We got there quite early and there was a delay with letting people in... So there was a GF Smith stand outside so therefore we was speaking with the lady about the new photography books they have where you can send a file with your images and you can get them printed in hardback book with good quality paper. We also got some free samples & books.
Tony Brook & Adrian Shaugnessy
Firstly on to the stage was Tony Brook & Adrian Shaugnessy from Unit Editions. They started by talking about how they got into what they was doing today. They said people kept asking them why they would want to create a publishing agency in the world of internet?
Magma - Marc Valley - his business has rapidly decreased due to people coming into the store to have a look then going home to buy it on the internet. And therefore his business caved in.
Then google images came along also... people don't have to go anywhere these days to have a look at something, everything is on the internet.
The only thing is with the internet is that it has no context, and you can never find it again! Also the idea of having the books to your side while designing is more appropriate & efficent.
"The book is like the spoon, scissors, the hammer, the wheel. Once invented, it cannot be improved. You cannot make a spoon that is better than a spoon... The book has been thoroughly tested, and it's very hard to see how it could be improved on for its current purposes." - Umberto Eco
Studio Culture - creating own studio straight after eduction.
This was one of the first books they produced and sold it through the book trade which was a big mistake.
So therefore on the outcome of that they decided that the only place you would be able to buy unit edition books would be on the unit edition website & the public phrase.
Adrian - Says that "he doesn't want to disengage with the internet as the only reason where they are today is because of it, but its a paradox"
Also with not selling through the book trade they have lots of rules they don't have to follow like they dont have to follow the paper & print choices & the title doesn't have to be on the middle of the page etc...
"If you are going to chop down a tree, make it decent! Make it tangible & physical as well as a good balance between image & content, be responsible" - Tony
Scratching the Surface By Adrian Shaughnessy LOOK AT!
Type only come to life since computer it was a very restrained subject.
Spin Studio - Love to see books.
Each individual packaging for each box.
FHK Herion - pioneered the concept of professional Graphic Design.
We can all learn something from him & we all owe him something.
Landor - War posters for MOI
Everyone else was using crayons & airbrush in this era but Landor realised how to use technology.
KLM logo was designed by him.
David Hurschmann
Technology will save us.
21st century learning (Instigating)
Digital & Physical.
Gadgets that anyone can make, inspiring people to make, play & learn.
DIY electro kit
DIY thirsty plan kit
DIY speaker kit.
User centered design.
What & why ill buy what you will make?
Minimum viable kit.
DIY gamer - coding, understanding UX!
This was helping the younger generation to critical think, debug, problem solve & computational think.
People learn differently!
Trying to fulfil all areas to benefit & facilitate all.
"Im so 3008 your so 2000 & late" Will.I.Am
Hursch&mann:
Make with red stripe.
Tangibleness added to magic where people was there when it was unfolding into reality.
Did the whole thing in CG - could never have done this with computers.
"A lot of ambition, helped bring a concept to life. Willing to try anything & didn't need any robotics company."
Siemens - How city shape changes, this came off the back off a self initiated project.
Supermundane: Rob Lowe
Anovak - unisex childrens magazine talk to them on the level of entertaining not educative.
Fire & Knife - Made to feel like made up of individual booklets.
Organic feel, mundane alphabet, no outline.
Frankfurt Exhibition: Listening & speaking tubes - children.
Electrical tape - ace hotel.
webwewant.org this is a festival.
Rejane Dal Bello
The year 2000 - new millenium
Expecting flying cars etc...
This shows you can't predict the future.
It doesn't confine with the world, and what they are telling you, what you have to do?
Expressive & embraces so 2 cultures can work together.
"If theres life, theres change" - Rejane Dal Bello.
Ross Phillips
Dalziel & Pow
Fabrica 2001
Show studio- beyond vogue what can fashion be?
Mirrormirror
-This was a installation in Topshop that gave you fashion advice.
-Live feedback
-no interface so you don't have to know how to use it, as not everyone does.
-still a mirror if failed - not a blank space.
Readaloud
-This was a exhibition set up in Bradford museum
-The outcome from this was that he was expecting thugs to come in and be bad & rude but infact if you give them space with some trust they will give you something back.
Argos
-turning them from print to screen.
The white company
-Sensory experiments.
-Projectors hidden in books.
Michael C Place in convosation with Angus Montgomery from Design Week.
Build - Craft/detail
"Technology is something I use, but it doesn't rule my life" - Michael
"understanding how print works, learning how you can use technology in a different way" - Michael
Hand lettering was something I think is very dull & boring, but when I look back its invaluable.
Designers Republic - Intern this is where he started, was there for 10 years until he wanted to have a break.
Build is a small studio and is only going to ever be a maximum of 5/6 people.
They are big on collaboration, someone is always better at something than you! Let them do it.
Modern life is rubbish... Check this out!
Self intiated: not just to do things without restraints. Its a fun job you might just get a few harsh customers.
Long project is 4/5 months.
The average project is 2 months.
Short project is couple of weeks.
They work on alot of briefs at the same time.
Maximum of 6 months.
Our work is very organic - 3 or 4 years ago you wouldn't see Virgin approaching a small studio to have their belief in them to handle it. But now they are looking for them.
Do you do lots of pitches? they don't do them if they are unpaid. Also they are small so they can't afford to take people away from a project for something that might not happen. It devalues the design, we don't want to put time in a project that might not be.
Do you have any specific clients? Clients that come to you! They must like your work, or someone has recommended you. Meeting someone you get a better idea of someone who want to engage with you? There's no formula.
Proudest project? Ukrainian TV channel. Didn't really understand what they was wanting for the money. But they pulled together and worked as a team. Which made him very proud!
Whats your dream project? An airline, something really like to do. I have a big interest in planes, I like how its a big canvas. You can be futuristic.
Client base proportion:
25% long term - Had the time to build up rappor already so its just the point of keeping that up.
75% short term - A lot of work to build up a new rappor everytime.
Handmade - "Clients looking for things that are handmade authentic. But now drifting & depending on what meets the brief" Supermundae
"A great example of this is from the album. CD & digital downloads. But the vinyl is coming back & you can get the physical side by the vinyl, its beautiful & engaging that downloading can't." Michael
Educating sophisticated clients: They now know more about the world and what is out there. They know how things work, and are more willing to comunicate & help with decisions.
Exposure is small within design compared to other industries.
How do you create the balance between professional & personal work:
"They are the same as I do things I do at work & that is what I love" Ross
"The things I love I don't get paid for so I have to make money somehow" Regane
"Professional & personal are linked & inetrconnected" Supermundane
"Play & work is the same for me, but I have worked through alot of shit to get here! Its down to us if we don't do what we want to make fun" Micheal
Peter Saville
Peter Saville wasn't suppose to be coming as he cancelled, but he managed to get there for the end of the day during the Q&A time.... This was basically his show as he took over the microphone.
Tips of getting things out of clients:
Writing the brief - told what the brief is people will know what they want- up to the designer to find a solution to the problem.
Put yourself in there position, what is it that you believe it will unlock the problem.
"They only come when they have a problem."
You need to understand about the sector, how can you solve the problem if you don't have no empathy of the landscape of the sector.
Pay: You have to have a day rate that adds up to an end figure. You will probably have to discount it - explain why you are discounting it and what you can do for that price?
If you think you don't get paid enough within a studio, then you have to bring in three times as much as you want to get out. It works out about 2.7 times due to all the other deductions.
Whats the next big thing?
"To me the next big thing is that technology is jumping from one to the next to the next advancement. We need to keep up, so while the next technology is been released I am trying to keep up with the last." - Ross
Ways to engage with there audience - Professor David Crow.
Strategy - Peter Saville.
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