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7 x 7 By British Designer Faye Toogood

August 2012

Taking inspiration from the plethora of trades that have existed in Seven Dials for more than 200 years, British designer Faye Toogood has created a concept that taps into this history and visually documents the area’s transformation from a worker’s quarter to a stylish shopping district.

Hanging high above the heads of passers-by, the installation is a series of 49 outsized workers’ overcoats, representing the trades within Seven Dials that have shaped the area since 1740– from the brewer to the wig maker, the puppeteer, the butcher, the baker and the candlestick-maker. The 7 x 7 coats, hung on seven lines along Monmouth Street, have been hand-painted and treated with resin, transforming these familiar and comforting garments into a thought-provoking new piece of public art.

Toogood has academic training in the theory and practice of fine art, and a vocational background at the forefront of the magazine industry. She also creates furniture and objects that demonstrate a preoccupation with materiality and experimentation. Winner of the 2012 Wallpaper Design Award for Best Use of Material, all of her pieces are handmade by small-scale fabricators and traditional artisans, in keeping with the rawness and irregularity of the chosen material.

To see Faye Toogood’s design head to Monmouth Street from 14th September. For more information about the designer herself, please CLICK HERE

7 Designers for Seven Dials is a collaboration between Seven Dials, Covent Garden’s shopping village and online design magazine, Dezeen showcasing seven leading designers’ work throughout the village in conjunction with London Design Festival. For more information on the project, please CLICK HERE