Interview: M’ling, 5 Years On

Five years ago, then-graduate student Chanel Dehond launched M’ling Shop, a line of playful greeting cards. She has since moved to New York City, shifted into design strategy, and started teaching, yet M’ling Shop continues. We catch up with Chanel to find out how her work has changed and developed over the past half decade.

MB: M’ling Shop initially launched as an online shop for quirky vellum greeting cards. How have your card designs evolved over time?

CD: When I moved to New York City four years ago, I closed shop indefinitely. As a Waterloo alumna, I didn’t need Marie Kondo to tell me to limit my belongings. I definitely didn’t want to take my printer with me as carry-on, especially since I wasn’t planning on staying for very long.

The great thing was that when I got nudged to start up again, I had access to new materials and a wealth of experience to generate a better product. The card designs themselves grew more in number, but the biggest change was the quality of the physical merchandise. I no longer use Vellum, which was so easily accessible in architecture school; I now use a folded piece of transparency projection film with heavy cardstock sandwiched between.

^{Gobble Up greeting card}

Today there are also denim jackets, totes, limited edition prints, and cups in the store. What made you decide to start expanding?

New York City. It’s a hard concept to grasp being from Toronto and having lived in a multitude of metropolitan areas, but in New York City, people buy art. New Yorkers pay for art. There’s a huge market for these – as my parents’ generation would say – “less practical” fields. The influencer, music producer, painter, and photographer can all thrive here. So, my answer is, I saw opportunity and I began creating.

A trademark piece of advice I often give is that if your friends and family – the people that want you to succeed – aren’t interested in your product or service, then likely, people who don’t know or care about you aren’t going to give a s**t. Start with your fan base. Find out what they want and go from there.

if your friends and family – the people that want you to succeed – aren’t interested in your product or service, then likely, people who don’t know or care about you aren’t going to give a s**t. Start with your fan base. Find out what they want and go from there.

^{Moon jacket}

Beyond the new market you’ve found in New York, do you feel that the city influences what you create?

The answer to this is more biographical than anything. If you’ve met me (which if you haven’t and want to, and are in New York, let’s do it), you can see that my environment directly impacts my present experience. And it’s not in the typical way that architects describe when they design space, it’s in a way that generates puns and artistic creations. For example, I have a constant playlist in my head and when I hear a colleague spout a lyric like “thank you,” my playlist skips to a song by Ariana Grande or Dido. When a Torontonian visits, bumping into people on our walk to the High Line, Justin Bieber plays on repeat.

My brain applies filters to the everyday. I never wear earbuds or headphones because a conversation on a loud subway car between bandmates could lead to an illustration about jam.

I live in New York and I work in architecture so my work’s a product of this environment. I’ve had the opportunity of collaborating with both ArchDaily and Metropolis Magazine on the regular, selling my greeting cards in Opening Ceremony at the Ace Hotel, and working with a Korean gastropub on multiple exhibitions and a custom painting. My friends and students inspire me everyday and instead of holding these ideas dear and being a perfectionist, I look for the quickest way to deliver them to the widest audience. M’ling Shop is one channel and Instagram is another.

^{Jam Sesh print}

You are quite active on social media, using Instagram to share your work. What is your approach to this? Do you find your social media presence helps gain commissions? Or are you more focused on connecting with other creatives and sharing your work?

I am, and have always been active on social media. My advice about selling to your fan base, goes hand-in-hand with my use of apps like Facebook, Instagram and LinkedIn. These are the virtual places that my customers go. I have a global network, but reside local to a small group of friends. I prioritize my in-person interactions but in order for me to be successful in business, I have to go where my clients go. Foregoing social media would be like a cow farmer selling their milk in one boutique shop away from the central transit hub. I want to stock my milk in grocery stores worldwide.

Foregoing social media would be like a cow farmer selling their milk in one boutique shop away from the central transit hub. I want to stock my milk in grocery stores worldwide.

Two reasons that I personally use social media are:
1. To allow the people that I care about access into my everyday life. I want them to know what I’m up to, what I’m producing, what city I’m in, and who’s inspiring me in the moment. If I’d grown up and lived in only one place, this wouldn’t be necessary but I’ve built international friendships and relationships – mostly through my experiences in co-op.
2. 2019 consumers are lazy. If purchasing something – especially something that you don’t already want or need – is more than a click away, you’ll forget to buy it. Social media brings M’ling Shop into your palms and pockets. With a few quick finger motions, you can have a birthday card in your mailbox or at your cousin’s place of work in Amsterdam.

^{Harlem and FiDi from the Neighborhood Series}

I noticed you had an exhibition a few months ago. Do you feel that bringing people together in this way is an important part of your illustration practice?

My brand centres on approachability. I want to engage as many as possible and make them feel good. Humour is a tool, photography as well. Just the act of giving someone a greeting card embodies my brand. Illustration is my way of making complex subject matter, controversial ideas, and other humans accessible.

^{Custom piece for Space Mabi, a Korean gastropub}

In the interview five years ago, you mentioned that you’d like to open a M’ling coffee shop and design atelier. Is that still on the table?

I rarely think a month beyond ‘the now,’ but I’d say that my goal of creating a physical shop has changed. To present-day Chanel, physical real estate is expensive, high risk, and a large commitment. One business idea I’ve been toying with is to create “M’ling (Work)Shop,” an activity-based get together, where 10 or so people gather around food and drink to create art (in some form or another). Sort of like my version of a drink and draw.
I would also love to produce more large-scale pieces like murals or installations, which could take me to see more of the world.