SOUTH AFRICAN LABEL
LEMON PRESENTS THE ASHBY TABLE
The South African company Lemon started in 2007 in Johannesburg, South Africa, and grew organically
out of a love of graphic design. Both Kevin Frankental as his brother (founders) had a good understanding
of print from previous jobs and saw that there was a gap in the market for interior-ready high-quality
artwork of a certain standard. Over the past 13 years Lemon has evolved extensively,
as their design vision has grown – and today they have a comprehensive range
of collections spanning from finely crafted furniture to decorative accessories. Recently,
Lemon unveiled the elegant Ashby table.
SIMPLE YET VERSATILE
The pure silhouette and elegant proportions of the Ashby table make it suitable for a variety of applications and various spaces. Due to its bold texture and round shape, it is suitable as an intimate dining table but fits just as easily in a hallway or in an home office. This versatility is partly due to Lemon’s constant pursuit of simplicity. “The further we go on our design journey, the more we learn and the more we peel the design back to its essence. A design piece doesn’t always have to make the biggest sound in the room,” notes co-founder and designer Kevin Frankental.
COHERENT AND LOTS OF POSSIBILITIES
Frankental sees the Ashby table mainly in combination with other Lemon designs. Lemon’s vision is to create a comprehensive range of furniture and decoration that work together and act as a cohesive whole in the environment. “We are now in the final phase of designing a new chair, which we will be presenting shortly and which fits beautifully with the Ashby table. The versatility of the table has not only led to different versions of the design, but also to an extension of the product line, creating more possibilities and creative freedom.
EMPHASIS ON CRAFTSMANSHIP
Because craft is a central premise of Lemon’s identity, much of what they create is done by hand – from the prints of wallpapers to complete furniture productions. At Lemon, the emphasis is on craftsmanship. Not mass production, but producing unique pieces, with care and attention to detail. To create collections that fit this philosophy, they collaborate with young and established South African designers. South Africa is a source of raw, and often untapped talent. Lemon contributes to the growth of this local industry while building their own industry as well.