Multidisciplinary design team studioXAG was established by Central Saint Martins graduates Gemma Ruse and Xavier Sheriff in 2009. The duo specialise in art direction, illustration and prop production, creating enchanting, witty and inventive work for clients including Diesel, Oasis, Whistles and Agent Provocateur.
What are you working on at the moment
A national window roll out and an amazing Christmas installation for Diesel Carnaby Street, and Christian Louboutin’s upcoming windows and renovating our flat amongst other exciting projects.
What are your top tips for discovering new talent?
Visit the graduate shows and go with your gut instinct.
Who is your one to watch?
We are! For art Appau Junior Boakye-Yiadom, we love his witty installations…
Who or what first inspired you to follow your chosen career?
Alice, thanks for always believing in us…
What are you most passionate about?
Gemma: Ooh, different thing all the time. Anything that gets me excited, whatever project we are currently working on.
Which piece of art/design/performance/communication/fashion do you wish you had created?
Gemma: Having first come across him at the Hayward’s Psycho Buildings exhibition, I was blown away by Do-Ho Suh’s amazing intricate fabric structures. I wish I had the patience for that…
Where is your favourite London haunt?
The Prince Arthur in Hackney for lazy Sunday lunch.
What is your guilty pleasure?
Gemma: Chocolate cake swimming in cream.
Xavier: Spider fighting.
Name a favourite book, song or film
Gemma: The Little Prince, Since I’ve Been Loving You Led Zepplin, Top Gun
What is your signature dish?
Gotta be the recently named ‘chuckwagon stew’ a rice tomato stew with beans and everything from the cupboard in it.
What’s next for you?
Hopefully more installations and giant props and collaborations – in dreamland a Selfridges’ window.