Press Release - House Industries

Press Release
For Immediate Release
Contact: Sharon Roat, [email protected], 302-235-5591
AGENT PROVOCATEUR TAPS HOUSE INDUSTRIES TO “TWEAK THE CURVES”
(Yorklyn, Del.) October 2007 — Agent Provocateur has tapped the world-renowned font designers and illustrators at House Industries
to “tweak the curves and tighten the fit” of its internationally-recognized lingerie brand.
Ten years after creating the original Agent Provocateur logo using an off-the-shelf typeface, the company’s script-style word mark had
been “imitated to death,” said founder Joe Corré. He and partner Serena Rees decided it was time to give their visual identity the same
level of attention that they give to the smallest lacy detail on each undergarment and to their legendary window displays.
“We needed to move on. House Industries was an obvious choice. I knew they would retain the goodwill we had already developed in the
word mark but deliver something authentic and original. I was right,” said Corré. Famous for their ability to synthesize cultural and historical elements into their designs, House Industries letterers and illustrators looked
to the sinuous contours of traditional English roundhand when they developed the new Agent Provocateur word mark and surrounding
features. The result is a classically functional logo that hints of neo-Victorian lasciviousness.
House Industries artists also penned a voluptuous corset shape to contain the swirly AP logotype, redrew the signature Agent
Provocateur lacy legs, and created an exclusive typeface for the company.
Agent and House share an obsessive attention to detail, whether they’re looking at the subtle curves of a letterform or the delicate
stitching on a pair of knickers. While this level of quality and craftsmanship goes unnoticed by many, it makes the difference between a
luxury brand and cheap knock-offs, says House Industries co-founder and art director Andy Cruz. “When you shop at Agent Provocateur, you expect each tiny detail to be perfect and beautiful, and it is. The same goes for everything in
the store, including the company logo and artwork,” says Cruz. “It’s all part of the experience and the authentic package that makes Agent
Provocateur the real deal.” To celebrate the new logo, House Industries and Agent Provocateur have produced a limited-edition derriere-shaped book that tells
the story of their collaboration. It comes wearing a pair of AP knickers cross-branded with House Industries’ clothing arm, House33. The
limited edition book and knickers ($100) can be purchased online at www.houseind.com.
About House Industries
House Industries is a Delaware-based independent typography, illustration and design studio that markets unique fonts and artwork
worldwide. Founded by Andy Cruz and Rich Roat in 1993, the company has enjoyed high-brow collaborations with the estates of midcentury designers Alexander Girard and Richard Neutra as well as low-brow pow-wows with the likes of 1960s’ car customizer Ed “Big
Daddy” Roth. Their work permeates every aspect of the visual landscape, from building signage and billboards to cereal boxes and
skateboards. Visit House Industries at www.houseind.com. About Agent Provocateur
Joseph Corré and Serena Rees opened the first Agent Provocateur shop in December 1994 to a media frenzy. Their aim was to create
an availability of high quality designer lingerie with creative flair to stimulate, enchant and arouse both wearers and their partners. The
company now has stores within the UK, America, Middle East, Russia, Hong Kong and Europe. Complementary products including books,
shoes, jewelry, fragrances and beauty products are sold in over 65 countries worldwide. At the heart of Agent Provocateur is a profound
belief in the intimacy of the experience that they offer, and a commitment to that which is beautiful and erotic.
For more information visit www.houseindustries.com
Press Images
The images below can be downloaded at http://www.houseind.com/press
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ap_33_knickers_pink.tif
Press Images
The images below can be downloaded at http://www.houseind.com/press
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Press Images
The images below can be downloaded at http://www.houseind.com/press
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