The latest addition to London’s Shoreditch design district is a concept store whose aim is to engage in a fair and positive relationship with both customers and producers. One Good Deed Today works as a platform for both emerging and more established artists to showcase their work, while promoting ethical and responsible shopping. The space, designed by London-based nice to be nice studio, is neatly organized and the atmosphere peaceful.
To the well-trained eye, light colors and a pastel palette will surely recall a Wes Anderson-meets-1980s patterns imagery. Unlike many other design stores, One Good Deed Today feels as welcoming as walking into a friend’s house.
The venture avails of the collaboration of owner Romain Camus and creative director Sophie Lou Borch-Jacobsen whose strict selection process aims at outsourcing only the most visually pleasant and sustainable items. Their philosophy is a conscious response to the notion that eco-friendly products are generally design-less. Ranging from clothes and jewelry to homeware and furniture, the objects displayed bear a unique identity and design. Camus told us he felt the urge to create a positive retail experience that would emphasize the many stories behind single pieces, by antagonizing the anonymous mass-production culture. At a time when environmentalists push for renewed commitment by governments and global companies alike, One Good Deed Today highlights the importance of supporting designers with an ethical approach and sustainable production. Camus also speaks about a system of mutual exchange between the community and the shop. Artists and producers need exposure, while retailers should re-invest part of the profit into the community itself. It is by embracing this approach that the store will donate the 5% on single purchases to selected charities. In other words, the project really strives to create a community of small producers and responsible, informed customers. The soon-to-be inauguration of the adjacent music studio represents a further step in Camus and Borch-Jacobsen’s wish to constructively shape a network of both local and foreign artists.
Right before exiting onto the shop’s backyard, an interesting collection of independent magazines and books, curated by Champ Magazine’s editors, provides more qualitative food for thought. The Garden Edit, an innovative gardening company, is set to take over the outside space in spring and currently displays a selection of products in a pop-up area of the shop. Creative director BorchJacobsen anticipated that the access to the back garden will be a great incentive to organize themed talks and lectures.
The store’s own name and keen attitude in supporting the community mirrors in the “suspended coffee” initiative – a first for London, which allows customers to buy coffee in advance for people in need. Serving sustainable coffee from Berlin’s Bonanza and Crosstown’s doughnuts, One Good Deed Today intends to become a melting pot of creative minds with an ethical twist.