Q&A: Talking Scandi Design & Interiors with Designer Pernille Lind

To mark the new re-design of our Notting Hill space, we've invited interior designer Pernille Lind to tell us a bit more about her creative process, inspirations and upcoming projects...

Image credits: Billy Bolton (@_billybolton)

Please tell us a little about yourself and how the new project come about?

After seeing the work I had just finished on a hotel in Copenhagen called Hotel Sanders, Emily got in touch. I had also just recently finished a women’s wear store north of Copenhagen in the town I grew up in, so it was a great opportunity to now also work on a shop in the area where I currently live.

What were the main design points you wanted to achieve with the new Couverture shop space?

The area our work was mainly focused on was the shop entrance and new counter, it was therefore important to keep up a good ‘first impression’. We wanted to create something which was crafted and had character, so it could stand alone amongst the rest of the displayed items and clothing, further it also had to marry well with the rest of the space. There were functional requirements to take into consideration, to ensure the new furniture piece could solve some important aspects of both serving the customer and the shop assistants.

How has your Scandinavian background influenced your creative approach to design?

I think our love of natural materials and timber is something which is very ingrained in my approach. For the counter we used a rustic grade European oak, to embrace the natural knots and variations the material has. We kept it in its natural tone, not staining or painting it. Further, the framing around the tiled wall, is also timber, which softens the harder glossy surface of the tiles.

What is a nice design feature of the re-fit that you thinkg customers would want to know about?

The tiles on the wall are very special. They are handmade in Italy, and are a collection of 3 shapes. They all have variations in the glaze due to the natural accuracies which happens in the firing process. You will see fine specs of a burnt orange colour in each tile. This colour we have referenced in the velvet, within the jewellery display cabinet, and the ceramic pendants above the counter.

How easy was it to blend your new re-fit design into the existing Couverture space?

The new and existing had to feel like one cohesive space, and not two disconnected experiences, luckily the existing shop interiors already has some very nice materials and details. The oak and brass clothing rails were the main point of reference for the new designs, where we made the brass the main feature for the countertop. We also repainted the wall panelling and dressing rooms, in order to tie it all together with the new designs.

How did the location of the Couverture store in West London influence the design?

Notting Hill has so many notable facades and characterful boutique interiors, that creating something which would add to the experience of the area, was a great opportunity. There are no boundaries to what type of design you can create and still be considerate to its context. However, the shop itself and the style seen through the eclectic collections and curated displays was the main influence for the new designs. Overall the shop is very approachable, not minimal or stark, this needed to come through in the new designs too.

You live here in London, what is it you love about it the most?

I live in Notting Hill and I particularly love this area due to its diversity, the amount of shops and independent stores - experiencing something unique here is not hard, as something new is always popping up among the long-standing institutions. What I mostly enjoy is the antique market on Golborne Road, and all the shops along there. They have become a great source for my projects and everyday inspiration and browsing.

What is your favourite interior design space in the whole of London?

I can’t pick one that’s my absolute favourite – London has so many great places. But I do enjoy the atmosphere and colonial-style bar, at Chiltern Firehouse.

What is the best piece of advice you have ever received?

It’s not direct advice, but through a quote, I read a long time ago by Henri Matisse, which has stayed with me.

“Don’t try to be original. Be simple. Be good technically, and if there is something in you, it will come out”.

Looking forward, what is next in the pipeline we can get excited about?

Many of my projects are abroad, and the next to be shared is one I recently completed in Bangkok. I’m also working on a few in Copenhagen, so soon I can share more.