George & Minnie: In Conversation with Creative Director Ann Grafton

Born from the renowned London Design Studio GP & J Baker, George and Minnie brings a fresh perspective to the world of interiors. We sat down with Creative Director Ann Grafton to explore the thinking behind the brand. The influences shaping its collections and its visions for the future of design. 

What were the inspirations and reasons behind launching George & Minnie?

We wanted to create something that draws on Baker's incredible archive, but speaks in a completely new voice - one that's youthful, bolder and unapologetically fun. We want people to find their own identity in this brand. The collections have been designed to create layered interiors, offering different decorating stories for every week of the year. 

Whether leaning into pretty pinks with charming small florals and blush checks or experimenting with more masculine ochres and espresso browns brought to life with a pop of emerald green - there is something in George & Minnie for everyone.

What's the story behind the George & Minnie name?

The name was inspired by GP & J Baker co-founder George Baker, a passionate botanist and textile innovator and his wife Minnie, a scientist, artist and fearless campaigner who climbed mountains on her honeymoon and championed women's crafts. 

George and Minnie were not only partners in life but in vision - a marriage built on shared curiosity, creativity and respect. The brand, like its namesakes, brings their pioneering spirit to a new generation of designers and to anyone looking to introduce a youthful aesthetic into their home.

How would you characterise the brand's design identity? 

The brand motto is 

"Live curiously, create boldly." 

Each collection offers a playful twist on a classic motif. One of my favourite designs is Puzzlewood, which reimagines a late 18th-century chinoiserie design in contemporary strokes and colourways. 

We created designs that evoke a feeling of familiarity, but in a way that feels contemporary and usable in a modern way.

Who is the brand designed to serve? 

The target audience is anyone who wishes to create layered and individual interiors, and who loves decorating beautiful spaces to live in and enjoy life.

What does the launch collection comprise? 

Our first launch offers everything a space would need and more. The designs have been curated into three collections: Prints Volume One, our statement decorative fabrics and wallpapers such as Wild Meadow, Puzzlewood and Watercolour Bird; Minnie Prints, a family of smaller-scale archival and hand-drawn designs like Oakley, Ditsy and Strawberry Tea; and Checks & Stripes, woven checks and stripes ranging from delicate ginghams to bold plaids.

Can you talk us through the fabrics, patterns and materials specified across the collections? 

The collections offer natural fibres - 100% linen base cloths and mixes of cottons and linens. From the beginning, it’s been really important to us that the fabrics can be used across a range of pieces from curtains and blinds to upholstery, cushions, tablecloths and headboards. 

The different collections are crafted to be layered and built upon across a broad colour palette, from rich greens, walnut browns and espresso tones to shades of blue, chalky aqua and blush pinks. We've created everything an interior could need to change its scheme every week.

Our George Ticking reinvents the classic ticking stripe in contemporary colours, alongside mini gingham checks and versatile multi-coloured checks in the collection. Decorative pieces such as the Indienne Tree or Secret Garden, and the beautiful Rosie, a classic floral bouquet, coordinate seamlessly with the new small prints collection in a vast array of adaptable, joyful colours.

What would you like BIID members to take away from this launch?

It is always exciting to take authentic designs from the past and create new colourways and beautiful textiles for interiors today, as well as creating some completely new designs. The design team at GP & J Baker are very proud to deliver a new and exciting brand to the design community, for them to create interiors that will be enjoyed for years to come.

Note: GP & J Baker is a Platinum Partner. This article has been produced as part of our sponsored partnership programme.