A collaboration between Curated Crowd and Modernity - bringing the best of fashion and interior design together. Join us as we venture into the Scandinavian world of design to find out which designers stand out to them and why interiors are so crucial to modern living.
q: What is the company ethos of Modernity?
a: To provide the most notable Nordic design that we can find, with a particular focus on authentic and original pieces from this period. We like to maintain the originality of each piece as best possible.
q: How did Modernity start in 1998?
a: Andrew started Modernity when he moved from Scotland to Sweden. He began his career in design retail in Scotland from where he moved to Stockholm and opened Modernity Gallery in 1998. The gallery is now located in the heart of central Stockholm's design district, Östermalm.
q: How do you go about selecting products for your collection?
a: Everything is selected with the same criteria - intrinsic quality of design.
q: Who is your favourite Scandinavian designer from the current collection?
a: It’s hard to choose just one, but a couple of our favourites are Finn Juhl, Axel Einar Hjorth and Kaare Klint.
q: Why do you think decorating your interior with the right products is so important?
a: We all want to be surrounded by things that we love, and if the pieces are carefully selected for their quality and craftsmanship, they will work together in an interior and hopefully give many years of satisfaction and wellbeing. If you choose a good quality piece of design, this is something that will not only grow with age, gaining the marks/representations of the person who last owned it, but can also be something that is passed through families.
q: Are you excited with your collaboration with Curated Crowd?
a: Definitely, I am always interested in cross-fertilization within design and the arts, especially when the company holds a very similar ethos to us.
q: Where do you see Modernity in the next 5 years?
a: Ten years ago we set a ten year plan and we reached it in eight, so we are thinking big. We hope to still be represented in London, and why not in our next largest market, New York.
Armchair, Anonymous, Sweden. 1950's. £Price on request
The partnership between Curated Crowd and Modernity is one that has been in the making for around 3 years. We are extremely proud that it has materialised over the lockdown period. It is indeed an exciting new chapter for both companies, especially when we share the same values and and visions in life.
During the past few confusing months of staying indoors, we, as a company, has come to realise the importance of interior design in a domestic environment. When you spend a significant amount of time at home, you want your surroundings to be clean and most importantly, comfortable. You want and need pieces that will last a lifetime and to carry you through the years, building stories within that at the same time.
A lot of our customers are part of couples or families and we know that you will be willing in invest in one of a kind furniture that will last through generations. Modernity not only provides beautiful Nordic/ Scandinavian interiors, but also art and sculptures by talented artists that will add a touch of creativity and sparkle to your space.
We've worked very hard in the past months creating incredible content featuring both our brands at Curated Crowd and exclusive pieces from Modernity. If you'd like to have a look and a browse, please do visit our Instagram page, we promise you'll love it!