For nearly 20 years, the 1744 Silhouette modular sofa by Joly Design for Château d’Ax continues to be a top seller. Here’s why.
In a design world often driven by fleeting trends, the collaboration between Joly Design and Château d’Ax stands out as a model of enduring partnership and shared purpose. Rooted in mutual trust and a commitment to quality, aesthetics, and sustainability, their creative alliance has not only produced iconic products but also positioned both companies at the forefront of responsible innovation.
“The partnership with Château d’Ax is built on real trust,” Barbara Joly, Creative Director of Joly Design, explained in our video call interview with both parties. “We share a common sensibility for design, quality, and environmental issues.”
For Michael Sadoun, Communications Director at Château d’Ax, the value of this collaboration lies in its deeper alignment.
“We want to work with designers who share our values of sustainability and consumer well-being.”
Their work together is more than a business relationship. It’s a shared vision for the future of sustainable living.
A 20-Year Journey: 1744 SILHOUETTE and the Art of Enduring Design
The durability of products, especially furniture, remains an essential pillar of eco-friendly manufacturing. The 1744 SILHOUETTE sofa exemplifies timeless design. It has remained relevant for nearly 20 years, a rarity in the fast-paced world of furniture design and a testament to the model’s original design quality. Unlike typical trends that fade quickly, the 1744 sofa has stood the test of time, reflecting the importance of creating products that endure rather than constantly producing new models.
“The 1744 model was a foundational project,” explained Joly. “It’s emblematic of our design approach: generous seating, fluid lines, and a desire for durability.”
The model’s design has remained fundamentally unchanged since its inception, with only fabric and material updates to keep it visually and functionally current. This approach highlights how a strong initial design can maintain its appeal over decades while still allowing for subtle enhancements that meet contemporary standards.
Originally launched in the early 2000s, the piece was recently reintroduced at the Milan Furniture Fair this past April and will be featured again in Barcelona this June, refreshed with Château d’Ax’s latest eco-materials.
“Presenting it in Milan this year was about affirming its modernity and showing how design can age gracefully,” Joly noted.
The decision to revisit the piece underscores a joint commitment to designing for longevity—a direct response to a broader industry shift toward more responsible consumer practices.
One of the most eco-friendly approaches to manufacturing is to design products that do not need to be replaced frequently. The 1744 SILHOUETTE exemplifies this principle, as it remains one of the most popular second-hand models on the market. This reusability reduces waste and aligns with sustainable practices by extending the product’s lifecycle.
“This longevity is the result of constant dialogue between our teams,” Sadoun explains. “Each product is co-developed, closely aligned with market needs.”
The 1744 model is also adaptable in its configuration. Consumers appreciate the ability to modify and expand the model according to their evolving needs and spaces. This configurability makes it relevant in diverse settings, from small apartments to spacious living rooms.
Eco-Centered Innovation: From Oyster Shells to Recycled PET
Both Joly Design and Château d’Ax are deeply invested in improving the ecological quality of their products.
“We keep a close eye on sustainable and recyclable materials—it’s part of our role to connect innovative suppliers with industrial clients,” said Joly. “We’ve worked with recycled fabrics from Gabriel in Paris, and bio-sourced composites like oyster shell materials from Malakio in Brittany.”
Meanwhile, Château d’Ax has emerged as a pioneer in sustainable textile innovation through the development of Grace, an eco-responsible fabric made entirely from recycled plastic bottles.
“Our Grace fabric is made from plastic bottles. It takes 370 bottles to make one sofa,” noted Michael Sadoun, emphasizing the scale and impact of the initiative.
What sets this approach apart is the purely mechanical recycling process—free of chemical treatments—which ensures not only environmental safety but also long-term durability. Grace has been widely implemented across their collection, including the 2020 Suzuka model co-designed with Joly Design, reinforcing the company’s early leadership in eco-conscious design.
This focus on sustainable materials is part of a broader, intentional effort by both companies to meet rising consumer expectations for ethical design while reducing industry impact.
Joly Design complements this mission by actively identifying and sourcing cutting-edge eco-fabrics and bio-composites—from PET-based weaves to oyster shell composites—and acting as a bridge between material innovators and manufacturing partners.
“We keep a close eye on sustainable and recyclable materials—it’s part of our role to connect innovative suppliers with industrial clients,” Joly explained.
Past and Future Tools: Navigating the Tech Shift in Design
When the 1744 model was first developed, the tools were entirely manual.
“Twenty years ago, everything was done by hand—cardboard models, hand sketches,” Joly recalled.
Today, although the original concept is generally sketched by hand, the workflow is almost entirely digitized. Her team incorporates 3D modeling, rapid prototyping, and augmented reality visualization. They’re actively seeking more advanced technology that implements artificial intelligence.
“We’re still looking for AI-based tools that can truly help in the early, conceptual phase,” Joly explained. “Nothing has yet replaced human intuition.”
Her team is particularly interested in tools that can support creativity without diluting it, an emerging need that reflects the evolving intersection of design and machine learning.
This balance of artisanal tradition and technological exploration continues to define Joly Design’s forward-looking creative process.
Looking Ahead to 2030: Growth, Vision, and Responsibility
The coming years hold ambitious plans for both companies. Most immediately, Château d’Ax is preparing to present the updated 1744 Silhouette in Barcelona this June, demonstrating their continued commitment to both legacy and innovation.
“We’ll be in Barcelona in June with the 1744 model, reimagined using eco-responsible fabrics,” said Sadoun.
Looking ahead to 2030, Château d’Ax has laid out a clear roadmap focused on innovation, ethical production, and emotionally resonant design.
“The goal is to combine technological innovation, ethical manufacturing, and emotional design,” Sadoun stated.
Joly Design is also gearing up for international expansion and diversification.
“We want to strengthen our presence abroad, particularly in outdoor furniture. There’s real growth potential there,” Joly said.
As they plan for the future, both companies remain grounded in a shared belief in meaningful, sustainable design.
“Design should touch, endure, and respect,” Joly concludes.
Sadoun echoes this vision:
“We want every piece to say something—not just visually, but in terms of values.”
Together, Joly Design and Château d’Ax are building more than furniture—they are shaping the future of sustainable living, one conscious choice at a time.
