On the day Curbed National launched, we messengered dollhouses to six preeminent shelter publications in a scheme dubbed Operation Dollhouse. Publications had until the end of last week to decorate their dollhouses and share the results with us. So, who decided to play? All week long, we'll be revealing exactly that. Here goes.
When word hit that Elle Decor would be up and moving offices the exact same day as the Operation Dollhouse deadline, dread befell the Curbed National HQ that perhaps the most fashion-y of all the shelter pubs wouldn't be able to complete their task. But market editrix extraordinaire Erin Swift assured us that despite parent company Hachette Filipacchi's shutting down the entire computer system at 5 p.m. last Friday to prepare for the move, the photos of the ED dollhouse would be in our hands on Monday, come hell or high water.
So imagine our delight when the photos popped up in our Inbox earlier this week, along with an eloquent little note from new editor in chief Michael Boodro: "Even as we move ahead—new editor, new offices—we wanted to salute some items that have become 'signature' emblems of Elle Decor style," he wrote. "It wouldn't be an ED house—or dollhouse—without bold colors, stripes, and patterns; a chandelier; contemporary art; and a few iconic pieces such as the Rietveld Zig-Zag chair and the Noguchi cocktail table." To convey this narrative, the team called upon Sutton Miniatures at FAO Schwarz, ELF Miniatures, and Benjamin Moore to dress the interiors (and exterior!), turning it into a mock ED feature spread—uber-recognizable signature fonts included. File under: brilliant.
Here's what was delivered to the Elle Decor offices:
And now, what they created for us:
· Wanna Play Dollhouse? Curbed Invites Martha, Peggy, and More! [Curbed National]
· Elle Decor to Move East [Curbed National]