Meeting someone in the social melting pot that is the London Design Festival isn’t unusual. But meeting someone with a shared vision and passion for design is particularly exciting.
So when we got talking to Katerina Pospisilova at a design event during the Festival (a Martyn White Dawn + Dusk candle event to be precise), we were delighted to learn about her vision for the boutique social media marketing agency, Coshamie, which she founded to cater to the interiors industries.
With clients ranging from interior and furniture designers to artists and creators, Coshamie is an agency which puts design at its very core. As well as their marketing services, their blog and weekly roundup Espresso, is an insightful and exciting way to get a hold on the latest movers and shakers in the industry.
Here, we are delighted to chat to Katerina about her love for postmodern hero Ettore Sottsass, the campaigns she is most proud of and what good design means to her.
How did the idea for Coshamie originate?
I launched Coshamie after more than a decade of working in different parts of the design field – first fashion, then interior design. I launched it because I saw there was a gap between digital marketing and interior design & art. While fashion is very progressive and quickly adapting to new methods of marketing and utilising all tools available, interior design and particularly the “established” brands were not using it. Hence the reason why so many young brands who are digital-savvy are now really taking over. For me it has been interesting to observe the industry since then – those brands who stayed behind are now going through massive losses and those who took advantage of the more effective marketing are continuously growing.
Coshamie works with some leading brands in the design and art industry. Can you share any pearls of wisdom that you’ve learnt from them about what makes good design?
Good question and almost everyone has their own opinion, which is still subject to change. One of our clients, Masha Shapiro Agency, is an expert in the procurement of luxury Italian furniture and accessories to the British market, so from their perspective good design comes with simplicity and craftsmanship, for example. Chris Levine, on the other hand, sees his art highlighting sumptuous residences by Broosk Saib and Nicholas Haslam, and says it’s all about the sensory experience – what it makes you feel, basically. From our other interactions for #Espresso, we asked Marcel Wanders during an interview about what he wants to achieve when designing interiors, and he mentioned that he mostly wants to create a sense of place and belonging. On another occasion, I had the chance to sit down with Ross Lovegrove, and he defined himself as a translator of technology into products that we use every day and relate naturally with. He would always stress how form can touch people’s soul and emotion. And I think this emotion is really crucial for both design and art.
As experts in digital marketing for design companies, how you approach each new campaign? What campaigns have you worked on that you are most proud of?
The talented people in our team have worked on award-winning campaigns before, and we pride ourselves with retaining 90% of clients after independent projects and trial sessions. We offer a fairly complex marketing service, and we differentiate from our competitors through the fact that we are progressive and we constantly mix the latest tools with the overall strategy. Each client brings a new challenge but that is something we are always excited about.
When clients come to us, they usually have some basic understanding of digital marketing and therefore understand the value that we bring to the table: strategy, structure, industry knowledge and constant innovation.
Naturally, your first clients will always stay in your mind and become the ones you’re most proud of – Masha Shapiro Agency has some incredible furniture brands, all beautifully crafted in Italy, for example. They are very professional in their approach so our task was to come up with a strategy how to best communicate this to their targeted audience. Since we had budget constraints we focused on growth-hacking tactics and in just two weeks they saw significant growth in business, and ultimately revenues. The key to it all is that every task can be accomplished, as long as it’s broken down into manageable pieces.
Do you have a favourite furniture designer? Do you have a favourite design era?
Hard to say – I love Art Deco but at the same time I am a huge fan of the father of postmodernism, Ettore Sottsass – I really became passionate about him when I was working with Venini. When designing any object, he was always interested in physiology and the feelings of the person who would use it. He saw design not only to be delivering a function, but suggesting new ways of using the object. He was always looking to innovate.
If you could choose one piece from Layer, what would it be and where would it be placed?
This is tough, you have so many wonderful things on there! But after some deliberation, I think this gorgeous vintage mid century armchair would look fantastic in our office. We all love camel wool fabric, it would probably make for an excellent ‘thinking chair’.