It’s the brainchild of mercurial, Brisbane-based designer Alexander Lotersztain. And it has attracted funding from the Federal Government’s Department of Regional Australia, Local Government, Arts and Sport.

The formula, says Lotersztain, is simple. “Three pillars are the basics of our brand – we are passionate about design, craftsmanship and quality.”

The first project he has called ’Designed Craftsmanship’, which is a strong clue to where he and the other 4 designers and their manufacturer partner are coming from.

All have a strong background in furniture design and joinery. Apart from Lotersztain, the group includes Jon Goulder from Perth, Adam Goodrum from Sydney, Helen Kontouris from Melbourne and Matthew Prince from Launceston.

Fittingly, the first project is a collaboration with the Tasmanian timber furniture manufacturer, Designs in Timber. They have their factory and showroom on the outskirts of Launceston and can boast 50 years in the business. Specialising in Tasmanian timbers, their products have a sophisticated contemporary aesthetic and are notable for their fine detailing.

The first range will launch at Saturday In Design in Melbourne in August, to be exclusively distributed by Stylecraft. Designs are already well advanced.

To push the project along, a workshop was held in the last week of May when everyone came together at Designs in Timber to review the designs and start calibrating the design and manufacture process.

This was a huge success. And when everyone winged their way back to their home towns, they did so with a great sense of anticipation and confidence that this visionary project will be the centre of attention on August 18 in Melbourne.