JEZE October 2011 : Page 132

domicile L Simcolifestyle’s Innovative Signature collection dazzles with real leather and polished steel accents. ike any great captain of industry worth his salt, Simon Guobadia knows what he loves and how to make that happen. When the Nigerian-born, Atlanta-based businessman discovered Miami’s Tui Lifestyle store—and that its modern furnishings could outfit his home, top to bottom, in less than two weeks—he decided he had to share the experience with everyone in Atlanta. As of September, his vision is realized. He’s installed the high-end outfit on Midtown’s Peachtree Street— fertile ground for Tui’s of-the-moment furnishings—as it abounds with modern showrooms like Ligne Roset, Pedini and SCIC. Launched as a new branch of Guobadia’s Atlanta-based company, Simcol Group, his signature Tui Lifestyle-branded store, Simcolifestyle, works much like those set forth by entrepreneur Jason Atkins and celebrated designer Noranit “Tui” Pranich when they introduced the Miami-based concept in 2009. Eleven foundational collections of streamlined and versatile furnishings take the guesswork out of outfitting a room. For around $44,000, you get all the pieces you need for a coordinating bedroom, dining and living room suite, but Simcolifestyle encourages you to pick a few items you love from other collections, as well— à la carte. Choose from schemes like the relaxed Riviera, eclectic Marquis or sleek Innovative, that comes in both standard (eco-leather) and Signature (bona fide leather) versions. Outdoor and office furnishings are also in the repertoire. Best of all, the price you’ll pay affords you an expert design team, Fast Track to Furnished Ideal for jet-setting execs, no-hassle decorators or anyone who wants décor in a dash, Simcolifestyle’s turnkey, contemporary design concept is a dream made reality for one Atlanta entrepreneur. j e z e b e l 132 m a g a z i n e

Fast Track To Furnished

Our new favorite store for one-stop décor fluffs up your home in a fortnight or less.

Ideal for jet-setting execs, no-hassle decorators or anyone who wants décor in a dash, Simcolifestyle’s turnkey, contemporary design concept is a dream made reality for one Atlanta entrepreneur.

Like any great captain of industry worth his salt, Simon Guobadia knows what he loves and how to make that happen. When the Nigerian-born, Atlanta-based businessman discovered Miami's Tui Lifestyle store-and that its modern furnishings could outfit his home, top to bottom, in less than two weeks-he decided he had to share the experience with everyone in Atlanta. As of September, his vision is realized.

He's installed the high-end outfit on Midtown's Peachtree Street- fertile ground for Tui's of-the-moment furnishings-as it abounds with modern showrooms like Ligne Roset, Pedini and SCIC. Launched as a new branch of Guobadia's Atlantabased company, Simcol Group, his signature Tui Lifestyle-branded store, Simcolifestyle, works much like those set forth by entrepreneur Jason Atkins and celebrated designer Noranit "Tui" Pranich when they introduced the Miami-based concept in 2009.

Eleven foundational collections of streamlined and versatile furnishings take the guesswork out of outfitting a room. For around $44,000, you get all the pieces you need for a coordinating bedroom, dining and living room suite, but Simcolifestyle encourages you to pick a few items you love from other collections, as well- à la carte. Choose from schemes like the relaxed Riviera, eclectic Marquis or sleek Innovative, that comes in both standard (eco-leather) and Signature (bona fide leather) versions. Outdoor and office furnishings are also in the repertoire. Best of all, the price you'll pay affords you an expert design team, Contractors who install everything from flooring to custom closets, and a white-glove delivery service that wires lighting, hangs art and paints your walls to perfection.

The customers clamoring for this concept may be well-heeled individuals and families on the fly, but it’s just as ideal for developers turning condominiums into move-in-ready spaces in a difficult market. A fastmoving magnate of multiple industries, including a flourishing fuel business, record label Twelve Music Group and a TV production company, Guobadia is his clientele. So he is well attuned to their needs and desires.

“Guobadia was [sold to the concept] hook, line and sinker. He’s a traveler, he’s a businessman, he had [an interior] designer, but when he found out about Tui and that it was a one-stop shop that could take care of everything for him, he fell in love with that,” notes showroom manager Asiya Abdurrashid, whom you’re likely to meet during your visit. Without hesitation, she puts Simcolifestyle in its frankest terms: “It’s designed for people who are so on the go that they don’t have the time to look for a designer… or even run to Target.”

For this reason, the 280,000-squarefoot Miami warehouse is stocked to the hilt with not just furnishings, but also everything from electronics to ironing boards—plus designer extras like European Frette linens and Arteriors lighting (we spotted a chandelier by Laura Kirar during our recent visit).Pops of color are provided by original artwork from Anthony Liggins. And all of this is delivered and installed in your rooms in 14 days or less. Sound too good to be true? For a premium, we hear they’ll get it to you even quicker. With just two weeks notice, you can transform your home into a thoroughly livable, headache-minimal, downright desirable space. 800 Peachtree St., 404.856.0889, simcolifestyle.com –Kate abney.

Read the full article at http://digital.modernluxury.com/article/Fast+Track+To+Furnished/854481/83731/article.html.

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