Anglepoise is a family-run business that created an iconic lamp design in 1932 but now struggles for brand awareness against larger competitors. Studio Make Believe was tasked with creating a modern lamp that reflected the original Anglepoise design to bring the brand to a new audience. Their design, the Anglepoise Fifty, freezes the lamp arm at fifty degrees in tribute to the 1932 original and has been commercially successful, generating global press attention and joining the Design Museum's permanent collection.