EPISODE TWO: CONCEPT TO REALITY
Welcome to the second episode of our first Define & Design series where we enlist the help of experienced professionals to help us create inspired flooring concepts, imagine unique room designs, and share their own insights and experiences of the interior and design industry.
For the first instalment of this brand-new series, we worked with Mathilde Le Villain. A designer and artist, Mathilde has decades of invaluable experience having created standout interiors for Nando’s and Benihana.
In Episode Two we explore the project brief, how we defined the scope, look at the ideation stage and how we worked with Mathilde to realise her designs.
To explore EPISODE ONE: THROUGH THE LENS click here.
Behind the scenes
With the hotly anticipated new product launch campaigns in the development stage, the marketing team at Ted Todd reached out to Design Director Mathilde Le Villain, a valued professional contact to the brand.
An outside perspective is often what is needed for a campaign photoshoot, but more than that, Mathilde was enlisted to help define a vision for each floor. Imagining who and how the floors would be floors used in tangible scenarios for the residential, hotel, and leisure sectors.
A breadth of experience
With 20 years of experience in hospitality interiors, Mathilde went on to form her own design-led studio LA VILLAINE.
An ‘artist by nature and an interior architect by trade’ she is hugely creative and adept at delivering an inventive solution on the spot – making her the perfect stylist for the shoot.
Conceptual development stage
Once Mathilde was briefed, samples were provided so that she could work on creating the concept boards and exciting design visuals for Ted Todd’s new products – Dunham herringbone, Sheringham plank and Kearney herringbone oak flooring. Mathilde’s objective was to create a totally unique concept that perfectly suited each floor.
With Mathilde’s input, the desired aesthetic was taken to a new level as interior designers have the ability to deliver visual impact and tell a brand story in their own unique way. Marrying each floor perfectly with an imagined client and project type in order to conceptualise the whole specification journey.
Fulfilling the vision
Concepts were defined, ideas were converted into sketches and samples were collated for the creation of mood boards. A design for each room was presented, showing the colour scheme, furniture pieces, lighting specifications, fabric palettes, and room layouts to realise the scheme in full.
Creating inspiration (the shoot)
Thanks to her varied career, Mathilde brought a breadth of design experience to the shoot. This teamed with her knowledge of interior styling allowed us to evolve concepts on set. She is also well-versed in the Ted Todd and Woodworks brands, having specified our floors in her client projects for 15 years. This was key to capturing the vision for these exciting new floors.
During the shoot, Mathilde thoughtfully chose and arranged objects, selected the furniture to bring the story alive, and created bespoke artwork to enhance the authenticity of the images captured.
Her attention to detail was invaluable, taking the initial room concepts from design to reality and as a team and brand we couldn’t be happier with the results which we are excited to share with you.
We also had the opportunity to ask Mathilde about her creative process and her vision for Dunham, Sheringham and Kearney. To explore Episode Three follow this link DELIVERING THE VISION
Follow Mathilde Le Villain @siga.mathilde