Heal's launches Ambrose collection for space-starved city dwellers
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Heal's launches Ambrose collection for space-starved city dwellers

London Design Festival 2014: British furniture brand Heal's has launched a range of furniture aimed at young home-owners with little space – the same target market Ikea identified for its latest PS1 collection – including shelves by legendary designer Kenneth Grange (+ slideshow).

Ambrose for Heals
Leaning Wall by Kenneth Grange

Heal's Ambrose collection is aimed at young or first-time buyers living in city apartments with little space, and is named after Ambrose Heal, a member of the family dynasty behind the brand who aimed to make design more democratic.

Ambrose for Heals by Kenneth Grange
A-frame shelving units by Matthew Elton

"His idea was that the family business that had been found upon very much the middle class and their consequently high quality and equally consequent high money," Kenneth Grange told Dezeen.

"That was not a bad foundation to try and make stuff that was less expensive, but equally with the same sort of aesthetic ambitions."

Ambrose for Heals by Kenneth Grange
A-frame shelving units by Matthew Elton

The Ambrose range is launching to coincide with this year's London Design Festival, which kicks off today and runs until 21 September.

Ambrose for Heals by Kenneth Grange
A-Frame Table and Bench by Matthew Elton

It follows similar space-saving and affordable principles as Ikea's PS1 collection, which was released in March.

Ambrose for Heals by Kenneth Grange
Ambrose Pause day bed

"I think Ikea have done a fantastic job for the whole community, not least for people like Heal's who you could think of as the arch enemy, but I think they have introduced the idea that you don't have to pay a fortune to get something that will give you good value," said Grange.

Ambrose for Heals by Kenneth Grange
Ambrose Play lamp in cherry

Grange has designed a wooden shelving unit that rests against a wall, with shelves that hook into a vertical board and are supported by fabric straps. The unit is dismountable, and can be delivered and transported flat.

Ambrose for Heals by Kenneth Grange
Dowood lamp by Colonel

"The piece I've done is called the Leaning Wall and it's little more than a panel that leans up against the wall that has shelves, but it's easily put in place and it's modest," said Grange.

Ambrose for Heals by Kenneth Grange
Caracas chair by Colonel

The collection also features pieces by French design duo Colonel that debuted in 2013, including the cylindrical Dowood lamp with beech shade painted in bright colours supported by a metal base.

Ambrose for Heals by Kenneth Grange
Diabolo pendant lamp by Colonel in yellow

Colonel's Diabolo lamp comprises a metal frame dressed with a gradient-printed fabric shade is available as a tripod, table or ceiling lamp. The third design from the studio is a take on a 1960's camping chair.

Ambrose for Heals by Kenneth Grange
Gaston bureau by Harto

A wooden desk tidy, a mirror with a small shelf, a set of colourful chairs and a simple desk are all by French design studio Harto.

Ambrose for Heals by Kenneth Grange
Modeste mirror by Harto in yellow

Designer Matthew Elton has created an A-frame freestanding shelving unit, table and bench.

Ambrose for Heals by Kenneth Grange
Honore desk by Harto

The collection also contains a wooden balanced-arm lamp with a coloured shade and base, and an upholstered day bed that can be used for sitting or sleeping.

Ambrose for Heals by Kenneth Grange
Rosalie chair by Harto in strawberry

Although the collection is targeted at a younger customer, Grange believes there's an additional market for older customers who are equally facing a shortage of space.

Ambrose for Heals by Kenneth Grange
Rosalie chair by Harto in yellow

"The fact is the similar sort of situations applying to an older group of purchasers, who themselves might be downsizing," he said.