Entering Mission was like visiting a different country;
the sculpted space brought the familiar to life
in an excitingly unfamiliar way.
As Stephen Bayley so succinctly surmised:
“Mission is a unique hybrid:
part gallery, part venue, partly journalism
in three dimensions.
The creation of design/publishing PR Yvonne Courtney and partner, architect Misha Stefan
who is responsible for Mission's striking soft modern interior with dramatic 20ft double height spaces.
The result is a superb exhibition space with sales point and full administrative back-up for creative PR campaigns.
Mission has jumped the species barrier:
many companies do little to realise
the value of the image capital they already possess, leaving a valuable resource pitiably unexploited.
It was a short step from writing an imaginative press release to creating a popular event
which generates authentic editorial in its own right.
Mission's starting point is Ettore Sottsass' belief that industry does not have to sponsor culture because industry is culture’.”
Blurring the boundaries of showspace, shop, lounge bar, architecture studio and PR agency – Mission’s creative communications potential was realised with a wide range of companies – including Diesel, PG Tips, Knoll, Comme des Garcons, Academy Editions, Prestel and Vaseline.
During it’s five year tenure (1998-2003), Mission was regularly used as a location for launch events, press demonstrations, magazine shoots and TV filming. The space was also used for company meetings, presentations and brainstorms – 20 years before today’s flexible co-working trend.
Alongside Misha and Yvonne, a pool of like-minded creatives – “Missionaires” – helped realise exhibitions, catalogues and events, including
former Design Museum founder and curator, Stephen Bayley and Sue Andrew, freelance critic and curator Robin Dutt and designer, Michael Wolfson.
Mission explored collaborations with cultural and creative organisations
including the Design Museum, Cornerhouse, Reel Poster Gallery and Pentagram,
and was approached by the Vitra Design Museum to be a venue for its travelling exhibitions
and the Judd Foundation to represent/exhibit the artist’s work in the UK.
Misha Stefan was invited to give a talk about Mission to members of the Contemporary Arts Society.
Mission attracted patrons and admirers from all over the world.
High profile visitors included Paloma Picasso, Sir Terence Conran,
Doris Lockhart Saatchi, Sir Hugh Casson, Duggie Fields, Peter York,
Zeev Aram, Zaha Hadid, Murray Moss, David Collins, Nicholas Haslam,
Karim Rashid, Brian Eno, Jeffrey Hinton, Wendy James, Hugh Cornwall, Phoebe Philo, Rachel Weisz, Isabella Blow, Miranda Richardson, Jonathan Ross, Claudia Schiffer, Ilse Crawford,
Nathalie Hambro and Donna Karan.
EDITORIAL COVERAGE
“… a think-tank of ideas all in one fantastic space in west London.”
- WGSN (WORTH GLOBAL STYLE NETWORK)
“A beautiful space dedicated to the display of beautiful things. Part Barbarella', part troglodyte dreamworld, the sculptural interior is in a style of which Barbara Hepworth would have been proud.
- TIME OUT
“As the name suggests, Mission is a launch-pad for a new way of thinking about design. It is a work in progress. That goes for the space itself as well as the concept. Mission has swiftly become a new take on the salon for London's design community.”
- Independent on Sunday
“Step through a design stargate to a futuristic nexus of architecture, furniture and fashion… Mission's
bi-level emporium hosts interactive installations which smash the boundaries between art, fashion and living design…”
- Wallpaper*
“Mission is a talking point… and a viewing point too.”
- Stephen Bayley, Luxury Briefing
“The appeal of Mission is that it is quite uncompromising in its vision.”
- The Observer Life Magazine
LONDON DESIGN GUIDES
In the late 1990s, design was at the top of the agenda, thanks to new trade show 100% Design and new lifestyle magazine Wallpaper*.
To establish Mission on London’s design map
Yvonne initiated London’s very first design trail
– the Westbourne Design Route – in shops and showrooms in and around London’s W2/W11.
Participants included Aero, Space, Bill Amberg and Christopher Farr. The opening night, generously sponsored by Bombay Sapphire
attracted leading design players including
Donna Karan and Philippe Starck – who rocked up on his motorbike!
Yvonne persuaded Wallpaper* to produce a special guide which resulted in her helping compile a 4-page pull-out map. An additional 10,000 copies were distributed at design outlets all over London. She also worked with The Independent and Elle who featured extensive guides to the event/area.
The organisers of 100% Design gradually embraced the proliferation of fringe events taking place in the same week of September, recognising that they complimented the show,
making London an essential must-visit for the international design community. Selected events were highlighted under their 100% Guaranteed banner. These were the organic foundations of what would become the London Design Festival, established in 2003.
