While my personal style is a bohemian take on the layered eclectic, I admittedly have a weakness for the truly minimalistic aesthetic. Clean lines, simple yet impactful details and beautiful materials come together under the hand of Nadia M’Seffar to produce stunning home décor pieces. Em’Say Studio, a freshly launched design house based out of Railtown’s Octopus Studios, offers wood and concrete housewares from accent furnishings to accessories. Designer Nadia M’Seffar talks us through how Em’Say got started and what her creative process looks like.
How did you get started making concrete homewares and what led you to where you are now?
I've always liked making things. I would be inspired by pieces I would find at boutiques and always knew that I had the ability to make something similar if I tried. So I did! I wasn’t formally trained, it came naturally, and YouTube tutorials were really helpful. After a recent move I decided to design and create all the missing decor pieces myself, from pendant lights to shelves to tables. I eventually came to make stools designed by Ben Uyeda out of concrete and quickly realized I could make anything out of this underrated material. I started experimenting using different types of molds and perfected my craft by trial and errors. I started getting order from friends and that's how Em'Say was born.
Do you have a Vancouver muse? Or a favourite place in or around the city that inspires you?
My old Gastown loft. That's where my love for design started and that's how I developed my style.
Do you have any predictions for the future of your industry?
What I've noticed is that Vancouverites are genuinely proud to buy local and handmade goods. Even young generations are appreciating original design and are willing to pay a little bit more to buy something that wasn't made in a factory.
How would you describe Vancouver’s artistic/creative community?
Honestly I didn't know what to expect. I come from a completely different background (French and Moroccan) and was definitely intimidated to join in. However, Vancouver’s visual arts community is extremely welcoming and supportive. I'm excited for what's to come.
If you could describe your artistic style in one word, what would it be?
Minimalist.
What gets your creative juices flowing?
A cloudy Sunday morning listening to acoustic songs.
Is there a song or a musician that inspires you to create?
I've been rediscovering and listening to a lot of Amy Winehouse at my studio lately.
Is there one area of your craft you find especially challenging?
Carrying bags and bags of concrete up and down the stairs! But seriously, I find it difficult to find balance between the creative aspect and running a full time business. There's just so much to do and so little time. I wish there was more than 24 hours in a day!
If you could speak to a room of youth who were considering careers in the arts, what would your advice be?
Travel. Go explore the world. Your adventures will shape who you will become as person and as an artist.
