About
is Designed® (iD) is a London-based curated retail and event-led fashion platform dedicated to discovering, incubating, and commercialising emerging designer brands across fashion, jewellery, accessories, art, and interdisciplinary creative practices. Through physical retail activations, cultural events, and digital commerce, iD bridges the gap between creative talent and the real market while building meaningful connections between designers, buyers, media, and consumers.
The blue ear, as the totem of iD, carries both philosophical and spiritual significance. It is not merely a visual installation to be seen — it is also an invitation to listen. To listen to the unseen, and to design the unheard. The blue embodies a Klein-like depth; the ear is an organ in search of resonance. Together, they form an aesthetic cipher left by iD in London. To encounter the blue ear is to enter a narrative space that rejects mediocrity and embraces independence. It seeks those who are able to truly hear the soul of design.
Many outstanding independent designers find their voices submerged within the noise of the commercial landscape. The blue ear, in essence, functions as an “aesthetic receiver”. We listen to these subtle yet determined creative expressions, and through the depth of blue, amplify them for the world to hear. It is the quietest, yet most resonant bridge between creators and the market.
Story
“iD doesn’t merely sell fashion, jewellery, or art — it curates aesthetics and builds up bridges.”
— Roberto Quanliu, Founder
The founder of is Designed®, Dr Quan Liu, comes from a background as an operatic tenor. Early immersion in opera introduced him to the world of costume, craftsmanship, and visual storytelling, naturally fostering a deep and lasting interest in fashion.
The story of iD began in 2022, when Roberto completed his PhD in Philosophy at the University of Liverpool and subsequently moved to London to serve as Co-founder and Marketing Director of Georgia Wang Jewellery. Through this role, he came into close contact with numerous independent designers and emerging brands across London, where he identified a recurring challenge: while many creatives were highly capable of establishing distinctive brands, they often lacked effective channels to commercialise and sell their designs.
In response to this market gap, Roberto rented 15 Conduit Street in March 2023 — the former flagship store of Yohji Yamamoto — and curated a designer collective pop-up that ran for over two months. Drawing inspiration from the industrial spatial legacy left by Yohji Yamamoto, he used the site’s architectural identity as the conceptual baseline for the curation. To solve the display challenges of the expansive venue in a clever, low-cost, and highly efficient manner, he introduced Autoclaved Aerated Concrete blocks as a modular display solution.
Thanks to its distinctive spatial aesthetics and highly curated atmosphere, the project attracted nearly 30 participating brands. The experience not only demonstrated strong commercial potential, but also received significant acclaim from designers, visitors, and the wider creative community.
Building on this momentum, Roberto later secured an officially licensed retail concession from JW Marriott Grosvenor House and, together with jewellery designer Georgia Wang, further developed the platform within this world-renowned hospitality venue. From there, iD evolved into an event-led fashion and cultural activation platform, supporting independent designers through a spirit of passion, generosity, and ecosystem-building. The platform regularly organises one to two events per month, increasing to as many as five activations during key cultural moments such as London Design Festival and London Fashion Week.
Recognisable by its iconic blue ear, iD quickly gained visibility across London as a distinctive space where fashion, jewellery, art, homestyle and hospitality converge. To date, nearly 40 designer brands and artists have collaborated through its Grosvenor House activations, and this number continues to grow at an exponential pace.
The story of the blue ear continues…
