a brand that stands for integrity, creativity, and a passion for design.
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