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Loom chairs by Adam Goodrum for Cult.

Corporate Culture rebrands as Cult

Furniture company Corporate Culture has rebranded as Cult. Company founder and director Richard Munao announced the rebrand at an event in Sydney in June, where he also launched a new furniture collection designed by Adam Goodrum.

The company’s rebrand reflects a shift in the local market towards what it calls a “lifestyle dynamic.” As workplaces lose formality and hot-desking initiatives call for a more flexible design approach, demand for furniture that is equally suited to domestic and workplace environments has grown. This has opened the door to greater individual expression.

The collaboration with Sydney-based Goodrum also marks an important investment in local design talent.