FamaLiving MORE THAN DESIGN EYE CANDY Try walking by FamaLiving San Diego, Hillcrest’s newest home furnish-
ings showroom and you’ll probably find it almost impossible not to stop and stare through the storefront windows. The culprit is some of the brightly colored “eye-candy” inside. “That’s the point,” owner Alex Sarovsky told The Rage Monthly. “That eye candy is intended to get you to come in and check out what makes the Fama product line so different.”
Just what does make this store’s product line different than other con-
temporary furniture lines, if it’s not those brilliant colors and patterns? “Several qualities,” says Sarovsky, “not least among them the fact that customers can customize everything in the store; from materials, sizes, finishes, fabric patterns and colors.” According to Sarovsky, the Fama expe- rience is all about customizing furniture to precisely fit spaces, tastes and lifestyles. “If you add to the uniqueness of our product line, Fama’s highest quality design and construction and then add to that… the technology and the comparatively affordable price, our custom pieces are something everyone should consider before buying new home furnishings.” The point of the wild colors and designs that have Hillcrest designer-
types talking, as Sarovsky explains. “Hey, there’s something different here; come in and see what we have to offer that you won’t find anywhere else.” Sarovsky is quick to point out that significantly more subtle colors are avail- able. “Of course, the bright colors and bold patterns you see in the store really get your attention, but still, even beige is available.” All of FamaLiving’s furnishings are 100 percent European in design,
materials and construction. All of the pieces are made strictly in Spain at Fama’s own factories. “Nothing,” Sarovsky says, “comes from China.” He is the
58 RAGE monthly | SEPTEMBER 2014
exclusive Fama dealer in all of Southern California. In addition, when you see a pillow on a Fama sofa, chair or other seating system, you’ll want to take note of what’s underneath. There’s almost always, for lack of a better term, a roll bar. It’s the soft, but firm component that looks like a giant tootsie roll covered in whatever fabric you choose. It can be adjusted, concealed and repositioned in multiple ways—it’s all about ergonomics. Yet, it’s always there to support your head, neck and shoulders. Goodbye one-person pillow fights and painful necks! According to Sarovsky, now more than ever people want something
that speaks to their unique sense of style and personality. But, finding truly unique furniture is hard because big, generic factories in China make most of it. “There really is nothing like our product line anywhere in this area,” he said. “When customers come in, they soon find out that the bright colors are not the story at Fama. The real uniqueness of our product is the ergonomic design, the quality and the custom options we offer.” Indeed, customiza- tion may be the defining characteristic of FamaLiving’s surprisingly diverse product line. Consider their myriad sofa and seating options in just a handful of maker’s lines. “The fabrics are the finest possible and all made in Europe,” said Steven Knobles, an associate at the Hillcrest store. “The frames
HILLCREST’S NEW STORE
ADVERTORIAL
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