Nadia Bozic and Ruth de Bruijn collaborate with Lex Pott for NOŪRA

NOŪRA is a brand oby Rotterdam-based entrepreneurs Nadia Bozic and Ruth de Bruijn. NOŪRA already consists of a daylight studio and creative photo studio for professional shoots, yoga and ceremonies. Now comes NOŪRA the label, an online concept store that curates rather than collects design. For the first collection, Rotterdam-based designer Lex Pott has designed two chairs, on display at Kunstfabriek this weekend. The chairs are now on sale via the webshop.

The high-end concept store selects each object based on how quality, ergonomics and coherence. "We don't present design as a separate object, but as part of a bigger story," Ruth explains. "What doesn't fit, we deliberately leave out. With the look and feel of a gallery, but without the distant showroom feel.'' Lex Pott's first collection is the starting point of a wider range that will be rolled out from the label in the coming years.

Collaborations with designers play a major role within NOŪRA the label. These are always content-driven and not based on scarcity or exclusivity. "We build a world where everything is in dialogue with each other. Every addition is filtered, thought through, and fits within the bigger picture. Lex's work fits within our world. Where many designers embellish or add, Lex removes until only the essentials remain. That honesty in material use and design fits seamlessly with NOŪRA's curation. In his approach to material, in his eye for detail, in his respect for craft," Ruth said.

The collection consists of two models that together form a family, each developed for a different type of space. Chair 2 is about generous comfort and long dining, while Chair 1 is about compactness and playfulness. Both come in light and dark wood, with six different fabrics. From classic beige and ivory white to limited colours of blue, butter yellow, brown and salmon pink.

"Every generation has a right to its own music, interiors and products," says Lex. "This collection is an example for these times. Not just another chair, but a design that adds something to what is already there." Nadia says: "Many chairs focus purely on design either on ergonomics. You don't expect a wooden chair to allow you to sit on it all day, but this one does. That invisible quality, that craftsmanship, that makes all the difference."