TAMART powered by Love, An Exclusive Interview with Amos Goldreich of AG Architecture
Priya Rawal, Founder and CEO of The Luxury Property Forum sits down with
Award-winning architect Amos Goldreich on his new furniture brand, TAMART
TAMART is a new British furniture brand founded by the London-based, award-winning architect Amos Goldreich, honouring the work and love story of his late parents, the modernist architects and polymaths, Tamar de Shalit (1932-2009) and Arthur Goldreich (1929-2011). This April, the brand officially launches with a showcase exhibition entitled “TAMART: Powered by Love” during Milan Design Week, at Design Variations 2024.
Amos, we are so happy to have you as member of The Luxury Property Forum and so excited to hear more about TAMART! Thank you for speaking to us today.
So, the new brand in honour of your parents’ work and love story. How did you discover this amazing archive of your parents' work and what did you find?
After my parents' passing, I unexpectedly unearthed an extensive archive comprising over 10,000 original plans, photographs, documents, and prototypes in their summer house. It was a profound discovery, shedding light on the depth and breadth of my parents' creative output across various disciplines including architecture, design, art, and textiles.
What an incredible story! And where did your parents, Tamar de Shalit and Arthur Goldreich, meet?
My parents met during their studies at London’s Central School of Arts and Crafts (now known as Central Saint Martins). They ignited a lifelong creative partnership and romantic relationship fuelled by their shared passion for art and design.
The love story of your parents is inspirational. What did you learn from their work and how did it influence TAMART's vision?
My parents, Tamar de Shalit and Arthur Goldreich, were pivotal figures in the modernist design scene of Israel during the 1960s and 1970s. Their innovative approach, commitment to craftsmanship, and multi-disciplinary collaborations deeply influenced my understanding of design. Their work emphasised the importance of synergy between form and function, a principle that guides TAMART's vision to honour their legacy through timeless and compelling designs. As an architect, I have learned about the important role and duty architects have in shaping our built environment, as well as the power to positively change people’s lives through architecture and design. This has become the ethos of our work at Amos Goldreich Architecture and at TAMART.
Your parents’ influence have clearly had a remarkable impact on your career. When and why did you decide to put the furniture pieces into production and launch a new brand?
The decision to launch TAMART stemmed from a desire to celebrate my parents' creative partnership and love story while contemporising their designs for a modern audience. After meticulously cataloguing the archive and exploring its potential, I felt compelled to bring these remarkable pieces to life, ensuring their legacy endures through functional and aesthetically pleasing furniture. During the pandemic, I had a dream in which I saw myself presenting that brand in Milan. It took several years to build up the courage and take the first step.
How did you decide which pieces to use from the archive for the launch?
The selection process was driven by a commitment to highlighting the breadth of my parents' design legacy while ensuring each chosen piece embodied their distinctive style and philosophy. We’ve carefully curated 10 iconic mid-century designs that strike a balance between timeless appeal and contemporary relevance, catering to modern tastes while honouring the innovation of the past.
For instance, the Central Stool, originally conceived by my mother, Tamar de Shalit, during her time as a student at London’s Central School of Arts and Crafts, represents a versatile fusion of form and function. Its smooth, half-moon turned design with three tapered legs and flush joints offers flexibility as both an occasional table or a stool, adapting seamlessly to various settings.
The Clore Lounge Chair, Ottoman, and Coffee Tables draw inspiration from the refined elegance of the late Sir Charles Clore's private penthouse, which my parents also designed, showcasing a harmonious blend of comfort and sophistication. Crafted with gently curved seats, reclined timber frames, and upholstered in a mix of recycled and natural materials, these pieces exude timeless charm while offering modern comfort. The sculptural Clore Coffee Tables, distinguished by meticulously crafted pocket dovetail detailing, provide functional elegance with options for glass or stone tabletops.
Similarly, the Red Rock Club series, originally designed for the iconic 1960s Red Rock Hotel and Club, reflects a playful yet substantial aesthetic. Characterised by compact forms and tactile carved spheres on the chair's stiles, these pieces evoke a sense of nostalgia while embodying enduring quality and craftsmanship.
Lastly, the Highgate Chair and Highgate Chair with Arms epitomise essential modernist principles with their clean lines and geometric precision. Enhanced by pill-shaped backs, curved stile tops, and naturally dyed leather sling-style seats, these chairs offer a contemporary reinterpretation of classic design elements, striking a balance between sophistication and simplicity.
They are all so beautiful! Why did you choose to produce the pieces in the UK and what materials did you prioritise?
We opted to manufacture TAMART pieces in the UK and Europe to uphold our commitment to sustainability and quality craftsmanship. All our products are crafted from FSC-certified timbers, including natural oak, ash, and black-stained ash, sourced from responsibly managed forests. Additionally, we prioritise locally sourced materials to minimise environmental impact and support regional economies.
Featuring your parents’ work of art, did you make any tweaks or changes to the pieces to make them more contemporary?
While staying true to the essence of my parents' original designs, we made subtle adjustments to ensure relevance in today's context. This involved refining proportions, integrating sustainable materials, and updating upholstery options to reflect modern sensibilities while preserving the timeless appeal of each piece.
Creating a new brand is not easy, what challenges have you faced along the way in creating TAMART?
One of the significant challenges I encountered was navigating the extensive archive of my parents' work and determining how best to honour their legacy while infusing their designs with a contemporary edge. Additionally, establishing a new furniture brand from scratch has presented logistical and operational hurdles, from sourcing sustainable materials to finding skilled craftsmen to bring our vision to life. However, overcoming these challenges has been integral to the journey of bringing TAMART to fruition and ensuring its success in celebrating my parents' enduring legacy in the design world.
Choosing the right place for launching is essential. Why are you launching in Milan?
Milan Design Week provides a prestigious platform to introduce TAMART to a global audience of design enthusiasts, industry professionals, and media. It's a fitting tribute to my parents' international influence and aligns with our aspiration to position TAMART as a leading contemporary furniture brand with a rich legacy.
There is no doubt that TAMART will become a renowned brand. What are your plans for the business going forward?
Looking ahead, we aim to expand TAMART's product range, and further establish our presence in key markets worldwide. We're currently planning a London event, likely to occur in early summer, so stay tuned! Additionally, we remain committed to sustainability, innovation, and honouring the enduring legacy of my parents, Tamar de Shalit and Arthur Goldreich, through thoughtful and timeless design.
GET IN TOUCH
If you want to discover more of Amos Goldreich Architecture and TAMART’s stunning designs and pieces,
or if you’d like to talk about a project or an idea, or if you have questions, they look forward to hearing from you.
AMOS GOLDREICH ARCHITECTURE
Studio 25
Bickerton House
25 Bickerton Road, London N19 5JT
020 7272 6592
info@agarchitecture.net