December 11, 2018 •
Industry Spotlight: UWP Luxe
Vice President and Creative Director, UWP Luxe | New Haven, CT and Mason, OH
ST: What do you feel is missing the current stationery market — and how do you feel the Dear Alchemy, range addresses it?
MB: Affordable pop-up engineered cards are missing for Millennials! In this digital age, people want more tactile and analog experiences. Dear Alchemy cards are interactive works of art meant to be displayed on desks and are enjoyed long after being opened. They are perfect for casual sending occasions that support recognition of everyday events.
ST: Despite its edginess, there is a back to basics vibe, with small movements bringing about a big surprise — a hand standing up, an eye blinking and so on. What was the thinking behind tweaking these details?
MB: Dear Alchemy, features the smallest card dimensions of our UWP Luxe division, but we still wanted to pack a big punch — just like our Pure Alchemy line. We couldn’t do as much intricate laser-cutting and as many pop-ups at the smaller scale; instead, we handled each design smartly and depended on clever solutions to create the most impact. We were also able to tackle concepts that translate better in a smaller format, rather than a full dimensional pop-up card!
ST: What were you inspired by as you created this collection?
MB: Yoojin Kim, art director for UWP Luxe, led development. Our design teams’ inspiration is rooted in childhood memories and brought to life with twists on their favorite current trends and popular puns. They put everything they love into this line.
ST: What are your favorite pieces from the collection?
MB: I am passionate about them all, but if I had to choose a few that stand out, they would be Stay Curious and Matchbook. They bring back a simpler time!
ST: How do you recommend retailers merchandise and promote this range?
MB: Brette Guilmette, designer and director of social media for UWP Luxe, believes that since Dear Alchemy, is geared toward Millennials, social media marketing is critical!
The majority of our target market is active on Instagram, Facebook and Pinterest. We’ve also designed a compact Dear Alchemy, display for retailers, complete with natural wood and brass rods. The overall structure showcases the designs and invites shoppers to take a closer look.
ST: Are you planning on continuing these releases?
MB: Absolutely! This is only the beginning of our curious and petite card line. Expect a lot of nostalgia-driven designs coming soon!
ST: Is there anything else you’d like to share with Stationery Trends readers?
MB: Keep your eyes open for our new UWP Luxe Desktop Collection, which will translate our design aesthetic into keepsake gift products.