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New collaborations: a modern marriage of love and good reason
Published on 21 May 2019
Associations between brands and designers tell stories of attraction and even pure passion... if the spark truly ignites.
December 2018. During Art Basel Miami, L’Objet and the Haas brothers presented a collection of tableware and textiles born from the meeting of imaginative minds. The flamboyant Californian design house and the twin artists with a passion for exploring functional forms clearly had a lot in common, with their wild imaginations dreaming up lifestyle pieces that were then brought to life by L’Objet in the skilled hands of the very best master craftsmen. It was a spectacular collaboration, and one that blew wind into the artistic sails of Elad Yifrach, L’Objet’s founder. It was also the key that opened the door to a major contemporary art fair, simultaneously giving him access to a new targeted audience with a passion for luxury and creativity.
For Moissonnier, meanwhile, working in conjunction with Julien Colombier proved to be a highly fruitful change of direction. “External designers bring fresh eyes to our work, opening up new creative avenues to explore”, explains Christine Duval, the firm’s Managing Director. The 573 chest of drawers, which was given a brand new look inspired by the artist’s original painting “Pourpre”, brings an entirely new dimension to the cabinetmaker’s approach to colour.
Collaborations also give brands the opportunity to broaden their identity. Tediber focuses all its communication on the technical qualities of its memory foam mattresses. But when the bedding expert decided to launch a bed linen collection in January, the R&D argument was suddenly far less convincing. Hence the decision to work with Jamini, giving the range true design credentials.
Successful collaborations make perfect sense for brand and consumer alike. Portugal’s historic porcelain manufacturer, Vista Alegre, has recently joined forces with a number of talented designers, such as Brazil’s Brunno Jahana, Britain’s Ross Lovegrove and France’s Sam Baron. Collaborating with designers is something the firm has been doing for years, throwing open a window on the world and on modernity. What can be said of the collaboration between Sarah Lavoine and cult sandal brand K.Jacques? The clue to the attraction lies in the chic yet chilled vibe that underpins the interior designer’s success, and comes as no surprise whatsoever to anyone who’s a fan of her style. It’s also a clever way of strengthening her foothold in fashion, a world in which she is gradually staking a claim. This highly attractive partnership is clearly a perfect fit. Because no matter how many good reasons there are for kindling a collaboration, it has to be fuelled by desire.
By Marie Montuir
