as it so subtly says on the left there, sometimes we also work… and today i just wanted to give you a quick look into what we are working on right now because it is, if i may say so myself, SUPERCOOL!
i am sadly not able to divulge the nature or name of the client, yet, but let me say that this industry is ripe for new vision. that which we are lucky to have been asked to provide. what you are looking at in the picture above is going to be the piece de resistance of an amazing project we were hired to design a few months ago and the round structure is an incredible piece of engineered art that we are designing with the visionary marc fornes of theverymany. fitting within a space that is part showroom, part womb, we will be unveiling this beauty early next year and we could not be more excited!
but what i really want to talk about this morning is criteria by which we are lucky to choose our clients. as with most projects that we take on, this one has involved us in a field that we never plowed before, which is exactly the point. when the phone rings and the person on the other side asks if we can show them examples of things we have done before in their industry, my response is always this:
do not hire us because of what we may have done, hire us because of what we can do.
now, 3 times out of 5, the new business prospect hangs up on me… but it guarantees that the other 2 that keep talking will have a built-in tolerance for the unconventional solutions we are bound to come up with. that is why i rarely show our portfolio any more. the reason i created the apartment creative agency was to have the ability to touch, unrestrained by the increasingly reductive industry of design, all aspects of the consumer experience. whether tasked to build an individual a home that feels as if they could have dreamt it themselves or launch a new car in a way theretofore unseen, the apartment staff and i believe that, ultimately, good design lays not in the individual instrument but the symphony, the way all the parts come together. our goal, in life as much as in business, has always been and always will be to do interesting things. and as such, we live to be hired to do that which we haven’t done before, not what is easily pointed to in a portfolio. we work with dozens of designers across the world who join us on teams specifically assembled for goals yet to be defined. that is how the unexpected happens. that is what we strive for.
my focus, is never simply to give our clients what they ask for but to define their mission on their behalf using the tools of branding, graphics, product design, architecture, strategy, marketing and publicity, yes, but also those of memory, experience, imagination, fantasy and emotion in order to give meaning to the adventure, not just success. i believe we are one of the very few agencies in the world today offering such comprehensive understanding of our craft beyond its tools. as alan kay famously said, “if you want to predict the future, you have to invent it…” we are inventors.
and that is what we hope to achieve with this and other projects in the pipeline. after 12 years of doing this, it truly feels like we’re just getting started…
sorry for the seemingly complacent post this monday morning but i felt compelled to explain
what we do who we are to some who may not know. thank you for listening and have a splendid weekend!