What happens when you throw out the traditional gallery playbook? You get Unit.d, a space that is redefining how we interact with industrial design.
For this week's Plum Stories, we sat down with the founder of Unit.d, Duncan Riches, to unpack the exact tipping point that sparked the gallery’s creation and its unapologetic mission to democratise good design for the under-35 crowd.
Walk down a quiet backstreet near Haggerston Overground station, and you might miss it at first glance. Tucked into the ground floor of an old industrial factory building, sits a white-walled room roughly the size of a standard car garage.
Founded by Duncan Riches, creative director of Shoreditch Design Week, Unit.d was born out of a stark realisation: independent design and lifestyle shops have largely vanished from London's streets, replaced by major corporate brands or priced out by skyrocketing rents. In their wake, the contemporary design world has pivoted heavily toward ultra-expensive, four-figure collectible items.
Operating on a hyper-focused rhythm, open for just one week out of every four, Unit.d has cultivated a unique, high-energy community that thrives on the fleeting nature of its exhibitions.
We dive deep into how a space with its own rich history shapes the objects within it, and what it truly feels like to give local designers total creative control over batch production. From the electric atmosphere of an opening Wednesday night to the decision to hand over the keys to industrial designer Alexandra Gerber for their July show, this conversation is a masterclass in creative freedom and cultural disruption.
Watch the full interview to find out what continues to motivate Unit.d's founder, and how this singular space is shifting the definition of what a gallery can be.
A core tenet of the Unit.d philosophy is offering local industrial designers complete, uncompromised creative freedom. Rather than imposing traditional gallery constraints, Riches hands over the keys to the space, allowing creators to dictate every aspect of their exhibition, from lighting and display architecture to batch production quantities.
This approach gives local talent the rare opportunity to test new ideas, experiment with short-run manufacturing, and interact directly with the public in a physical third space.
A prime example of this radical creative freedom was the decision to hand over the space to acclaimed industrial designer Alexandra Gerber for her solo showcase. Gerber utilised the garage-sized gallery to present a curated collection of refined, functional objects that challenge how everyday items are manufactured and valued.
Unit.d proves that exceptional design does not need to be locked behind elite gallery doors or priced out of reach. By prioritising batch production, the gallery bridges the gap between mass manufacturing and bespoke craftsmanship.
Rather than acting as a quiet, intimidating museum space, Unit.d operates as a lively neighbourhood hub where visitors, designers, and collectors engage in open conversation about object history and utility.
Through its commitment to accessibility, local manufacturing, and absolute creative freedom, Unit.d is proving that small spaces can drive massive cultural shifts. Duncan Riches and his team have created a vital blueprint for how design galleries can stay relevant, inclusive, and exciting in a rapidly changing city.
