Pure PR at London Design Festival 2017
With full diaries and juiced-up power-packs, the Pure PR interiors team weaved through Decorex, #shelfied in South Kensington, spiralled around Focus, bloomed at designjunction and gave 100% in Olympia. London Design Festival 2017 was a week of Instagramming, comfortable footwear and caffeine, all in the name of contemporary design. Anya Cooklin-Lofting round's up our highlights below...
In collaboration with Country Life and British Wool for the ‘Touch’ interactive design area at Decorex, Brintons was among the three leading interiors brands that contributed to the towering central stand at the world-renowned design show. Brintons, Roger Oates and Zoffany bound together to demonstrate the tactility and flexibility of wool, and the staple role the material plays in the design and interiors world. Visitors to Decorex could admire the selection of carpets at the stand, and sample the wool that goes into the production of Brintons’ collections. The stand was an absolute eye-catcher, a towering homage to the rich editorial history of an illustrious magazine, and the quality of craftsmanship in the wool trade.
The weight of expectation placed upon the designer chosen to create the annual Decorex Champagne Bar is surely unfathomable. This year, the task fell to Shalini Misra, the multi award-winning, luxury interior design practice. This year’s design had about it something of the unbelievable, the fictional and the surreal. With flooring suitable for a Lewis Carrol novel, a chandelier fit for Versailles and a bar to be leant upon only by a certain Jay Gatsby, the overall effect is one of jewel-like opulence. Scarlet Chinoiserie-inspired screens give Misra’s space the atmosphere of a Victorian drawing room, bought promtly back to the 21st century by an eclectic mix of contemporary furniture in this year’s most wanted colours and fabrics. A teal sofa and moss-green tub chairs, yellow and emerald leather stools and angular coffee tables, crushed velvet bar stools and glowing, orblike floor lamps. The result of Shalini Misra’s efforts is clear: the bar’s design is successful at every level and beautiful from every angle.
The Pure PR interiors team also attended an insightful talk with renowned interior designer, Afroditi Krassa, on designing for millennials. Demonstrating a small fraction of her impressive hospitality portfolio, Afroditi (her real name, she assured us) took to the stage at the Decorex seminar room to discuss the pursuit of designing for the reigning generation of 18-32 year olds. Experiential dining experiences are key, and far more popular than the gritty New Wave concerts attended by their parents. She concluded, rather profoundly, that Instagrammable food, locations and interiors turn the coggs of the new millennial economy.
SKANDIUM X STRING
Scandi design has been widely discussed, adored and executed by interior designers globally. Many will argue that the hygge trend has come and gone, but it’s easy to see that iconic Scandi style is here to stay. An ever-popular choice for bloggers as well as international interior design practices, brands like string and Skandium are thriving in this recent and ongoing surge in popularity. A collaboration between string and Skandium for LDF at the new South Kensington store played host to a blogger event, celebrating the individual style of three bloggers. Design Soda, Little Big Bell and Melanie Lissack styled their own string systems with a selection of Skandium homewares in store, and showcased them at a breakfast for their fellow bloggers and influencers. One of the more intimate LDF events, the breakfast was truly a celebration of creativity, design and the freedom of self-publishing.
It is always a pleasure to explore the domes of the Design Centre Chelsea Harbour for Focus, the annual LDF event to showcase the showrooms of some of the most luxurious interiors brands with a UK presence. The Pure PR interiors team attended a lunch at the Christopher Peacock showroom, hosted by Country Life’s Giles Kime and founder of cookware brand, Ondine, Marie Guerlain. After a series of Q&As about the design process of fitting bespoke Christopher Peacock kitchens and cabinetry, the team was treated to a delicious lunch, courtesy of Italian chef, Saldodaro. The inspiration behind Christopher Peacock designs ranges from the iconic handles on classic American fridges, to the natural, elegant mottled patterns of marble. The eclectic list of design inspirations results in unequivocally swoon-worthy interior schemes, classic yet contemporary.
Every year at Olympia London, the aisles of the 100% Design show bubble with press, buyers and design-lovers eager to trend-spot. This year, visitors were treated to an incredible opening stand, featuring the new VITA copenhagen launches. The display had an undeniably textural emphasis, with the new VITA EOS Up and aluminium VITA Aluvia taking centre stage, one decadently feathered and nestling, the other smooth and sleek. Green to the core, the brand ensured this aspect of the company was prevalent with a serene woodland backdrop. All VITA copenhagen products come flat-packed to minimise packaging materials, and this eco-friendly ethos ricochets throughout the company’s branding, products and presentation. Also tying into the woodland theme, the new Willow wall hanger provides a fresh way to style VITA’s iconic lampshades. The “branches” allow you to hang different shades over your favourite armchair or your bed for a contemporary take on the reading lamp.
And so to October, after a month of all things design. We have been inspired and enamoured by each show this year, and it seems that the interiors and design world is truly flourishing. From ultimate and established names in luxury design, to emerging makers and artisans, the Pure PR team has been impressed on every level. Until next year, LDF!