John Lancaster is the curator and artist behind A—HUMAN, an experimental space that focuses on branding and identity across multiple sectors. The practice explores how technology and emerging trading models intersect with culture, subcultures and social understanding.

Originally from Worksop near Sheffield, Lancaster briefly studied literature before leaving college to establish a community art studio at 18. At 20, he moved to London, taking on a data analyst role at the Performing Rights Society (PRS) and the BBC. This led to a decade in music technology with The Synthesizer Company (TSC), followed by the purchase of em:t records, and senior roles in multimedia and studio operations circa 2000, notably Square Centre Studios (SQC), Nottingham.

In 2010, a strategic-shift towards fashion opened up new opportunities in luxury retail at both Hackett and Dunhill. These roles prompted a rapid—transition towards high-fashion and commerce, resulting in commissions for personal collections and large-scale installations, including a five-year consecutive contract with the Arts Club, Dover Street, and articles in Rankin’s online culture site Hunger TV.

In 2015, Lancaster secured private investment to launch VSMONO (VSM™), a Kensington-based design space focused on exhibiting and selling limited-edition articles, couture, and wearable art—by appointment—promptly selling over 1000 unique commissions in its first 24 months—in over 10 countries, From there, Lancaster expanded into new international markets and disciplines, including brand art, advertising, UI/UX, publishing, and event design. It became evident that the original name no longer captured the evolving direction of the work.

In 2021, the business was rebranded as A—HUMAN—a shift away from a fashion-first approach to a broader design philosophy, focused on transparency and impact rather than simply object-making. Recent projects include sustainable publishing, energy-from-waste initiatives, ecological retail concepts, and the design of installation architecture on decommissioned airstrips.

A Note on AI

A—HUMAN actively integrates generative AI into the creative process—not to replace human responsibility, but to refine relevance and improve iteration. When used effectively, AI becomes an integral part of the aesthetic vocabulary, as demonstrated in recent work for online mis and disinformation campaigners, Logically AI. And if you're unsure how AI is influencing brands, enterprise, and project development, a demonstration can be arranged.