I did a post about the use of moodboards back in October. When I was last in Sweden, Katarina showed me the moodboards for the Bemz Inspiration Store and I thought it may be helpful to see a project go from moodboard to reality. Here is the moodboard and what Katarina had to say:
C: Why did you start with a moodboard for this project?
K: To be sure all those involved in the project were on the same page with regards to vision and thoughts. Words can sometimes be ambiguous. Images are clearer. For example, the word modern can have so many different meanings attached to it whereas the image helps set the tone.
C: Do you always use moodboards (if so, why?)
K: If I need to involve a variety of people in a project, a moodboard is a great way to ensure consistency throughout. There are so many different routes one could set off on when starting out on a project- a moodboard provides that ideal reference point from which decisions can stem as well as a resource to go back to in order to ensure you are on the right track. So, if time allows for it, I start with a moodboard. It also helps ensure nothing falls between the cracks.
C: Tell us a bit about the moodboard you've put together for the Inspiration Store.
We wanted to emphasize the industrial nature of the room. In doing so, we also wanted to highlight the traditional craftsmanship that goes into the manufacturing of Bemz covers. Our fabrics are printed and dyed at a well established plant in Borås, sewn in Lithuania, pattern designs are drawn up in stockholm ..etc. We'll eventually put pictures up in the Inspiration Store from Rydboholms textile factory for example, to further highlight the craftsmanship background. On the moodboard you may be able to pick out a few DIY relevant items such as a measuring tape, cans of paint, fabric rolls... The idea behind this being the customer's own involvement. Changing sofa covers is one of the things you can do yourself. We decided not to show our Lifestyles (other than the image) in the shop as we don't want it to be about staging- we want it to have more of a studio feel. We definitely wanted to avoid it looking like a furniture shop or an interior design business.
C: How hard is it to go from moodboard to reality?
K: Much easier than without the moodboard actually. We are too many cooks, and everyone has favorites and hangups - so it's best to have something concrete we all need to stick to. A beautiful result is not enough - there is a function, a vision and a process behind it too that makes it work. We all need to go back to the moodboard to ensure we are on track, especially when there are so many beautiful things to choose from out there!
C: And finally, how is the project coming along?
K: Super. The actual room is ready. New concrete floors, freshly painted walls with shelves and racks of the same color. Ceiling lamps are up. The new swatch table and an upcycled marble cutting table in place. We're just waiting on signs, bags, the new products, etc..
The Bemz Inspiration Store opens to the public on December 3rd at 11 a.m.
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