John Lewis’ new design director for home says the chain need to create ‘iconically John Lewis’ designs.
Charlotta Elgh, former Ikea director has taken up the new role. Elgh has spent 14 years at Ikea, most recently as development leader of concept, and will be responsible for the direction and vision for John Lewis’ home range.
John Lewis said Elgh’s vision for home will be introduced this spring, and will introduce a new pared-back interior following two trends: modern and classic (pictured).
‘I am thrilled to join John Lewis and be part of such an iconic British brand. My vision for home is simple: I want to make it easy for customers to shop with us and identify their own style, whilst also ensuring we design for a number of different price points. Starting with spring we are moving forwards with two distinct trends that highlight and champion our heritage,’ says Elgh.
‘My vision for every home product we sell is that each and every design that comes from my team is iconically John Lewis – the attention to design details, the quality and the timeless style – meaning it is undeniably part of our range.
‘I want to simplify the interiors for our customers, making it stylish, accessible, functional and easy to shop. I think about it like a recipe card, for example when it comes to soft furnishings you start with a plain colour, layer on stripes and add in a graphic. I want to give our customers the confidence to make these choices and discover their own unique style.’
