| May 24, 2013 |
Lonny launches ‘Loft Challenge’ video series
Boh staff
By Staff

Lonny magazine recently partnered with Sunbrella to launch a new web-based video home makeover series created to inspire consumers with elegant and practical design solutions—which can be viewed through weekly episodes.

“Sunbrella approached us with the idea,” said Nicole Amico, VP of sales for Livingly Media, Inc. which owns Lonny. “They have been a longtime partner of ours and we are thrilled to be collaborating with them on this project. We knew that their trend-right styles and colors would appeal to our growing readership. Lonny is all about inspirational yet accessible home design with a fresh, fun approach—that’s exactly what the loft challenge is about.”

Designers Alex Gaston and Celina Wright shopping for the loft

Interior designer Alex Gaston is the star of the Atlanta based-series, “Perspective: Atlanta,” and cameras are rolling as he takes over a plain loft and transforms it into a cohesive space.

Gaston, who is design director for Mark Cunningham, Inc., in New York, is using Sunbrella fabric for applications from furniture to drapery, rugs to wall coverings.

Mark Cunningham junior designer Celina Wright, Sunbrella design and creative director Gina Wicker, and a team of editors at Lonny magazine are also checking in and reviewing the design progress throughout the makeover.

Loft space before transformation began

“Lonny believes in showcasing great design in order to help our readers find their own personal aesthetic,” said Amico. “Nothing brings the design process to life quite like watching a complete home makeover from start to finish. The beauty of the loft challenge is that it involves a number of different rooms and spaces, both inside and out, so no matter what kind of design project our readers are focusing on there's a good chance that this series will help bring it to life."

The "Perspective: Atlanta" loft is located in a mixed-use residential area and has many windows and an open floor plan that includes 10- and 20-foot ceilings. The loft's rooms include two bedrooms and two bathrooms.

The project focuses on furnishings available at the retail level and to the trade, covering furniture selection, fabrics and how to work with an interior designer to access trade sources. Episodes take viewers on shopping trips to various design stores for sofas, fabrics, furniture and much more.

The eight-week project kicked off April 22 and is being aired digitally on the Sunbrella website and through online content of Lonny magazine. The progress is through episode five and can be viewed here.

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