PATTERNS WITH A STORY Often described as ‘cult Brit homewares brand’, Mini Moderns was established in 2006 by London based designers, Keith Stephenson and Mark Hampshire. The brand specialises in applied pattern across a range of products including wallpapers, fabrics, cushions, bedding and ceramics. A recently launched colour collection made from recycled paint complements the growing range. The duo’s design influences encompass mid-century British textiles, ceramics and collectibles. Sharing a passion for social history, their work is often informed by childhood memories, literature and travel. As well as launching their own collections, Mini Moderns work on a number of commissions, including recent collaborations with the Courtauld Gallery, Southbank Centre, National Theatre and the London Transport Museum. THE COLLECTIONS: The Family Album 2007 Folk Rock 2009 Day-Tripper 2011 The Buddha of Suburbia 2013 Hinterland 2015 Winner: Junior Magazine Design Awards 2011 - Best Interior Collection Shortlisted: Elle Decoration British Design Awards: 2009 - Best Wallcovering 2011 - Best British Design Brand 2012 - Best Wallcovering
Mark and Keith’s collective design experience spans fashion, product and interiors, as well as corporate branding and design. Keith’s graphic design degree took him into the world of fashion, where he held senior creative roles at Pepe Jeans London, Dr Martens and Red or Dead. Mark’s journey took a more circuitous route. Armed with a degree in English Literature, he worked in publishing and children’s television before establishing himself as a designer maker, eventually sidestepping into branding. The pair met whilst working in a London branding and design agency. Finding the world of corporate design too restrictive, Mark and Keith followed their joint passion for interiors, reigniting people’s interest in wallpaper design with their first collection. What was originally intended as a creative outlet quickly established itself as a successful business, and Mini Moderns now sells throughout Europe, the U.S., Australia and New Zealand. Key to the brand’s success are the long term relationships forged with trusted suppliers, helping to support UK business whenever possible. Products created in this way bear the standard: ‘Made in the UK by nice people’. On an environmental note, all wallpapers are produced using waterbased inks printed on paper from sustained forests, whilst the range of Environmentally Responsible Paint diverts waste paint from landfill or incineration by including up to 90% recycled content.
BRAND PERSONALITY Mini Moderns often refer to their work as ‘pattern that tells a story’. Inspired by social history and twentieth century culture, many of their designs have a narrative aspect, featuring hidden icons and story-telling elements within the pattern. The stories behind the designs are also an important part of the Mini Moderns brand. Founders Mark and Keith like to talk about the inspiration for their work through social media, guest appearances and in the series of newspapers they have published since the brand began. These content-rich yet informal publications have proved a very effective way of engaging with their audience and conveying the brand’s distinctive personality.
Brochure spread featuring the story of Mini Moderns ‘Festival’ print
Brochure spread featuring the story of Mini Moderns ‘Whitby’ print
The Mini Moderns brand personality is evident in every customer touch-point. The packaging for the new enamelware range, produced under licence, features an introduction to the brandâ€™s ethos and the inspiration behind the designs. Even the Mini Moderns colour palette of 12 signature colours incorporates quirky facts and information about the colours and how they were chosen.
TV APPEARANCES Mini Moderns and their products have been featured on a host of television programmes, with notable recent appearances on: KIRSTIE’S VINTAGE HOME RAISE THE ROOF FOR CHANNEL 4 PETER ANDRE’S 60 MINUTE MAKEOVER SHIVER FOR ITV GEORGE CLARKE RESTORATION MAN TIGER ASPECT FOR CHANNEL 4 SARAH BEENY DOUBLE YOUR HOUSE FOR HALF THE MONEY RED HOUSE FOR CHANNEL 4 GEORGE CLARKE’S AMAZING SPACES BETTY FOR CHANNEL 4
HOMES BY THE SEA WITH CHARLIE LUXTON TRUE NORTH FOR MORE 4 GREAT INTERIOR DESIGN CHALLENGE STUDIO LAMBERT FOR BBC2 IN RESIDENCE: LONDON SHERPA PRODUCTIONS FOR UNITED AIRLINES HOLLYOAKS LIME PRODUCTIONS
SOCIAL MEDIA & BLOGS Early adopters of Twitter and Instagram, Mini Moderns has always recognised the part social media plays in building a brand. Their conversational style and personal attitude has built up a firm following - without relying on followers bought from anonymous lists like some brands! Mini Moderns followers engage with the brand on a very personal level.
Right from the start, Mini Moderns has always recognised the work of bloggers and the value their coverage can offer a brand, introducing it to international audiences. Mini Moderns was featured on the internationally renowned Design Sponge as early as 2006. Mark and Keith have been strongly engaged with the blogging community and are great supporters of its work. This lead to an invitation for the duo to speak at the inaugural Blogtacular event in 2014. The appearance had great feedback and the event was streamed online via subscription.
Figures shown: 30/10/15
Notable blog appearances are: Design Sponge (US) Poppytalk (Canada) Happy Interior (Germany) Zoella (UK) Bright Bazaar (UK) Heart Home (UK) Print Pattern (UK)
SOCIAL MEDIA & BLOGS
“Mini Moderns is a perfect example. Founded by Keith Stephenson and Mark Hampshire in 2006, the interiors brand has gained the design-world kudos that many bigger brands would kill for... By sharing photos of their products in their homes on Instagram and Twitter, they offer their customers much more... Part of their strength is that they are genuine – living, creative lifestyles.” The Observer
TRADE SHOW LAUNCHES & LICENSING
Mini Moderns at TOP DRAWER AUTUMN, London, Sept, 2015
Mini Moderns at MAISON Dâ€™OBJECT, Paris 2015
2015 has been a super exciting year for our collaboration with Mini Moderns with successful launches at top gifting trade shows around the world.
Mini Moderns Enamelware launch at NYNOW, New York 2015
ENAMELWARE COLLECTION 2014/2015 saw Mini Moderns sign new licence agreements with highly respected industry leaders. Wild & Wolf Wild & Wolf are a British design-led gift company, specialising in a varied range of licensed gift collections, with offices based in the UK and the USA. Mini Moderns ranges with Wild & Wolf include enamelware and ceramic kitchenalia, gift wrap and paper napkins. Currently in development is a new range of enamelware and a collection of outdoor accessories, in new patterns and prints.
CERAMIC WARE COLLECTION
MINI MODERNS BEACH HOUSE During 2013 Mini Moderns embarked on the rennovation of a Victorian railway carriage on the beach at Dungeness, on the Kent coast. Since completion it has appeared in various magazines and tv programmes, and acts as a backdrop for new product launches and a photographic location for new products. In July 2016 Ulster Weavers will invite journalists and bloggers to the house to see the new kitchen linen, and mug collections.
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