A photo posted by Tetra (@tetra_shop) on Apr 10, 2016 at 8:12am PDT
Upon a quick scroll, Tetra looks like a high-end online store specialising in beautiful and minimal design products for the home, and that’s because it is. The only thing is, these products all have a deeply functional purpose—they’re all related to smoking. A far cry from the stereotypical head shop aesthetic, Tetra was launched late last year by three friends who all come from arts/culture backgrounds, bringing with them a unique and feminine perspective to the pursuit of blazing.
The creative brains behind the project are Monica Khemsurov (design curator, writer, and co-founder of Sight Unseen), Su Wu (arts writer and founder of I’m Revolting) and Eviana Hartman (writer and contributing Vogue.com editor). “We were sitting together on El Matador beach in Malibu, talking about how no smoking accessories reflected our aesthetic,” Eviana tells The Creators Project. “We realised that we knew so many interesting contemporary designers who would love to try to create something new in this category.”
Rendered in luxurious materials like marble, gold, brass, and ceramic, it’s clear that these accoutrements are made to be proudly displayed around the home. The coffee table-worthy products include Andrew O. Hughes’ geometric ashtray and lighter set that changes colour in the light and stacks into a sculptural piece when not in use; handmade porcelain pipes dipped in 22-karat gold care of The Pursuits of Happiness; a Tom Dixon brass-plated storage container; and USB-powered oil-slick lighters by Tribe of the Eastern Sun.
A photo posted by Tetra (@tetra_shop) on Feb 3, 2016 at 10:17am PST
“Many of the things we stock are specially designed for us by designers we know. Others catch our eye for different reasons, but we're drawn to rich, beautiful materials, colour, and sculptural forms,” Eviana says about their range of smoking paraphernalia.
The curated nature of their products extends to their entire online presence. Tetra’s Instagram feed acts as a visual mood board to showcase stylised product shoots and sources of inspiration. “We are aiming to bring an elevated aesthetic to what we’re doing, one informed by contemporary design, art, and architecture,” Eviana explains. Given the girls behind the store, it also comes as no surprise that their blog is on-point, featuring guest editors, studio visits, playlists, recipes and more.
You can find out more about Tetra here.
A photo posted by Tetra (@tetra_shop) on Apr 19, 2016 at 9:03am PDT