In our continuing series featuring the creative thinkers behind the Space brand, More Space meets Michelle McEwen whose journey into the world of design began at Space surrounded by iconic brands and designers in a dream role that continues to inspire. When asked to pick a favourite piece from the collection, it’s the Standard sofa designed by Francesco Binfaré, and made by family-led Italian powerhouse Edra, that is a clear standout. "What I love about Edra," remarks Michelle, "is they challenge your perceptions of what a sofa can be.”
More Space: Michelle you joined the Space team in 2004, can you tell us about your design path?
Michelle McEwen: My background is in marketing. After studying business at UTS, I worked in media, advertising and retail marketing roles, so my design journey really began when I started at Space 17 years ago. Since then, everything I’ve learnt about design has been absorbed from work experience and travel. After joining Space as marketing manager in 2004, I then moved to managing Poliform’s marketing when my first son James was born, before being asked to take on a new role overseeing both brands until I relocated with my family to Canada for two years in 2013. While I thought a move to the other side of the world would mean the end of my tenure at Space, the then CEO Christina Caredes asked me to help work on a few projects remotely and one of those was the design brand SP01. I now bring all of that knowledge together in my role as group marketing manager, looking after Space in Australia and Asia, Poliform Australia, as well as our new baby SP01.
How did your passion for design develop?
Early on at Space I was on holiday in Italy and arranged a factory tour of the Renzo Piano and RIchard Rogers-designed B&B Italia headquarters near Lake Como in Tuscany. From that moment on, I understood why Italian brands are so exceptional: the detail, the care, the quality, the research. Thankfully I had my husband with me and since then he has been a total convert too! I do think being surrounded by beautiful products and design-focused people every day has developed my love of design, and travelling to Milan for the furniture fair has also been a huge source of inspiration. Most of the team at Space are design trained so I have soaked up industry knowledge as well as all the fascinating design backstories. I still remember my interview with Space's founder Kevin Jarrett on the day of the Sydney showroom launch. There were tradespeople everywhere, staff running around, furniture moving, and all the swell of excitement. That has been the level of creative energy ever since. You don’t stay at a job for 17 years unless it’s a very special place.
"Early on at Space I was on holiday in Italy and arranged a factory tour of the Renzo Piano and Richard Rogers-designed B&B Italia headquarters near Lake Como in Tuscany. From that moment on, I understood why Italian brands are so exceptional: the detail, the care, the quality, the research."
Michelle McEwen
Travel to the world's design capitals and surrounding herself with experts and leading brands has shaped Michelle McEwen's design journey. Portrait © Tim Ashton.
In 2017 the SP01 'Over / Under' exhibition launched the Australian brand in New York and marks a career highlight. Photo c/o SP01.
The super flexible Standard sofa's name is a play on words. Its abilities to be shaped in a multitude of ways makes it anything but 'standard'. Photo c/o Edra.
A sketch by designer Francesco Binfaré shows just one of the ways the Standard sofa can be adjusted to provide comfort and flexibility. Sketch c/o Edra.
B&B Italia's iconic headquarters near Lake Como in Italy was designed by Renzo Piano and Richard Rogers, and completed in 1972 while the architects were also working on the Centre Pompidou in Paris. Photo c/o B&B Italia.
The Moooi and Frame party with Parov Stella in Milan in 2012 is highlighted by Michelle as one of the most memorable events during Milan Design Week. Photos c/o Michelle McEwen.
Portrait of Michelle McEwen © Tim Ashton.
"What I love about Edra is they challenge your perceptions of what a sofa can be. They design in a different way. For them, when talking about a sofa that means total comfort. You choose how you sit in it and how it looks, it’s very fluid."
Michelle McEwen
The Standard sofa designed by Francesco Binfaré. Photo c/o Edra.
Do you have a favourite piece in the Space collection?
Choosing my favourite piece was hard. At home I have a mix of different designs by brands including B&B Italia, Porro, SP01 and Poliform. However, the Standard sofa by Edra is something I have been coveting for a while now.
What is it about the design of Edra’s Standard sofa that caught your eye?
What I love about Edra is they challenge your perceptions of what a sofa can be. They design in a different way. For them, when talking about a sofa that means total comfort. You choose how you sit in it and how it looks, it’s very fluid. I also really love the Mazzei family's approach to their business. Arriving on their stand during Milan Design Week they are always so welcoming. Most meetings are held with your feet up on a sofa, so it's just like catching up with old friends. Their humbleness and confidence to explore new ideas and their focus on human connection is inspiring.
Design is an extension of who we are, it’s very personal. What valuable lessons have you learnt about choosing a design piece?
Lucky it's not me advising clients (laughs), I leave that to our talented design consultants. I have learnt not to opinion shop, ask a trusted professional to help, make sure you get the proportions and details right, and then go with your instinct. Remember, you are the one who will live with it.
Finally, could you please share a few of your career highlights?
Thankfully I work with a team of super creative and clever people who always take things to a new level. I was part of the SP01 launch in Milan and that definitely stands out, it was very special to launch at Milan Design Week and for Wallpaper• magazine to name SP01 a brand to watch and a key exhibition to visit. While bringing the ever-so-polite Kevin McCloud to Australia for a talking tour and working with Lee Broom on his Sydney installation were highlights as well, and the fun of the Moooi and Frame party with Parov Stella in Milan way back in 2012 is still my favourite Milan party.
Thanks Michelle, great to catch up with you.
