Louise Cuckow

As a child I was always busy making little dolls or creatures and constructing the world they lived in, I guess my work today still has a bit of this in it. 

I spent my formative years gaining a degree in Art and Design at University then working in ad agencies and on various magazines. While working in the UK as a magazine Art Director I realised I wanted to do work that was more creatively rewarding and what you see in my portfolio is just that.

On my return to New Zealand I started Sweetpea Home this was over two years ago, it is now credited as being one of leaders in the New Zealand craft explosion. The collection of whimsical toys, bags, cards, T-shirts and soft furnishings were a vehicle for me to explore the creation of a brand from concept to sales having total control and responsibility for everything.  Not only did I create all the products, but their names and personalities, labels, the website, styled and photographed all promtional shots, the list goes on.

The brand was received with great excitment. Karen Walker says " I loved this range the second I saw it. There's a naivety and whimsy to it that I find completely adorable and the intimacy of each piece, in its design but also in its handmade nature, is so refreshing and a wonderful antidote to mass production. We're thrilled to be working with Sweetpea Home on this collaboration." The collaboration with fashion designer Karen Walker featured products exclusive to her current collections. The line was was launched at her New York fashion week 'Lucky' show with little jockey dolls in all the front row goodie bags. 

As a result there has been a huge amount of press both in New Zealand and abroad like Rush, Harpers Bazaar, Marie Claire and Oyster to name just a few. Owen Owl was an addition to the 'Flight of the Conchords' apartment for the second season. The products have been sold in New York, Japan, Taiwan, Australia, New Zealand stores and online.

Sweetpea Home has given me a starting point to build further in creative areas that interest me. Recently I have art directed a music video which included constructing a visual feast. Illustrated stories with paper cuts, collage and sewn drawings for well known magazines. Styled and written craft stories for Interiors magazines. Created Christmas decorations for a Auckland's Heart of the City campaign. Not to mention working in the design room at Karen Walker, where I focus on fabric design, placement graphics and store displays. 

I have joined the Pond in the hope of working on more fun creatively challenging jobs with other talented creatives.