Coming to you LIVE with Laura Silverman from Castel and the Castel Bus
This month we shared an epic collaboration opportunity that has been in the works with someone I genuinely admire. This creative professional is a true inspiration and leader of a fabric house empire. Laura Silverman, Design Director of Castel Maison, and I connected via IG LIVE a couple of weeks ago to talk about business and managing life and work during COVID. We have brought you the top five takeaways from our meeting. You can watch the full video or above, or check it out on our Instagram.
1. Designing for textiles should be timeless.
Castel Maison was founded 20 years ago by Laura and her husband. They have been working together for over 13 years now and their love for a certain level of style and quality has led them to source their fabric line from mills in Europe and India. Their brand is so unique and special because of the timeless beauty and elegance of their imported textiles, whose quality, clarity and saturation cannot be matched. At the same time, they do take trends into consideration, but that is not their sole focus when coming up with a new design collection. Instead, Castel seeks to create textiles that will make an impact and last more than one season of life. There is a sense of history in the quality and craftsmanship that comes from these family-owned mills that have surpassed the test of time, which is worth celebrating.
2. We owe it to ourselves and our clients to continue supporting these family-owned mills.
Castel Maison opened its showroom two years ago at the D&D building in New York. There, Castel partnered with two other fabric companies that are based in Barcelona. Together they have been able to form their design network where they share a mutual creative pulse. Collectively, they have been able to source more for each of their signature works thanks to the relationships they have built and nourished over the years. Working with these high-quality mills brings the flexibility of designing different scales, textures, and schemes that can all exist in the same family. Another critical piece Laura is very passionate about is their continued support for these family-owned businesses. She feels if we don’t support them, their art and their craft will disappear. With it, so will all those special moments that can be mixed throughout to allow interior designers, like me, to tailor a one of a kind interior experience for a one of a kind clients.
3. The work we all do is better together.
The working relationships Castel Maison has built with each of their mills have opened new opportunities for new collections and new product lines. The value can be seen not only in the pieces but in their lasting impact. Their quality and craftsmanship can cater to so many and brings their story full circle to people who love and appreciate everything that goes into creating these works.
The way you make your clients feel is your brand experience. The first time I went to a Castel Maison’s showroom, I spent three hours in pure heaven. Not only were the product lines astonishingly beautiful, but the way I was greeted was nothing short of the royal treatment. This location still serves as Castel’s flagship showroom. When they were designing the layout of the space, they brought an interior designer from Barcelona who brought that international flavor to New York. Everything was tactile, and the set up they created provided an immersive experience where it was okay to touch and feel everything to get a sense of that piece and the collection.
More recently, my experience in working with Castel Maison as a company has been phenomenal. My interior designer friends out there know that there are many nights when you are working past regular business hours trying to make miracles happen. Those magic moments are realized when you have a team like Castel communicating with you late at night to notify you that they will have samples delivered the next day. We share those same core values, and they know exactly what I need and exactly when I need it.
Castel Maison’s brand experience has been the driving force (literally) behind the authenticity and dedication to their craft and their brand. Laura’s husband has a true love for Volkswagen buses. Last year they both came up with the idea to revive a 1969 VW bus, decked out in Castel fabrics. This innovative setup provides a unique platform for their brand and gives a glimpse into Castel's lifestyle and experience when attending markets or local events.
4. Always be on the lookout for new inspiration.
Every day is a gift and an opportunity to find inspiration and to keep creating. Castel Maison is always looking ahead and conducting color trials for the next season. This latest collection features bright, colorful designs that are a sign of life in a year that has brought its share of trials but has also shown us how resilient and tenacious we all are. Upcoming designs from Castel will feature more of a luxe collection with wool satins, Italian velvets, and embroidery pieces. I will definitely be on the lookout for these beauties!
As you can see, there is plenty to look forward to here and now, and lots more coming in the months and years ahead. We can’t wait to see what else Laura and Castel Maison have in store for us. I am looking forward to Part II with you, Laura.