My Big Idea #79 – How to set up a visual merchandising company

Freelance set designer and creative director of Behind The Glass London, young British female entrepreneur Sabrina Lee Hammon talks to ASOS editor at large Danielle Radojcin about her career at the November 2016 Mindshare Huddle networking event in London.A visual storyteller with a natural eye for design and composition, Sabrina has used her passion for installations, fashion and film to deliver eye-catching in-store displays, window installations and brand dinners for clients such as Soho House Group, Burberry, Triumph, Selfridges, Paul Smith, Ugg, Topshop, Urban Decay and Harvey Nichols to name but a few. Encouraged by a tutor, Sabrina initially focused on set design for her degree in performance design and practice at Central Saint Martins. After graduation, she assisted the renowned set designer Shona Heath and freelanced on in-store displays at Liberty and Selfridges. Eventually, her father suggested that she take the plunge and start up her own set design company, Behind The Glass London, focusing on fashion retail. When it came to landing her first big client for Behind The Glass London, Sabrina took a typically creative approach, handing out her CV to London’s biggest department stores in the form of a Viewfinder filled with images of projects she had worked on! Her gamble paid off and she secured an assignment at Harvey Nichols working on headpieces for an installation in the designer fashion department. And the rest is history… Here’s Sabrina’s big idea.

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