This interview first appeared in Issue 3.- California – Cool Design
1. TELL US WHAT THE CONCEPT OF YOUR STORE IS?
I decided to set up the store because I was bored of the mass-produced homewares available in so many places (on the high street and online). I wanted to create and curate pieces that people would want to live with for years to come – using great quality, natural materials that have a story. I’d sum up the Hide & Seek look as “laid-back luxe.” It seems that so often, luxury design is uptight and inaccessible. For me, luxury is about great quality materials and well-made pieces that you can touch and use every day.
I love the collected, eclectic aesthetic of west coast Californian design – blending modern pieces with vintage; global textiles with plains – lots of leather, wood, brass and greenery. It’s a look I found hard to source in the UK and so I decided to pull together all those elements to create a shop I’d love to visit!
2. WHAT IS UNIQUE ABOUT HIDE & SEEK PRODUCTS?
Our first collection features lots of vintage textiles, cowhides, handwoven rugs and natural accessories. Many of these pieces are unique by the very nature of the materials used. No two are exactly the same, which means our customers are buying something no one else will have.
We also love to seek out new and lesser-known designers. We work with Daniel Schofield, who produces wonderful brass trays and pots that will tarnish over time to create a unique patina. Ceramic artist Grace Lee, on the other hand, makes wonderfully whimsical porcelain creatures with 22 carat gold. They are pieces of art noto nly an item of homeware.
I’ve collaborated with designers to create pieces exclusive to Hide & Seek, such as our chunky woollen throws based on the simple, graphic design of traditional Beni Ourain rugs made from 100% merino wool in London.
Don’t be too formal, homes are meant for living in!
3. WHAT IS THE MOST POPULAR PRODUCT / TREND YOU SEE?
I think the trend towards sustainable and ethical sourcing is increasingly important. That’s why we are careful to source ethically from artisans around the world – keeping traditional skills alive and supporting women and craftspeople to make a living. I hope that the trends for slow-fashion and slow-living will continue and that fast-fashion fixes become a thing of the past.
Gold is definitely very of-the-moment (perhaps because there seems to be a shift towards more glamorous interiors). That one we’ve certainly embraced in our store (from gold-decorated objet d’art to recycled brass animals!) And I think we’re going to increasingly see a trend for all things 1970s!
4. HOW DO YOU DEFINE STYLE?
For me, style is about bringing a little bit of luxury to the everyday – celebrating artisanship and beautiful natural materials and textures. When it comes to interiors, there’s a lot to be said for having the confidence to display what you like and value rather than following trends. It’s easy to walk into a department store and buy a whole raft of new items to furnish your home, but it’s unlikely to reflect your personality and it’s hard to find anything interesting to say about the pieces you’ve bought. That’s why I try to create and source pieces that have longevity and a history to them. Whether it’s a textile woven by women in the Peruvian mountains (keeping an ancient craft alive and providing an income) or a vase handcrafted from horn with a unique patina, these items have a story and interest of their own.
For me vintage textiles, handwoven rugs, natural hides and luxe accessories are the basis of a great interior!
SHOP THE LOOK
Credits: Photography by Helen Stiles.