Housed in an unused part of his new studio, the Jasper Morrison Shop houses work by Morrison himself, as well as peers such as Sori Yanagi and Naoto Fukasawa. Says Morrison: “My feeling is that design that follows the current ‘entertainment’ model, which attaches more importance to media exposure than to the real-life performance of an object, has run its course. It’s time for designers to shape up and design things which have built-in long-term performance. The shop is an idealistic showroom for those things, rather than a commercial venture, though you may leave with less money than you arrived!”