Uma Nair explores the resurgence of mid-century modern designs while highlighting the story of Keya and Mandavi who offer high-quality in home decor at great value
Somewhere in the middle of a global pandemic, two women lamented — why is it so difficult to find good, affordable and accessible home decor elements in the city? Keya and Mandavi shared a passion to discover extraordinary finds from all over the world and wondered whether it might be possible to make them accessible to and for all. They wanted everyday low prices, but high-quality design with great value.
Mid Mod Mad is an unusual and quaintly curious emporium of style on Instagram. It began as a lark, which hatched around a simple idea and several conversations. Two friends — one a strategy and sustainability consultant, Airbnb superhost and entrepreneur, the other a (very) senior corporate executive, Airbnb superhost and entrepreneur — lamented how uninspired, unwelcoming and overwhelmingly boxy and cookie-cutter the home decor and design world felt in India.
Where was the curious, wide-eyed experimentation that foreigners, design enthusiasts, manufactures and deal hunters kept coming to India for?
“We both dreamt of a platform, somewhere in cyberspace, where adventurous homeowners and decorators in the city could find expertly curated one-of-a-kind affordable home furnishings, decor and art. You know, just like those vintage stores abroad? I think both of us always wanted to bring the beauty and excitement of our favourite thrift/vintage stores and global bazaars to a common meeting place,” says Keya.
“We love the idea that what we offer will always change and like the favourite mementoes from our lives, each will have a story worth sharing — whether it’s that hand beaten, cut copper floral chandelier that was dragged back home from Thailand or that stunning vintage Silver Tray with a Gallery Rim that I woke up at 6 AM to go find at a Barcelona flea market or the Cambodian Apsaras that Keya forced a street artist to paint, with nothing but a knife because he had no brushes while she tried to convince him that he was an impressionist even when he did not know what that meant,” laughs Mandavi.
Mid Mod Mad is meant to be a hidden gem full of gorgeous stuff, all of which are some sort of seconds. If you haven’t heard of it, don't be surprised, they don't have a warehouse or a brick and mortar store, nor do they have a website. The inventory, which keeps changing subject to new acquisitions and sales, are updated on Instagram via artful posts/stories.
Their current stock is dedicated to home decor pieces that are either factory seconds, elegantly aged or gently used. Some are export surplus, dated design samples, or experiments that went a wee bit wrong.
Crash course of mid-century modern designs
The history of mid-century modern style in the US begins in roughly the 1940s, though its heyday was the mid-1950s through the early 1960s. The movement has origins in Germany, Holland, and France. It’s heavily influenced by the school of thought popularised by the Bauhaus — an art school in Germany — that began post the World War (WW)I. Think radically simplified designs where form follows function, a celebration of materials, visible construction elements, minimalism and dedication to a great design above all.
The expression of this modern approach in the US was more organic and connected to nature. When suburban areas began to expand in post-WWII America, the mid-century modern style grew as well.
The term “mid-century modern” was coined well after the movement ended, when author Cara Greenberg used the phrase for the title of her book about the era. The book was written in 1984, and the term has been widely used since.
Materials employed
Mid-century modern designs tend to celebrate the materials they use rather than hide or disguise them. In the '50s and '60s, designers were excited to use relatively new materials, such as plastic, lucite, and plywood, but they also relied heavily on more traditional materials like wood — especially reclaimed wood and upcycling waste materials from the glass and marble industries (think terrazzo). Today's designs follow suit with moulded fibreglass and plastic, as well as organic materials.
In mid-century modern style, less is more, but it’s definitely not boring. Materials are chosen carefully and used in interesting ways. Pops of colour add interest. And forgoing fluff and ornamentation gives the breathtaking shapes of mid-century furniture a chance to take centre stage.
Why is MidMod making a comeback?
Though it’s been around for over 75 years, this style is anything but outdated. Mid-century modern design has seen a resurgence in popularity recently, and it’s easy to see why.
The clean, simple shapes of the design have a timeless quality that still feels current.
Individuals today are aiming to cut the clutter and pare down their spaces, and mid-century’s minimal approach (similar to that of Scandinavian design) fits right in
As people increasingly look to make a connection with nature, the organic elements of mid-century modern designs bring back popular appeal. There’s a sense of nostalgia for the era, both from people who lived it and those who’ve seen it highlighted on shows like Mad Men. Adoption of the design today falls across a wide continuum, with some decorating whole homes in the style and others choosing a few distinctive pieces that fit their taste.
