'Hug Chair' Launch



Leading British design brand Deadgood will be launching a brand new collection of furniture on stand F28 at Design Junction, from the 20th-23rd September during the London Design Festival 2018.

‘Hug Chair’ utilises Lloyd Loom, a traditional yet somewhat forgotten twentieth century material, manipulated over a plywood shell and sat atop a recycled steel frame. Deadgood will be launching a dining and lounge chair version of the ‘Hug Chair’ whilst also showcasing the new designs in Oak and Upholstered finishes.

Machine-woven Lloyd Loom is manufactured out of Kraft paper twisted round fine aluminium wire. The material is smooth to the touch, impervious and remarkably strong and durable. Deadgood adopted to use Lloyd Loom in order to create a thoroughly modern range of products with a distinctive yet altogether familiar aesthetic.


To coincide with the launch, the company will be offering visitors to their stand the chance to win a production version of the ‘Hug Dining Chair’. Visitors are encouraged to use their smart phone to scan a Deadgood designed Arts & Crafts inspired wallpaper in order to find a specific QR code that links to the competition page on their website.

Much like the rest of Deadgood’s eclectic collection of products with personality, the ‘Hug Chair’ is designed and made in Britain and suitable for commercial environments worldwide.

‘After much experimentation we were able to manipulate the shape of this well loved material by applying it directly to a plywood shell. By contrasting Lloyd Loom with a powder coated steel frame the aesthetic is somewhat refreshed for a modern interior, hopefully giving this tried and tested material a new lease of life. The result is subtle and not overwhelming, lending itself to gently merging in with the current workplace and hospitality trends.’
- Vicki Leach, Deadgood Design Director



Deadgood at Designjunction
Open Daily : Thur-Fri 11am-8pm
Sat-Sun 11am-5pm
20th - 23rd September 2018
Stand F28, Doon Street, London, SE1 9PU

New Showroom
Open Daily: Mon-Fri 9am-5pm
46 Old Street, London, EC1V 9AQ