This document is a newsletter from Alexandra Public Relations providing updates for February 2017. It includes information on where the agency can be found at various trade shows and fairs in February. It also summarizes new clients, previews upcoming trends, provides a profile of designer Patrick Roger, and shares news about the agency's clients.

1. February News
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2. Summary
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FOLLOW ALEXANDRA PUBLIC RELATIONS’ NEWS LIVE
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APR - Alexandra Public Relations
Alexandra Public Relations
Flash News
Where to find us in February
Focus
Maison Dada: Designing from East to
West
Trends
Almond Sweet
Portrait
Patrick Roger: the Taste of Art
New to Alexandra Public
Relations
Savoir-faire
D. Porthault: Haute Couture Bed
Linen
Trends
Menthol Fresh
The Agency’s News
Our Clients
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3. Sunbrella
Stockholm Furniture Fair
From 7th
to 11th
of February
Stand A20 : 31
Mässvägen 1 Alvsjö, Stockholm
Created by French Designer Elise Fouin, the «Sunbrella Canopy» is composed of thousands of embroidery
hoops forming a mosaic of coloured indoor and outdoor fabrics. Light, filtered by the fabrics, unveils the
depth of their textures, imitating a luxurious tropical forest. First presented in Milan in 2016, the installation
now spreads its colours in Stockholm on the occasion of the Stockholm Furniture Fair.
Scarlet Splendour
India Design 2017
From 16th
to 19th
of February
Decoration Pavilion, NSIC Grounds, Okhla Industrial Estate Phase III, New Delhi
Co-founded by siblings Suman Kanodia and Ashish Bajoria, Scarlet Splendour will be attending for the
second time in India Design fair – India’s largest international design event. By continuing to mix Eastern
influences and European design, the luxury design brand will be presenting its new carpet and furniture
collections by Italian designers Matteo Cibic and Dario Contessotto.
Flash News
where to find us in february
APR • Newsletter n° 2
February 2017 - 3

4. APR • Newsletter n° 2
4 - February 2017
How did you come to start Maison Dada, your
first furniture company?
Thomas Dariel: I founded Dariel Studio, my interior
design studio, in Shanghai, back in 2006. Delphine
Moreau, my associate, joined me two years later,
and we were looking into adding something to our
projects for quite a while now. I love to work on an
architectural scale and would go to other designers’
furniture, but there came a time when I wanted to be
able to handle projects from A to Z, up to that final
touch. This is how Maison Dada was born last year, in
Shanghai as well.
It is a very evocative name!
Thomas Dariel: Humour is something very
important to me, even in decoration which is why it
can be found in the core identity of Maison Dada as
well as in our products’ design. But the dissenting
aspect of the dadaist movement went way further
than just aesthetic conventions.
It is a heritage we fully claim too, as with one foot
in Asia and another in Europe, we put ourselves
beyond traditional dichotomies and conventional
boundaries.
You are very proud of being a «Made in
Shanghai» brand. What does that dimension
mean to you?
Thomas Dariel: It allows me to produce collections
with artisans I already know for the quality of their
work, since they are the same ones I work with for
my interior design projects with Studio Dariel. Having
been based in Shanghai for quite some time now,
I also wanted to prove that true craftsmanships,
some worth being preserved, also exist here and that
doing quality work in that part of the world is indeed
possible. But conscious of our planet’s state, I also
hope the Western launch we recently had at Maison
& Objet will allow us to create partnerships with
French artisans, so we can provide this new market
with a local distribution approach.
maisondada.com
Focus
maison dada: designing from east to west
1. Thomas Dariel. 2. « Little Eliah » suspensions. 3. « Seoul by Day n°4 » rug , « CH 3 » and « CH 4 » candle holders. 4. « Japanese
Abstraction n°5 » rug, « Rose Selavy » vanity and stool.
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5. 1. «Foster Soft» armchair, wood and fabric, design Andrea Parisio, Meridiani. 2. «Miro» ottoman, fabric, ash,
leather, Bellavista Collection. 3. «Windsor» armchair, golden enameled iron, design Fabian Pellegrinet Conte,
Hamilton Conte Paris. 4. «Queens Key Border» wallpaper border, Cole & Son. 5. «Harlech 12» bed, brass and
velvet, Savoir Beds. 6. «Xiang III» rug, matte silk, design Hang Feng, Tai Ping. 7. «Tsarine» teacup, porcelain
and gold, J.L Coquet. 8. «Adelaide» and «Tropical» cushion covers, cotton, Madura. 9. «Jupiter» photophores,
transparent and silvered glass, design Arik Levy, Verreum. 10. Nomad and rechargeable « Battery » LED lamp,
mass tinted PMMA, design Ferruccio Laviani, Kartell.
Trends
almond sweet
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APR • Newsletter n° 2
February 2017 - 5

6. How did art come into your life?
Patrick Roger: As a little boy, I was only good in one
class: drawing. In Poislay, the small village of Perche
(Normandy) I grew up in, I simply could not stand
still, neither in class nor in my parents’ bakery. Later,
as I was an apprentice to the pastry chef and caterer
Pierre Mauduit, I quickly understood I would get bored
if I spent my life making eclairs over and over again.
To punish me, they assigned me to chocolate making.
It was love at first sight with the material and I was
assigned to the craziest projects, such as a concert set
resembling an old factory for Serge Gainsbourg. It was
the first sign of a passion that has never left me since.
Since chocolate, you have been working with
metal?
Patrick Roger: Since the opening of my first shop, in
Sceaux, back in 1997, there were chocolate sculptures
in my windows. Futhermore, it was with a sculpture,
« Harold », representing a South-American chocolate
planter, that I won the title of chocolatier « Meilleur
Ouvrier de France » in 2000. But I have actually been
working with both chocolate and metal, and having
some of my pieces moulded for 30 years. Sculpture,
no matter the medium, is something quite natural to
me. Sometimes, my hands are not even quick enough.
From chocolate to metal, the common thread is the
idea of transmission.
Business owner, artisan, artist, how do you
manage your numerous roles?
Patrick Roger: If my passion for motocyles gave me a
taste for risk, I learnt the taste of hard work from my
parents. It all comes down to being demanding and
disciplined. One must relentlessly practice to integrate
the gestures, settle for nothing less than excellency and
never take anything for granted. But the true key to it all
is freedom. And forging my own artistic culture allowed
me to become the totally free artist I am today.
patrickroger.com
Portrait
patrick roger: the taste of art
1. Patrick Roger. 2. «La Fille du Nord» sculpture, aluminium. 3. «Hippos» monumental sculpture, 2 tons, aluminium. 4.
«Balzac» chocolate sculpture, detail, Musée Rodin.
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6 - February 2017
APR • Newsletter n° 2

7. Trends
menthol fresh
1. «Groussay» wallpaper, Christian Lacroix Maison at Designers Guild. 2. «Bicos» carafe and wine glass, tinted glass,
Vista Alegre. 3. «Hector» lamp, porcelain and metal, Original BTC. 4. «Nahka» wallpaper, design Alexia de Ville,
Tenue de Ville. 5. «Tout simplement Hammam» bath towel, cotton loop and jacquard, Blanc Cerise. 6. «Smith»
sink mixer tap, chromed, Urban by THG Paris. 7. Diary, 160 pages, hard-cover, elastic band, Galison. 8. «Convoitise»
bench seat, with integrated tablet and lamp, chestnut, lacquered cottonwood and fabric, design Geraldine Prieur,
Rouge Absolu. 9. «Miss Legs» side table, Private Session Collection by Vick Vanlian.
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APR • Newsletter n° 2
February 2017 - 7

8. Le Bailli de Suffren
At the heart of the Saint-Tropez
Gulf, nestled in a sheltered bay by
the Rayol village, the 4 stars hotel
hosts 55 rooms with breathtaking
views. Its « bastide » spirit, private
beach, and four restaurants make
it an essential stop on the French
Riviera. The hotel will reopen its
doors in May 2017, with a brand
new decor by François Champsaur.
lebaillidesuffren.com
Kathryn M Ireland
From English manors to
Hollywood mansions, the British
interior designer is known for her
legendary remodels. Injecting her
projects with the best of European
style and Californian cool, she
became a true reference in
product design, with a recognized
preference for textiles.
kathrynireland.com
Bellavista Collection
Since 1984, the Zanni brothers have
been perpetuating the excellency
of Italian bespoke furniture
craftsmanship. Thanks to the best
artisans and exceptional materials,
the cosmopolitan and vibrant
pieces by Bellavista Collection have
already found their way into the
most exclusive aesthetes’ homes
and decorators’ projects.
bellavistacollection.com
Kitchen MP
This new restaurant on Rue
Mouffetard (Paris, 5th Arr.) was born
from the meeting of Paul, a serial
entrepreneur with Matthieu and
Pauline,culinaryhappinesscreators.
The result? A gourmet, fresh and
energetic menu. Special mention
must go to the caramelized squash
and the carrot cake.
instagram.com/kitchenparis
Coming B
Béatrice Tinguely founded her
own «maison d’édition» back in
2000. Ever since, Coming B has
been offering daily objects with
modern and simple lines, mostly
drawn in-house by Aurélie Henry.
The noble materials, such as wood
and marble are here paired with
an affordable ethos.
comingb.fr
Scarlet Splendour
Founded by Suman Kanodia and
Ashish Bajoria, Scarlet Splendour
is the hottest new brand in
Indian Design. Their banner, in
scarlet red, evokes the idea of
tradition, glamour and luxury.
Designer Matteo Cibic signed a
first collection, launched in Milan
at Rossana Orlandi.
scarletsplendour.com
New to Alexandra Public Relations
APR • Newsletter n° 2
8 - February 2017

9. 2
Savoir-faire
d. porthault: haute couture bed linen
How are D. Porthault’s identity and savoir-faire
emblematic?
Delphine Beltran: Our identity is multi-faceted: There
is a culture of excellence, a capacity to respond to a
demanding clientele and the ability to offer bespoke
products. Our printed veil is unique to us, so are our
exceptional finishes. Sensuality, elegance, audacity
and freshness could encapsulate our brand. The D.
Porthault House was able to preserve in-house creation
and fabrication processes, overseeing quality at every
level, from weaving to printing and finishes.
How do you interpret the House’s rich, and
almost centenary, history?
Delphine Beltran: It is not that simple to guarantee
continuity whilst also renewing it in a House created
in 1920. I wanted to make a strength out of this past, to
seize it, to put it forward in order to defend it and bring
something new. I tried to get inspired by it, to go back
to the original spirit without any preconceived notions.
We must integrate this history without becoming its
prisoner and evolve with it by always reinventing it.
Promoting what is essential and had disappeared, to
make the history last through modernization. We needed
to get that obvious audacity back, privileging everything
that makes us unique, while integrating my own universe
to it.
Coming from the world of fashion, what is
your outlook on home textiles today?
Delphine Beltran: The link between the D. Portault
House and Couture is quite clear. Madeleine Porthault,
inspired by great fashion designers, changed the codes
of the bed linen industry by introducing prints and
colours. I come from fashion and luxury, but decoration
andhometextileswerealreadyapartofmybackground.
Therefore, I do not see a boundary, just different,
specific, constraints. Beauty, attention to detail, and
comfort are the same. I imagine «night ornaments»
in which to relax and feel good, must always remain
elegant in either sobriety or sophistication.
dporthault.fr
1. Delphine Beltran, artistic director. 2. and 3. « Solfège » bed linen sets, with decorative stitches and colored satin application
on cotton satin. 4. « Daphnée » bed linen set with hand-embroidered appliqué on cotton satin.
APR • Newsletter n° 2
February 2017 - 9
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10. alexandra poster bennaim launches apr digital
The Agency’s News
Alexandra Poster Bennaim is happy to announce the birth of APR
Digital, a new agency entirely dedicated to the different facets of
e-reputation. This brand new entity’s approach is both bespoke and
multidisciplinary, offering digital communication strategies and tools
adapted to different expectations such as brand content, community
management, web-design or influencer marketing. Alexandra Poster
Bennaim explains «Our clients are looking for guidance with their
transition into a digitalized era. This evolution requires specialised
advice and support. Our clients appreciate the creativity of an
external eye applied to these new tools». «Our role is to refine our
clients’ message, to make their image more coherent, but foremost,
to federate a community that will remain faithful to their brand, with
the overall goal of developing brand awareness.» a project manager
adds. «Our greatest strength is the ability to match our clients’ needs
with our own creative vision».
apr-digital.com
APR • Newsletter n° 2
10 - February 2017
ALEXANDRA PUBLIC RELATIONS
DIGITAL

11. VICK VANLIAN
ZOÉ OUVRIER
EDITORS
BELLAVISTA COLLECTION
CHRISTIAN LACROIX MAISON
COLE & SON
COMING B
D.PORTHAULT
DSIGNEDBY.
GALISON
HAMILTON CONTE PARIS
HOUSE OF TAI PING
HUGUES CHEVALIER
JAUNE DE CHROME
J.L COQUET
KARTELL
KELLY HOPPEN INTERIORS
KEVIN REILLY COLLECTION
LA MANUFACTURE COGOLIN
LEBLON DELIENNE
MARCEL FRANCK
MERIDIANI
ORIGINAL BTC
POUENAT
ROUGE ABSOLU
SAVOIR BEDS
SCARLET SPLENDOUR
SODEZIGN
SUNBRELLA
TENUE DE VILLE
THG PARIS
VERREUM
VISTA ALEGRE
FAIRS | EXHIBITIONS
HOLIDAY HOUSE
SALONE DEL MOBILE
HOSPITALITY | GASTRONOMY
FRAME BRASSERIE
HÔTEL MONTALEMBERT
HÔTEL LE BAILLI DE SUFFREN
KITCHEN MP
PATRICK ROGER
ASSOCIATIONS
MATIÈRES LIBRES
WEBSITE
KELLYHOPPEN.COM
SODEZIGN
THE INVISIBLE COLLECTION
TECHNOLOGIES
ROGER DUBOIS LIFESTYLE TECHNOLOGIES
SHOWROOMS | BOUTIQUES | GALLERIES
BLANC CERISE
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HAMILTON CONTE PARIS
HOUSE OF TAI PING
HUGUES CHEVALIER
JAUNE DE CHROME
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KARTELL
LA MANUFACTURE COGOLIN
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APR • Newsletter n° 2
February 2017 - 11