Established & Sons is celebrating the creative influence of its home city with the launch of a new initiative ‘My London’, a series of global activities which looks to the heart of London and the creative minds who live, meet and work there.

A selection of London-based talents and international names from the worlds of design, art and architecture have been invited to work on collaborations, installations and objects that define their idea of the city.

The first presentation of ‘My London’ during the London Design Festival sees Japanese architects and design studio, Nendo interpreting their vision of creative London in an installation at the Established & Sons Wenlock Road headquarters and showroom.

Inspired by iconic images of the ‘city of fog’, Nendo has created an ethereal floor-to-ceiling wall installation. Incorporating hundreds of pieces of 16 randomly selected small maps of London, the ‘fog’ engulfs the cavernous space of the Established & Sons showroom.

The textured pieces of the maps represent small memories of London captured in one space and are illuminated to create a soft and magical image of the city. The fog also surrounds selected pieces from the current collection and new 2011 products which are placed on plinths at low heights to enhance the flowing quality of the space.

‘‘It is a great honour to collaborate with Established & Sons. We have admired the brand’s creative style for many years now and respect their attitude towards encouraging and challenging designers to push for the technically new and exciting. A strong cultural diversity exists in London and we love the great balance of the architectural old and new in the city. We have tried to recreate this feeling in our design for the ‘My London’ exhibition.’’ Oki Sato – Nendo.

The ‘My London’ installation coincides with the launch of the new Established & Sons No.7 catalogue, which depicts lighting, furniture and accessories photographed within London-based locations, reflecting Established & Sons enduring commitment to present design that is delightful, liveable and yet beyond the ordinary.