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THE BEST OF SWEDEN: Luxury Furniture From MELI MELI

En riad is certainly a traditional Moroccan house built around a garden or courtyard, preferably with a fountain and not quite like the inner city block with a paved backyard where Amelia Widell lives. But she is happy to be inspired by the airy style of the riads, tadelakt and mosaic-adorned surfaces and colorful interiors.

By Antony ValanPublished 3 years ago 3 min read
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(via VIRTUE Clan & Meli Meli)

“Design creates culture. Culture shapes value. Value determines the future” As said here, we are on the way to explore the Premium Furniture Company, Meli Meli. A company originating from the Sweden, Meli Meli is one of the premium members of the VIRTUE group and is among the top furniture providers in Sweden. The company is one of the most followed furniture companies in Scandinavia and according to several sources, thriving immensely even during the pandemic.

For over ten years, Amelia Widell , founder and chief designer worked as a stylist and photographer in the interior industry. Finally, she was tired of never finding the couch she dreamed about and tried to create it herself.

Previously, she has run a shop together with her father, where they sold Moroccan furnishings and Moroccan tiles. Then there were many trips to the land of the riads. Nowadays, there are more visits to cities like Barcelona, ​​Paris and New York. She constantly sucks in impressions that can then be formulated into new furniture and interior design ideas, and nice hotel environments are real candy bags for Amelia. If she is in Paris for a week, she likes to stay in three different hotels to experience as much as possible.

Now her company, MELIMELI, is one of the most popular brands in interior design. She noted that there was a hole in the market of Furniture and chose in 2015 to start MELIMELI.

(via VIRTUE Clan & Meli Meli)

“A company where each piece of furniture is carefully designed to create an aesthetic whole that allows to express their personal style in the home. Of MELIMELI there is something for everyone – for the playfully charismatic as well as for the artistic minimalist.” - Meli Meli.

You don’t have to sit very long on one of their couches to realise that Meli Meli is a top-shelf premium furniture company with unique and auspicious designs. The signature sofas BLANCA, LUCA and DAHLIA are offered together with the ever-growing product range consisting of puffs, armchairs, headboards, bed linens, coffee tables, carpets, ceramics and much more.

The company was originally intended as a project alongside Amelia's work as an interior stylist, photographer and set designer, but today the company takes up all her time. Designing furniture seems to have come naturally to her who is handy and likes to paint, fix and donate.

- When I was eight years old, I built a rickety coffee table for my parents, they were very kind and kept it for a long time, she smiles. Amelia likes earthy, muddy tones. For such, it is great to pick in details with color. She wants it "founded" in the home to be able to come home and land. At least a little while before the surroundings attract with any activity. Admittedly, it is not Morocco that is waiting outside the gate, and the nearest fountain is several blocks away at Nytorget, but Amelia is very happy.

Next to Amelia's bedroom is the bright living room which holds several lovely color clicks. The pink sofa is Amelia's latest sofa model Dahlia and the pouf is called Flora.

- I love flowers and several of my furniture I have given flower names.

Many of her furniture is upholstered in cotton velvet, a material she thinks is timeless and ages beautifully.

- Velvet can enhance a bohemian, artistic feeling or something very exclusive and classy.

The painting above the living room's pink sofa was painted by Amelia's grandmother Gunny at the end of her life when she was seriously ill.

- She took an earlier painting and painted over with what she had on hand in the hospital bed - mascara and lipstick.

The motif is a place at the family's country house where Amelia and grandmother Gunny often went together to watch the different flowers of the seasons. Sometimes goldenrod, sometimes heather, grew there, as in the picture.

Amelia's latest major interior design project concerns her new showroom, a large Östermalm apartment with several rooms in a row where her growing collection of furniture and textiles will be displayed. She only sells directly to the end customer, a decision she made to be able to keep prices down on her furniture. Meli Meli has recently also been available for purchase in the official H&M Home stores in multiple countries.

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