A “refined but elegant rawness” are the carefully chosen words that Mimi Shodeinde – the London-based architect and founder of interiors studio Miminat Designs – uses to articulate her honed design philosophy. And indeed, looking at the textural contrasts of the bespoke furniture pieces she creates, or the artful, natural auras of the spaces she’s designed, it’s an apt description.
The driving force for Mimi’s practice is an abiding obsession with craft, testified by the quality and calibre of her creations, as well as by the exacting processes through which they come to be. “Our studio is particularly passionate about craftsmanship and supporting local artisans – there would be no us without them,” she shares. “The majority of the pieces in the spaces we design are bespoke, so we’re heavily reliant on working with skilled artisans, as detailed, quality design is so important to us.”
It’s an ethos that finds a perfect match with Range Rover, the prestigious British car brand renowned for a similarly precise eye for sleek design and high valuing of craftsmanship. The face of Range Rover Evoque’s ‘The City That Made Me’ campaign, Mimi explores London, the city she calls home, reflecting on how its intrinsic contradictions, fast pace and vast cultural wealth have shaped her directional creative perspective. Here, we get to know the interiors maverick a little better, learning more about her interiors pet peeves, her thoughts on the Range Rover Evoque as a design object, and the route of her dream London drive.
How would you introduce yourself to someone coming across you and your work for the first time?
I’m a furniture and interior designer born and raised in London and the founder of my namesake studio, Miminat Designs. We design furniture, lighting, and sculptural objects, as well as interior spaces. With my sculptural design pieces, I aim to break down the relationship between form and function, allowing art and design to intersect. Our work dovetails an artistic aesthetic with architectural discipline and the spaces we create embody this.
What makes your perspective on interior design and architecture distinct?
My interior design work is about creating timeless spaces, celebrating the use of light, materials, texture and furniture. I seek to add character when designing a space through the use of emotion, connection and function. I love working with natural materials, wood, metals and natural fabrics. And I love texture and layering. For example, I might use five different stones that are similar at first glance, but once you take a closer look, the differences reveal themselves. I like playing with finishes too, burnt wood or burnished metal – it’s these details that bring a piece to life.
What made you realise that you wanted to pursue a career as an interior architect?
I founded my studio whilst at university. I had worked for a while in the industry and as a freelancer, but I was still building my studio on the side. Art and painting were my first love but I always knew I would end up in the creative industry, doing something that put my creative talents to use but didn’t always dream of being a designer. I switched to a degree to study architecture and interiors and realised I’d found my niche, and Miminat Designs was born during this phase.
What are the main developments you would like to see in the design industry?
I would love to see the industry move away from stuffy, overly luxe interiors – no more ‘cushion chopping’ please! I also hope that we see a greater move towards sustainable materials and design becomes more in touch with nature and the outdoors.
Range Rover Evoque’s ‘The City That Made Me’ campaign focuses on how London has shaped you. How has the city informed your creative perspective?
London has a huge influence on me as a designer – I feel it’s ingrained in my identity. I love how fast-paced the city is, its architecture, the resilience of the people and the fact that British craft is so distinctive.
What are some of the destinations that epitomise your London?
It’s so hard to choose, London is the centre of culture, full of incredible galleries, museums, shopping and food, and growing up here enriched me as a designer. A few of my favourites include The Londoner’s Retreat – the natural light coming in from the crisscrossed wood ceiling is so architecturally dynamic and it’s beyond calming to spend time in – the Barbican Centre for its beautiful brutalism and Dinings SW3 for its incredible sushi.
As a design object, what stands out to you about the Range Rover Evoque?
The Evoque is made for the city, with its sleek design and compact size. My favourite feature, however, would be the new interiors of the car. I love wood, and I love that Range Rover used ash veneer, as well as the minimalist approach to the new screen.
What’s your dream London drive?
I’d start in Mayfair – it has the perfect mix of galleries, shopping and food – three of my favourite things, so a natural starting point! I’d then pop down the narrow, busy streets of Soho. Then, through the elegant neighbourhoods of Kensington and Chelsea, crossing the Chelsea Bridge over the Thames, drive along the river, over the iconic Tower Bridge and finish up with a sunset view from Primrose Hill or Hampstead Heath.
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