March 2022
Building desire through modern craft has been our mantra for four decades. In that time, we’ve learnt all about the different motivations for desire and its myriad of manifestations. We’ve seen how these two aspects change, as individually consumers respond to their circumstances and collectively they’re influenced by the ever-changing zeitgeist. We continue to be fascinated by desire - for a product, a service, an experience, new knowledge and stimulation - and are constantly inspired by the desirable examples we discover.
Here’s a few that have caught our attention recently from creatives around the world.
WunderLocke
The growth in new ways of working has led to new types of hospitality, as people combine work with travel and take advantage of companies’ remote working liberality. One brand that has responded to this desire to blur the lines is WunderLocke. It describes itself as “Less hotel; more hub. With its own pool, cocktail bar, urban farm and multiple places to eat, WunderLocke is a destination in its own right. Settle in for a different kind of stay”. Each of the 360 apartments - from Micro Studios to Penthouses - features a kitchen so that guests can be completely self-sufficient while also enjoying all the communal facilities and services.
Tequila Soledad - Day of the Dead Special Edition
The Day of the Dead (Dia de los Muertos) is a Mexican holiday that celebrates those who’ve passed on. Tequila Soledad’s special edition is a wonderful example of packaging that grabs your attention and entices you to discover more. It’s distinctive design is based on El Muro de los Meurtos (The Wall of the Dead) in Ajijic, Jalisco. The packaging’s design and materiality - its feel in the hand - communicates on a visceral level and reinforces the value of the liquid it contains. It’s certainly a bottle you’d want to display.
Dujiangyan-Zhongshuge Bookstore
If you’re a bibliophile the Dujiangyan-Zhongshuge Bookstore in Chengdu must be your version of catnip or the magical world of Hogwarts. But even if you’re not an ardent book-lover its sense of scale and playful visual effects make it an enticing prospect for anyone who likes their retail with a bit of theatre. Featuring mirrored ceilings and gloss black floors, which reflect the stock of 80,000 books, the whole experience is like a momentary escape from reality - entrancing, different and memorable.
https://www.archdaily.com/948542/dujiangyan-zhongshuge-bookstorex-plus-living
LEGO Furniture
Many of us have fond memories of playing with LEGO, either as children ourselves or with our own children as parents, and this nostalgia must play a strong part in the appeal of Lego’s new furniture. Definitely designed for adults, it’s both playful and eco-conscious, being made from red oak certified by the Forest Stewardship Council. The replication of LEGO’s famous stackable feature must surely raise a smile or two and add to the range’s desirability.
And one from our own portfolio…
Cocktail Cabinet - Private Client
The interiors we create for our clients often have bespoke elements; pieces of furniture or lighting which reflect a client’s style or taste or express their individuality. The beautiful cocktail cabinet we created for one such client stands proudly in their reception room - a delight to the eye and custom-designed to make the process of cocktail making both enjoyable and a visual treat.
http://www.sedley-place.com/architecture-interiors#/private-residence2/
If you would like to learn more about how we build desire or would like a copy of our Seven Principles of Desire please contact Katie Horvath (Katie.horvath@sedley-place.co.uk) or Giles Calver (giles.calver@sedley-place.co.uk).
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