British design brand Deadgood has introduced a new collection of furniture alongside a refreshed London showroom, marking a shift toward greater transparency in the industry. Leading the launch is the Lollipop chair, a piece made from locally sourced, FSC-certified timber that emphasizes durability and playful aesthetics.
A chair born from nostalgia
Vicki Leach, the studio’s design director, explains that the object’s narrative helped shape its identity. “During the design process, when the leg started resembling a lollipop stick, the narrative connected perfectly,” she says. “Creating that instant, subconscious connection is the ultimate way to spark joy.”
Although the piece is designed to feel irreverent and fun, it relies on traditional joinery techniques and is rigorously tested to the EN 16139 contract standard. Leach believes the chair has versatility for professional settings. “It can play many different characters, leaving it open for interior designers and architects to use it to evoke whatever mood they want to convey,” she notes.
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The timber is pressed from plywood at a specialized manufacturer in Poland, a process that required finding a partner with the right technical capabilities. Leach adds that despite the chair’s character, it is structurally robust enough for high-traffic public spaces.
Expanding the Folk family
The launch includes more than just the Lollipop chair. The original Folk sofa family has gained a smaller, more flexible sibling that offers two height options and an integrated shelf. The HB Table, a collaboration with London studio AtelierThirty Four, blends playful 1960s shapes with architectural logic. Heirloom designed Wall’s End to provide mobile partitions for flexible work environments.
Deadgood operates a two-storey showroom in Clerkenwell, which was recently renovated by creative studio Trifle* in preparation for Clerkenwell Design Week. The brand’s relationship with plywood runs deep, tracing back to its first product, the Form Chair, established in 2004 by Dan Ziglam and Elliot Brook. Leach says the material remains central to their work because it is so versatile.
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One of the most significant changes involves the new Design Conformity Furniture Passport for all products. The passport uses an infographic and a QR code to present data on a product’s carbon footprint. The system relies on a traffic-light format to indicate whether the item is sustainable.
Co-founder Elliot Brook says the decision to adopt the passports was driven by a desire to make circularity understandable for specifiers. “The traffic-light system means that you can see at a glance whether a product is doing right or wrong by the planet,” he says. “Document circularity so people actually get it, and the right products become easier to specify.”
Brook explains that the company has long focused on building furniture to last and maintaining a local supply chain. However, the new documentation system offers a concrete way to verify those claims. By placing the full data set behind a QR code, the brand provides easy access to the information buyers need to make informed choices.
