People Power
Wolf & Badger
70
Location_46 Ledbury Road, Notting Hill, London W11 2AB, UK Date_February 2010 Design_Gus Brown Graphics & website_I shot him Website_www.wolfandbadger.com
Providing an affordable platform for emerging designers, Wolf & Badger is a concept store that showcases design talent from across fashion, accessories, jewellery and product design. Designers apply online for retail space within the store – and if chosen, can rent a dedicated unit for as little as £35 ($52) a week. Wolf & Badger allocates a page to every designer on its e-commerce site, where the designer can upload a biography and links to their own website. The store also provides insurance and stock management. The designers selected are offered mentoring from the owners and co-founders of the business – husband and wife team Samir Ceric, art gallery owner, and Zoe Knight, luxury handbag designer. There are currently 74 designers who have work on display.
Issue 36_2010 © GDR Creative Intelligence
People Power Wolf & Badger
Rentable units come in the form of white and black veneer boxes that are individually illuminated. Each unit has two small silver magnets that hold a metal plaque with the designer’s name embossed on it. The shop interior was designed by an architect graduate from the Royal College of Art – reflecting the store’s support for young design talent who would otherwise face high start-up costs. Unlike more common wholesale arrangements, designers selling through Wolf & Badger are given complete control of pricing, products and profits. Designers also keep 90% of profit.
Issue 36_2010 © GDR Creative Intelligence
71