With its newest flagship showroom, Philux is reimagining personalized furniture with intentional design.
Walking on the fourth floor of SM Megamall's Mega Fashion Hall, the warm light from the Philux showroom beckons passersby to take a peek inside.
The space is inspired by the “heart of home'' and is decorated with earth tones and natural materials. Apart from the earthy tones, an arched mirror illuminates the space, and a Venetian stucco accent wall adds an element of patina. You'll find architectural desk designs using woven veneer and solid brass rods. There is a consultation room in the back, which provides space for in-house designers to meet privately with clients.
This is the Philux showroom, a blend of creativity and conscious luxury that celebrates Filipino craftsmanship.
In an exclusive interview with LIFESTYLE.INQ, designers Stephanie Kienle Gonzalez and Jessica Kienle Maxwell give an inside look at Philux's history, design process, and conscientious vision.
About the family history of phyllax
Founded in 1980, Philux was started by husband and wife team Max and Zelda Kienle. What started as a small workshop of two carpenters has now grown to a team of 200 people and he has five showrooms around Metro Manila.
The proud purveyors of Filipino art have passed on the torch to sisters Stephanie Kienle Gonzalez and Jessica Kienle Maxwell, who continue to nurture the spirit of the beloved local furniture brand 40 years later.
Jessica: We grew up with parents who appreciated and understood the beauty of throw furniture. The idea is that luxury is not defined by price, but by time, intention, and effort spent.
Stephanie: When Jess and I became involved in the business and eventually took over the management of the company, our goal was always to maintain the same philosophy. Focus on quality over quantity and uphold family values and traditions.
Jessica: In its early years, Philux was defined by a classic design aesthetic centered around wooden furniture made using traditional craftsmanship. With the second generation at the helm, the team has expanded its selection of materials, including wood, finishes, fabrics, metals, mats, and handle options, making the furniture selection process more personalized. We also diversified our design aesthetic by incorporating contemporary European styles as well as elements inspired by Filipino materials and motifs.
Explore different types of showrooms
This sense of championing local is at the heart of Philux and has allowed the brand to grow and evolve organically over the years.
Inside the showroom, thoughtful details infuse the space with artisanal charm. It was born out of the brand's close creative collaboration with selected local artisans and trade experts.
Specific solution experts Juvasco Venetian stucco-style architraves and accent walls add textural elements to the space. Accessories are also carefully selected and sourced from local artisans. Marble ornaments made by Romblon stoneworkers, contemporary ceramic vases from Tarlac, Ilocos vessels traditionally used to store salt, baskets and other woven accessories handmade in Ifugao, and more. there is.
The walls are decorated with Abaca hand-woven works. French-Filipino artist Olivia d'Aboville Unique pottery by Filipino potters joey de castro Not just upholstered furniture anthill fabrica social and cultural enterprise that uplifts the local textile community.
read more: French-Filipino artist Olivia d'Aboville holds her 10th solo exhibition
Jessica: Furniture is a functional embodiment of homeliness, comfort and warmth. This is the vibe we wanted to create in our new space… It gave the team, who usually collaborate on furniture design, a blank canvas to express the feel of the home on a larger scale from Philux's perspective.
About the brand's dynamic design process
Philux's design process is meticulous, with each design taking up to a year to complete, from initial idea to final execution. While design options have grown, Philux's specific design philosophy has evolved to encapsulate a wider range of tastes.
Jessica: Our customers are becoming increasingly design-savvy, which allows us to continue to grow and improve our services. In the '90s, you walked into a Philux showroom and saw furniture made primarily of wood, with a few upholstered designs. Today, when you visit our space, you are greeted by a selection of dynamic and sophisticated designs in a wide range of materials and styles.
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We're trying to surpass what we've been doing for years. We recently incorporated locally woven textiles into cushions and accent pieces, sourced unique live-edge wood slabs from around the region, and worked with metro-based metal artisans to create custom hardware. We collaborated with artisans in Manila and Cebu to create unique accessories from rattan.
Stephanie: Wood and its natural beauty will always be at our core. But wood is no longer the only material that can be used with Philux. We realized that by harnessing the natural characteristics of raw materials, layering textures and silhouettes, and adding elements of patina, we could create furniture and spaces that will stand the test of time. We incorporated more vibrant colors and boldly printed fabrics. Table tops in live edge wood, petrified wood and natural stone. Mats in a wide range of patterns and textures. Slipcovers elevate upholstered seats. As well as a special finish that adds an element of patina to the piece…we are trying to go beyond what we have been doing for many years.
we love hunting. We use special materials such as our new two-tone Cerce wood finish, unique Solihiya mat options for bed frames, and custom-shaped handles that can add personality to your pieces and ultimately your space. I'm always looking. As a storage piece or as a special stone for a table top.
Philux's Purposeful Vision
If there's one thing that sets Philux apart from other brands, it's that each design is purposefully crafted and built to last a lifetime. We took a peek inside the production facility and furniture workshop.
Stephanie: The team is made up of more left-brained operators and engineers, and more right-brained creators. Two different worlds require us to leverage our respective areas of expertise and work in harmony to create high-quality designs.
Given that we are creating an investment piece that is intended to be passed down from generation to generation, we start with a creative direction, translate it into technical drawings, and then work through the production process and prototyping. Multiple iterations of adjustments and specific craftsmanship are applied to determine the range of material options offered to customers.
We carefully study every aspect, including wood thickness, angle radii, hardware selection, joints and edge seams, cushion patterns, and ergonomic applications. We take into account the amount of raw materials used in each piece and the amount of waste. We also think about how the design fits into the client's space, from how it can pass through doors and elevator access points to how it can complement different moods and interior design styles.
Philux remains steadfast in its commitment to sustainability, sourcing ingredients from nature and being inspired by its beauty. The team consistently researches ways to reduce our environmental impact through conscious engineering, ethical sourcing of raw materials, and upcycling waste.
Jessica: At the moment, I'm focusing on conceptualizing pieces that utilize material waste. We don't just create upcycled items for the sake of it, we want to ensure that every detail is as carefully considered and forward-thinking as the rest of the furniture and accessories we offer. I am.
Stephanie: We look forward to continuing to evolve our showroom and working with more people who share our purpose.
