In Rare Form

Form Furniture debuts office products for the future at Interior Elements

By Kelsie Barton

When, where and how we work has transformed drastically in our post-COVID world. (WFH, WFO, WFA… who can keep up?). And no one is more aware of the shift than Jonathan Johnson, CEO and founder of Form Furniture.

“I believe the time is right to offer a new company that is more in step with how office work and design is changing—and, critically, is more in step with the generations and professionals affecting those decisions,” says Johnson. “After working in all sides of the design industry for over 20 years, now is the time to offer something more simple, more authentic, more beautiful and at better prices.”

Enter Form, a line of modern furniture for both home and office that champions effortless style, comfort and truly affordable luxury. Johnson and his team launched the company in fall 2023, partnering with Interior Elements as the exclusive dealer partner throughout most of the Southeast, including Raleigh.

“Raleigh is a huge focus for us as it has such a growing business landscape and thriving community,” Johnson shares. “Not only are we thrilled to work with Interior Elements, but we get to work with their team and their customers all over the South, including both North and South Carolina.”

The collab with the fellow industry leader known for delivering remarkable workplace interiors resulted from Johnson’s hometown connection. “They started in Birmingham, which is where I’m from and worked earlier in my career,” the design pro reveals. “Watching Interior Elements grow and thrive was always inspiring to me.”

When he began developing Form, Johnson wanted to ensure he was not making decisions in a silo, so he called his friends at Interior Elements for their perspective. “Their support and feedback were invaluable to me and naturally turned into a larger conversation for the future of our relationship,” he says. 

As expected, that relationship has only continued to blossom. “Our team is excited to work with Jonathan and his team,” adds Merritt Atkins, a Raleigh native who works in market development for Interior Elements. “[Johnson] said, ‘Furniture doesn’t have to be hard’—and he’s right, it should be an enjoyable experience for designers and clients. At Interior Elements, our mission is to provide an exceptional client experience while making a difference in the world around us. Form fits right in with that mission.”  

As such, Raleighites can now find Form’s sleek, adaptable high-quality products locally at Interior Elements’ Hillsborough Street locale—think the attractive and oh-so comfortable On Board conference chair, or the Stash cart, which serves as a stunningly simple and spacious storage solution. “I really wanted to include storage pieces in our line that are fresh but familiar—and not too trendy,” says Johnson of the Stash series, his personal favorite. “They are simple, with clean lines, minimal materials and are incredibly versatile. These designs will stand the test of time—and at a great price.”

As Form expands its distribution and business partners across the country (“I’m even in talks with some NC-based manufacturers for our new collections,” hints Johnson), the company will remain on the cutting-edge of workplace design through its philosophy of “furniture made simple.” 

As a consumer and designer myself, I want quality, beauty and simplicity at a price I can afford,” he maintains. “Clients and designers who are working in the contract/commercial space want the same thing.”

So form meets function, indeed. in-elements.com; form-furniture.com