Haberdashery Folio 2009

Haberdasherylondon

Formed in 2007, Haberdashery converge design, technology and art for a variety of clients. Founding members Daniel Siden, Mac Cox and Ben Rigby bring over 30 years industry experience in production design, industrial design, graphics and lens based media to provide a unique inhouse team who can handle the kind of work other agencies shy away from.

Fuelled by experimentation in Hablab, their independent development program, Haberdashery push the limits of creativity with new materials, tecniques and technologies informed by advice and expertise from the partners backgrounds and numerous expert individuals and companies. Based in a retro-fitted East London studio in Dalston’s famous Print House, Haberdashery clients include Sony, Selfridges & Co., Nokia, BAA, Channel Four Films and revolutionary light artist Chris Levine.

Through Hablab, Haberdashery are now teaming up with global companies to produce a range of works from groundbreaking visuals for world wide creative campaigns, to reducing waste streams by redirecting waste materials into inspired design solutions.

Haberdashery StudioThe Print House18 Ashwin StLondon E8 3DL

Find us on Googlemaps

+44 (0) 207 503 7080create@haberdasherylondon.comwww.haberdasherylondon.comwww.hablab.co.uk

Haberdasherylondon is a VAT registered Limited Liability Partnership.

Partnership No. OC341013VAT No. 929359971

All images © Haberdasherylondon 2009.

Content

Pestival Termite Pavilion 4

Selfridges & Co. Untitled 13/14 10

Charmouth ‘Jurassic Gateway’ Bridge 20

British Film Institute ‘One’ Award 24

Candy & Candy bespoke lighting projects 28

Chris Levine light art projects 36

Chris Levine / BMW ‘See how it feels’ 46

Memori 50

Sony ‘The future is today’ 54

Selfridges & Co. Infini-sceno-matic 58

Cedarberg Project Play ( Code name due to client confidentuality ) 66

Unilever White goods research 70

Giro Atmos 76

Zoot Woman 80

Production design and Art direction 84

Better Things 88

Katharine Hamnett 94

Hablab 98

Hablab Ex. 1.10 100

Hablab Ex. 1.11 102

Hablab Custom light rig 104

Hablab / Sony Ericsson 106

Haberdasherylondon

Project: Termite PavilionArea: Bespoke LightingClient: Pestival / Wellcome Trust

Collaborators:

Softroom ArchitectsFreeform EngineeringChris Watson (BBC Sound Designer)KLH

Page 4

Haberdasherylondon

Project: Untitled 13 + 14Area: SculptureClient: Selfridges & Co. / Old Truman Brewery

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Haberdasherylondon

Project: Jurassic GatewayArea: Public design proposalClient: Dorset County Council

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Haberdasherylondon

Project: ‘One’ Award for lifetime achievement in filmArea: Product design / sculptureClient: British Film Institute

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Haberdasherylondon

Project: VariousArea: Bespoke Lighting Design and DevelopmentClient: Candy & Candy

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Spherical cluster of 360 Aerogel cubes collecting and emitting light, weighing only 1.25 Kg in total.

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Bespoke lighting pendant comprising of borascilicate glass, ceramic grip, cold cathode light strip and custom coiled brass power cable, to be hung in clusters.

Chandelier made from custom tumbled Swarovski crystal, hung in a volume informed by the shape of a soundwave in 2 axis.

Chandelier made from custom tumbled Swarovski crystal, hung in a volume informed by the shape of a soundwave in 2 axis.

Haberdasherylondon

Project: VariousArea: Bespoke Lighting Design and DevelopmentClient: Light artist Chris Levine

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Haberdasherylondon

Project: ‘See how it feels’Area: Bespoke laser lighting effectsClient: BMW / Chris Levine

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Haberdasherylondon

Project: ‘ONE’Area: Product designClient: Memori Ltd

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The Memori device uploads images, sound and video from any space entered and displays them on the haptically controlled device.

Haberdasherylondon

Project: ‘The future is now’Area: Rapid product prototype developmentClient: Sony Worldwide

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Haberdasherylondon

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SHEET 1 OF 1SCALE:1:2

DWG NO.

DWG NAME.

DRAWN BY:

CLIENT:

REVISION ADO NOT SCALE DRAWING

E-MAIL: DANIEL@ HABERDASHERYLONDON.COM PHONE: +44 (0)798568046718 ASHWIN ST. THE PRINT HOUSESPACE 2, LONDON, E8 3DL, UK

01

ISO

NOTES:

1. Assembly Quantity = 12. Assembly is composed of three components a. Top Layer: Clear acrylic polished on all exterior surfaces, diffuse interior surface. b. Middle Layer: To be made hollow as per drawings, with exit hole in the back for electrical cable.

With pearlescent white finish c. Bottom layer: To be fabricated in solid material, with a gloss black finish3. Fixing of all components is to be determined by Bob Moore Models. It would be best if the top plate wereable to be removed to allow access to the inside.

4. HaberdasheryLondon will provide the feet for the base of the product.

5. Haberdasherylondon will provide the sony Logo for Bob Moore Models to fix.

FRONT

Haberdasherylondon

Project: Infini-sceno-maticArea: Bespoke Lighting / Kinetic SculptureClient: Selfridges & Co.

Page 58

Haberdasherylondon

Project: Project PlayArea: Design research and developmentClient: Cedarberg Limited

Page 66

Research and design for Cedarberg Limited in conjunction with Sprout Design.

Work is currently under a client confidentuality agreement, so please check our website for updates in the future.

Research and design for Cedarberg Limited in conjunction with Sprout Design.

Work is currently under a client confidentuality agreement, so please check our website for updates in the future.

Research and design for Cedarberg Limited in conjunction with Sprout Design.

Work is currently under a client confidentuality agreement, so please check our website for updates in the future.

Haberdasherylondon

Unilever white goods design research

Following the development of a new means of cleaning cloths without detergents, Unilever worked with Haberdasherylondon co-founder Daniel Siden, and a select team to research 3rd world users and the design implications of this new technology in the emerging 3rd world.

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Haberdasherylondon

While working at Bell Sports Inc. Haberdashery co-founder Daniel Siden designed, developed, tested and brought through to manufacture and certification dozens of helmets, helmet safety systems and helmet fit systems, including the revolutionary Giro Atmos.

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Haberdasherylondon

Project: Zoot Woman ‘Things are what they used to be’ Area: Graphic design / Art directionClient: Zoot Woman / Universal

Page 80

Haberdasherylondon

Project: VariousArea: Production design / Art direction Client: Various production companies

Between the eyesColonel BlimpRubberductionsUniversalCoral BarkChannel Four Films

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Haberdasherylondon

Project: Better Things 35mm featureArea: Stills photography and media campaignClient: UK Film Council / Channel Four Films / Third Films

Page 88

Haberdasherylondon

Project: Japanese Summer and Winter Collections Area: Photography / Art directionClient: Katharine Hamnett

Page 94

Hablab

Hablab is the natural progression of 2 years of Haberdashery thinking. Yearning for space within our process to fuel our childlike creativity,we decided to start inhouse research projects under the Hablab project. With no immediate client, Haberdashery research and developideas with new materials, techniques and technologies in order to discover the unknown. We team up with other expert individuals andcompanies to push boundaries and limits within creative techniques and thinking.

Hablab is now teaming up with large industrial companies to explore greener uses for their material waste streams. By opening up age oldproblems to a diverse, open source creative process Haberdashery can offer a new way of approaching old problems.

Haberdashery have used Hablab as an experimental test bed over the past year for a series of interactive lighting tests, resulting in severalwonderful effects portrayed in stop motion animation. From an initial test one evening in our studio, the experiment has grown and has recently been funded by Sony and developed into a 30 second advert.

Hablab has also been used as a creative case study for the MBA course at the Tanaka Business School, Imperial College, London.

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Freeform idea creation >

Experimentation and research >

Creation of a unique end product for client

Hablab

Project: EX. 1.10 ‘Waterfall’Area: Bespoke light experimentalism

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Hablab

Project: EX. 1.11 Area: Bespoke light experimentalism

Hablab

Project: Sony ****** 2010 Advert Area: Bespoke light experimentalism / Production designClient: Sony / Us2

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