3Deep Design: 00
Online Feature
September 27th 2010
3 DEEP DESIGN
–
00
An interview with Brett Phillips
Event Images: Shawn Brackbill
www.3deep.com.au
http://zerozeroproject.com/
00 is a collective project conceived by The Collective V and curated by 3 Deep, can you tell us about the overall concept of 00?
One of the great virtues of art is that it enables us to see the world through different lenses. As a consequence, we are forced to oscillate from passive spectator to active participant, a role that imbues work with meaning. In this spirit, 00 aims to change the way in which we engage, perceive and experience creativity. 00 is a annual project and celebrates and preserve the thoughts and work of the most progressive individuals of our time. It was conceived to support the launch of a special projects division for Korean fashion brand, Blank 5 Space.
Volume 01 is titled ‘Black Material Robert Knoke with 3 Deep, what has been 3 Deeps involvement within the project, and how were you first approached?
3 Deep were approached by The Collective V to establish both the overall brand and creative direction for the 00 project on behalf of Blank 5 Space. 3 Deep has traditionally been known for the provision of graphic design services but our role has always really been about curating and championing a deeper and richer experience for brands through design. While its true that we established the pragmatic aspects of the project such as the identity marque, the form and experience of the packaging and book, our real influence can be seen in the overall narrative, vision and direction of the project.
The identity marque comprises of 00 each looped back on one another, what is the rationale behind this concept?
The 00 identity marque symbolises the duality of collaboration. The marque twists and weaves on itself creating both the form of two zeros and the infinity symbol. Placed side by side the zeros suggest links in a chain. The twisting form of the identity marque was derived form the art of knot tying and in this instance the knot is used as a metaphor for duality. The 00 project is an act of binding two collaborators ideas, processes and philosophies together into single unified outcome.
With collaboration between The Collective V, German Artist Robert Knoke and Blank Space 5, 00 is a collaboration that stretches around the globe. How have the challenges of geographical location been overcome, and how has this altered the approach of 3 Deep’s design direction?
Geography doesn’t influence how 3 Deep approach the design direction of a project but it does affect that programming of it. We are travelling and working out of Korea, Japan, China and the US so regularly now that it is just part of our DNA and our every day. Over the past 14 years we have established a network of partners all over the world and while our work responds sensitively to the cultural climate in which it lives, most of our projects are realized by different people from all over the world.
Does collaborating with other creative groups, and artists change the dynamic within a project? Do each of the contributors have their own specific roles in the project, or in this instance has the collaboration occurred more organically?
In projects like 00 it is really important for everyone to have a really clear understanding of what their role is. Sometimes this needs to be clarified but most of the time its explicit by the fact that you are sitting at the table. We all know what we do well and what the boundaries are for our involvement.
Has your experience working previously on projects like Six Scents (series one and two) assisted in the processes of working as part of a collaborative project?
Absolutely! We really clearly understand what each party involved in the project like this will need, how to manage their expectations, how to temper desires, how to respond, react, pace and deliver so that all bases are covered. In working on something like Six Scents we have so many people involved in the project, at so many different points, from so many different countries that it takes a really fastidious and well managed process in order to deliver.
Like previous collaboration projects (Six Scents, series one and two) a monochromatic colour palette has been selected, is this a purposely continuing theme, or has black and white been in this instance been selected to reflect the work of Knoke?
In the book Julia Meier asks Robert Knoke about the title of the book (Black Material) and Roberts response was really interesting. He commented that to him “black paint is more a material than a color”. We recognized an opportunity to emphasize this aspect of Roberts work through the materiality of the object itself. From the black box board that is visible through on the edges of the cover die cut, to the black guilding on the edges of the book block and the black polypropylene sleeve containing the limited edition tee shirt. These were all opportunities to reinforce these notions. It is a beautifully produced object.
What has been involved in the launch of Volume 01, and where will the publication, DVD and t-shirts be available from?
Travel. NYC. The New Museum. Karaoke. Breakfasts. Lunches. Dinners. House warmings. The Boom Boom Room. The Stanard Hotel. Terence Koh. The Misshapes. Spencer Product. Kaya Sorhaindo. Did I mention Karaoke?
