2014 London Design Awards

spaces, objects, visual, graphic, digital & experience design, design champion, best studio & best start-up, plus over 40 specialist categories

accelerate transformation, celebrate courage, growing demand for design



Project Overview

Introducing the worlds first designer washing line...

From wall feature 2 functional clothesline / clothes airer in 5 seconds be it for indoor or outdoor applications - the designer.line is a stylish contemporary space saver for drying laundry that’s modular in design, eco-friendly, convenient, durable and rust-proof.

For those who desire style and practicality, designer.line transcends the norm of clothes drying designs and environmentally damaging use of tumble dryers.

the designer.line offers an attractive modular system design feature suited to the interior of any home, to a fully functioning clothesline the designer.line transcends cool surpasses practicality.


The Assassin Group

Project Brief

Challenging the status quo, the designer.line transcends the norm of clothes drying design and environmentally damaging use of tumble dryers, while offering an attractive and fully functional system that uses organic design to encourage airflow and improve drying time.

As they are modular in design you can install one, two, three or more in one location or in multiple locations be it indoors or outdoors.

Each unit comprising of three autonomous rails that offer up to 18 metres of uninterrupted hanging space when utilising coat hangers, designer.line blends into any exterior or interior setting, using minimal space and allowing for environmentally friendly drying day and night without the use of a tumble dryer.

The main rail is designed to dry bed linen and large items / coat hangers. The middle rail is suited to drying large items or hanging items from coat hangers, while the bottom rail for small items such as underwear.

Project Innovation/Need

A contemporary design which was based on a need for space efficiency and a desire for an elegant appearance, designer.line can move from being inconspicuously blended into its setting as somewhat of an art piece to being fully set up and ready to use within five seconds.

- Engineered to be fitted on plaster without the need for a wall strut for up to a 30 kg load
- Modular assembly allows for custom installation multiple configurations or locations
- Easily integrated into any setting or decor
- Can accommodate any size bed linen
- Can accommodate items hanging on coat hangers
- A dedicated rail for small items
- Easy to install with installation template included
- Discreet, saves space and ready to use in seconds
- Eliminates use of tumble dryer
- Eco-friendly and reduces impact on carbon footprint
- Aesthetic design that blends into surroundings when not in use

Design Challenge

The biggest challenge was ensuring it could be installed onto plaster walls with our the need for a wall stud and also being able to handle sufficient loads of washing while transcending functionality and more the aesthetic appeal.


- Eliminates use of tumble dryer
- Eco-friendly and reduces impact on carbon footprint

This award celebrates creative and innovative design for either a component or overall product. Consideration given to aspects that relate to human usage, aesthetics, selection of components and materials, and the resolution of assembly, manufacturing and the overall function.
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