When Target launched the Modern by Dwell Magazine home collection late last year, we had a specific goal in mind: make modern design more approachable and accessible to all. By mixing Dwell Magazine’s modern aesthetic—sleek lines, neutral shades and smart design—with our unique insight into what guests are looking for, we’ve done just that.
To learn more about the collection, we caught up with Greg Van Bellinger, vice president of product design and development at Target (above, second from left), and Nick Dine (above, far right) and Christopher Deam (above, second from right), co-directors of product design at Dwell, who talked about the collaboration, the future of modern design and their favorite pieces from the line.
On modern design:
GVB: Understanding the context of modern design and seeing how guests can incorporate the products themselves is everything. The design vocabulary is changing, so it’s important to understand how our guests view modernism when approaching a collaboration like this.
ND and CD: We went into the homes of consumers who self-identified their aesthetic as “modern,” and found that they were looking for help in bringing modern pieces into their home. When we started designing the collection we were very cognizant of the fact that our pieces should play well with other existing pieces in people’s homes. It had to be useful and stylish.
On the collaboration:
ND and CD: Working with Target was a tremendously enriching experience in design to work at this level and scale. Target’s designers and technicians were sensitive to our needs and they took on the weight of what we were trying to do. Thinking about what that core guest is looking for is what really shaped the collection.
GVB: When working with Dwell, and with all of our designer partnerships at Target, we want to become a part of their brand. Target’s partnership with Dwell Magazine, an authority on modern interiors, allows us to make modern design more approachable, accessible and affordable.
Feeling inspired? Flip through the slideshow below to see how to style Modern by Dwell Magazine pieces at home:
Modern by Dwell Magazine is now available at select Target stores and Target.com. Prices range from $49.99 to $399.99 for furniture and $16.99 to $99.99 for décor and accessories.
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