Redefining The Limits Of Mid-Century Modern Design

Redefining The Limits Of Mid-Century Modern Design

January 9, 2021

 

Walking side by side since the beginning, DelightFULL and Essential Home have been revolutionizing the mid-century design world with their inspiring products and incredible design ideas. According to the brand’s CEO, Cláudio Vasconcelos, this was a challenging year for the midcentury modern companies due to all of the obstacles that came across their inspirations. But not everything is negative, these two brands had the chance not only to encourage the already existing patrimony but also to launch new exciting projects. CovetED had the pleasure of talking with the brand and is here to spill the deets, enjoy!

 

How DelightFULL and Essential Home elevated their unique vision across the world

 

Redefining The Limits Of Mid-Century Modern Design

 

Although based in Portugal, these high-end brands have created an international impact with the establishment of exclusive partnerships with some of the best professionals in the world. Created more than 10 years ago, DelightFULL wants to revive design and inspirational art from the 40s to 70s, bringing to your fresh classic lamps with the progress of colours and materials of modern decor. Inspired by some of the most iconic personalities in the jazz music industry, their mid-century modern lighting brand has a fixture for every taste thanks to their unique and totally customizable collections with an identity to match the inspiration behind it.

 

 

Essential Home is an innovative mid-century modern furniture brand that takes important historical and cinematographic references from the 1930s and 1960s and turns them into unique furnishing pieces. What started out in 2015 as “Essentials”, a furniture collection for DelightFULL, quickly grew into being one of the most elegant representations of mid-century modern design that works with some of the top designers in the industry, like Studiopepe and Carlo Donati. The brand’s CEO, Cláudio Vasconcelos, has been leading the team for the past 5 years and has a clear vision of what is the future for DelightFULL and Essential Home.

 

Redefining The Limits Of Mid-Century Modern Design

 

“My vision for the brand is to ensure that all customers and potential customers that at any given time have contact with the brand can enjoy the best possible service. This goes through a young team and dynamic customer-focused, as well as all the interfaces that the customer may have with the brand, either online or in the real world. We believe in personalized and adequate service to the characteristics and market need, either through the use of the customer’s language or through product customization that will enlighten the world of all those who are inspired daily by us.”

 

Redefining The Limits Of Mid-Century Modern Design

 

Looking back at 2020 There is no doubt that 2020 was a challenging year forever industry in the world since it created a huge impact in every company’s culture, including these two brands from Portugal. Cláudio Vasconcelos, CEO of DelightFULL and Essential Home, affirms that it’s impossible to decouple this year from the COVID 19 pandemic, whether it is from a negative or positive point of view. “As a team, we had to face many new realities, from the home office dynamic, remote team monitoring by their leaders, unreachable customers during periods of confinement, among many other things that have overpowered the old reality that the brands were used to such as missions and fairs (that we did not do), as well as all the communication environment adapted to this regular calendar”, explained the brand’s CEO.

 

Redefining The Limits Of Mid-Century Modern Design

 

With the lack of presential meetings and events, the brands had to reinvent their daily routine through different strategies such as virtual meetings and presentation with their clients, virtual 3D house tour a summer to showcase their new collections, and online product launching campaigns, just to name a few. Orders stagnant in the warehouse, excessively high transport costs, as well as difficulty in contacting clients because they weren’t at the office, were some of the biggest challenges that this team had to face throughout the year. However, Cláudio defends that these challenges make the brands grow stronger and more united than never since the Essential Home and DelightFULL team learned how to quickly adapt to this new world, with the readjustment of calendars that are transversal to the entire brand as well as its execution.

 

Redefining The Limits Of Mid-Century Modern Design

 

In fact, not everything was negative with the arrival of 2020, the mid-century modern brands had the chance not only to reinforce their online presence but also launch some exciting developments and projects. “In a year when we had to face some of the biggest obstacles, we were able to mature our e-commerce presence, launch our capsule collections with top Italian designers and establish the first mid-century corners in 5 of the biggest states in the USA setting strong foundations for 2021, but also increase by 50% the billing history of Essential Home… So, as you can see, there are a few important aspects to celebrate”, said Cláudio Vasconcelos. Capsule Collection With Top Designers This was the first year that Essential Home and DelightFULL had the chance to work with some of the top names in the Italian design scene, with the creation and launching of the signature collection with Studiopepe and Carlo Donati.

 

Redefining The Limits Of Mid-Century Modern Design

 

These types of partnerships with some of the best professionals in the world was a great way to fight the GAP of that brand’s product offer, but also cross the solution of this GAP with top names in the design market so that there is a strong increase of brand awareness. “By associating ourselves with the best names in the market, constantly researched, we will capitalize on this “ride” as much as we can. Depending on the importance of the name, the more recognized it is, the greater capitalization will exist. We can say that in a way we also gain some prestigious market Ambassadors, since these designers will be a part of the entire process from the development of product design to the post-conception stage, such as the communication of the collection”, explained Cláudio Vasconcelos. According to the CEO, these unique partnerships was a project that started in 2019 was something positive for the brands, not only because it added some interesting designs to the brand’s collections, but also because it helped to give more experience to the team of the communication and design departments.

 

Mid Century Partnerships

 

Cláudio also reinforced that “the brand continued to operate normally, not affecting its normal functioning in any way. I noticed departments growing due to this new experience with constants back and forward in the product design processes as well as content for communication.” These signature collections are going to be the future of both mid-century modern brands expanding to some of the biggest interior design markets in the world, such as London, Paris, Los Angeles, New York, and Milan. Cláudio explained there is a big operation in focus called CBC (or “City by City”), where the brand’s direction clearly defines which cities should be the focus of the communication and the approach of the sellers, either for the current return, but also and more important for the potential of the city. This internal operation is transversal to all departments, including Design. “We want to cross excellent names of product designers / ID’s of the focus cities London, NY, LA, Paris, Milan among others. We intend to obtain thus new capsule collection that fills the gap on the products offer with adaptations to the regions/cities of the partnership’s designers”, reinforce the DelightFULL and Essential Home’s CEO.

 

Redefining The Limits Of Mid-Century Modern Design

 

The goal of the “Mid-Century Club” project is to become one of the world’s leading online marketplace for memorable mid-century designs. It goes beyond a marketplace by bringing modern services such as marketing and communication strategies to its B2B clients, trade program, and excellent quality rate worldwide competition for B2C approach, and finally, content recognized platform nurtured by the twist of modern design great information. With this new project, DelightFULL and Essential Home want to inspire all designers of the world and concentrate your needs in one marketplace, through top social content, top articles, top website pages, top ambiences, among other initiatives. This new emerging project will give the brand’s the opportunity to redesign iconic mid-century pieces with a new twist and offer Pieces with a low sales rate to become great again, as well as the opportunity to reconnect with former clients that lost connection with DelightFULL and Essential Home. “Mid-Century Club will be the place of choice, of all house categories, for all midcentury lovers”, affirmed Cláudio Vasconcelos DelightFULL and Essential Home feature their own unique luxury house project in one of the most beautiful settings in Portugal.

 

Redefining The Limits Of Mid-Century Modern Design

 

Located near the beautiful Douro River, Covet Valley is ready to provide you with the full mid-century design experience with its unique views and curated design collections. More than a simple showroom, this features the best collections from Essential Home and DelightFULL bringing together the famous American concept with the traditional Portuguese culture. Together they are a match made in heaven to create the most beautiful mid-century modern projects that stand out for their customized pieces.

 

Written by Sofia Rustrian Fonseca

 


See Also:

STUDIOPEPE AND ESSENTIAL HOME, A PARTNERSHIP OF A LIFETIME

BOCA DO LOBO’S MOST IMPRESSIVE DESIGN PROJECTS


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