UK, London. On Monday 14 March, Luxury Living & Lewis Wark launched a new event called Masterclass London at Henry Wood House in London. Taking a different approach to most trade shows, the aim of the one-day event is to highlight the craftsmanship involved in the production of handmade products created by leading brands represented by Lewis Wark.
Cast used at Lalique
“There are quite a few events now and we’ve found that they are mainly about getting deals done and to discuss possible projects,” explained Tom Douglas at Lewis Wark. “The aim of this event is to celebrate and present the craftsmen behind the brands and to bring a corner of the manufacturing processes from around the world into one place, under one roof.”
Tools used at Moser
Cutting at Moser
Among the participating brands this year were Cristal et Bronze, Cub-ar, Daum, Haviland, Lalique, Missoni, Moser, Richard Ginori, Robbe & Berking and Villari. Each exhibitor offered visitors the opportunity to learn about the craftsmanship, tools and materials involved in the production of their products with some actively working on projects on site.
While Villari’s craftsman demonstrated the process of creating a cherub, an artisan from Moser revealed the precision needed when cutting and etching its lead-free crystal.
Robbe & Berking
The event also included a silversmith from Robbe & Berking who demonstrated how a hammered effect is achieved on cutlery, while an artist from Richard Ginoir revealed some of the techniques that go into achieving the stunning images that are hand-painted onto their plates.
"We have had email after email from our brands and clients alike saying how much they enjoyed the event, with some having said how they had come for 30 minutes but ended up staying for two-and-a-half hours because it was so much fun," says director at Lewis Wark, Martyn Lewis. "Having an event where the clients nor the customers feel they have to write orders during the event was refreshing. The day was about absorbing the history and heritage of the brands in our industry."
The event also included seminars giving attendees the opportunity to hear how to create a bespoke Lalique interior and how Daum break their sculptures from a mould.
The process of breaking a Daum sculpture from its mould
Plans for 2017 have already commenced with Lewis Wark's clients and non-competing clients expressing interest in taking part in what looks to become a two-day event. Where and when has still to be decided, as this year's event took up the entire fifth floor of Henry Wood House.
"Doing Masterclass London somewhere different each year could be fun, so that where we do it is as much of a draw as what we do," says Lewis. "We know our brands will come back for the 2017 edition of the event but we also have interest from companies outside our portfolio and we may have a furniture or paint Masterclass in 2017 to add to the event."