How Smythson Stays As Relevant Today As 1887

According to Creative Director, Luc Goidadin.

Smythson is a treasured heritage stationery brand that dates back to the 1880s. We asked its Creative Director, Luc Goidadin, what makes it so special and how it stays relevant in a digital age...

For many years you were at prestigious British brand, Burberry, how did it feel moving to another with Smythson, and what appealed to you to take the role?
I have always been a fan of Smythson. It’s a small gem of a company with an incredible history. It has supplied goods and stationery to royalty, stars of the silver screen, writers, travellers and discerning customers since 1887. Being invited to help define the next chapter for the brand is a real honour.

It’s been said that you’ve “breathed new life” into the heritage company. How would you define your vision for the brand?
Frank Smythson founded his eponymous brand on servicing his traveling Victorian customers’ every requirement. He wanted products which were innovative – such as the Panama diary which it’s blue featherweight pages – and exquisitely made. He also was thoroughly eccentric in the best British tradition. It’s this combination of fun, quirkiness and function which is inspiring us today. Colour and pattern is key to this.

Smythson was the stationer of Queen Victoria – and still has three royal warrants today, the most you can have – is Smythson’s history ever daunting?
It can be a bit scary! Nonetheless, a brand with history is a beautiful launchpad for designers. Building on and respecting the legacy is very important. It’s also key to embrace the forward thinking values of the company. Smythson must be as relevant today as it was back in 1887.

We are very lucky to have some amazing archive pieces. My favourite piece is a handbag which a customer brought in to our Bond Street store to have it’s lining repaired. It dated back to 1902.

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What’s your favourite piece that THE ICONIC stocks?
I love the classic Panama notebooks. The featherweight paper is watermarked with the 1908 trademark symbol. The exterior cross grain leather was designed to replicate the durability of a Panama hat – hence the name of the notebook. My favourite bit of the story is that the iconic blue pages are the result of someone accidentally dropping some ink into a vat of paper pulp over a century ago!

In a time when everything is digital, what do you think is the appeal of Smythson’s luxury stationery?
The act of taking the time to write someone something meaningful, the pleasure of putting pen to paper, the thrill of receiving something which someone dear to us put effort into, all these things create a luxury experience which people are rediscovering in the digital age. For day to day business use digital is great, but letters and notebooks are beautiful artefacts which you can keep forever.

The campaigns and showings have a quirky British flair. How do you think that translates internationally?
There is an affection for that kooky British elegance around the world. People appreciate the humorous and unceremonious side of British refinement.

What is your view of antipodean style?
I have cousins living in Perth. I love the sense of athletic effervescence which to me defines the attitude down- under.

What’s your ultimate treat or indulgence?
Painting. I draw for work, but if I manage to find the time, I love to channel my inner Leonardo and hit the canvas and acrylics hard. It’s the ultimate form of mindful meditation to me, even if the results are best hidden away!

How will you know you have succeeded?
If we set Smythson up for it’s next 130 years of venerable history!