British artist and designer Dr Samuel Ross MBE is perhaps most well-known for founding A-COLD-WALL*, a luxury sportswear brand self-described as a "material study for social architecture" in 2014, and SR_A SR_A, a company that explores artisan-driven work on garments, objects and space in 2019. Following an illustrious career trajectory with a multidisciplinary practice that spans fashion design, product design, installation art, sculpture and built space, Ross was recently announced as the Artistic Director of the fifth edition of the London Design Biennale, which will take place from June 5 - 29, 2025 at Somerset House.

The British designer has previously worked on intimate solo exhibitions with White Cube and Friedman Benda and created innovative wearable design objects with LVMH group, Nike group and Apple group. Moreover, his creative approach with a special focus on materials, technique and innovation has been recognised through numerous awards, including three British fashion awards, two GQ awards and the Serpentine Hublot design prize in 2019. As Artistic Director for the design event, Ross has announced Surface Reflections as the theme for the showcase. An official release elaborates, “The [biennale’s] theme will explore how our ideas are fuelled by both our internal experiences and external influences. Surface Reflections will delve into how revelations in life, prompted by personal histories, inform who we are. Each being’s traditions fuse with what emerges later in life.”

Apart from conceptualising the theme for the biennale that brings together "leading design innovation, creativity and research from across the globe," the British artist will display a series of new large-scale sculptural designs in the courtyard at Somerset House, London, thus also marking his first major installation in the UK. He follows the Artistic Director of the Het Nieuwe Instituut Aric Chen in his curation of the three-week-long international design exhibition. The event—foregrounding the significance of contemporary design in our culture and its potential to inspire, entertain and become a tool for the transformation of society—will include installations across Somerset House along with dynamic talks and events programme. On assuming this role, Ross commented, "London’s consistent spirit of experimentation and palpable artistic culture, remain a fresh forum for global thinking. Taking part in the 2025 London Design Biennale as Artistic Director is an honour, I look forward to collaborating with each practitioner, ideally fuelling a spirit of experimentation, blurring the edges of where design meets art.”

The announcement also follows Ross’ recent shift to focusing on design over fashion, as illustrated by his recent collaboration with Kohler, or his solo exhibitions of furniture design. Talking about the theme for the biennale, Ross mentions how creative experiences are drawn from the “same well” by younger and older versions of oneself. “The time between each visit to the well does not distort the composition of the water. A different reflection, or means of extraction, may occur over time, due to the compound's characteristics. Generations of design-thinkers portray similar behaviours,” he expands, underscoring the collaborative nature and timelessness of design practices.

Echoing this sentiment, the Director of the London Design Biennale, Victoria Broackes, shares, “2025 will be an important year for design in the UK. We are absolutely delighted to be working with Samuel Ross as Artistic Director for the London Design Biennale 5th edition, combining his vision with creativity and innovation from all over the world. London Design Biennale 2025 will present an international showground for original and imaginative ideas, solutions and thrilling opportunities for enriching exchanges.”