Kat Milne Is Designing Fashion's Coolest Spaces, Her Latest Is Damson Madder
Working with Climax Books, Sandy Liang and Peachy Den, the creative takes us behind the scenes of her latest project.
You may not know Kat Milne by name, but you’ve almost certainly seen her work. The designer and creative director is the force behind some of fashion’s most talked-about spaces, from Climax Books in London and New York to the Heaven by Marc Jacobs store, Sandy Liang’s runway sets, Peachy Den’s Soho flagship and a string of standout pop-ups. Her immersive environments have become as much a part of a brand’s identity as the collections themselves.
Now, Milne is bringing her distinct vision to Damson Madder. As the cult British label opens its first-ever concession at Selfridges, it’s expanding its universe beyond the wardrobe with a space that feels equal parts home and gallery. Drawing on surrealist references, Milne translates the brand’s playful codes into an intimate retail environment, where bespoke quilting, Japanese-inspired birch sculptures and stainless steel accents create an unexpected dialogue between softness and structure. The result is a space that captures Damson Madder’s signature blend of femininity, utility and conscious design while offering shoppers a fresh way to experience the brand.
We caught up with Milne to discuss the inspiration behind the project, the evolving role of emotion within physical retail and how designing spaces has become one of fashion’s most exciting creative frontiers. Read on for the full interview.
Can you tell us a bit about yourself and how you got into design?
I’m a designer based in New York, working globally and with the privilege of having grown up in Asia. My years in Tokyo, in particular, continue to inform my work. My background is in architecture, which allows my practice to range in scale, from full builds to conceptual installations to sets to furniture and objects.
You’ve designed spaces for brands like Marc Jacobs, Peachy Den, Climax Books and now Damson Madder. Can you tell us a bit about this new project and how the collaboration came about?
Like many great relationships, it started with an Instagram DM. I was thrilled that the brand reached out and was only more intrigued when I spoke with their team. They have such a commitment to their customer on a granular level, which you see reflected in the small details of the clothing, as well as a deep interest in conceptual exploration. Our conversations quickly turned to girlhood and contemporary femininity, which was the primary inspiration for the space.
How did you create a space that feels like a gallery dedicated to the joys of girlhood?
The concept is designed to evoke childlike curiosity while still feeling distinctly grown-up, a little uncanny and always welcoming!
What does the beginning of a project like this actually look like for you? Do you start with sketches, materials, moodboards, conversations?
I start every project by understanding its central tension. Exploring this is what makes the work interesting to me. From there, I start to research, read, watch and listen. Sometimes the way in is through film, other times a book or a story someone tells me about their commute. It could be anything!
Selfridges is such a renowned space. Did the constraints of designing within an existing retail floor lead to any unexpected creative opportunities or challenges?
Wholesale spaces are always interesting because you have to think critically about your context, how to both stand out and also give the eye somewhere to rest in a busy space.
How do you want people to feel upon first entering the space?
I hope that the space allows people to slow down and be curious, to lean in a little closer and discover the details of both the surroundings and the product.
If someone walks away without buying anything, but leaves thinking differently about Damson Madder, what do you hope they’ve taken from the space?
How detail-oriented the brand truly is. I hope they see that reflected in the intricacies of the space, such as the custom quilting with interwoven ‘DM’ initials.
What can we expect from you in the future? Any exciting projects coming up?
Yes, a few very exciting projects with brands that will launch during NYFW, then Paris later in the year. I’m also working on some more conceptual furniture pieces of my own that I hope to be able to share soon.
