Maverick, highly inventive, fiercely independent and the alternative to the alternative, Rory Dodd and Piers Roberts have spent the last 10 years heralding new design and displaying it in their unique Designersblockexhibitions. They’ve built their reputation on the ability to find locations (and designers) just before they hit the mainstream consciousness. After 10 tireless years holding shows around the world, from Milan to Tokyo, Cologne to Istanbul to promote new design Robert Urquhart of Designers are Wankers went to ask how the hell they did it… 

So, how’d it all begin?

When we started out we attempted to bring the spirit of Milan to London; to provide an alternative environment to what was around at the time - traditional trade shows. Bear in mind that when we opened our shop there was bugger all out there in terms of retail. There was Conran, Purves & Purves... places like that. The thinking was that you didn’t need a public space if you were a designer, you just wanted to sell your work to buyers. There was nowhere that allowed you to describe your approach to audiences.

At the time, designers like Tom Dixon, Ron Arad and Jasper Morrison stepped up, but the diversity of clients wanting to use creative skills wasn’t there. There are now roles such as service design which didn’t exist then. There are far more examples of creative success now and new inspirations and avenues, from television programmes to press and of course… IKEA.

We were picking up on all the stuff coming out of Holland and Scandinavia – the shop was a bold attempt at a try and bring all this stuff together. Financially, it didn’t do well enough but we’ve learnt a lot since then!

One trademark of Designersblock over the past decade has been their pioneering (in the U.K.)  approach to using disused buildings such as the Truman Brewery to host exhibitions and cultural events.

One of the consistencies that run through all our work is our use of space: the broadening of creative disciplines in our work is really exciting, while most things tend to thin down to a single definition – our definition is expanding. The shows provide an aspirational environment where they will exchange ideas. There is always stuff emerging on the backs of peoples efforts that they wouldn’t have been able to anticipate. What’s great now is the results for people exceed their expectations by quite a long way.

This year, Designersblock chose to eschew East for West and held a large event at the disused Piazza in Covent Garden, a marked departure from the squat feel of their previous venues…

The venue happened to be a usable venue as opposed to the run down monster that we normally have to contend with. There wasn’t really a conscious decision to move to the West End. It was, however, a conscious decision to choose a great building.

I don’t think we have to think of this country in terms of London. Trading triangles with Scotland and the North East exist and designers from Ireland go to Birmingham to see stuff rather than London. In fact we were involved in the trade show in Birmingham this year, helping to configure creatives with business. The danger in London is that it’s too convinced of itself.

Designersblock has been around longer than the London Design Festival, yet there is no knighthood for either Dodd or Roberts on the cards? Does your appeal as mavericks also has its downsides?

I just wonder why we get absolutely zero support from the UK government. There are always elements of paranoia about whether we are going to burn buildings down. If we have a reckless image, it’s because everyone enjoys that perception - not because we are.

Government sponsored support (for the London Design Festival) has created a different playing field, and this is not always to the good. I don’t think you’d look at the success of creative business in the U.K. and point a finger at the government. It’s not institution backing that’s the prime driver, its hard work and bloody minded determination.  We’re not alcohol fuelled for nothing…

Bigger bolder brighter, braver is quite a nice approach.... Sometimes tippy toeing in to the water with us is what people feel they need to do in case they are going to get hit by a tidal wave. It’s quite fun when they get hit… and like it!

See more Designersblock at www.designersblock.org.uk