Daniel Eatock


4 Powell Road
E5 8DJ

My specialism is lateral thinking, resolving the complexity encountered in the world with reductive poetic logic. I intertwine commercial and cultural practice: responding to the paradox of daily life and the complexities of project assignments. I seek focused solutions that feel inevitable. I get there by starting at the beginning, asking why, what if… then making sense of the things I find with radical acceptance and by embracing truth.

Please follow me on Instagram. I am reposting works, exploring the things I have made over the past twenty years in preparation for the next twenty years.

Shackleton Billboard
Commissioned by Channel Four Television

This billboard was displayed in January, the coldest time of year in Great Britain. It acted both as a safety announcement for motorists, informing of the slippery road conditions, and as an advertisement for the start of a drama on Channel 4.

I have always liked things that have more than one purpose: In one of the pavilions at the 2007 Documenta in Kassel, Germany I noticed a red letter F that was both a sign and a handle for a cupboard containing a fire hose. It was beautifully simple.

In Brazil, there is a very common soft cheese spread that comes packaged in a small drinking glass. Once the cheese is finished, the label on the container can easily be removed, and the glass looks like any other small drinking glass. I think this is the ultimate form of recycling— why aren’t all glass jars designed with this dual purpose? My mother-in-law Liana always buys the same cheese so that her collection of glasses match. It’s a win-win solution for everybody: the cheese manufacturer, the environment, and Liana.