Fans of Swoon’s on-trend furniture designs will love its exciting third collaboration with John Lewis
Swoon started back in 2012 with a clear yet simple mission. ‘We wanted to create original furniture designs at a fair price, that people can fall in love with,’ says Debbie Williamson, Swoon’s co-founder and chief creative officer.
‘To understand what people want,’ Debbie continues, ‘we test new designs and play with everything from different categories to new materials, dazzling finishes to diverse configurations. We're always developing, reacting to customer feedback and evolving, with new forms, techniques and ways of designing.’
The brand has its own in-house design team. ‘The Swoon Studio designers use urban landscapes to inspire their designs: shapes cast by iconic buildings, the cracks running through concrete on city streets, intertwining paths,’ says Debbie. ‘They make the ordinary extraordinary, fueling a whole new wave of design.’
‘Hip and humble’ is how Debbie describes the typical Swoon fan. ‘They are people who love interiors,’ she explains. ‘Their home is their sanctuary and they enjoy creating a space with a vibe that friends and family like to spend time in.’ The collaboration with John Lewis & Partners enables Swoon to bring its design aesthetic to a wider audience, and that’s something Debbie’s very excited about. ‘We’re uniting Swoon’s forward-thinking design expertise with John Lewis & Partners’ tradition in making quality products,’ she says. What’s not to love?
With 84 pieces now in the John Lewis & Partners + Swoon range, the hard part will be narrowing down your wish list. ‘The designs bring to life the signature Swoon aesthetic people have come to know and love,’ enthuses Debbie.
Desks are a big focus for the brand this summer with three new Swoon additions. ‘The Hargreaves desk is perfect for a smaller space, the Mendel is an extension of our best-selling sideboard, and the Penny desk – my favourite – has lovely warm timber and brass detailing,’ says Bella Hancock, Partner & Assistant Buyer, Living & Dining. ‘I've been working from home for over a year now and am still yet to buy a desk, but this could be the one!’
“Swoon designs are for the home obsessed, people who want to express themselves with exciting designs at fair prices”
From the Mendal sideboard, with its stunning combination of materials and interesting lines, to the ultra-glam Beauvoir cabinet and the luxe-yet-ever-so-handy Olive cocktail chair in Ballet Pink velvet, the range encapsulates the very essence of Swoon. Don’t miss the new Hafstrom piece, which has a lovely mid-century vibe. ‘It comes in a warm acacia wood finish,’ says Bella. ‘Although if you're after a more luxe look, the glass-and-gold Urella design has a coffee, side and console table, all with smaller dimensions than usual and at fantastic prices.’
What’s more, for those Swoon fans used to ordering furniture online, they can see many of the pieces in the flesh at the following John Lewis & Partners stores: Oxford Street, Brent Cross, Cambridge, Kingston, Liverpool, Newcastle, Nottingham, Oxford, Southampton, Welwyn and Peter Jones. Get ready to swoon…
