Dwell magazine, the long-time champion of modern design, is in the midst of transitioning from being primarily a publication to a lifestyle brand. A major step in this shift? A newly announced collection of furniture and home goods for Target, intended to bring the clean, modern aesthetic found in Dwell’s pages to the masses at affordable price points. Here’s what you need to know about the line launching on December 27, just profiled in detail over on Co.Design:
1. There’s a lot of stuff—The collection includes some 120 items, spanning categories like chairs, storage, barware, desktop accessories, textiles, outdoor seating, and more.
2. Prices range from $49.99 to $399.99 for furniture and $16.99 to $99.99 for décor and accessories—For example, as Co.Design reports, there will be “candle holders for $17, terra-cotta planters for $20, prismatic throws for $40, a height-adjustable stool for $75, an upholstered pouf for $80, an LED pendant light for $100, a hand-tufted wool rug for $190, a minimalist bookshelf for $250, a lounge chair for $250, and an outdoor sofa for $400.”
3. It all came from within the Dwell family—The collection was designed by Dwell’s co-creative directors of product design: Chris Deam (an architect and the husband of Dwell founder Lara Deam) and Nick Dine (an industrial designer whose home was once featured in the magazine.)
4. The collection is trends on trends on trends—Deam and Dine approached designing the products by first establishing a list of vocabulary encapsulating Dwell’s brand, coming up with words like “fresh,” “innovative,” and “friendly.” But in collaborating with Target, they also absorbed the mass retailer’s consumer insights and market research into their work. And all signs point to more Scandinavian, more space-efficiency, more millennials!
5. Designs were rejiggered for mass production—As detailed in this Co.Design tidbit:
Target's expertise with mass production and its large supply chain drove some of the designs. For example the original concept for a pendant made from ultra-thin sheet metal and LED film turned into a strip of LED lights embedded in an acrylic halo. For example the original concept for a pendant made from ultra-thin sheet metal and LED film turned into a strip of LED lights embedded in an acrylic halo.