What IF
What if the late—great sculptor Henry Moore had designed symbolic climate—adaptable architecture, public spaces and art galleries?
What if the worlds greatest contemporary hotels, clubs and restaurants were inspired to wear ecologically—friendly concept clothing opposed to fast-mass-produced disposable synthetic uniform, destined for landfill?
What IF
ABCDEFGHUMAN is a UK-based design practice responding to theoretical questions like these, and with some critical success.
Founded in 2021 by creative director and concept artist John Lancaster, projects explore how emerging brands might ‘Exist, Perform & Lead in Future Formats.’
While the reactionary instinct is to dismiss advanced technologies notably AI, ground-breaking brands are instead embracing electronic experimentation and the subcultures that form around them. By engaging with tech, visual data, design, and other conceptual scenarios, brands often create greater economic resonance and cultural relevance — standing out in an overcrowded market with 360° visibility that is both immediate and established.
Recent design commissions span ‘Tech Industries, Architecture, Publishing, Retail, Galleries, Fashion & Music’, including Ivor Novello winning composer ‘Hannah Peel’ and Mercury Prize winners ‘Portishead’, ‘The Mandarin Oriental’ Hotel, ‘The Wolseley’ Restaurant, ‘The Arts Club’ Dover St, ‘The Royal Academy of Arts’, ‘Warner Bros’, ‘Scroobius Pip’, ‘Test Dept’, ‘Monksleigh’ Energy for Waste Eco—SaaS, ‘Logically AI’ and more
Be inspired with new Experimental Designs, Published Works, Apparel and Art Posters. Alongside even more selected works from international authors and artists we really really like, including:
Welcome Autumn 2025
'PROTEST ART'
'PROTEST ART'
'SOUNDS LIKE A FACTORY ON FIRE',
says a UK Politician on Aphex Twin.
'SOUNDS LIKE A FACTORY ON FIRE', says a UK Politician on Aphex Twin.
'PEOPLE LISTEN TO MUSIC… BUT IN ENGLAND, A LOT OF PEOPLE DON'T LIKE CONTEMPORARY ART',
says Damian Hirst on cultural attention disparity.
'PEOPLE LISTEN TO MUSIC… BUT IN ENGLAND, A LOT OF PEOPLE DON'T LIKE CONTEMPORARY ART', says Damian Hirst on cultural attention disparity.
Over nine thematic chapters, Jessica Lack explores art’s relationships with the media, institutions and the state.
Over nine thematic chapters, Jessica Lack explores art’s relationships with the media, institutions and the state.
In collaboration with TASCHEN publishing, ‘RRP’ by ABCDEFGHUMAN is a new immersive Art Installation rethinking the role of retail space in cities, towns and suburbs. Opening Autumn 2025 in Cambridgeshire—a region shaped by literary scholarship, architecture and technological adaptation’
New Installation
Studio Concept Visual. All Rights Reserved 2025
In an effort to revive disused spaces on the high street, the new installation ‘RRP’ draws inspiration from modern art, publishing, and youth culture. Reflecting how Turner Contemporary in Margate has redefined the old town quarter, transforming both commerce and footfall, ‘RRP’ now looks to explore similar possibilities across Britain..
Set within a curated installation, and hosted by a retired shopkeeper, visitors are invited to explore culture and reading through Taschen’s publishing programme. ‘RRP’ is a free, gallery-style pop-up that blends books with additional exhibits from local electronic musicians and graffiti artists. Entry is ticketed: 500 free passes will be released on a first-come, first-served basis for one-to-one visits, followed by free hourly group sessions between 3–6pm each day
SUBS, as the name suggests, is a substitute misfit — raw, tactile, and unapologetically experimental. Each issue arrives in a different physical format. Long before digital models took hold, a package with your name on it carried real weight.
The form it takes is the point — each arrival is deliberately obstreperous, resisting expectation.
New Release
Recent editions include Social Anthropology, The Escape Plan, and the fanzine-style gallery pamphlet Instructional Graffiti. The unique SUBS subscription model was conceived to reframe what it means to create and experience public art — without the frameworks that often dictate how art is presented.
Next Commission Design
We’ve been helping rebrand CULTURAL CONCEPTS across multiple sectors since 2021— building brand identities, guidelines, campaigns, websites, online commerce, SaaS products, conceptual installations, events, and more.
Show the world what you’re really about
