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Behind The Brand: Elad Yifrach, L'Objet

Behind The Brand: Elad Yifrach, L'Objet

Revealing process of creating a collection and the key pillars of L’Objet, the founder opens up

Jonathon Warren
By Jonathon Warren, Commercial Director

What’s the story behind L’Objet?

I founded L’OBJET in Beverly Hills in 2004 in order to pursue my passion for beautiful things. Even before I had printed the first business cards, I flew with my first collection in my luggage to New York in order to present my designs to the luxury department store Bergdorf Goodman whose buyer wanted the pieces straight away. Now, almost ten years later, L’OBJET is a fast-growing company and I am living my dream.

What prompted you to establish a company specialising in stylish, high-end table top accessories?

I try to create pieces that people want to touch and treasure. I hope that my designs enhance people's everyday experiences and inspire them in some small way.

Why “L’Objet”?

I never intended to design products, and only started to when I realised a gap in the market while sourcing for my projects. I had so many ideas about how to complete a space with objects that were both functional and decorative… textured and modern, yet classic. My mentor at the time pushed me to experiment, and that’s what made me start bringing these ideas to life and create L’OBJET.

Tell us about your product’s journey, from inspiration to manufacture.

It usually begins with a point of reference I find when traveling. I find something that moves me and do my research on it. I try to imagine it done differently or adapted to the way we live today and add a twist to the expected.

How long from concept to completion does a product take to create? 

It really depends on the product. For example, from my new collection, Smoke & Mirrors, the shell tray is extremely intricate and is all made by hand using crushed shells. This process is extremely timely due to the careful detailing carried out by the craftsmen.

Where do you find inspirations? 

Anywhere and everywhere! I usually find it when I least expect it… exploring foreign cultures and people, in architecture, at antique and flea markets, in museums, in old books, and often in music and art.

Where do you source your materials from and what standards do you insist on? 

I source materials from all over the world, wherever I travel and take my inspirations from. We only have one planet and we are all obliged to take good care of it. It’s more challenging to create luxury from recycled materials, but not impossible. There are few elements and recycled materials we use now in our production process – I hope more opportunities will present themselves in the future. 

How important is it for you to work with artisans? 

Provenance is of the utmost importance to me. I always select each collection’s materials from regions best renowned for their production. Elevated craftsmanship is one of the key pillars of all L’OBJET’s products. Once we find an artisan who we enjoy working with and who performs the highest quality, we tend to come back time and time again. For example, in our newest collection Smoke + Mirrors, the beautifully textured white rabbit sculpture has been created by the same artist who worked on the swan and dragons from past collections.

What kind of experience do the artisans you work with have?

My commitment to L’OBJET is to produce absolute quality in every piece we design. During my global travels I am constantly on the search for highly skilled artisans who will help me bring designs to life, and the techniques used by these artisans is what sets L’OBJET apart from all others. The artists and craftsman L’OBJET works with are experts in their field; some even come from a long line of passed-down artisan skills. It has always been important to me to spend the time looking for the right partners who will dedicate precision to each piece of a product and take pride in their materials.

What’s the process for creating a collection?

I am always discovering new ideas during my travels around the world, so my creative thoughts are constantly flowing. It usually starts with a particular point of reference (a picture, place, a person) and grows from there by juxtaposing themes, colours, and textures against that core inspiration.

Can you explain the concept behind the new collection, “Smoke & Mirrors”?

Smoke & Mirrors is inspired by the timeless allure of games, magic and mystery; this collection expresses the playful side of L’OBJET and really encapsulates the mischief of the after-dinner moment.

In a shift from your recognisably vibrant colour palettes, the new collection embraces an almost completely monochrome look. Was that a challenge? 

I wanted to try something a little different and, as Smoke & Mirrors combines extraordinary textures and finishes, including natural shell inlays, antiqued brass, ebonised mahogany and signature Limoges porcelain, Smoke & Mirrors is an homage to the very finest craftsmanship, pushing the boundaries of what is possible with these materials. The collection also includes a number of new product categories, including trays, games, timepieces and the use of wood for the first time, therefore the focus was on the materials.

As a brand, what principles does L’Objet stand for? 

Just like the way you dress represents your personality, a well-dressed table or a room is an expression of your style and creativity. My goal is to design beautiful objects that make you dream and travel whilst serving a great function.