People often ask me how we find our houses each month, where the inspiration for our trend stories comes from and how, in fact, we decide what to put in the magazine each issue. To which, probably quite annoyingly, I reply, ‘we just do’. The thing is, when you’re in the flow of what you do, you do just do, because all of the inspiration, the fodder if you will, is all around you. It’s the films currently showing at the cinema, the newspaper headlines, the predominant fashions, the buzzwords and the music that add up to the mood of the moment. My job is to effectively take this, along with the ideas and opinions of my esteemed team, and filter it all through the lens of design and interiors to become the magazine you hold in your hands; your monthly paper (or digital) information-to-inspiration style briefing for the home.
But now, drum roll, we’ve leapt into 3D, with the launch of the ELLE Decoration Style Consultancy; making the pages of the magazine come alive! The Style Consultancy is the new service arm of our title, aimed at commercial property developers, with a mission to revolutionise the show home, the hotel room and the marketing suite. We’re taking all of our passion, experience and expertise, walking the walk and making it real. And our first project, the #EDapartment, is revealed on p160–169 [May 2016 edition]. Here we designed, decorated and furnished the entire penthouse floor of the Greenwich Peninsula Marketing Pavilion, the flagship show home for the next phase of the development at Greenwich Peninsula, the largest single regeneration project London has ever seen. Not only was it a chance to realise a lot of the ideas about home that we regularly discuss here at ELLE Decoration headquarters, it was also an opportunity to rediscover some of the best furniture in the world. Check out the dining table!
But, having trained originally as an architect before I moved into publishing, it has always been incredibly important to me that what we say in this magazine stacks up. In other words, that ELLE Decoration should never be about content copied from a press release or breezy entreaties to ‘Think pink!’ or ‘Go purple!’ without explanation or justification. The houses we feature are picked to demonstrate clear ideas carried through consistently, from the front to the back. The tips we give are tried and tested and the advice a result of work we’ve done ourselves.
Our mission statement is that each and every component of this magazine should actively help you to improve the space around you, whether by learning something new, being inspired by the world’s most beautiful homes, seeing a product that you love, or simply by benefiting from our insider guides and expertise. So now, via the ELLE Decoration Style Consultancy, being able to create physical spaces is an added way for us to put our money where our mouth is, and learn even more about home-making alongside you, while also, we hope, inspiring a new sector of potential homeowners to turn their brand new houses into beautiful homes.
First published as my Editor’s Letter in the May 2016 edition of ELLE Decoration UK