Cover Story Maxwell & Williams
Bringing
Wicked
to the table With cinemas across the globe preparing for the release of Universal Pictures’ hit musical Wicked, homewares brand Maxwell & Williams has secured the international license for tabletop. As they actively seek distribution partners to expand the reach of the collection, TI’s editor Mairead Wilmot speaks with Max Grundmann, managing director and chief executive officer of Maxwell & Williams, to learn more about the collaboration…
How did the collaboration between Maxwell & Williams and Universal come about? The collaboration between Maxwell & Williams and Universal arose from our recognition as Australia’s leading homewares brand, celebrated for our quality and innovative designs. Universal sought a partnership with a brand that embodies both artistic flair and practicality, and together, we aim to elevate everyday dining experiences. By merging tradition with modernity, we’re creating products that resonate with today’s consumers while honouring the essence of the Wicked story. How closely have you worked with Universal on the Wicked project? We have worked exceptionally closely with Universal on the Wicked project, engaging in collaborative efforts at every stage to ensure our shared vision comes to fruition. From initial concept discussions to design development and final execution, our teams have maintained
continuous dialogue, sharing insights and expertise. This close partnership has allowed us to seamlessly align our creative ideas, resulting in a collection that truly reflects the strengths and aspirations of both brands. Tell us about the collection – what can we expect stylistically? The Maxwell & Williams Wicked collection invites you to "unveil the magic and wonder of Oz" through an exclusively designed range inspired by the beloved characters and enchanting world of Wicked. This captivating collection features exquisite dinnerware, teaware, glassware, barware, and unique gifts, each piece meticulously crafted to infuse a touch of fantasy into any table setting. Perfect for fans and collectors alike, the Wicked collection is designed to transform your retail space into a realm of charm and imagination, making it a must-have for anyone looking to celebrate the magic of this timeless story.
The collection
The Maxwell & Williams Wicked assortment encompasses a variety of categories, including dinnerware, teaware, glassware, barware, and unique collectible gifts. 30 TABLEWARE INTERNATIONAL
What efforts have you made to embody the spirit of the movie in the collection? We have made substantial efforts to capture the spirit of the movie
in the collection by thoughtfully incorporating iconic themes and elements that resonate with the story of Wicked. Each piece is designed to reflect the enchanting characters and vibrant world, utilizing colour palettes
“Working on this high-profile license has been an exhilarating experience for the Maxwell & Williams team” Max Grundmann