An unexpected (art) collector

Emilia de Poret might not be the first person to come to mind when talking about Be@rbricks, an almost cult-like collectible toy in the shape of a bear that many associate with street culture. But as a hybrid of equal parts street art and fine art, it has found collectors in profiles from musician Pharrell Williams to Vogue's Grace Coddington and actress Nicole Kidman.

Among the first collectors in Sweden

We talk on the phone. Emilia de Poret is on her way in a taxi from work to her apartment on Strandvägen in Stockholm. The line crackles during the journey, but as a regular style expert on TV4, podcast partner to Ebba Kleberg von Sydow in Säker Stil and fashion editor for Klarna, we understand that there is a lot to be done in a few hours.

Her turn-of-the-century apartment is now home to more than 40 Be@rbricks of various sizes. Ranging from the largest, designated 1000% and measuring 700 millimeters, to those of 400% and 100%. A scale that includes six different sizes and has been created by the Japanese brand Medicom Toy, the founders of Be@rbricks.

They welcome us in the hall, forming installations on the wall and on the bookshelves. Her newest bear, signed by artist icon Keith Haring, was acquired at Nordiska Galleriet and now stands in the window with Djurgården as a backdrop. She was an early collector in Sweden.

– I almost dare to say that I was among the first in Sweden. I discovered them (Be@rbricks) in a shop in Tokyo in 2008 and started researching Medicom Toys. After that, it just escalated.

An affordable art investment

The brand started in Tokyo in 1996. Inspired by popular culture, animation and video games, they create limited edition design objects. They became a global phenomenon with a series of high-profile collaborations with the art and fashion world. This has resulted in limited editions of Be@rbricks signed by Karl Lagerfeld and Chanel, Daft Punk, KAWS and Basquiat, among others. Some in such small and sought-after editions that they now sell for millions at auction. Emilia de Poret and her husband ordered their first Be@rbrick from Japan.

BE@RBRICK Pushead #6 1000%

Medicom Toy

BE@RBRICK Coca-Cola Georgia Green 1000%

Medicom Toy

BE@RBRICK TAKAHIROMIYASHITATheSoloist Pause=Play 1000%

Medicom Toy

Be@rbrick Benjamin Grant Overview Barcelona 1000%

Medicom Toy

She found the second one in a streetwear shop in Stockholm. At the time, she was in the middle of her music career and when she went on tour to Australia, she left a Be@rbrick addressed to the Sex Pistols in their bed as a parting gift. After that, they bought Be@rbricks whenever they could get their hands on one.

– I regret not buying Karl Lagerfeld's Coco Chanel. I had the opportunity, but thought it was too expensive at the time. Now it has increased at least tenfold in value. The same goes for the Be@rbrick collaboration with Daft Punk. What's exciting is that there really is a secondary market for them. It's affordable art, if you call it that.

Expressing yourself through interior design

At the intersection of art, toy and interior design, Be@rbricks have found their own genre where they are steadily increasing as an art investment and where the collector's value for those in the know is priceless.
For Emilia de Poret, they have become an important part of an interior design that blends the antique with the contemporary, as well as a way for her to express herself.

– Before we had children and when we started collecting, we had a different style at home. The concept could be described as a meeting between the 18th century and Japanese kitsch. In that environment, Be@rbricks fit perfectly. Now we have a slightly more grown-up and mature home, but the unexpected, slightly kitschy elements are still there. My philosophy is that there has to be playfulness, just like in an outfit. You can wear something classic and well-tailored, but you always need one or more details that stand out - that's how I try to think when we work with interior design at home.

She draws parallels to how fashion and interior design are inspired by each other and how fashion designers have long been influenced by art. For Emilia de Poret, her home reflects her personality and what she likes in the same way as her clothing style.

– I have a pretty classic foundation, I like the icons, what is timeless and what you won't get tired of. For example, we have the Saarinen Tulip Table, which I love, and it will always be there.

BE@RBRICK Andy Warhol "Brillo" 2022 1000%

Medicom Toy

BE@RBRICK Astro Boy Sleeping Ver. 1000%

Medicom Toy

BE@RBRICK PINK PANTHER CHROME Ver. 1000%

Medicom Toy

BE@RBRICK Mickey Mouse 1930's Poster 1000%

Medicom Toy

At the same time, she says she likes to be influenced by the here and now. Just as she changes accessories to vary her style, she can continuously update her home by adding and removing details. A bit like selling and buying clothes from a wardrobe to keep up with the zeitgeist and vary your personal expression according to what you feel like.

At home, Be@rbricks became the link between 18th century furniture and modern design and the playfulness of Emilia de Poret and her husband's personalities. But today, she also sees Be@rbricks in the homes of art-loving friends as well as those with otherwise minimalist and stylish homes.

At the moment there are no plans for more Be@rbricks, but after missing out on Chanel's collaboration with Medicom Toy and what became one of their major collectibles, she will no longer hesitate when it feels right.

– Note to self: If you love something, you should do it if you can.