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Behind the design: Moroccan Luxe

Did you know that loads of the Sainsbury’s Home prints are designed exclusively, in-house by our talented (and very lovely) team? We caught up with them over a cuppa to talk through our favourite summer collection.

It’s time to take a trip behind the design of our Moroccan Luxe collection. Here, our expert design team give us a run-down on the unique patterns and prints, before filling us in on some of their favourite pieces.

Sainsbury's Home, inspiration, design, Moroccan Luxe, illustration, white bowl, white mug

“When we’re starting to design a new collection, we take inspiration from absolutely everywhere. Be it looking back at past collections, checking out the latest fashion runway trends or exploring social media (we love Instagram). We’ll mash this all in with the places we’ve been to individually and as a team – it’s a real mix. We’re all really involved, always switched on. We find it hard to stop!”

“We love experimenting with different techniques – photography, drawing, sketching, painting, lino cutting and mark making. In fact, for one of our autumn collections, our designer Sam was hand-painting watercolour animals in her sketchbook and these have now gone into a print across cushions, mugs, plates and more.”

Sainsbury's Home, inspiration, design, Moroccan Luxe, illustration, printed cushion

“Many of our products are designed in-house, making them exclusive to Sainsbury’s Home. Just take the Moroccan Luxe cushion. It took our print designer three attempts and many labour of love hours to hand paint the final design for this. This print was then used across loads more pieces in the collection and adapted for different scales and shapes.”

“With the Moroccan Luxe collection, it’s all in the name. We were inspired by the gorgeous architecture and tiles of Marrakech. It’s something we’ve done quite a lot but this collection is definitely a step forwards for us… it’s way more glamorous. It’s all about the materials – there’s marble, wood, different metallics – and, of course, the print. We’ve tried loads of new things, like using reactive glazes on our tableware, which is really exciting.”

Sainsbury's Home, inspiration, design, Moroccan Luxe, illustration, printed trinket box

“The stripped back colour palette was also totally new for us– that white-on-white, neutral feel – we took inspiration from those amazing Ibizan hotels. We love that feeling of that part of the world, all bright and breezy but totally sophisticated too.”

“It’s really made to work in any home: the super-liveable new neutral – teamed all-together it’s perfect for matchy-matchy style. But what makes it so versatile is that you’ve got the option to go both ways with it… you could also stick it next to a floral print and a tribal print for that eclectic look. It’s one of our favourite prints yet!”