In 2009 Alexander Purcell Rodrigues saw a paradigm shift in the conventional relationship between designer, manufacturer and retailer. With the desire to take control of this process Purcell Living came to fruition. Through dynamic collaborations with specialist manufacturers in the US and Europe Alexander has initiated new manufacturing methodologies breaking down the normal constraints of the development process. Purcell Living embraces a philosophy of innovation in manufacturing and cutting edge design, developing and manufacturing high-end home furnishings for design-savvy consumers around the world.