the definitive daily cultural column curated by stefan boublil.

  • architecture
  •  / 
  • art
  •  / 
  • awesome
  •  / 
  • books
  •  / 
  • celebritart
  •  / 
  • design
  •  / 
  • events
  •  / 
  • fashion
  •  / 
  • food
  •  / 
  • graphic design
  •  / 
  • jesus
  •  / 
  • marketing
  •  / 
  • movies
  •  / 
  • music
  •  / 
  • news
  •  / 
  • NSFW
  •  / 
  • opinion
  •  / 
  • products
  •  / 
  • sucks
  •  / 
  • talent
  •  / 
  • technology
  •  / 
  • television
  •  / 
  • the considered life
  •  / 
  • theaptGUIDE
  •  / 
  • travel
  •  / 
  • tweets
  •  / 
  • watch now!
  •  / 
  • web
  •  / 
  • theaptPORTFOLIO

    theaptSHOWS

    January 22, 2013

    Kumbh Mela कुम्भ मेला is a mass Hindu pilgrimage in which Hindus gather at the Ganges river. The normal Kumbh Mela is celebrated every 3 years, the Ardh (half) Kumbh Mela is celebrated every six years at Haridwar and Prayag,the Purna (complete) Kumbh takes place every twelve years, at four places Prayag, Haridwar, Ujjain, and Nashik). The Maha (great) Kumbh Mela which comes after 12 'Purna Kumbh Melas', or 144 years, is held at Prayag (also known as Allahabad).
    The last Ardh Kumbh Mela was held over a period of 45 days beginning in January 2007, more than 70 million Hindu pilgrims took part in the Ardh Kumbh Mela at Allahabad, and on January 15, the most auspicious day of the festival of Makar Sankranti, more than 5 million participated. The previous Maha Kumbh Mela, held in 2001, was attended by around 60 million people, making it at the time the largest gathering anywhere in the world in recorded history.

    December 11, 2012

    on 12.10.12, we were invited to the ziegfeld theater to get the first glimpse of the musical that i have been waiting for since i was 11 years old. in september 1980, i was there, on the wooden plank seating of the sports arena that played the first-ever version of the show, slated to run for 2 months and no more. as the show ended and tears ran down my cheeks for reasons i did not, at the time, altogether grasp, i knew i did not quite understand everything i had just seen. rather i knew how i felt and let my imagination take over from there. last night, i realized that what i had imagined then, director tom hooper, show creators alain boublil and claude-michel schönberg and the cast and crew of this literally showstopping fim, put on the screen for me to see.

    December 10, 2012

    tonight is a night i have been waiting for for a looong time, the premiere of the movie les misérables, the unhindered-by-stage version of the world’s longest-running musical and one that has meant a lot in my life.

    a national hero in france, victor hugo, upon whose work the musical is based, stroke a chord of meaning when i was just a child and in age to understand no more than half the meaning of not only the better known “notre dame de paris” or “les mis,” as he never called it, but also “les chatiments” or “mon fils” as part of a credit list unimaginable today in terms of consistent quality and output.

    having been at the premiere of the french show in 1980, when i was 11, i have adopted the show’s songs, lyrics and message as my own and have felt a duty to follow its trajectory through the ages. tonight is the grand unveiling of its latest incarnation at the ziegfeld theater in new york city and i will be posting as many pictures as i can on this forum, provided i can type through the tears… have a wonderful week!

    November 7, 2012

    and now, for something a bit more helpful…

    my cousin nathan who hails from cambridge university (yes, in the old country) has just told me of a worldwide effort he is spearheading to raise money for the victims of superstorm sandy in the form of a jog, in which the participants dress as santa claus, i guess to bring out the sexy in all of us… even though i am told any holiday themed costume will do the trick, please go and still dress as santa, please? for me?… so, bring $10 with you on December 2nd and you will be able to run from Columbia to NYU and every cent will go to support Hurricane relief efforts. sounds fun and helpful, doesn’t it?

    for those new yorkers who couldn’t run the marathon, it is time to show off your skillz!

    so please, help us spread the word, tell you friends and join us sunday 2nd december at 1pm at columbia!

    September 6, 2012

    while you and i were sleeping late this morning due to having been over-excited at bill clinton‘s speech last night, other people were making things. people like theaptPEEP peter freudling who spends his time at ars electronica futurelab experimenting with life’s apparent passion for technology in a way electric sheep can only dream of. (yes, extra points for references.) so it was with this incredible display of ingenuity at the klangwolke celebration held last week where peter and his gang rigged 50 quadrocopters to grid the night sky. the result speaks for itself and is just amazing.

    December 23, 2011

    sure, there’s a whole load of shit i could bore you with christmas, christ or christians as the magnificent night approaches but as my mentors so often counseled, i will let He who is more apt than me to recount the magic of that holy moment in a way that truly captures what we humans do with such celebrations. ladies and gentlemen, terry gilliam…

    and with that, i bid you adieu until such time as the overdue mayan countdown to extinction begins!

    (poster above by happycentro)

    October 10, 2011

    have you seen the news about this amazing concept in crowd funding a restaurant that’s all over eater, thrillist and grub street?… sure you have, because you know this is no mere gimmick but an honestly clever idea that none other than the apartment’s own former head of design, david lefkowitz (responsible for the back apartment and yelo among too many to count) has dreamed up and launched. i have known that he and his partner, scott kester (ex-avroKO,) have been gestating this project for the last 3 years and i could not be more proud that they have finally opened the virtual doors to their category-busting idea and unveiled not just a wonderful way to do business but a dream team of collaborators: daniel patterson on menu, dale degroff on drinks and scott mou on music for starters and with more surprises to come… and i’m very excited that we’re getting a peek into their process today because i had a chance to corner david and ask him some pointed questions about his plans, dreams and spirit animal…

    //MORE

    September 30, 2011

    “being a dreamer, to me, I guess, means to be able to look beyond society and the barriers that have been pushed down your throat by religion, or government, or money; to ask questions, to want more for yourself and your fellow man.”

    those are the words of one artist named justin tellian, who is setting up up photo shoot tomorrow, saturday september 30th 2011, in flushing meadows corona park in queens and planning to remind all of us that we are not mere followers of ideas but creators of them too! the plan, as you can see on today’s theaptCOVER, is to set ourselves up in front of something that is greater than ourselves, to give us a goal, something to reach for and then, reach for it. simply, precisely, actively. and the best part? YOU’RE INVITED TOO! after mexico (above,) berlin, tokyo and johannesburg, it’s your chance to help new york city happen!

    just follow these directions, show up at 1pm, all dressed in white, with as many people as you can and be part of an amazing project put together by theaptSUPERfriends at trust art! and of course, stay for the dance party immediately following the shoot. so go, be a part of something important, and tell us all about it on your way back. have a dreamy weekend!

    June 6, 2011


    there is going to be a lot of apple fodder to digest today so let me add some oil to the pan before we get cooking… what you see above is a simple, if long, conversation that steve jobs took part in at the 1997 developer’s conference, the likes of which he would never again for fear of revealing too much in the unpredictable and spontaneous corners of a q&a session. and that is exactly the reason why i feel it is a perfect palate cleanser for what is to come later; first for the way he describes how he has been server-computing since 1990, a vision that we all hope will be part of today’s iCloud announcement but secondly, and most importantly, to plainly see how the man fashions an answer to a direct question in a time certainly more unguarded than he would today. too much digital ink has been spent presuming and assuming about the man and his fruit company without so much as trying to understand the process behind his decision-making, one that is fully on display here, if you care and can spare the hour.

    intelligent unilateralism is how i would characterize his style of thinking. he knows exactly where he is going but understands the value of looking at the landscape on his way there. in agreement with columnist doug larson who once said that “establishing goals is all right if you don’t let them deprive you of interesting detours,” the very best logic to apply to one’s understanding of the world, single-minded but diversely-aware. when put together with a diligently earned bank account, there should be no wonder the man will go far into willing his vision to life; that is what loners do, that is what mavericks do, that is what storytellers do… the thing of it is, i do not believe he is special, smarter or better-networked than we can ever hope to be, he is simply willing to take the risks on his own belief system required for execution to fully fail or succeed. that is not something you and i are used to, for we have too many times been taught that the middle is the right landing zone for us, that the extremes are too dangerous to aim for. balls! if you reach for safety, whether it is by asking too many what they think thereby buying into the focus group delusion that if most in a small group of people like it then most in a large group will as well or dividing up your time into all the things you want to do so as not to gather your proverbial eggs in that single inadequate basket, you will never fully learn for you will never fully fail and you will never fully fail if you do not go all in. don’t be timid, have opinions, as steve prides himself at the very beginning of his session, change those opinions when you grow out of them, fearlessly, with purpose and commitment and you will have invested in the very best stock available in the market, yours.

    i wish you an extraordinarily fruitful week!

    June 3, 2011


    if you need something to widen your sphere of consciousness as you attempt to put in perspective the death of your grandmother, there is no better place to go than at le grand palais in paris right now to see anish kapoor’s leviathan… there are few words that can be used to adequately describe what you see invading one of the world’s most beautiful industrial buildings, a beach ball, a whale, a blown-up nave, all inconsistent with the feeling you have either walking around or within the thing. best to let pictures do the talking…

    January 14, 2011

    tonight, i am taking a break from being my own family’s charity case to worshipping at the altair 8800 of the music world’s, namely, mr. chilly gonzales. and when i say “charity case” i do mean that in the most superficial and complimentary way, in that the man looks like he just stumbled from the highway median and found himself at a piano, as you can see above. but unlike ted williams, the seat in front of dr. phil’s is far away indeed. a not-so gentleman troubadour, he apparently wanders the earth in search of melody and rhythm, sometimes finding it while producing records for feist, peaches or lidell but altogether even more entertaining when at work for himself. whether in piano solos or in dance formation, as below…
    //MORE

    October 26, 2010

    leather01

    as we speak, 100% design has wrapped up in london with new york and helsinki behind it and valencia and guadaljara design weeks coming up. with design going mainstream, a lot of urban centers are hoping to attract a sophisticated demographic to their cities by organizing product-centric conferences like these that are a wonderful way to find new talent. but are they great for design?

    now, don’t get me wrong, i find nothing dishonorable in setting up a design wares market in every corner of the world where each and every individual with ideas, regardless of color, creed or liquor sponsorship can rightly present them to an audience in order to make a living. but that is rarely what happens. take it from someone who has consistently thrown one of the most attended events of the week in the past, and believed his own hype but been so violently repelled by it the last few years that he preferred to stay away. and by he, i mean me. every year evolves, in my not-so-humble opinion, in the wrong direction and keeps furthering no other agenda than that of increased consumption, something we have little reasonable excuse to engage in.

    i believe the ray of light at the end of this tunnel to be the increasing engagement of designers everywhere designing for solutions as opposed to themselves, for conversations to be had and not solely for effect. to wit, the work of fuseproject which focuses on the needs of others. the work of dieter rams which focuses on the needs of the appliance-minded. the work of ross lovegrove which follows function with form. i would be ecstatic if these global design weeks would, instead of product souks, be markets of ideas. imagine what we could solve by putting all these brilliant heads together and forgetting about another chair, another carafe, another clever update on the doily but rather focusing on the more pressing matter at hand, designing life for the better…

    there must be a rallying cry among those who turn bits into things to care enough to look around themselves, even in their own homes, and fix what doesn’t work. at the next convention center-sized exhibition, i need to see plungers and water jugs and pool alarms. stat.

    October 13, 2010

    i went and attended the unveiling of theaptFRIEND yves béhar‘s new project for lauded herman miller last night at tadao ando’s morgan library addition and it was a winner. touted as the first unframed chair of its kind, the mesh supports one’s vertebras whoever one might be, from duplicitous manhattan ladder climber to hunted former nazi in argentina, you can be sure you lower back will be in safe in its hands, and in yves’. see for yourself in the very few pictures above which eventually take a turn for the leggy at the standard’s le bain rooftop bar…

    October 12, 2010

    sdfentrance101210

    still reeling after his expulsion from the shanghai expo,
    we roused divad q. nead from a deep autumnal eames
    coma to cover the seoul design fair 2010. heavy doses of bayer,
    ethiopian sidamo, a nova scotian blonde got him through
    two weekends of crack reporting and serious photojourno.

    *

    design for all

    designforall101210

    good morning. my two-day walkabout into all corners of design at the seoul design fair [9.17 to 10.7] had me neck deep in an overwhelming world of physical objects along with a bevy of real time inspirations fleshing-out in rapid succession. despite my brown belt in film festivals and conventional museum shows, this fair was a first for my eyes, as I’d never gone beyond the alessi or kartell showrooms in greater seoul. much of what i covered for the apartment were firsts, breaking an eggshell sense of the design world. it’s been over a year since i began to mull wallpaper* over lunch breaks, eating back issues that i found on sale in the subway stations. imagine a porn lover’s virgin foray into the avn awards and you get an idea of what i went through while swimming my salmon way through the crowds under the concrete corridors of the venue. there was something to be seen in 360 degrees, on both the x and y axis. it was a dizzying, sublime, and educational affair.

    360 degree video of the venue

    while operating under the guise of an educator for more than two years, life here on the korean peninsula is an odd arrangement of both homogenous apartment architecture and socket fucking gem discoveries like alvaro siza’s anyang pavilion. despite the impressive leaps in public and private design greatness here in korea in the last 10 years, life here still operates under the rapidity of industrialization and therefore, little consideration for nuance and detail. few notice the undercurrent of brilliant design that is growing in the wings while samsung designs their iphone killer or hyundai pours another denture of high rises. as a grade school teacher and daily witness to the nature of toy design, pencil utility, and anything on a micro scale, i have come to see the absolute necessity for design to reach into the mediocrity of our spaces, to touch the common consumer. during the fair, i spent more time in the seoul design market, where young korean students and some accomplished small business owners sold their wares, than at any other venue. the crowds would agree that there more eye-time was being spent on a single felt brooch or clever cup holding device than on any chair by poltrona frau. the truth is always in the traffic. i followed the deer paths.

    not to disparage the mighty italians or the other leagues of high-design characters, but once i hit the grassy pitch splayed out between venues and saw people, average citizens of the city, thumbing through a fantastic new notebook, trying out new pens, or just holding a simple rubber coaster, admiring the work that went into it’s manufacture, that is where i saw the fair’s motto, design for all, come into being. granted there were luxurious industrial and house ware pieces from taiwan to oslo that had me gawking, it was the congregation of citizens, coming and going, taking what they could, that represented the best of what the fair had to offer. without a price for admission, and an organizational model that allowed for fluid, discovery-based wandering, the fair [which actually spanned several city locations] was a chance for the laypeople to get a high on the best and a touch of the ordinary. nothing at the fair, for me, was lost in translation, that is, except for my subtle korean flirting at behest of some blissfully bored exhibit attendants. i just had to bother somebody.

    i milled and caroused, shot admiring smiles at the craftspeople lining the halls, collected business cards, and together enjoyed the rare opportunity to lie on cool grass amidst a congested city, sifting through our pictures, sharing the reflections on this chair and that table. the field of design may be daunting, but it can also be extraordinarily meditative. we are constantly and unknowingly evaluating the pieces of physical material that compose our domesticated existence. here are my considered reflections from my time within the corridors of the event. click through the links for further information, video, and links to more discovery.

    *

    freshly pressed and packing new muji tools, i arrived under the auspicious eaves
    of kim swoo geun’s olympic stadium with sugarplum fairy dreams of injection
    molded plastics and norwegian furniture haunting my temporal lobes. the venue,
    modeled after a joseon dynasty porcelain vase stands as an imposing, yet elegant
    stage for a design symposium. guides were offered for the mission minded, but i chose
    to let my intuition do the walking, landing first on the stadium’s open playing field
    holding some of the best grass seoul has to offer with no drug pun intended.

    sdfmouth101210

    operating under the motto design for all, it appeared that there were as many curious citizens strolling
    with family as there were design enthusiasts hunting for inspiration. as one who considers design
    to be considerably social at its core, the stadium offered one a chance to approach and
    retreat from the exhibits, taking intermittent respite on one of the many lounging areas
    throughout the complex. the first piece to strike my fancy was a piece by byung-hoon choi in the korea-china-japan exhibition.

    bhchoi101210

    a composition of wood and stone, the piece reflected the numerous totems i have seen scattered throughout the mountains, stones placed carefully on top of one another as a testament to balance, a welcome departure
    from scandinavian linear aesthetic that i have found myself digesting over the past year. dining ware by masahiro mori of japan, was a standout in this venue, namely a fine collection of rice bowls

    mmoritwo101210

    and tabletop sets meant to fit together in a larger geometric pattern. the joining of the plates was a touch that struck a novel nerve as i have never considered the arrangement of plates on a table as a matter of geometry.

    mmori101210

    furthering my penchant for all things both organic and japanese, the suki by masayuki kurokawa
    represented the best example, along with products from karimokujp, of any traditional chair i saw during the fair.

    suki101210

    the 2010 living collection, featuring some of korea’s furniture potential caught a long look from yours truly, namely kim kyung lae’s couple bench and accompanying table. check out his outstanding lighting for a wow.

    kklae101210

    moving on through the other venues, i spotted alessandro & francesco mendini’s “tronspired”
    ramun chandelier rocking 11,000 rgb led inside the seoul brands design exhibiton,
    along with lg hausys and their cutting-edge acrylic hi-macs materials, a future look at your thermoformed world. continuing into the cycle design festival, my pedal fetish had its attention gripped on the two italian wheels of an abici cycle, noting a leather saddle I couldn’t resist touching. abici also makes wooden handles for their models, which I find to cut right along with my resurgent organic interests in all things handheld.

    abici101210

    the world design industry exhibit contained a fine showing of a personal favorite, swiss poster typography, notably pieces by david carson, jiri oplatek, and armin hofmann.

    carson101210

    norway got the merit badge for hospitality with its fantastic collection of lumbar friendly furniture in their please take a seat exhibit, featuring the best chairs in the kingdom.

    plstkseat101210

    such as classic pieces as the falcon by sigurd resell & fredrik a. kayser’s 711 had me more than once offering a longer-than-necessary pause, while the 2010 nor by steinar hindenes and petter knudsen was a contemporary favorite more for it’s mod classroom charm than it’s clean lines. germany made a nice showing at the dmy berlin showcase, featuring lighting by pluma cubic, makers of fine feathered shades for the swan fetishist in his parlor-come-aviary.

    pluma101210

    abutting the industry exhibit was the world design collection, in which the lighting from foscarini, the wagashi wall lamp designed by massimo gardone and luca nichetto was an eye-level standout, affixed to the wall like floral lampshade eyes.

    wagashi101210

    marc sadler’s twiggy floor lamp, arching over francesco binfaré’s flap adjustable white leather lounge was a fine combination of two long curving lines intersecting on different axes. cube or pebble illuminated floor lighting was also very present in the exhibit, namely arik levy’s meteor pieces for straight out of superman’s fortress of solitude and michele de lucci’s dioscuri tavolo 350 for artemide.

    before departing the corridors of design’s best, i took one last gander at daddy eames and then made for the market for one more shop stop. we breezed past a flurry of industrial design plans for seoul. this year our fine city was named world design capital 2010 and it seems that there are major plans in the works to bring some much needed flair to the non-stop rock and roll of concrete and rebar that dots the skyline from any vantage point. back on the field before sundown, a calm had come over the last of the revelers and a light rain fell. cutting out, back into the parking lot, my company and i mused over our heavy bags of handmades, microdesigns, and flyers. the best score of the day was a comprehensive catalog from the best stop in the seoul design market

    designmarket101210

    bound in card stock with a manila envelope styled string closure, the book contains scores of small design products from design tag, a collection of some of my favorite artisans and it is already bent at the binding. if there’s one good lesson learned from this year’s seoul design fair it’s that good design on a small scale is always within reach, could be the cup holding your charcoal pencils or the binder enclosing your travel journal. either way, take the time to consider the objects that form the outlines of your material life, be a frequent patron to the budding designers who build your favorites, and buy their work while it’s hot. it’s good to be first.

    dqnsig101210

    dqn

    June 21, 2010

    clockfor those of you who have ever wondered what it is we do for a living and never quite bothered to click on the creative agency link to the left there, i would like to extend a helping hand. fact is, even colleagues in our own industry sometimes ask “no but really, what do you guys do?…” and so, i figured that after exactly 10 years of practice (we opened our doors in the summer of 2000,) perhaps i should, for once, utilize this forum for something useful and answer that most pertinent of questions. to start this conversation right, please find below, for your perusal, a smattering of our favorite things… (it may take a little bit of time to load, but once it does, you will smooth sail your way to knowledge and understanding, so-called, theaptWORKS.)

    theaptARCHITECTURE shows how just another brick in the wall does not have to mean conformity.

    theaptBRANDING displays ideas for which a visual solution, graphic or otherwise, was needed to accomplish the stated goal.

    theaptEXPERIENTIAL details the projects for which we were asked, by a variety of clients, to invent and build experiences utilizing the tools of architecture, branding, marketing and event planning, all at once and never boring.

    theaptPRESS is a few pages of our favorite published compliments by some of the most cajoled names in the business.

    who is the apartment? we are a full-fledged agency that looks at problems with outdated solutions. there is a glut of old ways of looking at things, old ways to create meaning and old ways to create experiences. that’s where a company like ours comes in. since we don’t have the rules ingrained in us, we allow ourselves us to take risks where others may not dare. the apartment takes on all kinds of projects, from the branding and marketing for a broadway show to creative-directing the planning of a small eco-city in the ukraine. we tend to gravitate towards projects that make our lives more interesting, not ones that simply make our company profitable. it is a luxury afforded us by a life considered and a team of designers the world over for whom experiences will always trump design.

    an apartment is where you live. an apartment is where you do all the things in your life that matter, where you cook, read, sleep, listen to music, make sweet, sweet love, watch movies, talk, blog and get dressed, among other things. most importantly, it is the place that you shape so that it may function, look and feel like you. funny thing, that’s exactly what the apartment does! i co-dreamed of the apartment with my partner gina alvarez first in 1999 as an experiment in retail as theater which would offer an alternative to the design stores that operated (and still do) as art galleries. design always felt to us a part of daily life and needed to be shown that way! soon after we opened the doors to our public apartment, where everything curated, from toothpaste to sofas to sandwiches, was for sale, we realized we could do more than barter our lives an object at a time for money. we realized that people, whom we would shortly call clients, wanted complete experiences, for their homes, their offices, their brands. the creative agency was born. our new york-based office imagines and builds such experiences using the tools of architecture, design, branding, marketing and technology, fully integrated for the simple reason that it is how life is built. born from our need to consider our lives, bit by bit, little by little, thoroughly, absolutely, we tackle projects as wide-ranging in scope as the conceptualization of an 8-story museum and the redesign of a line of home-cleaning products. the apartment‘s and my goal stand the same: to tell a good story, with a beginning, middle and end, even if not necessarily in that order; to invent, always.

    but not just… fact is, and this is none the more apparent than in the news delivered hourly in our various inboxes, most creative people, be we architects, filmmakers or poets, keep adding to a world that we couldn’t be more vocally vehement about cleaning up. the often damning dichotomy of our innovative endeavors is that, as much as we want more beautiful things, songs and ideas to surround us and impress our friends with, we cannot deny that most new objects, new musical journeys and new reaches into the conceptual future will, eventually, find themselves sitting atop a garbage heap, abandoned and lonely. for our imagined expectations to not only be made real but also last, we must do better, we must subtract, we must look at systems, not just equipment, we must do what the word dictates: design, not merely decorate.

    at the apartment, every one of our creative partners around the world understands this superlatively-so, for they know that it is neither their skill with a mouse nor their ability to design beautifully nor even their sense of taste that got them hired here; they know they were chosen for who they are, not what they do. that they are talented goes without saying but, most importantly, they provide us with perspectives unknown. their lives nourish their work, not the other way around, which in turn nourish our clients by offering far-flung multiplicity, looking at problems from new points of reference, examining opportunities with eyes and minds unencumbered by yesterday’s methods, viewing every set of circumstances as a possibility for new and bespoke meaning. that is why we prize culture above all else.

    thing is, as i look at it, we evolved from ape to australopithecus to cro-magnon to modern man and, in all that time, haven’t significantly reconsidered most of our tools. even though there have been more advances in the last hundred years than in the last million, we still borrow the methods of those who have come before us and dare not rebel, dare not dream that there might be a different conversation worth having. we are so caught up in the results that we rarely ever pause to wonder if the process may hold a key to a different, more efficient door. and when we do, the procedure of habit-changing is so slow that it can span generations. the apartment believes that the way out of this conundrum is to begin with meaning, intention, passion, in a word, people, not decoration. then, support the development of systems that can allow the former to flourish without having to unlearn and learn again. we design from the meaningful up, not from the stylish down.

    ironically, curiosity, the very trait that often detours humans down the easier path, is what we need to get started again to find the just one. that which leads us to create, not re-create, invent, not re-invent. that which necessitates that we put ourselves in danger, perhaps feel uncomfortable and take leaps without knowing whether there is sure footing on the other side and see what comes out. that is how we tackle every new project, every new concept, every new moment, on your behalf. with such an approach, we are not afraid to deconstruct anything, the big or small problems at the root of which considered and willful design always guides us towards relevant solutions. design, it has probably been over-said, is how something works, not how it looks. and i tend to agree, but for this anecdotal caveat: about his juicy salif, somebody once challenged philippe starck, specifically about its apparent lack of usability. he responded, well, i designed it because, one day, it will probably be gifted by a son-in-law to his girlfriend’s mother who haven’t talked much in the past. she probably thinks of him as a slacker and he of her as an “adult.” she’ll open it in the kitchen and they’ll put it up on the counter. and she is going to say “wow, this is interesting. what is it?…” that juicer is going to make a conversation happen. about a juicer, granted, but they will have one nonetheless which may be the beginning of a relationship that wasn’t there before. if design must be ascribed a mission at all, that is one i can approve of: to start conversations that weren’t there before.

    that is what we propose to do for you, the clients, the people with ideas and the willingness to execute them, use all of the above principles to imagine the expression of said ideas, of who you have become and how you want to help. in order to do so, we must first immerse ourselves in your culture, understand your motivation, dig deep within your purpose in an approach perhaps more akin to that of a behavioral detective than that of an architect. then will come the application of the findings to the physical plane, the shape of which shall be as unique as you are.

    as you can see in the theaptWORKS above, thinking this way for the past 10 years has served our patrons well. from building homes, offices and restaurants, to launching automobiles and developing new brands, we look for the unusual and the unusual always finds us.

    for more of what life looks like at the apartment, come back here often and please visit:

    theaptCHARACTERapproved
    theaptTWITTER
    theaptFLICKR
    theaptVIMEO
    theaptGOODREADS
    theaptLINKEDin

    i hope this clears that up… and, as usual, have a wonderful week!