The 2009 folio for Haberdasherylondon, a design agency converging art, design and technology.

2. 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 Studio
The Print House
18 Ashwin St
London E8 3DL
Find us on Googlemaps
+44 (0) 207 503 7080
create@haberdasherylondon.com
www.haberdasherylondon.com
www.hablab.co.uk
Haberdasherylondon is a VAT registered Limited Liability Partnership.
Partnership No. OC341013
VAT No. 929359971
All images © Haberdasherylondon 2009.

3. 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

4. Haberdasherylondon
Project: Termite Pavilion
Area: Bespoke Lighting
Client: Pestival / Wellcome Trust
Collaborators:
Softroom Architects
Freeform Engineering
Chris Watson (BBC Sound Designer)
KLH
Page 4

10. Haberdasherylondon
Project: Untitled 13 + 14
Area: Sculpture
Client: Selfridges & Co. / Old Truman Brewery
Page 10

20. Haberdasherylondon
Project: Jurassic Gateway
Area: Public design proposal
Client: Dorset County Council
Page 20

24. Haberdasherylondon
Project: ‘One’ Award for lifetime achievement in film
Area: Product design / sculpture
Client: British Film Institute
Page 24

28. Haberdasherylondon
Project: Various
Area: Bespoke Lighting Design and Development
Client: Candy & Candy
Page 28

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

32. ggg

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

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

36. Haberdasherylondon
Project: Various
Area: Bespoke Lighting Design and Development
Client: Light artist Chris Levine
Page 36

46. Haberdasherylondon
Project: ‘See how it feels’
Area: Bespoke laser lighting effects
Client: BMW / Chris Levine
Page 46

50. Haberdasherylondon
Project: ‘ONE’
Area: Product design
Client: Memori Ltd
Page 50

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

54. Haberdasherylondon
Project: ‘The future is now’
Area: Rapid product prototype development
Client: Sony Worldwide
Page 54

57. 2 3 4 5 6 7 8
NOTES:
A 1. Assembly Quantity = 1 A
2. 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 finish
3. 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.
B B
C C
D D
FRONT
E
DO NOT SCALE DRAWING REVISION A
DRAWN BY: E-MAIL: DANIEL@ HABERDASHERYLONDON.COM
Haberdasherylondon
PHONE: +44 (0)7985680467
18 ASHWIN ST. THE PRINT HOUSE
SPACE 2, LONDON, E8 3DL, UK
CLIENT:
POINT BLANK COLLECTIVE
DWG NAME.
F
ISO
DWG NO.
A3
2 3 4
01
SCALE:1:2 SHEET 1 OF 1

58. Haberdasherylondon
Project: Infini-sceno-matic
Area: Bespoke Lighting / Kinetic Sculpture
Client: Selfridges & Co.
Page 58

66. Haberdasherylondon
Project: Project Play
Area: Design research and development
Client: Cedarberg Limited
Page 66

67. 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.

68. 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.

69. 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.

70. 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.
Page 70

76. 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.
Page 76

80. Haberdasherylondon
Project: Zoot Woman ‘Things are what they used to be’
Area: Graphic design / Art direction
Client: Zoot Woman / Universal
Page 80

84. Haberdasherylondon
Project: Various
Area: Production design / Art direction
Client: Various production companies
Between the eyes
Colonel Blimp
Rubberductions
Universal
Coral Bark
Channel Four Films
Page 84

88. Haberdasherylondon
Project: Better Things 35mm feature
Area: Stills photography and media campaign
Client: UK Film Council / Channel Four Films / Third Films
Page 88

94. Haberdasherylondon
Project: Japanese Summer and Winter Collections
Area: Photography / Art direction
Client: Katharine Hamnett
Page 94

98. 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 develop
ideas with new materials, techniques and technologies in order to discover the unknown. We team up with other expert individuals and
companies 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 old
problems 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 several
wonderful 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.
Page 98

99. Freeform idea creation >
Experimentation and research >
Creation of a unique end product for client

100. Hablab
Project: EX. 1.10 ‘Waterfall’
Area: Bespoke light experimentalism
Page 100

102. Hablab
Project: EX. 1.11
Area: Bespoke light experimentalism
Page 102

106. Hablab
Project: Sony ****** 2010 Advert
Area: Bespoke light experimentalism / Production design
Client: Sony / Us2
Page 106