New Shoreditch store celebrates the physical experience of design
Through Instagram, industry contacts and their Hackney locale, co-founders Emma and Jade Shone-Sanders offer a crafted design edit
There’s a new design player in London’s east. Partners in life and work, Emma and Jade Shone-Sanders saw the popular upsurge in interiors interest and wanted to create their own experience. They’re taking the Pinterest board offline, with a curated in-person service at their studio-cum-store set up, Design & That.
‘We’re now looking into peoples lives and homes more than we ever have before, and there’s so much inspiration so readily available to us,’ says the pair, referring to the ease of scrolling through the slew of interiors inspiration arriving through our phones. Design & That has launched as an online shop too, and they describe the physical store, taking up a period building on a corner of Shoreditch (the space was formerly a pub), as ‘a design studio with an open door’.
Offering friendly and casual chats, customers can get expert knowledge from interior architect Emma, who was keen to debunk the idea of interior design being a daunting experience – ‘we really wanted it to feel relaxed and informal.’ Aside from walk-in advise sessions, Design & That will be launching what they coin as ‘House Chats’ where special guests will host evening consultations, focusing on different areas of design.
Inside, the edit is illuminated with limewash paint from Australian brand Bauwerk coating the walls in muted tones – a theme that follows with the furniture. Scandinavian favourites like Frama, Massproductions and Menu dress the space, while the most novel pieces come from Design & That discoveries – ‘we have found some through Instagram, some through trade fairs or east London markets, some have found us and some are creative friends of ours.’
Female makers are well represented across the space – they stock Margate-based Jo Elbourne’s wooden, woven works; ceramics by Sophie Alda, who co-founded the Hackney Clay Collective and Puya Ceramics who the pair initially used to create favours for their wedding, and then went on to commission a Design & That collection. The shop also houses local, forward thinking creative companies, including conscious lifestyle brand Carv London and sustainable candle brand Evermore London.
Emma and Jade will ensure the boutique remains a fresh cove of inspiration too. ‘We plan to swap out the bigger furniture pieces every few months, but the smaller accessories are constantly being updated.’ A new exclusive collection will launch in September, and the showroom will be part of the Shoreditch Design Triangle during London Design Festival. §