from high street to high end – designer diffusion
This is not a devaluing of design currency, a Marcel Wanders design for Moooi is still going to be more valuable than a Marcel Wanders design for Marks & Spencer, it just happens to be more accessible
Designers have always done it, cause a stir that is, whether through sensation or opportunity. You may well have heard that Marks and Spencer hired the services of british design oligarch Sir Terence Conran to oversee a new collection for their homes and interiors section. Lifestyle is something which M&S have been buying into and promoting in a big way for the last decade; think twiggy swinging from a tree in a floral print jacket promoting a happy-go-lucky lifestyle and cue sales rocketing through the roof of said jacket. So how does this work with interiors? How do people buy into lifestyle in their homes as easily as they do with the new jacket?
Well its all about faith, M&S have been selling clothes for umpteen years and have built up a following in that respect but their
furniture and homewares is still a fledgling company in historic terms. You’d be hard pushed to find a middle-aged woman who won’t sing the praises of M&S underwear but who’s singing the praises of the furniture? Well theres the issue, who?
So in order to build the faith in the homewares area, M&S have called in Sir Terence Conran to help build a reputation. Conran is, after all, to the world of design, what M&S are to the world of clothing. So if you’ve got old british tradition for reputation where does the intrigue, excitement and modernity come from that is demanded in todays world of retail? 1 name rings a million bells, Marcel Wanders, it is an epic transformation in the appearance of a company to take on board a designer at the top of his game and with cutting edge design credentials.
This is not a devaluing of design currency, a Marcel Wanders design for Moooi is still going to be more valuable than a Marcel Wanders design for Marks & Spencer, it just happens to be more accessible.
Thats the idea of diffusion. Marcel Wanders designs, for Moooi, Flos, Normann Copenhagen, Alessi, Kartell and Magis yet his design is still sought after across the world. Terence Conran has his own strength of design and reputation to carry him forward, Content by Conran being his flagship, he really is breaking away and doing M&S a huge service in designing for them.
If high street isn’t your thing, then why not remain true to design tradition and go for the original branded design, Content by Conran is a truly great brand with the qualities set out by a lifelong design history by Terence Conran and a fantastic design team and is well worth buying into.
Below you can see the range of furniture offered by Content by Conran, stunning shapes, contemporary fabrics and superb quality design and craftsmanship.