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Like any great captain of industry worth his salt, Simon Guobadia knows what he loves and how to make that happen. When the Nigerian-born, Atlanta-based businessman discovered Miami’s Tui Lifestyle store—and that its modem furnishings could outfit his home, top to bottom, in less than two weeks—he decided he had to share the experience with everyone in Atlanta. As of September, his vision is realized.
He’s installed the high-end outfit on Midtown’s Peachtree Street—fertile ground for Tui’s of-the-moment furnishings—as it abounds with modern showrooms like Ligne Roset, Pedini and SCIC. Launched as a new branch of Guobadia’s Atlanta-based company, Simcol Group, his signature Tui Lifestyle-branded store, Simcolifestyle, works much like those set forth by entrepreneur Jason Atkins and celebrated designer Noranit “Tui” Pranich when they introduced the Miami-based concept in 2009.
Eleven foundational collections of streamlined and versatile furnishings take the guesswork out of outfitting a room. For around $44,000, you get all the pieces you need for a coordinating bedroom, dining and living room suite, but Simcolifestyle encourages you to pick a few items you love from other collections, as well— a la carte. Choose from schemes like the relaxed Riviera, eclectic Marquis or sleek Innovative, that comes in both standard (eco-leather) and Signature (bona fide leather) versions. Outdoor and office furnishings are also in the repertoire. Best of all, the price you’ll pay affords you an expert design team, Ideal for jet-setting execs, no-hassle decorators or anyone who wants decor in a dash, Simcolifestyle’s turnkey, contemporary design concept is a dream made reality for one Atlanta entrepreneur.

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