Future and Found was a London-based interiors concept shop and brand founded by Andrea Bates, who launched the business online in 2011 before opening a physical boutique in Tufnell Park in March 2012. The store sold a curated mix of up-and-coming designers alongside vintage pieces, reflecting Bates’s background as a buyer for Heal’s, Paperchase and Jamie Oliver’s Jme line. In 2014, the shop relocated to a larger former industrial building nearby, expanding into furniture and an interior design studio. In October 2018, the business was rebranded as insidestore, with the owner explaining that the old name no longer fit a collection where furniture had grown to account for over 50% of sales. [1] [2] [3] [4]
Design and History
The Future and Found logo was designed in 2013 by Horse, a UK-based graphic design studio founded by Ian Firth and Sarah Pidgeon. The mark is described as a ring-shaped symbol, though detailed visual documentation of the original design is limited. [5] [6]
The identity was retired when the business rebranded as insidestore in October 2018. The new branding was designed in-house by the store’s own team, not by an external agency. The insidestore name deliberately used a lowercase “i” with a slightly oversized dot, which formed part of the neon graphics and a “macaroni and stick” shape used across the logo, gift wrapping and postcards. [1]
Meaning and Symbolism
The Future and Found name reflected the store’s original concept of mixing new, up-and-coming designers with found vintage pieces. Bates described the concept as “a stylish collection of beautiful things for your home” that reflected how people style their homes by mixing old and new. The name also proved problematic in practice: Bates admitted she was “totally sick of people calling us Lost and Found,” which she cited as a clear indicator that the name was not strong enough to be instantly memorable. This confusion was one of the factors that prompted the 2018 rebrand. [3] [1]
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