Combining vintage italian elegance with contemporary versatility, the billo collection offers pillowy, voluptuous forms and integrated bolsters for cloud-like comfort. Designed to be both visually stunning and incredibly adaptable, each module can stand alone or be effortlessly reconfigured to suit various environments.
The name “billo” reflects the sofa’s billowing shapes and relaxed tailoring, emphasising its inviting nature. Its user friendly design ensures easy handling and reconfiguration, while its durability and innovative construction underscore NAU’s commitment to quality and environmental responsibility.
A firm believer that every environment is defined by the objects within it, Adam Goodrum designs with the philosophy that an object must therefore justify its existence – through its story and detailing. For this reason, his designs celebrate process and craftsmanship, and accentuate components and joinery to create functional pieces with spirit and personality.
Behind the Design: A Conversation with Adam Goodrum on the Billo Sofa System
1. The Inspiration
What inspired you to create this new sofa system?
The inspiration for the new sofa system originated from a discussion with Richard [Munao - Cult’s Founder and Managing Director]. We aimed to develop a super comfortable and versatile modular sofa collection that exudes a relaxed, friendly aesthetic. Our goal was to create something distinctly different from anything currently offered in the NAU collection. This collaboration allowed us to explore new design territories and address the demand for a more approachable, adaptable seating solution.
Were there any specific influences or design movements that played a role in your creative process?
I have a deep appreciation for vintage Italian sofas, which significantly influenced the design of this collection. The elegant and timeless designs of Italian furniture from past decades provided a rich source of inspiration. I wanted to capture the essence of those classic forms while infusing them with a modern touch, ensuring they meet contemporary needs and preferences.
What is the story behind the name "Billo" for the new sofa system?
The name "Billo" reflects the collection's voluptuous, billowing forms. The integrated bolster and the relaxed tailoring provide cloud-like comfort. The pillowy shapes embrace you with open arms, making it a truly inviting piece. The Billo collection is characterised by its infinite modularity, allowing each piece to stand alone or be combined seamlessly. The perky ottoman adds a playful element, further enhancing its appeal.
2. The Design Process
Can you walk us through the design process of the sofa system from concept to final product?
The design process began with extensive thinking and sketching, followed by detailed CAD drawings. We created production drawings and developed prototypes, refining the look, tailoring, and comfort through multiple iterations. The process started with the armchair, the most complex piece, as its design elements informed the rest of the modules. The corner module was developed last to ensure cohesion across the collection.
This is a hand sketch that illustrates the early stages of the design.
What challenges did you face during the design process, and how did you overcome them?
One of the main challenges was stepping out of my comfort zone. My design philosophy often revolves around pure geometry, but for Billo, I focused on organic forms. This required a deep understanding of fabrics and sofa construction to create interesting and comfortable shapes. Overcoming these challenges involved a lot of trial and error, but ultimately, it allowed us to achieve a unique and appealing design.
How did you decide on the materials and finishes for the sofa system?
Choosing the right materials and finishes was a collaborative effort with our maker. We meticulously resolved the frame construction and experimented with different layered foam densities to ensure optimal comfort and durability. This process resulted in the most complex sofa we’ve ever produced at NAU, demonstrating our commitment to quality and innovation.
3. Unique Features
What makes this sofa system unique compared to others on the market?
The Billo sofa system stands out due to its specific form and integrated bolster, providing exceptional comfort. The combination of pillowy, voluptuous shapes and the infinite modularity of the pieces makes it unique.
The infinite modularity allows each piece to stand alone or be configured in numerous ways to suit different spaces. The perky ottoman adds a playful touch, while the loose pillowy corners facilitate easy assembly and reconfiguration. This system is designed to be suitable for both residential and commercial environments.
How does the modularity of the sofa system enhance its versatility and usability?
The modularity of the Billo sofa system enhances its versatility by allowing individual pieces to be handled easily and reconfigured to fit different spaces and needs. This user-friendly approach ensures that the sofa can adapt to various layouts and preferences, making it a practical choice for diverse applications.
4. Target Audience and Use Cases
Who is the ideal customer for this sofa system?
The ideal customer for the Billo sofa system is discerning and appreciates both aesthetics and functionality. This sofa is appropriate for both residential and commercial settings, offering a friendly aesthetic that softens and enhances any environment.
In what types of spaces do you envision this sofa system being used?
The Billo sofa system is designed to be versatile, making it suitable for a wide range of spaces, including residential living rooms, commercial lounges, and office reception areas. Its adaptable design ensures it can fit seamlessly into various environments.
The Billo sofa system's modularity and user-friendly design accommodate different lifestyles and preferences by allowing easy reconfiguration and customisation. Whether used in a family home, a stylish apartment, or a professional setting, it meets the needs of various users.
5. Sustainability and Innovation
How did you incorporate sustainability into the design of the sofa system?
Sustainability is a core consideration in our design process. For the Billo sofa system, we focused on using responsibly sourced materials and ensuring the product's durability to extend its lifespan. This approach minimises environmental impact and promotes responsible consumption.
Are there any innovative technologies or techniques used in the creation of the sofa?
One innovative feature of the Billo sofa is the top back of the frame, which is designed to have a slight give for added comfort. This was a complex issue to resolve but ultimately enhances the sofa's overall comfort and user experience.
How do you see the future of furniture design evolving in terms of sustainability and innovation?
The future of furniture design will increasingly prioritise sustainability, with a focus on locally made and sold products to reduce the carbon footprint. Innovation will continue to play a crucial role, with new materials and technologies enhancing both the functionality and environmental responsibility of furniture.
6. Personal Touch
Do you have a favourite feature or aspect of the sofa system?
My favourite aspect of the Billo sofa system is its billowing shapes and tailored comfort. The combination of these elements creates a visually striking and incredibly comfortable piece of furniture that I am very proud of.
Can you share any interesting stories or anecdotes from the design journey?
Designing the Billo sofa was by far the most complex project I’ve undertaken at NAU. We went through many iterations to get everything just right. Despite the challenges, I am very happy with the outcome and excited to see how people respond to it.
How do you hope people will feel when they use or see the sofa system in their homes?
I hope people will appreciate how the Billo sofa visually enhances their space while offering user-friendly functionality and great comfort. It’s a piece that I believe will bring joy and relaxation to any home. Personally, I am so pleased with the design that I want one for my own home!
The Billo sofa system is now available for purchase and is coming to our showroom at Designcraft very soon.
Explore designs by Adam Goodrum