Department store designed for the mind

A Department Store for the Mind has been created where shoppers can search for products designed for emotional wellbeing, based on their personal state of mind.

Screen Shot 2015-11-20 at 17.07.44

A new store has opened, which solely sells products designed for emotional health and well-being.

The Department Store for the Mind has been created by Sophie Howarth, who was also behind The School of Life.

Howarth is a teacher, writer and entrepreneur who looks to address social issues with design solutions.

Crockery to inspire honesty

Her latest project, the Department Store for the Mind sells the likes of crockery designed to inspire more honest conversations, a tin of “gut instincts” and worry beads.

The online store, which is stocked with bespoke products, can be navigated by states of mind including curious, anxious, fragile and playful.

Meanwhile collections of products include First Aid for the Mind, designed to help with a crisis of confidence or anxiety, the Nature Collection, which explores how the natural world can soothe and stimulate the mind, while Modern Living is a range of household objects designed to help people live more fully in each moment.

Shopping doesn’t have to be mindless

“I’m fascinated by the way we imbue everyday objects with significance. When I look around my home, the things that are most precious to me are those that remind me of particular people or places. Shopping is often seen as a bit mindless. It doesn’t have to be that way. We design all our goods to offer delight, nourishment and support for the soul.

“I hope people find the store full of things that are touching, thought-provoking and soul-stretching. I hope it’s somewhere people can enjoy getting lost and feeling found. Most of all, I hope it encourages more of us to see the complexity of our minds as a wonder to be celebrated not a problem to be solved.”

There will also be a Christmas pop-up shop for Department Store for the Mind running from 15-23 December at Unit 3, Old Street Underground, EC1Y 1BE.



Start the discussionStart the discussion
  • Post a comment

Latest articles

From the archives: Picture Post

As we head back into our archives, here’s a gem from March 1990. Jane Lewis looks at the creative ways design firms promoted their services through mail-outs.