Viva Brighton Issue #83 January 2020

DESIGN
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The window of HOLD, in Bond Street
Lagom Design
The importance of being thoughtful
The Swedish concept of lagom, meaning: “not
too much, not too little,” is the Goldilocks
of lifestyle concepts. Lagom is all about
moderation and balance (pretty apt for this
time of year). And in 2007, Hove-based
illustrator and designer, Kelly Hyatt, founded
Lagom Design, with the desire to capture this
magical state of “just right”.
Last summer, Lagom Design chose Brighton’s
North Laine for its first ever physical store.
Perfumed by the aroma of designer candles,
HOLD (14 Bond Street) is a shrine to
craftsmanship, and a treasure trove of highly
original gifts and trimmings that make life
a little more special. Danish designer Kay
Bojesen’s signature wooden monkeys climb
around the shelves, alongside all manner of
notebooks, stationery, coffee table books
and scandi-chic curiosities. There’s also an
impressive selection of gift cards – including
Hyatt’s own contemporary creations, often
simple text upon colour, where the sentiment
really shines through. “I’ve always loved
stationery and the process of sending cards and
gifts,” says Hyatt. “I believe it’s important to
keep some things low-tech before it’s all lost
forever to backlit screens.”
Hold creates the physical space that’s needed
for customers to admire Lagom’s tactile items
up close. “I’d always planned to open a store
and researched for two years before taking the
plunge,” says Hyatt. “I spent time in Tokyo
to see how the experts did retail. And I visited
cities such as Munich and Paris, places that still
consider bricks and mortar retail essential to
the fabric of society.”
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