John Lewis announces new design director and vision for home
The John Lewis department store chain has appointed Charlotta Elgh as its first director of design for home.
The retailer said the move coincides with a shift in in its design direction for home, which will be spearheaded by Elgh. This will include moving away from multiple trends to introduce a new, pared back interior rulebook with two trends.
John Lewis said its home trends have been halved and simplified into ‘Modern’ and ‘Classic’ expressions, with each offering customers furniture and accessories for their home and garden that will be “affordable, achievable and unique in style”.
Elgh worked for 14 years with IKEA until 2020 where her most recent role was development leader IKEA concept. During her career, she has been responsible for developing over 1000 textile products for the global market and has also founded and run an award-winning advertising agency.
She said: “I am thrilled to join John Lewis and be part of such an iconic British brand. My vision for home is simple, I want to make it easy for customers to shop with us and identify their own style; whilst also ensuring we design for a number of different price points. Starting with spring we are moving forwards with two distinct trends that highlight and champion our heritage.
My vision for every home product we sell, is that each and every design that comes from my team is iconically John Lewis – the attention to design details, the quality and the timeless style – means it is undeniably part of our range. You’ll see this beginning to come through in spring, with products such as the Blocky armchair and more will come later this year across the whole department.”
