When people think veneer, they often think “cheap and ugly.” These new collections feature a technical processes, dying and fuming, that provide a real point of difference and create gorgeous, modern pieces. The challenge is, how to explain the technical detail in a way that is easily comprehensible and inspires people to value the end result more.
Under relentless cost pressure, furniture makers have become very sneaky, using shortcuts that the average person cannot see, to make furniture that looks nice, but really isn’t. Kincaid is very different. The challenge here was how to convey the quality that comes from the attention to what are really technical details in a way that doesn’t bore, but rather inspires.