Customers stepping into a Tiger store will soon be met with a collection like no other. Launching on 2 May is an exclusive collaboration between the affordable Danish lifestyle retailer and Japanese designer Misaki Kawai that aims ‘to bring the work of a world-famous artist to every home in the UK’.
This merger of Japanese and Scandinavian style is the latest project by Tiger in its quest to give the public wider access to art, having previously published the art book Conceptual Photography by Yoko Ono. The retail company has always strived to distinguish itself from its competitors by surprising customers with unique cultural experiences.
Misaki Kawai is a celebrated artist, with her work having been displayed in world-famous galleries such as MoMA in New York. Renowned for her humorous and contemporary pieces, she says that the collaboration has given her 'the opportunity to share fun experiences with many, many people'. The playful designs she has styled for the project will feature on an array of quirky new products, including yoga mats, phone cases and backpacks.
‘Play with Misaki Kawai’ is the title of the limited-edition collection, demonstrating the fun intended to be had with the products. It is, however, not the only collaboration that customers will be seeing between Tiger and an artist in the near future – the retailer has a project with Turner prize-nominee David Shrigley debuting later this year.
This collaboration is an unabashed attempt to blend culture and commerce – whether the combination works, or not, is left to the customer to decide.