Beautiful yet reasonably priced furniture? It’s a Design Story

Joseph Tay & Stephanie Coyiuto: A Furniture Concept for younger design fans

Husband and wife Joseph Tay Jr. and Stephanie Coyiuto-Tay have been granting Manila’s high-end furniture desires for nearly 10 years now, starting with the contemporary style of Italian company Moroso. They have since moved showrooms, opened two other branches, and expanded their repertoire which now includes outdoor furniture brand Kettal and sofas from Italian sofa brand Frigerio Salotti. Joseph handles the corporate contract side of the business while Stephanie is in charge of the home retail.

Once in a while, they encounter this kind of customer shopping for their home, usually younger than their typical Casa Bella Home & Living customer who is more mature — or their hired decorator or architect.

“You don’t have what I want.” Or “It’s beyond our budget.’”

Joseph and Stephanie find themselves wishing there was something they could offer to these younger clients whose budding good tastes they want to satisfy.

“There’s so much more that people can furnish their homes with. Yes, it is a business, but it is also a passion to help people find what they really like. We wanted to offer something of very high quality, of high design value at an affordable price for clients who want something luxurious but without the luxury prices,” Joseph says.

With interior designer Dana Uy on board, Design Story opened its doors in June to fill this need. Joseph describes it as a “starter showroom,” Manila’s introduction to two European brands Hay and Stellar Works. As foot traffic increased in the newly-opened Uptown Mall in BGC, the retail space officially launched on Wednesday.

“We found that young people who like to travel already like Hay and Stellar Works. They have already bought some items from them during their trips,” reasons Stephanie.

The space has a younger vibe compared to what they have done in their three other concepts. “In our country, disposable income is related to age. Design Story is for living spaces like condominiums and townhouses,” explains Joseph. “We chose what we think fits the Filipinos’ taste but we also have pieces that we think will help broaden their taste.”

Hay and Stellar Works aren’t lesser brands but are of a different segment. “These brands work with designers who also design for the very expensive brands. These designers also want to express their design prowess even for a segment that is younger to make products that are more affordable. It’s very tricky to get that balance because they still have to have the quality these designers are known for but they are targeting to reach a wider demographic. Very few brands pull this off,” Joseph says. “Hay, I believe, is the best in the affordable luxury segment. It is predominantly Scandinavian. It is Danish in origin, but despite these roots they have a much more international design.”

“Their products come in so many finishes, so many available materials. Like their iconic About A Chair, you can do a propylene shell, you can upholster it, you can do wooden legs or a swivel base, you can do it with wheels or without. You can do it front-upholstered. It comes with and without armrest. I can use it for my office, my dining room, for lounge areas,” says Dana of her favorite Hay piece.

The Design Story team’s full-range contract furniture division has already furnished commercial establishments with the About A Chair, such as select Cibo branches, Google Philippines, and Procter & Gamble — among other Hay pieces like tables, bar stools, arm chairs, and sofas.

It’s interesting to note that while other brands come at a higher price point when bought in Manila, Hay at Design Story will cost as much as if you’d buy it in Hong Kong or South Korea. “Their philosophy — which is something I agree with — is they have a strictly implemented standardized pricing across countries. They don’t want their clients to look for where Hay is cheapest,” explains Joseph.

Stellar Works, known for its East-Meets-West aesthetic, gets creative direction from architectural duo Neri & Hu who worked on the best-selling Utility Collection. It isn’t all concept, either. “They are very particular about the wood they use — solid walnut, solid ash wood,” Dana notes.

Stephanie likes the Uchiwa chair by husband-and-wife team Doshi Levien who also designed for Moroso. “I really like their unique work that are still functional yet comfortable,” she says of the one-seater lounge chair based on a Japanese fan. “I also like Japanese products.”

Fabrics for the Uchiwa chair can be customized to change its look. For young couples with disparate design tastes like Joseph and Stephanie, those moving in together can try a form of compromise they made into their eclectic home: “We have one really large formal sofa, that’s my call. The fabric is in blue green for Stephanie,” shares Joseph.

Design Story is just a start. A 600-sqm.showroom in Karrivin Plaza is on its way to completion, their fifth store slated to open early next year. It not only meets the needs of architects and designers but also to carry more Hay and Stellar Works products as well as more brands in the same segment.

“Karrivin is an artsy compound, very lifestyle. It’s the brainchild of Mara Coson who is young and cool and we want to add to her space,” says Joseph, resolving the feeling that started it all in the first place. “It will be segmented into different settings, mixing different brands, so that whatever you need, we have it.”

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Design Story is on the third floor of Uptown Place Mall, 11th Ave. corner 36th Street, Bonifacio Global City.