At SQUR8, furniture is approached like a fashion runway collection, with narrative first and product second. Creative Director Oren Nuri draws on his fashion background, including seven years with Polo Ralph Lauren Group, to build interiors that are curated, layered, and commercially viable. He explains, 'I work as if I am building a fashion brand. Each collection must have a strong identity, a story, and a muse behind it.'
'Sky to Earth'
This philosophy was clear at SQUR8's presentation at imm Cologne, where the 'Sky to Earth' concept guided the exhibition. Sleek, spacious designs contrasted with grounded, earthy pieces, while textures, colours, and materials reinforced the story. Oren sees the booth itself as a critical storytelling tool, saying, 'Every capsule, every product, every detail must communicate the story. I build a story, and within that story I build capsules, and it has to follow through to how the booth is designed and presented.'
Visitors experienced the concept through spatial arrangement, lighting, and material selection. The juxtaposition of airy pieces with solid, organic elements created a sense of progression, like moving through chapters of a narrative. 'There is always a wider dream, but inside it there are many detailed stories,' Oren adds. For European retailers, this approach translates into showrooms that feel curated and distinctive, helping collections stand out.
© SQUR8 Oren Nuri, creative director at SQUR8, together with the ''Sky to Earth'' Nest Sofa.
Textile innovation
SQUR8's strongest creative and commercial edge lies in textile development. Oren leverages fashion-inspired fabrics and digital design to create visually striking products suited for upholstery. He observes, 'Everyone seems to follow the same wave, boucle, neutral palettes. I wanted to push beyond that.'
To achieve this, SQUR8 collaborated with a digital designer to produce 57 exclusive textile patterns, applied to different base fabrics and enhanced with quilting and layered manipulation. 'We created prints that are exclusive to us and printed them in our factory. Then we added another layer of quilting to create a more abstract and organic texture,' he explains. 'Sometimes I take amazing textiles from fashion and adapt them for furniture. It is challenging, but it creates something unique for interiors.' These innovations offer practical advantages: layered textures improve durability and tactile appeal, while digital printing allows small-batch exclusivity, valuable for boutique showrooms.
© SQUR8The Aurora Sofa
Eclectic yet coherent
Oren emphasizes that SQUR8's collections evolve constantly, with each capsule presenting its own vision. 'Unlike many companies that stick to one recognisable style, our collections are designed to be different from each other. Each capsule allows retailers to offer products that stand out while remaining consistent in craftsmanship, comfort, and narrative clarity.'
This approach ensures that while collections are eclectic in look, they are coherent in ethos. Every piece is crafted to align with the brand's standards, allowing buyers to mix and match across capsules while maintaining curated harmony. For European professionals, this translates into collections that are visually differentiated, culturally informed, and commercially grounded.
© SQUR8
Bridging creativity and commerce
SQUR8 sits at the intersection of fashion, art, and interiors, blending creative exploration. By combining storytelling, textile innovation, and collection strategy, the brand delivers products that inspire and perform in the market. Oren reflects, 'Design is a journey. If we can bring storytelling, textile innovation, and a clear vision into people's homes, then we are creating something meaningful for both consumers and retailers.'
He adds, 'Our goal is to create collections that feel curated, layered, and culturally informed, yet commercially grounded. Every detail, from fabric to finish, is part of the story we want to tell.' Booth design, material choices, and product sequencing contribute to a cohesive story that engages buyers emotionally and intellectually.
As the boundaries between fashion, art, and interiors continue to blur, SQUR8 positions itself where creative ambition meets market-ready execution, and where every collection tells a story worth experiencing. 'If we can bring this storytelling and innovation into homes, we are not just selling furniture. We are creating something meaningful,' Nuri concludes.
More information:
SQUR8
Oren Nuri, Creative Director
[email protected]
Eran Yaron, CEO
[email protected]
www.squr8.com
