Furniture, objects and artworks from the 1940s to the present lounged around Mission seductively before being snapped up…
… but the shop’s scene stealer was the niche selection of publications secreted at the back.
Mission was renowned for bringing books and magazines to life with its dynamic displays, installations and events.
Rather than a selection of the latest titles, Mission showcased a personal edit of timeless and rare gems, which people responded to – from a three-dimensional edition of Wizard of Oz (mostly bought by kidults!) to an original copy of the unique magazine Flair.
The books and magazines reflected Mission’s interests and aside from their informative value, added another layer of design and inspiration – the fabulous covers aside, many were desirable objects in themselves.
Mission effectively created book appreciators and collectors. Restaurateur Oliver Peyton snapped up a copy of Rizzoli’s Gio Ponti while developing his Knightsbridge eaterie, Isola.
Mission later teamed up with the Applied Arts Agency to supply its Exmouth Market store with an edit of Mission’s books and objects – a mini Mission pop-up in the early 2000s.
Mission was one of the first emporiums to hire out areas of its space or display cabinets (on a selective basis) to design companies – 20 years before the pop-up/‘shelf for hire’ retail trend.
A key difference was collaborating with creatives who shared Mission’s design philosophy, and Mission pro-actively promoting their work and occasionally facilitating wholesale orders with other retailers – including Maxfield in Los Angeles and the Museum Store in London.
Mission was approached by St Martin’s Lane hotel, to operate a branch shop to replace their own boutique (which was actually rather cool but sadly struggling). Tempting, not to say flattering but extortionate overheads ruled it out. Blakes Hotel also approached Mission, to ‘participate’ in its rather distinctive brochure
Mission went on to curate illustrated book libraries for developers show-flats and lobbies.
Mission started to develop its own range of products – 'modules' or miniatures of Mission in their sense of attitude, function and chic.
A family of 'personal containers' was made in collaboration with Ettinger
Designer Tube – for rolled drawings, images and plans;
Sculptural Card Holder – for business/credit cards;
Circular Wall Wallet – to keep bills, invitations, menus, etc, in one place;
Using the tactility of leather to convey a timeless quality Mission’s objects were intended for everyday use, as a way of conveying one's identity at meetings, introductions or opportune moments:
All three items came in russet, sage green or black – echoing Mission’s interior colour palette.
Printed Matter
Mission in Print
Mission’s shop was listed in various discerning guides including:
Louis Vuitton City Guide
Elle Decoration Guide to Modern Design
Furniture & Architecture (Edwin Heathcote / Academy Editions)
Design UK I & II (Max Fraser/Conran Octopus)
Shop London (Sian Tichar/Ellipsis)
London Shopping & Restaurant Guide (Make van den Berg/Mo’Media)
Little Red Book shopping directory (Red magazine)
Editorial Coverage
