Interior designer Saba Pervez Dada in collaboration with entrepreneur Sameer Pervez Hussa in launched a brand new, purpose built four story lifestyle store, ‘Address’,in Karachi at D/17, Block-8, C, Main Chaudhry Khaliq-uz-Zaman Road in Clifton on Saturday, 3rd May 2014. The new flagship store, whose interior was designed by Saba Pervez Dada, also introduced the label’s debut furniture collection titled “Blurring Borders”.
The launch event was a well-attended affair which featured esteemed members of the press, members of the Pakistani textile community and other media personalities. Address’ debut collection, “Blurring Borders”, features a classic and contemporary dining area, a living room, drawing room and bedroom furniture based in a colour palette that includes neutral shades in taupe, grey, white and off-white with a splash of accent colour. Indeed, the collection comprises of both imported and locally designed furniture as per the brand’s signature innovative style and comfort focused design ethos.
A first of its kind interior destination, Address features a diverse range of design and decor including imported and locally produced lighting solutions, wall coverings, home textiles, Pashmina shawls and other interiors based in pure silver and leather. Address further retails four distinct lines of furniture; Contemporary, Classic, Retro and Glamour consisting of bedroom, dining room, lounge, drawing room and study furniture among others. The store also stocks premium quality sectional furniture in high quality Italian leather featuring additions such as IPod docking systems and duck goose feather filling. At Address, Saba and Sameer will later be introducing and curating an in-store art gallery that will showcase renowned local and international art, including signature black and white pieces by renowned photographer Amean J. and internationally acclaimed Sufi inspired artist Sadaf Waqar, for a complete lifestyle experience.
Speaking about the launch of the new brand, Address founders Saba Pervez Dada and Sameer Pervez Hussain said, “At Address, we believe that furniture goes beyond being just a chair or table. For us interiors represent a lifestyle enhancement. We don’t believe in selling furniture, but in sharing concepts which are an extension of each patron’s personality and individuality. At Address we endeavour to make ‘safe’ interior designs redundant through our contemporary and innovative concepts, with the hope that our products and services will work to change the attitudes of people so they learn more about themselves through their interiors.”
Address is a family run enterprise initiated by Saba Pervez Dada and managed by her brother Sameer Pervez Hussain. Saba has worked extensively as the Head of Residential Interiors with renowned principle architect and interior designer Naheed Mashooqullah prior to launching their own brand. With Address, Saba and Sameer bring their passion for interiors to the forefront as Address endeavours to be the largest source of premium quality interiors nationwide with future plans to expand into office, outdoor and kid’s interiors.