Behind the Brand : Reclectic

The idea behind Reclectic is that artists and furniture makers have collaborated for hundreds of years – Reclectic’s fusion of imagery, cutting-edge technique and vintage style, transformed into art furniture, is our collaborative effort. We have developed a technique to hand-spraypaint onto vintage furniture, inspired by the pieces themselves and have two collections. The Heritage Collection using historic patterns, courtesy of the V&A Museum, London as well as The Illusion Collection using bespoke photography by Reclectic.  All hand-spraypainted with a cutting-edge pixelated effect.

House of Coco went behind the brand to find out more…

When did you launch the brand and what was the reason behind it?

We launched the brand in 2014 and my inspiration for Reclectic came about through a love of history, antiques, decorative arts, and my brother Jonty’s tech and scientific expertise! And of course a yearning to transform my eclectic vision into reality.

Whats your background?

I have a background in Law and a career in advertising, but I always knew that I was an “eclectic” at heart. My parents always collected antiques and with inspiration from them, my home is filled with pieces that span the centuries and the globe.  After studying at the V&A last year, while volunteering at heritage houses and archives in London, I was determined to create something.

How many people are involved in the company and what are their roles?

There are 4 of us involved. My brother Jonty Hurwitz who is a well-known scientific artist, developed the technique that we use.  And I have an incredible creative team in Otto Pierotto and Niina Keks, who bring the creative vision to life and execute the ideas. Otto’s brilliant creativity extends to photography, painting, technological solutions and restoration of the furniture. And Niina’s precision, attention to detail, and ‘good eye’ comes from her long-term experience in oil painting. They both add an invaluable dimension to Reclectic.  I multi-task – from sourcing and curating the furniture, to coming up with the ideas together with Niina and Otto, marketing, PR, sourcing the historic patterns and usage rights.  And generally making sure the business is running smoothly.


If you could start over with the business, would you do anything differently?

Not yet but you can ask me that in a few months time!

What is the hardest challenge you have faced since you started the company?

Getting people to really understand the expertise and time that its takes to create each of these unique pieces, as it is extremely technical.  And in turn, making sure that the pricing is right. And also getting people to buy online!

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Tell us one fact about you that people wouldn’t know?

I should’ve studied history and not law!

2015 is here, where do you plan on taking the brand?

We are doing a pop-up studio/shop from March 5th-15th at 67 Redchurch Street, Shoreditch, London E2 7DJ and we are very excited about this so do come along!!  We are also doing Grand Designs Live at London Excel from May 2nd to May 10th at Stand L34 in Grand Interiors.

Industrial Polished Metal Cabinet

To date, what has been the highlight since launching?

Winning “Best Stand” at the East London Design Show in December 2014 and getting a call from Grand Designs Live.
In future, how do you plan on expanding the company?

We are looking at the possibility of launching a contemporary hand-spraypainted collection, alongside our vintage collection.

Where can people find out more?

Twitter: @reclectic1

Facebook: Reclectic Furniture

instagram: reclecticfurniture


Call: 07866597974

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