Axel Enthoven about the success of the Bora series:

‘Lovely thanks to its sheer simplicity and candour’

“In the early eighties, quality sofas were still ponderous and pompous,” says Enthoven beginning his story. “The level of comfort was in fact defined by wooden frames and large quantities of foam material. For the more modest among us, who elect to live on a smaller scale, that was of little use. The furniture took up too much space and, under the influence of the advancing modernism, more elegant models came into favour. Leolux asked me to come up with something thinner and lighter; in wood and with the famous ‘Leolux’ seating quality. That was a challenge I was happy to take on.”

A bestseller at once

To arrive at a slender sofa with the same level of comfort, Enthoven developed a new process. “First we took a critical look at where ‘filling’ was needed and where not: at that time a really innovative step. We also opted to make the frame out of multiplex strips instead of chipboard, with better springing as a consequence.” The result? An elegant, fully upholstered sofa in wood with narrow armrests and a slender back. The Bora Bora was a bestseller at once. “This sofa was unique,” says Enthoven, explaining its success. “The three-seater, for instance, was merely 1.80 metres wide. That was unheard of at the time; three-seat sofas measured at least two metres.”

In the meantime, the Bora series has become an ever-seller. Why is this sofa still so popular? According to Enthoven it all has to do with the intelligence of the design. “People recognise craftsmanship. I am not a designer who is led by trends. I approach design based on logic and practical use, not based on a fashion image. The Bora Bora remains lovely thanks to its sheer simplicity and candour. That lends the sofa its power and makes it timeless.”

Functionality is the key

In everything Enthoven does, sustainability is his greatest driver. “Together with Leolux I was already developing sustainable products in the eighties. Back then we were way ahead of our time. I still prefer to work on products with a good story and a long lifetime. That probably has to do with the fact that I’m not really a furniture designer by nature; I’m a product designer. Functionality is the priority in all my designs. I am especially proud of the Bora series, the Bova bus, the Brussels tram and a little Samsonite suitcase called Focus. All designs that people can derive great pleasure from using for many years.”

At the moment, Enthoven still has one ambition. His company, Enthoven Associates Design Consultants (EADC), has grown like crazy. EADC meanwhile has three operations: Antwerp, Paris and Korea. His 22 employees keep busy with product design, concept design or service design. “I don’t want my business to stop when I stop,” says Axel Enthoven, “so I design less and less myself. I spend most of my time now on inspiring my people.”