MAISON 10 is a chic new online and retail design store concept with social awareness and responsible consumerism at its very heart. The concept has been created by Tom Blackie, Henri Myers and Carsten Klein. MAISON 10’s first retail store will open in NoMad (North of Madison Square Park) in New York City and online on Sunday, 10th July 2016. The Manhattan store will also include an on-site art gallery. We would love you to help us to turn this wonderful new retail concept into a reality.
MAISON 10 is a platform for talented, innovative designers to bring their high-quality products to a wider market. Likewise, for our featured visual artists, we are offering a fresh, user-friendly take on the traditional gallery model. At the core of our concept, is the fact that 10% from the sale of each product and artwork will be donated at the point of sale to 1 of 10 charities (not for profit organizations) selected by the purchaser. We want to create a way for people to shop for beautiful items and support beautiful charitable causes while doing so.
We will feature 10 highly desirable, hand selected items across 10 different categories for a period of 10 weeks i.e. a total of only 100 items will be available at any one time online and in-store. Categories will include: fragrances, candles, home, gifts, jewelry, men’s accessories, well-being, bags, and books. The 10th category will change at the end of each 10-week cycle. For MAISON 10’s opening the spotlight will be on ‘cities’ featuring New York City as our inspiration. At the end of each 10-week cycle the product from each category which has sold the most units (combined online and in-store sales) will remain for the following 10 weeks.
The ‘only 10 curated items in 10 categories for 10 weeks’ concept is a means of providing a constantly changing showcase of talent. The featured artist will also exhibit 10 works of art during the 10-week period. Whilst our online store will be incredibly important to the success of our overall business, we know that ‘brick and mortar’ retail has a real advantage. People love to touch, feel and experience great shopping.
MAISON 10 will promote and highlight socially conscious consumerism with every single sale made. We’ve always been frustrated with the schemes offered by other businesses that try to encourage charity supporters to buy products through their shopping websites. Often, the donation process is overly complicated and the actual charitable contribution is miniscule, usually only a fraction of a percent. We’re going to change all of this by donating a full 10% of every single sale made in the MAISON 10 store or through our online shop. At the point of sale the customer will choose from a list of 10 amazing charities - a mix of US, UK, European and International non-profit organizations. Nine of these charities have been selected by the founders and the 10th will be chosen by our featured designers.
Creating an innovative and ambitious new project like MAISON 10 is an expensive undertaking. We will use funds to design and outfit the store, create the website, purchase products, materials, and cover all of the other costs involved in bringing our exciting new concept to life.
The MAISON 10 retail store will be in one of the most highly desirable shopping areas in New York. There are already a number of ‘destination’ stores in the area including: Opening Ceremony, Project No. 8, the Rizzoli Bookstore and Maison Kitsuné. MAISON 10 will offer a complementary shopping experience and provide customers with a unique selection of designer-made goods not available in the neighboring stores. Visitors from other parts of the U.S., and from across the world, stay in nearby luxury hotels like the Ace, the NoMad and the Gansevoort. Each one is only a short walk away from the MAISON 10 location.
9 of the 10 charities supported in the first year have been selected by the 3 founders. They have been chosen by Tom, Henri and Carsten who have personal connections with these charities (either as volunteers, fundraisers or through a strong belief and respect for the work that each one undertakes).
The 9 charities (in no particular order as they are all fantastic) are:
International Rescue Committee (IRC)
The IRC responds to the world’s worst humanitarian crises, helping people devastated by conflict and disaster.
Opening Doors London
A charity supporting vulnerable older Lesbian, Gay, Bisexual and Trans* (LGBT*) Londoners through the provision of direct services and support.
A New York based charity whose mission is to end the dual crises of homelessness and AIDS.
Age UK Camden
A London-based charity supporting over 8000 older people, many facing social isolation and loneliness.
The mission of Amsterdam-based Orange Babies is to help pregnant women with HIV and their babies in Africa.
A charity providing long-term psychoanalytic psychotherapy for adults experiencing acute mental health difficulties in London.
USA-wide charity with its HQ in New York supporting the older LGBT* community across the whole country with vital services, support and advocacy.
A neighborhood-based charity in a deprived inner-city part of London delivering a ‘cradle to grave’ mission of support for local residents.
A central London-based charity supporting vulnerable families with children under the age of five.
The 10th charity… …is selected by the designer of each product on sale – there’s already a wonderful list of great charitable organizations from across the world which have been selected for the first 10 weeks. We can’t wait to share them all with you!
We have discussed the charitable aspect of MAISON 10 with every one of the designers who will feature in our first 10-week showcase. Each one has been overwhelmingly supportive and excited to participate. Many already have existing relationships with charities and others have been quick to select ones that resonate with their own life experiences. Alongside discovering an incredible world of talented designers, it’s been one of the most rewarding parts of our journey so far!
For as long as we can remember, all three of us have been fascinated with music. As kids, listening out for the Top 10 in each of our countries was a weekly obsession. This love of music and ‘charts’ has been one of the foundations of our friendships and it seemed only logical that we create a gorgeous ethical and creative business based around the beauty of music and obsession…
We want to thank all of our amazing friends and family who have been so supportive and encouraging over the last months and months.
Special thanks to: the lovely folks from the Kickstarter Support Team for answering all of our queries so quickly, our dear friend Mark Gens for giving up so much of his time to help us with our video, the wonderful Steve and Harry at KEAP candles for sharing their extensive KS knowledge and every single one of you who has given us words of wisdom, support and MAISON 10 love.
Risks and challenges
The challenge for us is in establishing a foothold for high-quality design and a socially responsible retail experience in a market increasingly geared towards product uniformity, profit maximization and the interests of online retail giants. MAISON 10 has been developed and fine-tuned over the last year and a half. The three founders have a broad range of complementary skills which, combined, will ensure that the MAISON 10 concept is a success!
Henri Myers has worked for over 20 years in fashion, focusing on accessories and lifestyle brand curation, press and sales. Tom Blackie has spent over 20 years successfully supporting non-profit organizations and developing corporate social responsibility opportunities. Carsten Klein is an award-winning art director and graphic designer who works with clients from across Europe, the US and other parts of the world. Carsten’s particular expertise is in art direction and graphic design. He specializes in visual communication identities with a strong focus on typography and print.
MAISON 10 combines all three of these aspects to make what we believe will be a unique and highly successful new shopping experience.Learn about accountability on Kickstarter
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