Carmel Alen is a Creative Director and Brand Champion of Heal’s of London, Interior design company.
Carmel speak about their value and about design integrity. They respect quality and value. Carmel spoke about their furniture and they looked at statistics, and in London people are leaving in spaces with 20% less than it is recommended. Starting by this, they start create furniture which is adapted for small spaces.
They did a low cost storage system which is now in MoMA, New York.
About inspiration, Carmel claimed that they got to be a “vibrant inspiration where customers can discover an experience of new things”.
This is an old poster with their building:
I like the way how she explain us about customers opinion and how important for a designers is to be proud about his work.
An interesting point was when she spoke about the difference between the reputation and a brand.
I’ll try to make some research about HEALS and their design, concepts and values.