House of Hackney

House of Hackney is the second brand we have been asked to explore for the summative brief of our project. House of Hackney is a British clothing and interior label which is based in East London. The brands designs are very maximalist, which came from the designers, Frieda and Savvy, not being able to find any bold, unique wallpapers that reflected their creative style. The pair developed the brand whist sitting around their kitchen table- they wanted to design something that imitated their love of print, colour and texture.

In 2011, the general aesthetic of interiors was very minimalist, beige- and in Friedas and Savvy's eyes very boring! They both shared an equal passion for interiors with backgrounds in fashion and product design so they felt the need to create something that celebrated this style.

Their inspiration comes from Victorian roots and interior, which reflects traditional British print houses with an english nostalgia. This is why they keep their brand made in England, it reflects their high standard of craftsmanship and reflects house of Hackneys morales of quality- supporting employment and local industries.

I think that their consumer is someone that would be very artistic, bold and not afraid to experiment. They have a reasonable price range for high end interiors, however if you were to decorate your whole house in this style i think it obviously would be very pricy. The brand is very luxury interior, as opposed to somewhere like home base or Ikea which is suitable for almost everyone.

One of the tutors when briefing the initial intro to these brands said that house of hackney was very 'Gucci before Gucci did Gucci', so i thought i would add an image to show you how their style is imitated in Gucci's design- very maximalist, clashing and layering patterns...