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  • theaptPORTFOLIO

    theaptSHOWS

    November 29, 2010

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    i am not going to make this too long-winded a thing because it would defeat the point…

    i am done with agency websites.

    at this point in time, i feel that designer, and design agency, portfolio sites are ridiculous because they might only be of use to those who know to get to them, to people whom the aforementioned have probably already met and told about the work, which resides, all flash and intro-tuned at their eponymous url embossed on their probably overpriced business card. i should know… the problem is that designers and agencies, myself moronically included and for the longest time, have built those pixels as overwrought monuments to our egos disguised as the sum total of our accomplishment masquerading as marketing apparatus rather than the new business tool they actually are. to that end, we have erected, and paid for, memorials that are only apt as the intended puns for the work we vehemently profess to SO care about. buried under mountains of flash, flex, dhtml, music and stylesheets, we tell ourselves what we tell our clients, that our homepages are “as dynamic as we are,” that they are “on the bleeding edge, much like the way we look at life” or that they are “minimal” to the point of un-usability, you know, like our work…

    the thing is that the day after we launch said beauty into the wild, the blood from that edge has carefully been cleaned by another firm or design entity that studied longer, harder, better and benefitted from whatever new standard adobe has seen fit to bestow on the innovation-starved right after we moved from the staging to the live server. what was it all for then if within weeks, if not hours, we are bested at the game we told so many we were so good at? i have been asking myself that question ever since i had not even bothered updating our own theaptAGENCY site with new work anymore, because, as a friend once said to me, even though it looks ostensibly cool, and built with the best tools $100K could buy in 2008, it still makes the company feel pretty goddamned static. and even though i loved the site, lovingly designed by the incomparable, and theaptPEEP, peter crnokrak and realized by the prodigies at method, he was right. the very idea of walled-garden made the company look closed, by definition…

    still, we have to show the work somewhere, right? how will people hire us if they cannot see what we have done? well, that’s where the future comes in…

    the future, it has been said too many times by more prescient than me, is apparently here and we must take advantage of it. the reality is that thanks to the endless stream of venture capital and family money being sunk into enterprises large and small attempting to socialize our digital experiences with the same intensity that we mis-remember our analog lives to ever have been, we have been given the tools to show who we are and what we do to audiences far more numerous than the few we meet at cocktail parties or attained through dubiously blogged recommendations. in general, our ego-sites do not cross-pollinate with others and do not satisfy the hunger of the googlebots on a daily basis, they do not mix with the sea of opportunities afforded social networking sites which they, in order to fulfill their business-minded destiny, must. mine included. that is why i am getting rid of it. and flushing twice

    i have decided, today, to throw caution as well as those tens of thousands of dollars to the south-facing wind and give up theaptAGENCY site all together to the profit of leveraging the millions of dollars constantly invested by people and companies smarter and more knowledgeable than i could ever in order to present the apartment in all the glory i believe it possesses to the widest possible world. see, now, the new, bound to be continually improved, theapt.com

    simple, straight-forward and, most importantly, regularly and intelligently upgraded by others. equally as crucial in this decision to base our 10 year-old creative business in the hands of social media is the fact that these networks already inter-operate, i do not have to think up, and pay for, a way for my linkedIn profile to interact with our portfolio on behance; to figure out how our films on vimeo are promoted with tweet because they already do, automatically! also, these sites, combined, are the recipients of millions, if not billions, of views who are, each step of the way, advised to look at similar work here, there, to follow or friend another member whom, based on their studied behavior, might be appreciated, and our work, or likes, will doubtlessly be included, which will create leads for eventual projects that did not exist before, when solely relying on actual word-of-mouth. unlike old-fashioned portfolio sites, ours is now no longer within a walled garden, the key to which i was the only one able to lend, it is now open, interactive, prone to public criticism and admiration equally, either way, the opportunity to start conversations which, truly, is what the apartment is all about…

    this makes sense to me, this is the future, this is important. the reason gina and 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 growing apartment staff, also now 100% open-source, and we, believe that, ultimately, good design lays not in the individual instrument but the symphony, the way all the parts come together, that the intents and effects of design should be human in kind, that it should neither simply care for beauty nor just functionality but be about what we do with it. and we believe the only way to do just that is to embrace all of the tools and talent available to us. our uniqueness will grow from how we use them…

    lastly, but certainly not leastly, i want to thank the incomparable peter freudling, a angel from above, who has had the kindness to take the aforementioned ideal and push it out there, through his nimble and expert coding fingers, in order to make it available to me and you. his generosity is only equalled by his talent. thank you so much peter!

    and since it’s not right for you to leave this party without a parting gift, this is mine… the oft-asked for and only now posted theaptAFTERMIX devised by our very own david lefkowitz at the time of the building of the ymca. 4 hours of the what we laughed, cried but most importantly danced to, after the opening celebration. yours to download, now.

    as usual, feel free to tell me what you think about all of this at any time, anywhere. and have a socially conscious week!

    October 14, 2010

    about a year ago, we were contacted by the good people at american express to consult on and be part of an amazing project with the lofty goal to pair agencies with brands in need of help in order to demystify our industry. what indeed is branding? how does it differ from graphic design? why hire professionals when my nephew just started at pratt? all great questions asked by clients the world over and aimed to be answered by the series, the trailer for which i now offer to you above.

    our agency worked on reviving a great, yet mostly consumer-unknown, brand from the eighties, citrasolv and the journey is almost, if not as, exciting as the final product, i hope you stay and watch the series unfold in the next few weeks!

    October 8, 2010

    theaptcreative twitter as you may have noticed, there hasn’t been a whole lot of design news on theaptBROADCAST lately… that is because i have been using most of my time writing my first will and testament, titled the considered life, of which i finished my final draft this week and hope will find a publisher in the new year (email me!) i do intend to return to form soon on the blog but i have to break back in slowly… that is why my first step has been to contribute to USA network’s character approved blog in which i wax poetic about all forms of shapes and shapes of forms; and my second step will be to split my twitters between my personal musings, which will continue to be filled with such necessary verve as it’s six o’clock, do you know where YOUR st. julien is? or the always popular amy fisher has really been making the most of her freedom and the newly-minted, launching today the apartment account which will happily relate all that i find truly revolting or spectacular in the world of design. i hope you join in the crusade, at least until the rapture. and don’t forget to #FF, as it were. have a sensational weekend!

    p.s. and on monday, be prepared for a seoul design week special report by theaptENVOY divad q. nead!

    March 12, 2010

    wallpaper-firsti remember this issue! remember?… that’s the day my life changed. and i’m neither being facetious nor exaggerating. when in october 1996, i picked the first wallpaper magazine, founded by the always accented tyler brulĂ©, i felt so many parts of what i believed to be my vision of existence come together. superficial? perhaps, but certainly useful to a kid in film school whose love of, and extreme interest in, global culture, could not met by any person, place or media at the time. enter this bound-to-fail publication that seemingly looked at design, fashion and travel but actually was a declaration of principles for a demographic yet to be determined. since then, we have identified ourselves as world-hungry sophisticates for whom one magazine certainly is not enough anymore but there it was, first in a long and rich history which has taught us about beauty but, and perhaps more importantly, about its meaning in our lives. relish all the covers from day 1 on the web or come visit, i still have every single issue…

    March 3, 2010

    stackdi don’t know if i ever called your attention to the work that theaptFRIENDS over at STACKD have been doing lately and i have no patience to look. you know what social networks do for you in that it allows you to get in virtual touch with people you know/would like to know/are scared of? well, STACKD claims this basic human behavior back where it belongs, in the actual world. it is a system to get to know people within a building, residential or commercial, so that you may more easily organize that meeting you keep pushing back on how to get rid of that drummer on the 3rd floor. it is a no less than brilliant platform for neighbors or colleagues to collaborate on getting together for any reason. yes, even that. and by that, i mean anal. petition your building to join and approve of them in their recent nomination as a refreshing idea for pepsi, it’s a good thing. do it.

    February 24, 2010

    the-crewbrilliant minds need snacks, that’s just science. which is why theaptFRIENDS at the brilliance have started a venture that is deliciously close to all of our souped-up brains, a review site url’d snaksnak. and they’re just getting started! from the banal m&m’s to the less encountered andy capp’s hot fries, just watch that space, they will soon have it all and thankfully spare us the carbolicious taxing that would be tongue-testing all that for which we are hated and attacked by fundamentalists across the globe for ourselves. thank you ben and adam for doing this for freedom!

    January 6, 2010

    florencecute thing desperately un-cute myspace is trying here with the get real close program, a page that takes you, if ever-so briefly, into what artists are listening to or, more interestingly, how they listen. see alicia keys sing along p.y.t., see fiddy tackle rapper’s delight and see florence and the machine excel at borderline. not altogether the worse to happen so far in twenty10.

    4023310716_5867510ab6_owhenever i feel smarter than you, i mosey on over to bldgblog to get smacked in the head a little bit. every single post is a humble international affair of cultural significance which, right away, beginning with the titles, makes me understand rather quickly that i should probably sit down and start taking notes if i want to learn something. the archaeology of seclusion, in just one of the posts to do just that. oh, i’m sorry, did you already know about bunker architecture in the former yugoslavia? oh, well, good for you!