Fans of Future and Found, and their stylish products and clever everyday ideas, might be interested to know that they have rebranded as insidestore. The new name is a wink and a nod towards the role that insidestore’s team play as industry insiders – seeking out the best designers and makers in the world to curate an approachable but design-led edit of must-have interior products. But it also comes as the brand launch their new first floor apartment space, ‘our place’, and prepare to debut their own-brand collection, ‘inside edit’, for 2019.
Who, What, Where, When?
Founded in 2012 by Andrea Bates, a former buyer at Heal’s and Paperchase, the brand has gone from strength to strength ever since, moving into their current converted factory building a stone’s throw from Tufnell Park station in 2014. The premises were expanded in summer 2017 to incorporate a pavement adjacent shop space, a dedicated interior design studio and alfresco courtyard with coffee hatch.
The latest expansion sees the insidestore take over another floor of the building to launch our place: a relaxed, informal styling of their product edit in a ‘liveable’ apartment setting. This new space is reflective of insidestore’s relaxed approach to interior design, which frequently takes them inside their customers homes, and 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.
The space features a bespoke kitchen by GIQ Design, Muuto 70/70 dining table, HAY Mags soft family sofa, Fest Kate family sofa, shelving and desk configuration by String, and artwork 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 so we reflect that in our approach” – says Andrea.
‘our place’ will initially be open to the public Friday – Sunday, and will also be available as a venue for workshops, masterclasses and local community events, as well as a location space for bloggers, stylists and photographers seeking a contemporary, easily adaptable, home environment within easy reach of central London. And there will be coffee. Don’t forget the coffee.
insidestore, 225-225a Brecknock Road, Tufnell Park, London N19 5AA
Photographs by Kangan Arora