The Story Lab
/ Type of project: Stand
Innermost, with their eclectic and daring collections, represents for us all the best from British culture. When we met Steve, Russell and James, we immediately understood that by the strength of their pieces and their design diversity of their pieces (although of them connected at the same time), it was a company we were going to get along with very well.
The only explanation for this is, without any doubt, the passion and forwardness the founders manage their company with. They do not follow any trend or specific style. They only attend to their long experience and their instinct, something that nowadays is almost impossible to find but, in our opinion, is their only way to explain their great success.
When designing the stand, we wanted to reflect that “British made” intense flavour which is not usually used as a quality, but that for us represented an enormous value for Innermost.
In order to represent such a heterogeneous character, always in the search for new expression opportunities, we were inspired by two cultural hints that could not be more antagonistic. On the one hand, the most classical English tradition we all know, and on the other hand the tumultuous culture of punk.
Merging both styles we wanted to show that all Innermost creations are non-conformist pieces which do not leave anyone indifferent. They are made with an exquisite taste, taking care even of the slightest detail. In this way, the new design of Innermost’s stand is a living creation, which will allow us to keep doing all sorts of pranks on the different shows in which it is exhibited.