Yoo, the luxury design brand setup by property mogul John Hitchcox and French designer Philippe Starck, has entered a new phase with the launch of its Home brand in luxury department store Harrods.
Comprising four eclectic collections curated by the Yoo Studio, and featuring original and exclusive pieces, the concession has opened in a dedicated 4,000 sq ft space in London’s iconic store, Harrods.
The collection features original furniture designed by Yoo Home that sits alongside a curated selection from iconic design houses including Boffi, Cappellini, Cassina, Droog, Flos, Fritz Hansen, Moooi, Nani Marquina, Poltrona Frau, Zanotta, and show-stopping pieces from Sean Dare, Bethan Gray and Jon Male, Best of British Designers by Yoo Home.
The new collection is corralled across four themes – classic, nature, minimal and culture in a way not normally seen within a retail space. These ‘exclusive’ and curated collections are presented in a way that will spark the buyer’s imagination by drawing on Yoo’s global design expertise, distinctive warmth and sense of fun, underpinned by an innate sense of how we want to live – ensuring that the 4,000sq ft feels more ‘home’ than ‘shop’.
“At Yoo we are on a constant journey of discovery when it comes to improving the quality of people’s lives in their homes. Your home is constantly changing and evolving as your life and family evolve – our Yoo Home collections recognise that we don’t live in the pages of glossy magazines but need warmth and comfort as well as beautiful design. Yoo Home also has an element of quirkiness too: there is the sense of a more human aspect to the design that is perhaps missing from the products of many furniture manufacturers out there. After all why should a gorgeous interior be an uncomfortable, unlivable interior?” says Hitchcox.
The debut collection comprises some 160 diverse, co-branded products across beds, seating, storage and lighting, covering all areas of the home – across living, dining and sleeping.
One designer who has worked with Yoo is Bethan Gray, Elle Decoration’s Best British Designer of the Year. Working closely with the brand, Bethan has designed an exclusive coffee table version of her Stud Table.
“It has been a privilege to collaborate with Yoo Home and share in their extraordinary new vision for the future of home interiors. I’m delighted to have been able to provide key pieces from our boutique collection, ” said Bethan.
Images courtesy of Yoo Home and Bethan Gray
