<p> </p> <div> <div align="center"><b><span style="font-size: 18pt; line-height: 130%">Arik Ben Simhon</span></b></div> <div align="center"><b><i><span style="font-size: 12pt; line-height: 130%">Idesign and create my own dream</span></i></b></div> <div align="center"><b> </b></div> <div align="center"><b><span style="font-size: 14pt; line-height: 130%">In ZonaTortona</span></b><b><span style="font-size: 16pt; line-height: 130%"> Design 2008</span></b></div> <div style="line-height: normal" align="center"><span style="font-size: 14pt">The versatile designer from Israel presents its new collection</span></div> </div> <p><b><span style="font-size: 9pt; line-height: 130%"><br clear="all" /> </span></b><b><span style="font-size: 9pt; line-height: 130%"><br clear="all" /> </span></b></p> <div> <div align="left"><b><span style="font-size: 9pt; line-height: 130%">Magna Pars | <span style="color: gray">via Tortona, 15 Milan</span></span></b></div> <div align="left"><b><span style="font-size: 9pt; line-height: 130%">16th – 21st april 2008 | <span style="color: gray">h. 10.00 – 22.00</span></span></b></div> <div align="left"><b><span style="font-size: 9pt; line-height: 130%">Press Preview 15th april 2008 | <span style="color: gray">h 15.00 – 19.00</span></span></b></div> <div align="left"><b><span style="font-size: 9pt; line-height: 130%">Cocktail 17th april 2008 | <span style="color: gray">h 19.00 </span></span></b></div> </div> <p><b><i><span style="font-size: 9pt; color: gray; line-height: 130%"><br clear="all" /> </span></i></b></p> <div> </div> <div style="line-height: normal"><font size="2">Milan 16th-21st April 2008| <b>Arik Ben Simhon</b><b>, a well-known </b>designer in Israel, participates to <b>ZonaTortona Design</b> for the first time. He presents his <b>new collection of armchairs, sofas, tables, lamps and chests</b> <b>of drawers</b>, in <b>a 500 sm location – Magna Pars in via Tortona 15</b>.</font></div> <div style="line-height: normal"> </div> <div style="line-height: normal"><font size="2">The new collection presented in Milan is <b>inspired by the fashion world</b>, from the choice of fabrics to the selection of colours. Armchairs and sofas are<b> upholstered with metal satin fabrics with brown and black shades</b>, combined with metal and steel. The fabrics and finishes match perfectly thus giving rise to a unique and sophisticated style which looks at the future.<span style="color: red"> Ben Simhon also creates tables, <b>chests of drawers and lamps featuring a strong African and Japanese influence.</b></span></font></div> <div style="line-height: normal"> </div> <div style="line-height: normal"><font size="2">”The new collection - Arik Ben Simhon says - includes a series of armchairs and sofas that look like pilot’s wind coats. They are so soft and cosy that you will feel like being wrapped in them. The furniture upholstered with metal satin fabric gives you the impression of being part of a futuristic cartoon - "<i>Blade Runner meets Mickey Mouse</i>". </font></div> <div style="line-height: normal"> </div> <div style="line-height: normal"><font size="2">The products presented in the new collection, flanked by those of the former collection, are <b>appealing and glamorous</b> though at the same time <b>comfortable, warm and cosy and therefore they make you feel at home</b>. </font></div> <div style="line-height: normal"> </div> <div style="line-height: normal" align="left"><font size="2">"I like the houses that reflect the personality of the people who live in there - the designer says – that are why I carefully follow the contemporary style, rather than ephemeral trends. Those who come into my showroom know exactly who <i>lives</i> there. "</font></div> <div style="line-height: normal"> </div> <div style="line-height: normal"><font size="2">Faithful to his vision, Arik Ben Simhon <b>tailors his services to his customers’ needs</b>. Product offer is made according to the client’s personality and lifestyle. </font></div> <div style="line-height: normal" align="left"> </div> <div style="line-height: normal" align="left"><font size="2">Arik Ben Simhon is one of the <b>best-known names in the Israeli design world</b>. He opened his own studio in <b>1993</b> and since then he has become a benchmark for design lovers. <br /> He has a <b>showroom in Tel Aviv</b> and, thanks to his unique style, <b>his</b> <b>products are now widespread</b> <b>throughout the area</b> and some of the most beautiful houses in Tel Aviv, as wells as clubs, restaurants and seats of some important institutions in Israel, are filled with his pieces of furniture. He recently <b>opened a showroom in Moscow</b> to meet the growing demand for his products.</font></div> <div style="line-height: normal"> </div> <div style="line-height: normal"> <b><span style="font-size: 8pt; color: gray; line-height: 130%">Press Office PressGate | via Savona 11 – 20144 Milano | tel.+39 02 45478285 mail. louisette.disuni@designpartners.it</span></b></div> <div style="line-height: normal"> </div> <div style="line-height: normal"> </div> <p style="line-height: normal"><br clear="all" />  </p> <div align="center"><b><u><span style="font-size: 14pt; line-height: 130%">The new collection by Arik Ben Simhon</span></u></b></div> <div align="center"> </div> <div style="line-height: normal"><font size="2">Ben Simhon’s creations, such as those of the Mama series have become classics of the local design scene. Its range of products includes a rich variety of armchairs draped in soft leather and different fabrics that deliver much comfort. “The soft sofas and armchairs deliver a feeling of <i>natural pampering</i>”, the designer says. </font></div> <div style="line-height: normal"> </div> <div align="center"><b> </b></div> <div align="center"><font size="2"><b><u><span style="line-height: 130%">Institutional release</span></u></b></font></div> <div align="center"> </div> <div align="center"><b><span style="line-height: 130%"><font size="2">Arik Ben Simhon</font></span></b></div> <div align="center"><b><i><font size="2">I design and create my own dream</font></i></b></div> <div style="line-height: normal"> </div> <div><font size="2">Arik Ben Simhon is a well-known name in the Israeli design world.</font></div> <div> </div> <div style="line-height: normal"><font size="2">In his showroom in Tel Aviv he recreates different interior settings, from the dining room to the bedroom and sophisticated lounges. Thanks to his unique style, its products are widespread throughout the area and some of the most beautiful houses in Tel Aviv, as wells as clubs, restaurants and seats of some important institutions in Israel, are filled with his pieces of furniture.</font></div> <div style="line-height: normal"> </div> <div style="line-height: normal"><font size="2">Arik Ben Simhon's studio was opened in 1993 and in the last years it has become a reference point for design lovers.</font></div> <div style="line-height: normal"> </div> <div style="line-height: normal"><font size="2">Born in Israel in 1966, Arik Ben Simhon is married and has two children. Today he considered as one of the most prominent and influential designers in Israel. </font></div> <div> </div> <div><font size="2">His meteoric rise began when he was only 24. At that time, he began designing and furnishing hotels, clubs, bars, restaurants, and golf lounges around the country. Ten years ago, he opened his 500 sqm showroom which became the temple of furniture and design for all design lovers.</font></div> <div> </div> <div><font size="2">Arik has become popular thanks to his creativity. He draws inspiration from the fashion world and combines materials and shapes in an unusual and original manner, thus giving rise to amazing objects. </font></div> <div><font size="2">His showroom is inspiring, in that there you can find the guidelines for interior design, from the bedroom to the dining room. Arik's furniture is minimalist and reminds of classic shapes with an urban flair. </font></div> <div><font size="2">All pieces of furniture are designed by Arik, who takes utmost care of every detail from the design up to the final stage without forgetting about the practical aspects and comfort.</font></div> <div> </div> <div><font size="2">Ben Simhon recently opened his second showroom in Moscow after Tel Aviv. </font></div> <div><font size="2">“Design has no geographical boundaries anymore; the world of design is becoming more and more international; when it comes to style today, so one can not define a certain style in the classic term of the word due to unusual combinations and the care of every detail, without any distinction of origin or culture”.</font></div> <div> </div> <div><font size="2">Arik Ben Simhon participates to ZonaTortona Design as an exhibitor for the first time; hence, he presents himself to the Italian and European market for the first time. </font></div> <div> </div> <div><font size="2">“I design and create my own dream. I would like to contribute to creating a new style, rather than following the flow. I try to give an alternative, such as a house furnished with objects gathered through time, where each element has its own story, just like my showroom which features a contemporary style, though not fashionable. I am convinced that whoever comes into my showroom feels at home.”</font></div> <div> </div> <div> <b><span style="font-size: 8pt; color: gray; line-height: 130%">Press Office PressGate | via Savona 11 – 20144 Milano | tel.+39 02 45478285 mail. louisette.disuni@designpartners.it</span></b></div> <div> </div>