Designer and creative consultant Matilda Goad’s world is a reality we’d always like to live in. Surrounded by perfectly thought through colour-ways and more scalloped edges than your local rock pool, it’s no wonder her effortless eye for design is capturing homemakers, designers and brands alike across the United Kingdom.
Finding her feet through fashion, working at Russian Vogue and Wonderland Magazine straight from university and then going on to assist stylist Venetia Scott - Matilda’s own aesthetic has been crafted through her experiences with luxury accoutrement alongside her mother’s own passion for redecorating.
She accredits her process to hours spent leafing through magazine archives and sourcebooks that now inform her own product’s designs. This material intertextuality ensures interesting seams and palettes that have crafted Matilda’s now highly recognisable brand, as she creates the homeware that she, herself, has always wanted, but couldn’t find anywhere else - of course adding her signature “English country whimsy with a kick of contemporary zing” style. “I’m drawn to colour like a moth to light, it’s the core of my work, it has the power to elevate and alter the feel of a space instantaneously,” she tells us.
“Lived in” with her, each product that Matilda creates is tested and loved by her before it is seen by potential customers, not only does this speak wonders of her integrity as a distributor, but it fortifies her own interior design prowess. As a consultant working with the likes of Shrimps, Farrow and Ball and a contributing editor of House & Garden magazine, Matilda is a trusted source of decorative knowledge who is innovating the scene with inspired installations and events that capture her style and creative vision. “Turning the ordinary into something more extraordinary” is a key component of her creative skillset.
Only last week (August 2019) did she install over four hundred re-used empty paint tins as an art piece in front of Farrow and Ball’s Westbourne Grove shop, where inside she served juice shots matched in colour to the brand’s signature paint products.
One of the most endearing things about Matilda is her approach; shoes off, shoes on - she doesn’t care. Matilda wants whoever sets foot in her home to instantly feel at ease and we believe that is down to the fact that, although it may be precious, nothing in her home is presented to visitors as sacred. This is an important realisation for adult entertainers (you’ll get it if you’ve watched this week’s video) everywhere, as it makes sure that through decoration and order, an environment of comfort is created, that just so happens to be brimming with texture and colour in this instance.
Creating inspiring spaces that bring a warmth and a personal touch is why Matilda is so good at what she does “I design products that I hope bring a little joy to the everyday” she says. Thoughtful in presentation, her products and her environments are made purely for enjoyment and with an integrity that doesn’t signal virtue, but rather invites thoughtful conversation, new perspective and tasteful practicality.
By Kezia Navey for Semaine.