The Purpose

Valuing the process as much as the product

The Art of Process is a documentation of the activities behind Laboratory of London and its creativity beyond labels and compartments. Our intention with The Art of Process is to make documenting the evolutionary journey an art also. It is a way to pay attention to each step and each micro transformation in pursuit of excellence in our craft. In a time when technology has meant that automation, quantification and pursuit of profit has ruined our patience and encouraged the worship of the end result, we are attempting to highlight that there is an entire Universe within everything that we make, from the understanding of material structure and pigments to produce physical objects that last, to experimentation with different technologies and perspectives to help our work enrich more peoples lives, right to the stories of the countless individuals that have interacted with everything that we make — all of these moments, all of this energy, all of this love is invested into serving others through our creative efforts. We believe that this process is as beautiful as the end result and through our documentation, we hope to share that beauty with you. 


The Art of Thinking 

The Art of Thinking is a series of short insights that document the evolution in learning and spirit of the creative process of Natasha J. Hussein and Super Imaginary. It includes not only practical aspects of an evolving design journey but commentary on how creativity interconnects with society and culture. It is a reflection of where we have been in the past, where we are in the present moment and where we could go in the future. The Art of Thinking is a commitment to study of our selves and of the community we are in as we seek to make the familiar unfamiliar, create unusual connections and unravel some of the challenges of our time. 

The Art of Seeing 

The Art of Seeing involves the use of film photography to preserve moments in time that have inspired creativity. It could be a simple detail on a building, the pattern on a dress, a conversation with a friend and more often than not, observing meaningful interactions between people and their environment. I may not know what the observation will be used for the moment I take note of it nor will I know how it connects to every other part of the universe, but it creates an impression on my experience to be called upon at a later date, helping me feel for an explanation that might lead to a new train of thought, a new idea or an entirely new way of seeing.

The Art of Movement

The Art of Movement documents what happens when we use our head and heart to move our hands. Through the use of video we hope to give you more of a multi-sensory insight into our creative journey, discovery and play at the intersection of different disciplines. 

The Art of Conversation

The Art of Conversation is about actively listening to understand the experience of another person, to take the time to form a connection, asking questions that lead to meaningful answers and leaving both parties enriched by the interaction. Here we document conversations with our customers and collaborators that have influenced the way that we move in the world. 

Natasha J. Hussein

Founder and Head of Imagination, Super Imaginary