Designing a world that exists in the next room.
Meet the brand going somewhere, nowhere, and everywhere.
Some brands start in boardrooms. Another Room started on Tinder. After one date and zero romance, Chloe and Shafeez realised their connection wasn’t romantic; it was creative. Self described as “two crazy kids, bound by destiny”, their backgrounds in design, fashion, PR, UX, and product strategy have built Another Room, a smokewear brand putting the ‘fun’ back into functional.
Astrid Alchemy sat down with Another Room founders Chloe and Shafeez to welcome them into our house.
Alchemy: Wait, you met on Tinder?
Chloe: Shafeez was my first and only Tinder date. It didn’t turn into a romantic relationship, but I did ask him to build a company with me. Seven years later, we’re still going strong!
Alchemy: How did you go from a potential couple to co-founders?
Chloe: The middle was messy and fun (...) and somewhere in that mess, we realised we worked really well together. Not because it was easy, but because we were willing to figure things out in real time.
We’ve always worked remotely, which takes away a lot of the usual shortcuts. When things get hard, you can’t rely on proximity or chemistry to carry you through. You can’t say, “Let’s go smoke a joint and talk it out.” You have to communicate clearly, build trust deliberately, and decide how you want to show up.
So we built our own ways of working, like filters on Google Meets when morale is low or we’re high. And finger puppets when things feel too serious. And a Notion dashboard Shafeez built that became the hinges of the door that is Another Room.
The moral of the story: go on the Tinder date. Worst case, it’s a story. Best case, it’s a company.
Alchemy: What's the story behind the name ‘Another Room’?
Chloe: You know that feeling when you’re high and everything feels slightly upgraded? Food tastes tastier. Colours feel louder. Reality shifts just enough to feel new. Almost like you’ve entered Another Room.
Shafeez: I still think about the day (...) you told me there were two names stuck in your head. The Other Room and Another Room. When you said Another Room, I got full-body goosebumps. It felt definitive. Like a stamp. That was the moment where it stopped being an idea and became the tone for everything that followed.
Chloe: It’s funny, but it really did start with the name. I had a sliver of an idea, but a very deep knowing that this was a ride worth getting on. Looking back, the name gave us permission to evolve. To be many versions of ourselves without having to explain any of them. And then, very unceremoniously, it got started by starting. Which sounds obvious, but anyone who’s tried to make anything knows that’s the hardest part.
Alchemy: How do your products fit into the way people actually live?
Chloe: We always say we’re making products “For Those Going Somewhere, Nowhere, and Everywhere.” In practice, that means anyone who smokes weed.
Maybe it’s a long hike, a short walk, laying in a field looking at the clouds, taking a hot bath, or spending the day fishing. We aim to make those experiences more enjoyable through the products we create.
Alchemy: Your products are 3D printed - how fun! Can you share a bit about the creative process behind your product designs?
Chloe: Our products are made from plant-based plastics, using a low-waste manufacturing method, and that matters to us. Mother Nature gives us a lot.
Shafeez: The center of fun and function is always the goal of each product we put into the world, and we start with a framework (refined over the years) to help break an idea down into its many pieces. From defining the concept and its relevance, to the design language, use-case, and core functionality. It creates a world for this idea to exist within, and ensures that we are prototyping with purpose, not just vibez.
Alchemy: Are you excited to be launching in Australia?
Chloe: Australia has been in our DMs for a whillllleeee, so we’re excited to make it actually happen! The lifestyle fit is obvious: sunshine, poolside, The Great Outdoors!
Another Room is exclusive to Astrid Alchemy.
