SPRING//SUMMER 2018 53 52 SPRING//SUMMER 2018 STATIONERY BIZ WHAT IS it about designers that stationery and writing instrument manufacturers are so drawn to? A newsletter from Cult Pens late last year announced: “A new pen from Lamy is always an eagerly awaited event. In this case, perhaps more so than usual, as the designer is Jasper Morrison. He’s renowned for functional and unobtrusive designs, which makes him a perfect match for Lamy’s simple Bauhaus-inspired aesthetic.” Cult Pens hits the nail on the head. Lamy already has a reputation for creating trend-led writing instruments. So what does Jasper Morrison bring to the party? His own brand identity and creative portfolio fuses perfectly with the Lamy brand. Morrison’s style enhances Lamy’s brand. A successful designer collaboration is like a sprinkling of celebrity fairy dust. The allure is twofold. Not only does the celebrity designer bring creative expertise to a project, they also add a glow of stardom and prestige. Caran d’Ache highlights this dual motivation with its recent limited edition Varius Peter Marino Collection. Caran d’Ache gave flamboyant architect Marino ‘carte blanche’ to design the Varius in his own style. The company says the limited edition, available in two designs, “reflects all the innovative spirit of Caran d’Ache.” Marino has created truly striking designs that add more than fairy dust. More like rock-star dust. A shared outlook between brand and designer is a common factor, regardless of the product or person. Publisher Quadrille, for example, launches in April a gorgeous new stationery range featuring Stuart Cox’s graphic designs for I Like Birds. Melanie Gray, business development director of stationery at Quadrille commented: “The strong values of I Like Birds’ growing brand were very clear right from the start, and it has been rewarding to see the necessary relationships flourish so that the deceptively simple yet stunning designs now showcase a unique and utterly irresistible stationery range.  “Strength of branding and product selection are key with any designer collaboration, and we are very lucky that this has been a seamless process with I Like Birds, resulting in a range with an enviably wide target market.” Pilot has chosen wacky pop star Mika to give its bestselling pens a popular culture makeover to celebrate its centenary. Pilot UK’s marketing manager Stuart Barker explains the thinking behind the partnership: “As Pilot is an international brand, we needed to work with a brand ambassador with an international character. Mika fits this criteria perfectly. He is best known as a singer/ songwriter but first and foremost he is a creative artist, and so has given us the opportunity to commemorate 100 years in a memorable, unique and innovative way by redecorating some of our most popular pens – FriXion Ball, FriXion Clicker, the G-2 and V5, each in six colours and 24 distinct designs.” These designs are only available during Pilot’s centenary year, 2018, lending an air of exclusivity that aims to inspire consumers to ‘get them while they’re hot.’ Exclusivity is a motivating factor behind a lively designer collaboration between classic notebook brand Moleskine and Theodore Bradley, a New York street artist. For the Bradley Theodore X Moleskine capsule collection, Bradley has splashed his bold, bright graffiti-style designs over the brand’s classic backpacks and notebooks, and signed each of the 300 limited-edition backpacks. Once they’re gone they’re gone, so Moleskine has deliberately harnessed Bradley’s designer street art to create an aura of luxury and exclusiveness. As stationery brands continue to gain popularity and become more international, its audience more knowledgeable and discerning, the allure a ‘star’ designer can bring to a brand is clearly more relevant than ever. STATIONERY X DESIGNER JULIA FAIERS discovers why the stationery industry – and consumers – can’t get enough of designer collaborations The Peter Marino Limited EditionVarius pen for Caran d’Ache The Lamy aion rollerball in olive silver finish,designed by Jasper Morrison Quadrille’s collaboration with artist Stuart Cox of I Like Birds The G-2 in the‘Pilot by Mika’ range of limited edition pens The BradleyTheodore X Moleskine capsule collection Great British brands: Covered. Alternatively, contact your local agent, register online, or call our sales team for more information about our collection. Find us at the London Stationery Show 24 – 25th April, Stand no. M516 E: sales@mgml.co.uk www.museumsgalleries.co.uk T: 01373 462165 Stationery_Matters_HPage_March_v2.indd 1 06/03/2018 13:07