Exhibitions + AwardsThe Future of Home, London (2022)
London Design Festival (2016-2022)
V&A London ‘Northern Lights’ Exhibition (2018)
Fashion Week : Paris, London, New York, Tokyo (2016-2022)
Local Heroes, Scottish Year of Architecture and Design

ColloaboratorsFolk Clothing
Innis & Gunn
SSENSE
Richard Gaston
Liberty London
Paul Hempstead
Christopher Raeburn
End Clothing
Dezeen
Pretend Lovers
Neil Bedford
C’H’C’M’

Selected PressVogue Magazine
The Financial Times
The Guardian
The Evening Standard
Monocle Magazine
Dezeen
The New York Times
GQ
High Snobiety
Architectural Digest
Mondial
Surface Magazine

About Us

Instrmnt Applied Design (I–AD) was a Glasgow-based, multi-disciplinary industrial design studio founded by Pete Sunderland and Ross Baynham. Our focus lay in creating lifestyle goods with an emphasis on quality, simplicity and attainability.Our work has been recognised by, and exhibited at, the V&A, London Design Festival, Paris & New York Fashion Week, and as part of Scotland's Year of Innovation, Architecture and Design.The studio was launched in 2014 with one product: a minimalist steel watch that took inspiration from the industrial design of the mid-20th century. Its DIY layout - unassembled with tools provided for customers to build their own watch - earned I–AD acclaim from the likes of The New York Times, Dezeen, Wallpaper, High Snobiety, and The Guardian amongst others.Further products and commissions followed, including a city bike built in collaboration with Freddie Grubb, a range of aluminium clocks and umbrellas manufactured in the UK, and a one-off walnut day bed. In 2020, our foray into furniture continued with a limited edition run of Glasgow-built lounge chairs.Beyond Glasgow, you could find I–AD goods at fashion and design-conscious retailers across the world, in cities such as London, Antwerp, Tokyo and Toronto. Our network of stockists included Liberty, End Clothing, C’H’C’M’, Kapok, and SSENSE. We sold watches direct to customers in over 90 countries.

The Everyday Watch

The Field Watch

The Lounge Chair

The Umbrella

The City Bike

The Dress Watch

The Dive Watch

The Day Bed

The Chore Jacket

The Dual Aspect Clock