Lane collection - July 2015 - Ego Magazine
Read the full article with Lane's Creative Director Joff Casciani:
What is unique to Lane? What is your signature?
All our designs are underpinned with a strong use of geometry, colour and materials - it’s a very graphic look.
What are the trends now in Interiors and where do you stand in the matter?
I think the biggest and most important trend is for product authenticity, made by people you can see, using real craftspeople and natural materials. In terms of aesthetics, I think we’re at a stage where there are different looks which remain relevant for longer and less sweeping trends. In terms of Lane, we often style our shoots with vintage and mid century items which is a key inspiration for Lane. They’re often styled minimally too. In that sense we fit within vintage, mid century or a more contempo- rary minimal look.
How did it all begin?
Myself and Ollie started a graphic design agency 15 years ago. Then about 4 years ago, we decided to start designing and making products. We’ve always had a big passion for mid-twentieth century design, designers like Max Huber, John and Sylvia Reid, Gio Ponti and Bob Noorda and wanted to produce things that were in- spired by that period, whilst still being contemporary and relevant.
How do you make it work as a team? What do you think are the advantages and disadvantages of working as a pair?
You’ve got to have contrasting complementary skills and support each other to exploit your best qualities. This means taking your share of the boring work and focusing on the exciting bits you do best. The overall design is determined by Ollie and I working together, but Ollie tends to focus more on the detailed work, my- self more on styling, research, colours etc. The main advantage of working as a pair is that you’ve always got someone to bounce ideas off, say when something could be better and tell you when something is right. When you get a creative block, working with someone else can help unlock it.
Who is who in your team?
Ollie and I produce all the designs, Rosie handles all our PR and social media, James Gardiner is our longstanding photographer and then we have Parisa and Polly who help with distribution.
Is there a certain creation that is really personal to you both? Can you share us the story behind it?
I guess the collaboration we did with David Mellor to produce three prints of his iconic designs. We were designing a book that featured a lot of work and we got to interview his son Corin Mellor which is how it came about. David Mellor was a bit of a hero as he not only designed iconic 20th century pieces, but was one of the first designers to take on the entire process of designing, manufacturing and developing a brand. He did what a lot of small British brands are doing now, but started 50 years ago. He foresaw how design and manufacturing could work in a modern economy and followed it through. To have their blessing and support got us recognition and was an honour.
Design philosophy and the creative process of your works.
We’re purist really, we like materials, colours and form to speak for itself. We’re very influenced by artists like Donald Judd, Frank Stella and Josef Albers as we both did fine art degrees. Our work takes influence from the mid century but we not trying to be retro. We try and produce everything in the UK and as locally as possible, paying careful attention to material and processes.
Do you have a preferred selection of materials to work with?
I think we lean towards modest luxury, beautiful materials that are understated rather than flashy. We like natural materials, they always feel and look better.
Most companies and designs nowadays are gearing towards environmentally friendly materials, is Lane a part of them? In what terms?
This is a key consideration in everything we do. We don’t use synthetic materials and we produce locally as possible and we use almost all British materials. We try to make sure the product is travelling the least distance possible in the manufacturing process. ‘Environmentally friendly’ is a complex issue, it’s not as straight forward as buying recycled or natural materials, you have to look at where it comes from, who makes it, how it’s made and how far it needs to travel to make the complete product.
What don’t most people know that you’ve always wanted them to?
Design that feels free is often based on the strictest mathematics.
What’s to come and what can we expect?
Printed fabrics, cushions and a new table lamp and new prints. The rest is a secret.