Swiss company Zoom by Mobimex unveils its plans for the Asian market with a quality-versus-quantity approach to the production of bespoke solid wood furniture that is as visually stunning as it is environmentally friendly. Olha Romaniuk writes.
“Our competitive edge and standout quality is our tradition of handcrafting, which sets us apart from the rest of the competitors,” said Christoph Hausermann, Director of Sales at Zoom by Mobimex, during the recent presentation of the company’s solid wood furniture making process held at the Macsk showroom in Singapore. With Macsk as the exclusive local distributor of the Swiss brand, the interactive presentation by Hausermann also included a hands-on demonstration of Zoom’s range of solid wood products to the attending architects, designers and furniture aficionados at large.
During the presentation, Hausermann highlighted the company’s tradition of craftsmanship. Citing over 40 years of experience in the furniture business (including 30 years of focused experience in solid wood) and ability to claim ownership in the source of wood – every product is assigned an individual number that can be traced back to the origin – Hausermann described the sourcing process as a natural step that could facilitate the process of customising solutions to meet specific client requests.
Hausermann also discussed Zoom’s strive for quality through its selection and fabrication process, with each log tested to ensure high quality.
“We control the process [right] from the selection of the trees that our timber specialist chooses from the forests,” says Hausermann. “The trees are cut in winter, when the trunk is the driest. We then leave our wood to dry outside for three to five years. This natural drying process is how you get high quality wood furniture. Other companies might dry their wood in a drying chamber, which shortens this process.”
With each log being different, Hausermann showed guests a range of samples and explained the unique qualities of the solid wood’s origin, growth process and treatment.
The company offers solid wood tops in two available thicknesses, and in two different wood qualities. Quality 1 (Naturart) is available only in a 40mm thickness with natural cracks and branches, while Quality 2 (Selection) comes in a 28mm and 40mm thickness, without cracks and branches. Surfaces are offered in three varieties: soaped, oiled and varnished.
Beyond the brand’s customisation abilities, Zoom’s story is also one of resilience and sustainability. The Swiss company strictly adheres to the European tradition of conserving and replenishing wood supplies for future use and takes a strong stand in favour of the conservation of natural resources within and beyond its country’s borders.
“People are now more aware and request for more sustainable materials that last in the long run – they value quality,” said Hausermann. “They know that they might be able to get something cheaper elsewhere, but they might not be able to trust the source.”
With Zoom’s expansion into the high-end solid wood market in Asia, the company aims to deliver the same Swiss standard of quality and craftsmanship for the residential and contract furniture sector here.