Elly Baldwin works at Rove Concepts, where she found her vocation progressing through the company all the way to her current position of brand representative. Rove Concepts live by three words: iconic, exquisite and timeless. They recreate classic furniture designs that do so much more than imitate appearance, excelling in material, form and function. Their philosophy is that beautiful furniture should be accessible to all, instead of just being exclusive commodities. So we are proud to bring you the Designer Insights of Elly Baldwin.
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1) In your own words describe your unique style and creative aesthetic?
My style tends to be quite modern with most of my furniture from or influenced by the mid-century era, and is often brightly coloured.
2) When starting a new project, what is your creative process?
I start by looking at places like Pinterest and art blogs for design inspiration to create a design board and then decide what mood I want so I can draw out my plan.
3) Out of the creative people you have worked with, who is it that you respect and admire the most?
While all my colleagues are wonderful, the person I admire the most is actually my grandmother, who was an interior designer and artist. She was an incredibly creative woman who filled her home with intricate pieces of art made from natural materials. She always made the ordinary beautiful, which is something that I always want to do, no matter the situation or space.
4) When looking for inspiration is there a particular thing you do to get inspired?
My grandmother’s artistic influence still inspires how I see design and the world around me. It’s why I find going to modern art galleries and seeing the shapes and creative colour combinations helpful.
5) What has brought you to this point in your career? And what is your advice for people looking to follow in your footsteps?
While I’ve always loved design, I actually began as an administrative assistant at Rove Concepts. However, I worked my way up because I feel passionate about our products. My advice would be to follow your instincts and that if you enjoy what you do, you’ll do your job 100 times better.
Top 5 Choices Explained
1) Womb Chair: This Womb Chair is as relaxing as it is eye-catching. I love how the chair’s comfortableness comes from the frame conforming to your body, not from over-cushioning, which would have distracted from the chair’s smooth lines.
2) Nature-Inspired Colours: I’ve been decorating my home with nature-inspired colours like moss green and rose red in the past few weeks. They’re a nice, surprising departure from the usual spring pastels.
3) Eero Saarinen Tulip Table: I picked this Eero Saarinen Tulip Table reproduction because of how well it balances function and beauty. Since there is only one leg, there is much more room compared to other tables. It matches almost any aesthetic too, whether your taste is classic or more eclectic.
4) Clean Silhouettes: I think that clean silhouettes suit this season of renewal, especially in streamlined mid-century pieces. Clean silhouettes are also great because they let the quality of the furniture shine through, as there’s no design clutter to hide flaws with.
5) Shell Chair: The Shell Chair is so playful that it’s hard to resist. It makes a great statement piece because it is a fantastic way to feature a bright colour and to show off your personality. As well, since a space only needs one or two statement pieces, it’s cost-effective too.