I’m baaack!
Apologies for the (not entirely planned) extended hiatus. I’ll explain more shortly, but I wanted to start back with exciting news from one of my favourite London interior design destinations, as it’s been all change over in Tufnell Park lately!
Well, that’s not entirely true. The store still has a defined focus on relaxed modern interiors and lifestyles, bringing together the best designers and makers in the world to curate an approachable but design-led edit of must-have interior products, but Future and Found has evolved.. and rebranded as Insidestore.
I was down in London last week for their official relaunch parties (yes, plural!) as – disclaimer – they’re a client of mine, and I’ve been involved in helping to shape and communicate the rebrand online, in-store and in person. It’s definitely been a super fun project to work on!
The new name is a wink and a nod towards the role that Insidestore’s team play as industry insiders (reflected in their super cute new icon), and comes as Andrea and her team launch their new first floor apartment space, which has been lovingly named Our place. They also have a debut own-brand line of products coming early next year, which I’ve had a sneaky peek of and believe me, they’re worth keeping an eye out for!
The brand was originally founded in 2012 by Andrea Bates, a former buyer at Heal’s and Paperchase, and has gone from strength to strength since then. They moved into their current converted factory building a stone’s throw from Tufnell Park station back in 2014, before expanding the premises last summer to incorporate a pavement-adjacent shop space, dedicated interior design studio and gorgeous alfresco courtyard with coffee hatch. The new expansion sees them take over another floor of the building to launch Our place: a relaxed, informal styling of their product edit in a ‘liveable’ apartment setting.
We’re all bombarded by choice today across all aspects of life. Our goal is to make the decision making easy for our customers and to fill them with confidence in our collection. We scour, review and edit what’s out there in the market so we can present a clear, cohesive, understated collection which can be mixed from one season to the next.
The new space is reflective of Insidestore’s relaxed approach to interior design, which frequently takes them inside their customers homes, and Andrea tells me they are delighted to now be able to welcome their customers in return into their own styled space, designed to inspire real home decor ideas.
Styled by Andrea, the beautiful new apartment features a bespoke kitchen by Giq Design, 70/70 dining table by Muuto, Mags soft family sofa by HAY, Kate family sofa by Fest and System work desk by String. The artwork you see above the sofa are pieces by Gail Bryson and Gayle Mansfield.
We’re real people selling to real people so our style is relaxed and unpretentious. Homes should be designed to be lived in and loved in equal measures and whilst we love a design classic, we embrace that most homes are made up of a mix and reflect that in our approach.
Outside in the courtyard, things are also feeling a little different. the space has recently been given a vibrant makeover courtesy of Charlie Oscar Patterson; a mural artist whose work is routed in his fascination with colour and minimal forms. Andrea had long been a fan of his structured, gridded approach to his designs – which echoes much of the aesthetic style of Insidestore – and knew he would be the perfect person to transform the perimeter walls of the store’s outside space.
The Insidestore courtyard is the perfect place to stop a while in between shopping sprees, soaking up a few rays (the courtyard is a nice sun trap on warm weather days) and enjoying a coffee, while flicking through one of the design magazines or books that they sell in the shop. You can even pick up a whole array of wonderful plants and cacti there – along with beautiful pots to display them in, of course.
The rest of the store has had a little reshuffle as well, and is full to the brim with fabulous decor and gifting ideas for autumn/winter and the festive season ahead.
→insidestore, 225 Brecknock Road, Tufnell Park N19
All photography © Kangan Arora
5 Responses
What a fantastic re-brand, I’ve followed for a while and would love to pop in if I’m ever in that neck of the woods! Everything looks so cool and stylish – love your wish list, too, Kate! X
What a lovely space!! It looks so welcoming and I love the idea of the apartment and outside space :) xx
Oh wow Kate what a fabulous place-I’d really love to go and see it. Thanks for the intro! X
I’m tempted by all of it Kate. The apartment looks absolutely stunning and I could just move straight in. I hope to visit one day when I’m in London.
The apartment looks like a beautifully calm space, and wonderfully styled. I like their brand philosophy.