In 2011 we had an idea. We indulged divine proportion and called this idea root5.
Simply 95% of everything is mediocre. We wanted to celebrate the other 5%. To create a space for designers and artists challenging the ordinary, making innovative, playful and maverick work.
It became reality with small steps onto the East London art scene, launching our collective at East Pops and Red Gallery.
In 2012, we popped. Up. A Design Store. In the heart of Clerkenwell, right where we first had this idea. 15 designers and artists that represented generations of students and graduates from among others Central Saint Martins and the Royal College of Art, showcasing new and old work for Christmas.
Jewellery, Prints, Cards, Fashion, Badges many other curiosities left with new and old friends, carefully wrapped, ribboned, stamped and sealed with a neon dot.
In 2013, we were overcome by love. Seasonally adjusted design love. We launched our our Web-Shop, with an edit of limited edition design products, jewellery and badges.
The idea grows. Exhibition. Pop-Up Shop. Website. Facebook. Twitter. Web-Shop. This is the next step. Our Blog.