PHOTOGRAPHER (IMG #1,2): Chasen West
One of the most exciting trends I see in this industry is…
Collaboration.
More specifically…
Collaborations between brands and designers: ones where brands not only listen to and take into consideration the needs and requests of designers but are, in the most exciting of circumstances, able to evolve into legitimate partnerships, where each party works hand-in-hand to conceptualize, produce, and launch new products for the mass market.
It’s happening everywhere! And I, for one, am LOVING it!
Who best to tell a brand where the holes are in a product line?
Who best to tell a brand what needs aren't being met?
Who best to tell a brand what new rendition of a poor seller might exceed expectations?
Who best to tell a brand of that one color-way missing from their product line that could complete a thousand design plans?
DESIGNERS.
We are the people who not only use brands’ products in our everyday work, we are the people who are best positioned — with our comprehension of a product’s strengths and weaknesses — to be able to help brands build fresh products that sell.
THIS is the future of design and manufacturing.
By embracing the priceless expertise and knowledge that only everyday interior designers are positioned to have, brands will be pushed beyond the ordinary supplier/end-user relationship the industry is accustomed to. And, in doing so, not only will the support of the design community will be earned but, more importantly, end-users who want practical, beautiful, need-based design incorporated into their products will have their wishes granted, and then some.
One brand that’s currently collaborating with designers in this way:
I was thrilled to see Cosentino bring five designers into their Silestone Influencer Series to create new Silestone colorways. Each designer had a different take on their unique creations, ultimately enhancing the Silestone line’s depth and overall interest.
Not only are these designers industry influencers who each have large fan-followings — which, of course, could be of tremendous value to Cosentino and Silestone — but these are the types of designers who actually work with clients, day in and day out, getting their hands dirty, producing remarkable projects that are beautifully designed. It’s this unique, on-the-ground perspective of the business that makes their insights and knowledge so valuable to brands who want to make sure their products are in-tune with the needs and wants of their customers.
With quartz being the hot new trend in countertops these days, Cosentino’s willingness to expand Silestone's product line in collaboration with designers was not only prudent but visionary.
I expect to see more partnerships like this springing up in the years to come as more brands jump on the bandwagon and begin to incorporate similar styles of collaboration into their design processes.
Want to know what these designer's have to say about the products they developed with this visionary brand?
Of course you do!
Read on to discover the unique perspectives each designer brought to the design table that were able to add so much more value to Silestone's product offerings...
Kerrie Kelly
What were the key drivers/inspiration that brought you to your color?
“The inspiration for my countertop design came from “Albedo” - a characteristic of the moon’s reflectivity. Leveraging this concept allowed me to play with movement via coloration. The coloration influence came from a classic timelessness, realizing that gray’s popularity was moving toward richer tones of navy, blue, and black. I believe navy blue will actually be the color of this decade.” ~ Kerrie Kelly
Julia Buckingham
Where are you seeing this color rising in popularity?
“Shades of copper have already shown up on the runways for spring/summer 2015 fashions, so I predict we will be seeing it in all of its varieties in accents and patterns in the stores this coming spring season. It will soon follow in a big way in the home furnishings market.” ~ Julia Buckingham
Courtney Cachet
What were the key drivers/inspiration that brought you to your color?
“My entire aesthetic is based on taking classic looks and adding details that make it current and a little more chic. While the look of marble has always been my favorite surface, adding a hint of metallic made it more glamorous.” ~ Courtney Cachet
Mark Williams
What were the key drivers/inspiration that brought you to your color?
“Many of my clients have been asking for kitchens in a soft white/grey palette and showing me images with beautiful marble countertops as their inspiration. Marble is really far too soft to be practical in an active family kitchen or bath, and I had very few options to give them the look they wanted in a material that was durable enough for their lifestyle. I knew I wanted the grey to be warm, not a cold battleship grey, and compliment the feeling of casual elegance my clients want.” ~ Mark Williams
Kim Lewis
What colors would you suggest are complementary to your hue?
“Olivia” is a new neutral. Inspired by the subtle green you would find in a bowl of capers or olives, this color literally goes with anything…...My favorite combination is “Olivia” with white, black and brass. It’s bold, sexy and beautiful..yet neutral enough for a masculine or feminine audience.” ~ Kim Lewis
Collaborations between brands and interior designers: in my book, that’s a win/win.
And, as you've now witnessed via the results of the Influencer Series, these win/wins produce beautifully designed results. ;-)