Viva Brighton Issue #83 January 2020

DESIGN
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Hyatt’s decision to create Lagom Design, and
later HOLD, stemmed from a deep connection
with, and appreciation for, everything
Scandinavian. “I adore Scandinavian furniture
and love the masters such as Hans Werner,
Torbjørn Afdal, Carl Aubock and Kay Bojesen,
whose designs we sell in HOLD,” he says.
“They just do everything so well! And they’re
also world leaders when it comes to making
environmental changes.”
These days, Hyatt seeks out designers,
artisans and makers from around the world
to add to Lagom’s greeting cards collections
and lifestyle boutique: there are almost 100 to
date. How does Hyatt know when he’s struck
gold with a designer that’s truly ‘lagom’? He
says it’s a gut feeling, based on his 28 years’
experience in the greeting cards industry.
“We try to keep using all our artists for as
long as possible and keep redeveloping their
style,” he says. “Many of them have become
good friends over the years.”
At a time where we’re prone to pinging
someone a WhatsApp message instead of
sending them a card in the post, Hyatt wants
HOLD’s wares to inspire people to make
thoughtful, meaningful gestures to one
another. “I hope in a very small way they help
to reconnect,” he says.“Making an effort to
select a card that’s made with care, and then
for the customer to be part of the process by
adding their own words, is something I think is
so essential in the digital age.” Rose Dykins
lagomdesign.co.uk
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