Thoughtful Everyday with Eva
Words Nadine Thiedeke | Strategy Manager
Posted 07/10/2025
5-minute read
We had the pleasure of collaborating with Eva on the campaign launch of new colourways for their Everyday Sofa. Since then, we’ve kept in the loop on how they live and breathe their ethos of Thoughtful Everyday.
Recently, we joined their Industry Breakfast Event in Carlton to hear from Eva’s Head of Design, Tom Shaw, and Josh McLean, Director of In Addition. The perspectives they shared provoked us to reflect on broader cultural and consumer shifts.
The Growing Importance of ‘Everyday’
Across our own projects, we’ve seen a rising desire to elevate everyday moments. Routines are becoming rituals, and the simple act of enjoying peaceful time at home feels like the ultimate luxury.
What was once called the Lipstick Effect—when economic pressure steered us toward small, affordable pleasures—might today be reimagined as the Labubu Effect. Instead of the Hermes bag, there is the coveted charm that hangs from it—instead of a fit fresh from the runway, we may settle for the ‘Tomato Leaves’ scented candle at home. We’re prioritising mont blanc coffees and nighttime serums over big purchases like cars, overseas holidays, and new homes. Swapping Instagram scrolling for Facebook Marketplace finds—thrift is more valuable than price.
Labubus aside, this in no way means large amounts of excess. Many consumers are more conscious and intentional, placing greater value on longevity, minimalism, and what remains uncollected. In many ways, what we don’t own speaks as loudly as what we do.
Eva Carlton: Everyday Living
Eva’s Carlton location embodies intentional design. In Addition approached the interiors with a sensitivity that is true to the Eva brand and distinct within the market. We may not notice how strange it is to shop for furniture in a vast showroom, with rows of variations butting against each other. But at Eva, suddenly it makes so much sense to see furniture in the context of a cosy home. The items are displayed in a relatable scale, offering an experience that honours the art of daily living.
Thoughtful Design in Practice
During the breakfast, Tom and Josh spoke about their philosophies of furniture and interior design. Both highlighted the importance of empathy—designing for how people actually live.
One piece of furniture can serve many roles: a desk for focused work, a platform for Lego creations, a surface for folding laundry, the centre of family life, and ultimately and of course…as a dining table. They described how our lifestyles continue to evolve: once, a sofa needed to fit a compact apartment; later, it was replaced to complement larger homes and new tastes. Now, with many of us choosing to stay in smaller spaces, adaptability matters most. A modular sofa with the ease of changeable covers allows for effortless refresh and personalisation to reflect a new life stage.
Tom captured his design philosophy succinctly: “If I solve a problem for myself, someone likely has that same problem.” Many of Eva’s innovations spring from solving real human and commercial challenges—reminders that what we should create often matters more than what we can create.
Living Your Brand Values
The event was a beautiful demonstration of living brand values beyond words: sharing ideas, fostering connection, and deepening the richness of a day.
At Studio Payne, we approach every collaboration with this in mind—building on a brand image is only the beginning. If you’re into crafting experiences that resonate, endure, and inspire—let’s create something extraordinary together.
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