The New Naturals
An exhibition celebrating the Natural Home at Another Country
Curated by Jennifer Haslam
2 - 30 June 2025
Supported by Planted
This June, Another Country presents The New Naturals, an immersive exhibition curated by interiors editor and stylist Jennifer Haslam, running from 2 to 30 June 2025 as part of the London Festival of Architecture. Inspired by the founding ethos of Another Country and Haslam’s celebrated book, the exhibition is a tactile and thought-provoking exploration of how natural materials are reshaping contemporary architecture and interior design.
Rooted in the shared principles of the Natural Home, championed by both Another Country and Haslam’s book, The New Naturals explores how renewable, low-impact materials can transform interiors into beautiful and environmentally responsible spaces.
At its core, The New Naturals is a response to a growing shift in design sensibilities — a movement away from synthetic, mass-produced materials toward the rich textures and authenticity of the natural world. This transformation is driven not only by an urgent need to embrace ecological and environmental responsibility, but also by a deeper awareness of how our surroundings influence our wellbeing. The return to natural materials represents both a moral imperative and a longing for spaces that feel restorative and meaningful. Through a carefully curated mix of furniture, architectural models, materials and objects, the exhibition invites visitors to experience the tactile beauty and environmental integrity of materials such as wood, hemp, clay, cork, seaweed and mycelium.
“When researching for The New Naturals, I saw a consistent thread: homes that honoured natural materials not just in their aesthetic, but in their construction, their interiors and ethos,” says Haslam
“This exhibition brings those ideas to life whether in the furniture, the walls or the building blocks themselves.”
Central to the exhibition are standout pieces from Another Country’s own collection, a brand whose philosophy of sustainability and craftsmanship mirrors the themes of Haslam’s book. On display will be the Sofa One, a defining piece that pioneered Another Country’s use of natural upholstery materials such as latex, coir, recycled denim and wool. First introduced in 2010 with the launch of their Daybed One, this approach marked a significant shift toward healthier, petrochemical-free comfort and remains central to the brand’s sustainable ethos.
Also featured is the Syd Chair in leather, showcasing expert craftsmanship and responsibly sourced vegetable-tanned leather as well as the Series One Stool, crafted from solid wood using traditional joinery techniques that highlight the material’s natural beauty. Another notable piece is the House Lamp with hemp shades, pairing timber bases with tactile, renewable hemp for a warm soft glow. The Pottery Series is another collection that celebrates texture, form and the character of raw clay. All these pieces reflect Another Country’s commitment to natural materials, timeless design, and low-impact production.
Other highlights include a feature on the Rammed Earth House by Jonathan Tuckey Design, demonstrating how traditional materials are finding new relevance in contemporary settings. Brands such as Naturalmat, Yarn Collective, Clayworks, Armadillo and Camira equally committed to sustainable craftsmanship will showcase how their unique use of natural materials plays a role in shaping a more conscious design future.
“I’ve worked with Another Country over the years and have always admired their clarity of purpose,” says Haslam. “They use simple, honest materials — wood, wool, latex, coir — in ways that are both modern and meaningful. Their furniture shows how sustainability can be lived with, beautifully.”
Paul de Zwart, founder of Another Country, adds “We’ve always believed that sustainability begins with material choices. It’s about making things that are not only beautiful and functional, but also responsible. This exhibition is an opportunity to share that ethos in a broader context to show how natural materials can form the backbone of good design, from furniture to entire buildings.”
Haslam notes the importance of these tactile experiences: “When people physically connect with the materiality of something whether it’s the texture of lime plaster or the warmth of a wooden surface they start to ask questions. Where did this come from? Can it be repaired? What happens at the end of its life?”
In addition to the exhibition, Another Country’s showroom will host a series of talks for a deeper dialogue around the concept of the Natural Home, the materials we choose and their long-term environmental impact. As part of the London Festival of Architecture and connecting with this year’s theme ‘Voices’, the event encourages cross-industry conversations and invites the wider public to engage on a material level with the design decisions that shape our homes.
The exhibition is free to attend and open Monday to Thursday 10am - 6pm, Friday 10am - 5pm and Saturday 10am - 4pm.
The New Naturals
Curated by stylist and author Jennifer Haslam
2–30 June 2025
At Another Country, 18 Crawford Street, London W1H 1BT part of the London Festival of Architecture 2025
