WHAT ARE MODERN DESIGNER'S DOING?
[To the Editor of the SPECTATOR.]
found the comprehensive article on the Daily Mail Exhibition which appeared on the " Modern Home Page" in your issue of April 11th of particular interest. In connexion -with the furnishing of " The House that Jack built," at this 'exhibition I feel that your question, "What are our modern 'designers doing ? " calls for some reply.
I am answering for a small but keen group of craftsmen- designers, amongst whom are Gordon RUssell and ourselves, who, after ten years' uphill fighting, are succeeding in pro- ducing a modern period in furniture which is essentially British and in no way a copy of anything Continental. After a considerable number of years' experience, I have found that it is just the crowds that the Daily Mail Exhibition eaters for who best appreciate, understand, and save up to buy what we are producing.
We should have revelled in an opportunity to furnish coin- pletely " The House that Jack Binh," but-I do not think thanur critic is aware that the Daily Mail charge /700 for this privilege. I am not criticizing the Daily Mail for this figure. More power to their elbow if they can get it ! But the likes of us do not find that our work warrants this expenditure in advertising. It seems that only mass producers. or retailers of -mass pro- duction products must indulge in such expense.
Though we often have to stand comparison with mass pro- duction prices, mass production would be fatal to us. As pioneers we have all had slowly to collect our own groups of craftsmen around us and build up steadily on results. We are unlike the French in whose country the departmental stores employ designers, such as Rene Prou, as- Art Directors, pay them well and give them unlimited scope in which to produce their ideas.
Actually we did supply eighteen of our Doors in Empire Timbers for "The House that Jack Built." We had to make them at our own expense and, in addition, pay a fee for this concession ; .but the Daily Mail, whom we have always found most helpful; met us and reduced the fee by two-thirds. Heaven knows if we shall sell these essentially Empire Doors. Perhaps Lord Rothermere will buy them. Certainly we once made some furniture in beautiful Kenya olivewood for Lord Beaverbrook. Though we cannot blow so loud a trumpet as to furnish entirely "The House that Jack Built," the voice of our small group, in spite of the general slump, is growing in strength. It is flattering to us to see that everything we produce is immediately copied by the "trade."
The great ones of the land are also taking notice of our existence, and it is becoming fashionable among a very influential section of the community to have at least one modern room in their homes. Quite a number of discerning collectors of our work are springing up, and the press as a whole is extremely sympathetic to us. British Film and Play producers are fully alive to the existence and significance of our movement. But more important than all is the fact that out of it all is arising a Modern British Movement, which, in a few years will more than -hold its own against the so-called Continental Movement.—I am, Sir, &c., DAVID JOEL, CoMmander R.N. (retired). 25 Knightsbridge, London, S.W. 1
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