{"id":14890,"date":"2018-03-22T18:46:47","date_gmt":"2018-03-22T22:46:47","guid":{"rendered":"https:\/\/sothebysrealty.ca\/insightblog\/?p=14890"},"modified":"2018-03-22T18:46:47","modified_gmt":"2018-03-22T22:46:47","slug":"the-pairing-game","status":"publish","type":"post","link":"https:\/\/sothebysrealty.ca\/insightblog\/en\/2018\/03\/22\/the-pairing-game\/","title":{"rendered":"Heritage Brands in Today’s Evolving Design World"},"content":{"rendered":"

In the world of design, even established brands must work tirelessly to keep their hard-won success, especially in a society that\u2019s always looking for the next big thing. To maintain their tastemaker and innovator status, heritage brands are turning to collaborations with up-and-coming or esteemed artists to spark new ideas and to encourage consumers to view them in a new light.<\/p>\n

Lladr\u00f3 knows the value of welcoming outside talent. In 2005, Spain\u2019s 65-year-old porcelain maker launched the Re-Cyclos project, inviting designers to develop new objects inspired by Lladr\u00f3\u2019s classical pieces. In response, renowned design studio CuldeSac in Valencia re-envisioned Lladro\u2019s traditional Christmas balls and bells as crowns and geodes. The following year, Lladr\u00f3 enlisted Londonbased German ceramist Bodo Sperlein to come up with a collection of pieces inspired by nature. Out of this partnership grew vases, a jewellery collection and the Niagara, an elegant chandelier comprised of a cloud of suspended porcelain butterflies.<\/p>\n

Since then, the Spanish company has worked with more than five outside designers, according to Cristina Egido, head of marketing and communications at Lladr\u00f3 USA. \u201cThe collaboration with external designers has been a way to bring a fresh look, mixing external innovative and creative minds with the deep know-how of the company,\u201d she explains.<\/p><\/blockquote>\n

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For a collaboration to be successful, both parties must have compatible visions, notes Charlotte Cosby, head of creative for 72-yearold paint and wallpaper manufacturer Farrow & Ball. \u201cWe collaborate with brands that have the same values that [we stand] for \u2014 design, prestige, craftsmanship, color and quality.\u201d<\/p>\n

Last fall, Dorset, England\u2013based Farrow & Ball teamed up with premier florist Lewis Miller Design in New York City, whose client roster includes MoMA, Chanel and Vogue<\/em>. To coincide with New York Fashion Week Spring\/Summer 2018, the partnering brands launched an eye-catching series of floral installations at intersections and construction sites in Manhattan. \u201cThe goal was to build on the energy of a city like New York, especially during Fashion Week, and inspire people to find a moment of escapism in the everyday, \u201d says Cosby. \u201c[We] were able to bring an unexpected sense of beauty and escapism to ordinary street corners.\u201d The \u201cflower flash\u201d sites displayed prints from the new Farrow & Ball wallpaper collection, a maximalist celebration of texture and natural forms.<\/p>\n

While every collaboration offers an element of risk, this one was a coup de foudre<\/em> (\u201cthunderbolt,\u201d in idiomatic French), according to Crosby. \u201cWe approached [Lewis Miller] and found that there was mutual admiration. Together we created something truly spectacular and whimsical that celebrated the best of both of our brands.\u201d<\/p><\/blockquote>\n

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There are also times when like minds can come together in the most unlikely of places. Pierre Frey SA, a French fabric company founded in 1935, partnered with Bronx-born graffiti artist Torrick Ablack, a.k.a. Toxic, in 2014 to produce a collection of wallpaper and fabric. \u201cWhen I came back from living in New York, I told my father we had to do some street art,\u201d recalls Pierre Frey, co-owner of the firm bearing his grandfather\u2019s name and the family\u2019s namesake grandson. He took his father, Patrick, to see some street art exhibitions for inspiration.<\/p>\n

This merging of talents proved to be a savvy decision, says Frey. \u201cIt was really fresh and vibrant. There was a decorative aspect to it and I could see it right away as curtains or on a sofa. Boom! This is who I need.\u201d The wallpaper has done especially well. \u201cOne Paris hotel used it in all six floors of its stairwell,\u201d he notes.<\/p>\n

Collaborating with outsiders is nothing new for them, Frey adds. \u201cIt\u2019s what we\u2019ve always done since the house was created. We try to find artists that are bold and strong.\u201d The company even produced an erotic print created by French artist Louise Bourgoin in 2014. \u201cIt did really well, and still does,\u201d he reports.<\/p><\/blockquote>\n

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Closer to home, there are Canadian brands looking to make matches made in design heaven. Even young brands are on the hunt for great ideas and fresh ways to capture attention.<\/p>\n

For Montreal-based CDI Furniture, this means moving into decorative accessories and lighting. \u201cWe\u2019re finding the right collaborators, whether they come from the world of interior design, art or fashion, to inject their artistic vision into our brand,\u201d says Jonathan Malka, CDI\u2019s director of product development and marketing. One such new partner is L.A. fashion designer David Levy, who, notes Malka, has \u201cnever put a nail to wood\u201d but whose work will add \u201ca kind of Malibu, bohemian chic\u201d to CDI\u2019s offerings. Expect puffed, upholstered sofas and dining and occassional pieces \u2014 mostly sized to fit condos \u2014 to to be launched later this year.<\/p>\n

Another collaborator on CDI\u2019s roster is Hudson Bay retail veteran Arren Williams, who, along with his husband, David Pimentel, owns the d\u00e9cor company Casa Cubista. Williams describes his project with CDI \u2014 Arcade by Arren Williams \u2014 as \u201ca little Art Deco, a little \u201970s rock and roll, and a lot of glam.\u201d Tentatively set to launch this spring or summer, the collection will feature a palette of leather, brass, marble and tropical wood.<\/p>\n

For any brand, investing in fresh ideas inspires creativity at its highest form. \u201cOur job is to support the artist or collaborator to create something that makes sense in the market,\u201d says Malka. \u201cWe look to our collaborators for different ideas, colour boards and inspiration, but it\u2019s the contribution of both parties that makes [the partnership] interesting.\u201d<\/p><\/blockquote>\n

\n
\n

By Caitlin Kelly  – *This article originally appeared in INSIGHT: The Art of Living | Spring 2018<\/a><\/span><\/span><\/p>\n

Photos: Anne-Emmanuelle Thion ; Lewis Miller Design ; Lladr\u00f3 ; CDI Furniture<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

In the world of design, even established brands must work tirelessly to keep their hard-won success, especially in a society that\u2019s always looking for the next big thing. 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