The Fleet of Dazzle:
A Centenary Collection With IWM

Creating Historical Homewares

In 2014, Imperial War Museums (IWM) exclusively partnered with us to launch The Fleet of Dazzle. This range of monochrome products boldly reimagined the iconic dazzle camouflage pattern painted to protect ships during WW1. To contextualise the contemporary collection, we created a film short film, Pattern. Conflict. Unity. 

The dazzle pattern was developed prior to radar technology, when the enemy would use a periscope to track the speed and direction of our naval fleet, before aiming fire. The contrasting multi-directional pattern designed by Royal Academy artist, Norman Wilkinson, was a result of a number of tests to confuse the opposition rather than to conceal our ships on the horizon line.

Using this principle, we incorporated our iconic shapes, including the circle, to represent the lens of the periscope moving over the surface of the design, creating a dazzling-like pattern. In fact, when our collection is displayed together, it is almost impossible to see the outlines of the individual items. These include tote bags and T-shirts, prints and posters, cushion covers and china cups.

Joining forces with joined forces with filmmaker and Features Director of Hunger Magazine, Lily Silverton, we united never-before seen naval-archive footage from WW1 and WW2 with our new museum product line, taking the viewer on a journey to explore the definitions of pattern, conflict and unity. The symbolism of the circle is a key visual technique representative of the cyclic nature of time and the ultimate power of unity amidst on-going global conflicts

This was our personal contribution to nationwide WW1 Centenary commemorations and the re-opening of IWM South London

Get in touch to find out about ways of working with us, from bespoke surface design to immersive installations…