Philux unveils its largest showroom yet: A showcase of Filipino craftsmanship

Philux opened the doors to its biggest showroom ever at Level 4 of SM Megamall’s Mega Fashion Hall.

This new space is a testament to the brand’s commitment to showcasing the beauty of conscious Filipino craftsmanship.

Philux has been a permanent presence at SM Megamall since 1998. This translates to 25 years of storied presence in one of the Philippines’ largest malls and hubs for business, retail, and lifestyle.

“Furniture is the functional embodiment of the feeling of home, comfort, and warmth. This is the ambiance we wanted to create in the new space,” said Jessica Kienle Maxwell, Philux head of design.

Founded in 1980, Philux started as a husband-and-wife venture of Max Kienle, a Swiss expatriate, and his Filipina wife Zelda Aragon, with two carpenters operating from the founder’s backyard. Now, with the second generation at the helm, Philux has grown into a dynamic team of two hundred, involved in every stage of the furniture-making process.

Stephanie Kienle Gonzalez, managing director of Philux Furniture, emphasized the brand’s commitment to conscious luxury crafted locally, saying “From the very beginning, local craftsmanship has been at the core of Philux. While we aspire to have a global mindset, we remain rooted in our Filipino values.


Elegance in every detail: Stephanie Kienle Gonzalez celebrates Philux’s flagship showroom at SM Megamall

Jessica, for her part, said: “We grew up with parents who appreciated and understood the value of slow furniture – the ethos that luxury is not defined by price, but by the time, intent and effort invested into the design and production of each piece.”

“As my sister and I became involved in the business and eventually took the reins, our goal has always been to maintain that same philosophy: to focus on quality over quantity in our craft,” Stephanie added.

The new flagship showroom showcases Philux’s personalization offering, allowing clients to choose from a wide range of material selections for bespoke furniture that reflects their personal style.

“An intentional mix of materials can really make for stimulating and inspired spaces, emphasizing the importance of textures, patterns, and colors in creating layered and complete interiors,” is how Stephanie described how clients can take control of their spaces with their furniture.

With an increasingly design-savvy clientele, Philux has evolved its design aesthetic over the years. From a classic wooden furniture focus, the brand now offers a refined selection in a variety of materials and styles inspired by Filipino motifs and contemporary European designs.

“Today, when you visit our space, you are greeted by a dynamic and refined selection of designs in a wide range of materials and styles,” Stephanie said, something they are committed to delivering to their new generation of clients.

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