Two Quartets - Floda31.com

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Floda31 is a small design
studio with big output. We
pride ourselves on not having a
signature style. We are flexible,
and will always find the best
solution for the design challenge
at hand and the client’s needs.
Additionally we host a laboratory
for innovation and creativity.
We provide an environment that
fosters new connections, networks
and cross disciplinary encounters.
This keeps us fresh and inspired.
Client
Challenge
Audience
Floda31 sweetspot
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Marije de Haas
Rich Holland aka Badger
A communication designer at heart, Marije
is excellent at critical thinking, developing
elaborate conceptual solutions and visualing
them simply and effectively. Proud about the
wide variety of clients and design solutions to
her name, Marije is happiest when she can get
her teeth in some complicated design problem
and provide elegant solutions.
Trained as communication designer, but more
of an architect in practise, Badger is the jack
and master of all trades. Conceptual thinking
matched with execution in any media shape
or form is the name of his game. No challenge
is too big, no client too small. For as long as
Badger can stretch boundaries and question
the status quo he’s a happy man.
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Works
The work in this portfolio is divided in
three sections; Commercial, Commissioned
and Educational. Commercial shows a
selection of work we did for other people.
Commissioned shows a selection of
work people commissioned us for and
Educational shows a selection of projects
we did with students.
Shown in this portfolio are only projects
where we were involved from concept to
execution.
The workshop
Commercial
Commissioned
Educational
Converse
Nike
Design Research Society
Cape Farewell
Random Dance
Siobhan Davies Dance
Grolsch
Adidas
Kiasma Museum for
Contemporary Art
Super/Collider
88B Gallery
Cape Farewell
Bartlett School of Architecture
Umeå Institute of Design
Umeå School of Architecture
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Commercial
Converse
Nike
Design Research Society
Cape Farewell
Random Dance
Siobhan Davies Dance
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Commercial
Cons Project Berlin
Modular skate installation
& bespoke 3D invitation
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Commercial
Cons Project Berlin
A Brief Glance magazine says: “During the
summer edition of the 2014 Bright Tradeshow,
Converse organised the Cons Project Berlin,
an event to present their new Weapon skate
shoe. Inside an empty ex-supermarket they put
a series of skateable metal obstacles, whose
position was changed several times during the
skate session and the competition.
Jake Johnson, Louie Lopez, Pontus Alv, Jerome
Campbell, Brian Delatorre and other Cons
Ambassadors, plus some Cons Euro riders
were there to skate. The format of the event
was interesting and the nine modular obstacles
were fun to skate. www.abriefglance.com/
Floda31 designed and produced the modular
interactive objects. There were nine objects
in total and they were made from 5mm plate
steel. The objects could combine in various
ways to create more interesting forms. We
also created a bespok invitation for the event,
consisting of scale duplicas in a little tote bag.
Bespoke 3D printed invitations
in hand-made bags.
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Commercial
Yup, it’s Rich
“Guys like Louie Lopez, Sylvain
Tognelli, Brian Delatorre, Remy
Taveira or Kenny Anderson had a lot
of fun with the metal building blocks
at the Cons Project Berlin during the
summer Bright tradeshow 2014.”
MPORA
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Commercial
NikeSB
A series of bespoke
shoe launches
Omar Salazar shoe launch at the docks in Amsterdam
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Exhibition in the Truman Brewery, London. Featuring Moving Units, Made For Skate, Blueprint and Nike SB
Blueprint Shoe launch
Sculptures
Moving Units – another
venture by Rich – was
commissioned to create a
series of skatable sculptures.
These sculptures were
distributed across London
in very desirable (but not
neccessarily legal) locations.
Five teams of a skater and
photographer were then
sent out across London to
find these sculptures, and
document their journey.
The resulting images were
exhibited at the exhibition.
Exhibition
The result of all this was
shown in an exhibition.
The exhibition showed the
obstacles and the related
photography.
The Nike Blueprint shoe was
featured dissected, in display
cases. There was also an
exhibition by Made For Skate.
Blueprint filled the rest of the
exhibition, with specifically
commissioned works for the
occassion.
Branding
We designed all the
communication materials
around the launch. Keeping
in mind the four parties; Nike
SB, Blueprint, Made for Skate
and Moving Units.
As the event was much about
exploration and travelling
around London, we based
the graphics on the London
Oyster Card; the card you
need to get around town on
public transportation. We
created the “Oi star!” card,
pre-paid travel for all invitees,
with a bespoke map to all
skate locations around town.
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The rather collectable ‘oi, star!’ card
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P-Rod shoe launch
Concept
Nike SB launched a bespoke
P-Rod Shoe. P-Rod is a bit of
a skate geek, so we created
a Trivial Pursuit inspired
boardgame completely
based on skateboarding;
‘Questionable’. We got
everyone who is anyone in
UK skateboarding together
to come up with over 2000
unique questions and answers
about skateboarding.
Some of these collaborators
obviously have a bit of a
benefit when they next are
invited to play Questionable...
Questionable
The shoe featured soft white
leather with grey elephant print
leather detailing and red velvet
cushioning.
We could not resist to
commission Chesterfield to
create a bespoke P-Rod furniture
set, featuring bling white and
red leather, grey elephant print
detailing and golden finishes.
Executive chairs, classic
chesterfield sofas, ottoman and
a bespoke gaming table were
designed and created. Only
the best for the riders to play
Questionable in/on.
Apparently it is possible to
come up with over 2000
questions and answers
about skateboarding!
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Janoski shoe launch
Concept
The bespoke NikeSB Janoski shoe featured an
interesting campaign based on preservation.
The shoe itself was presented in a bottle.
To enhance the campaign we created a
taxidermy display case, reminiscent of natural
history displays.
The cases feaured human remains, taxidemied
piranas, butterflies and other species. There
were bespoke cases created for various
locations across Europe, each featuring a
unique set of items.
We learned that you can
only transport human
remains across borders
if they are more then a
hundred years old.
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English seaside in a gallery
Fluff Book Launch
Concept
The renown dutch skateboard magazine Fluff
collaborated with Nike SB to literally create the
largest Skate book in the world. Needless to
say they succeeded.
The book was launched in London at Nike’s
1948. The books was heavily inspired by
English seaside towns, so we decided to
recreate a stereotypical english seaside setting
right inside 1948.
This resulted in a series of beach huts fitted
with bespoke Fluff deckchairs, and filled with
Fluff art.
Legacy?
As always we keep
sustainability in mind, and
don’t like to create a lot of
stuff that will end up in the
landfill.
It is really great to see that
the seaside huts have moved
on to live a life of their own
finding themsleves in many a
skater’s backyard, where they
have been reapproprited as
workshops, artist studios, tool
storage and kids play areas.
Fluff’s art director Marco enjoying a well-earned brew
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Commercial
Nike 6.0
Branding, Communication
& Point of Sale
Nike 6.0 surf house, Biarritz, France
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The shadow campaign
won us an internal Nike
award; a ‘Media First’,
a rare achievement
A soft launch
The action sports audience; skateboarders,
surfers and BMX-ers, are fickle. Opinionated
and stubborn, they know what they want.
A new brand, or rather, a well-known
commercial brand would stand little chance
to break in to this industry. Nike tried several
times before, under a different name, Savier.
This time they would try under the name
“NKE 6.0”. This name refers to Nike roots,
before Nike was Nike they called themselves
Dimension 6.
The NKE 6.0 logo featured a two-headed
mutant, illustrating the dualistic nature of action
sports; always pushing boundaries but also
trying to fit in.
For the EMEA (Europe, Middle-East and Africa)
market, we gave the Mutant a guiding nature.
He’s there to help, but never to dictate. He is
naughty but just.
The mutant first appeared as a shadow at wellknown skate and bmx street spots across the
UK. We created little Gobos that we attached
to lamp-posts at these spots, so the mutant
would cast a shadow. A little like grafitti, but
never harming the environment.
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A grass-roots approach
The mutant continued to appear in surprising
ways. He hijacked editoral pieces (another
media-first), he hijacked webpages; you were
rewarded for this disturbance by receiving the
highly collectable rubber mutant ‘action’ figure.
He kept supporting the sports by helping out.
For example, we created Nike Fix-it huts, where
skaters/bmx-ers could stop by and fix their gear
for free.
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Consistent quality
The initial launch of NKE6.0 was a huge
success. So much so that action sports now
takes it’s place amongst the big strands within
Nike, alongside football and golf.
It was time for a rebrand. The mutant had
done it’s job very well, and could now rest in
peace. The brand could now proudly wear the
swoosh.
With Nike6.0 fully in the mainstream we got
busy designing Point of Sale, adverts brand
packs and much more. Always keeping in
mind the supporting nature of the brand.
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Awesome events
We collaborated with Urb-Orbis to create this
international BMX event in 2009. At the time
BMX was losing some of its steez within Nike,
but this event brought it back to life.
Together with a team of BMX-ers we designed
this 100m long BMX park in an abandoned
railway tunnel. Completely unique in it’s design
and location, this tunnel created some aweinspiring media (for example: http://www.
youtube.com/watch?v=vgAAMAEJvaU.)
The great thing about this park is that Nike,
after the event, donated the park to the local
BMX crew. For them to keep and manage for
the rest of time. Working with Nike we always
try to create legacy pieces, and often we
succeed!
The tunnel jam won
the most prestigeous
global Nike award for
best project.
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Commercial
Cape Farewell
Online & offline
communication
Visualising greenhouse gas at 2008 Disko Bay Expedition. Artist: Sunand Prasad. Photographer: Nathan Gallagher.
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About the collaboration
In 2001 the artist David
Buckland created the Cape
Farewell project to instigate
a cultural response to climate
change. Cape Farewell is
now an international not-forprofit programme.
We have been involved
in creating all of Cape
Farewells media, and love
doing so. Not only are they
a lovely bunch of people, we
also admire their aims and
objectives.
Cape Farewell works in
partnership with scientific
and cultural institutions
to deliver an innovative
climate programme of public
engagement. They use the
notion of expedition – Arctic,
Island, Urban and Conceptual
– to interrogate the scientific,
social and economic realities
that lead to climate disruption,
and to inspire the creation of
climate focused art which is
disseminated across a range
of platforms.
Thanks to our collaboration,
various people from our team
have been lucky enough to
have been invited on Cape
Farewell expeditions to the
arctic and the amazonian
jungle.
“Over the passed eight years we have
worked with you, there is a legacy of
great design, a highly professional
attitude and always such a pleasure to
work with. You have always embraced
new challenges with highly inventive
and creative solutions, helped us in
working with challenging institutions
and you have an attitude of an open
heart and open mind.“
David Buckland
Director, Cape Farewell
We have created an award
winning website (e-science
award), blogs, DVDs, books,
reports, posters, flyers and
exhibitions. A small selection
of the work is shown here.
Icebergs at Disko Bay, Greeland. Photographer: Nathan Gallagher.
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“The Burning Ice book, which
you designed, is still viewed as
a breakthrough in book design
worldwide, marrying scientific data,
great art and essays to make it an
adventure to read.”
David Buckland
Director, Cape Farewell
Spread from the Burning Ice book
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Commercial
Design Research Society
Branding, communication
& wayfinding
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“With DRS 2014 we wanted to challenge
and expand the traditional research
conference to create a more open, diverse
and vibrant place for debate and discussion
in design. Your work played an instrumental
part turning this vision into an exciting reality:
ranging from the details of information
design and wayfinding to the fine tuning of
an overall conference experience, this was
an impressive effort that made the design
research community connect the dots.”
Johan Redström
General Chair
www.drs2014.org
DRS 2014 – Design’s Big Debates
Branding
The Design Research Society
is the longest established
multi-disciplinary worldwide
society for the design research
community.
It was time for a change.
The 2014 conference saw
a change in the conference
format; it encouraged
conversation and discussion
on the bigger issues within
design; open source,
sustainability and life hacking.
We created a visual identity
that reflected this format of
openness, discussion and
connection. The identity in
action connected people,
thoughts and physical spaces.
Wayfinding
The conference would take
place at the Art Campus
Umeå a small city in Northern
Sweden. Presentations
were held in three different
buildings, and visitors would
have to navigate their way
through a complex set of
structures.
In order to facilitate this
running smoothly we created
a colour coded breadcrumb
structure. The website,
guidebook and the signage
all followed the same colour
coding. Each building
had their own colour and
routes were tinted within.
People could literally follow
a red thread to get to their
destination.
Communication
In a conference with over
200 paper presentations it is
important visitors can attend
the presentation they are
interested in. Before the start
of the conference we created
a visual schedule overview
with links to each paper.
This format was duplicated
in physical form at the
conference itself and in the
guidebook.
Visitors could navigate the
content in various ways
and always end up with the
information and physical
location.
Additionally we created
locally sourced bags, designer
water bottles and much more.
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Commercial
Royal Academy
Communication &
exhibition design
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“The elegance and coolness that you
brought to the graphics helped define
the general thrust of the show perfectly,
always complementing rather then
fighting against. It was also a real joy
to work with you, your relaxed attitude,
quiet confidence and competence
inspired trust at all times.”
Kathleen Soriano
Director of Exhibitions
Branding
Wayfinding
Catalogue
‘Earth, Art of a changing
world’ was an exhibition
at the GSK Contemporary
Gallery, part of The Royal
Academy in London. The
show was curated by our long
standing client Cape Farewell.
The exhibition featured a
collection of works by artists
from around the globe.
The exhibition was curated in
such a way that there were
four areas; The exhibition
introduced key elements
that make up the natural
world, and the activities that
affect the planet’s fragile
equilibrium.
We also produced a
free catalogue with
descriptions of each
artwork and the
sustainability issues at
hand. This catalogue was
produced with paper from
a sustainable forest and a
100% vegetable ink using
print house. It was very
important to practise what
we preach here, which is
complex when dealing with
international art that needed
to be shipped from far corners
of the world.
After many discussions with
the Royal Academy and
Cape Farewell the title of the
exhibition was chosen as
‘Earth’, mainly because it had
the word ‘Art’ in it. This was
not our first choice, but we
managed to create an identity
we were pleased with.
At the centre of the show, a
group of exhibits focused on
the role of the artist in the
cycle of human and cultural
evolution – as communicator,
reflector and interpreter of key
issues of the day.
The exhibition concluded with
works that presented a world
of vision and of hope, but
through the glass of reality.
We introduced each area with
small folded signage; subtly
directional.
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Commercial
Random Dance
Branding &
Promotional Materials
Ataxia promotional image. Photographer: Ravi Deepres
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Photography by Ravi Deepres. Design by Bullet.
Wayne McGregor
Choreography:
Scanner
Original Score:
Jim Henson’s Creature Workshop
Animatronics:
Stonewood & Bryce
Fashion Design:
Ravi Deepres
Digital Video Design:
Lucy Carter
Lighting Design:
Impact
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Random Dance was founded in 1992 and
became the instrument upon which McGregor
evolved his fast and articulate choreographic
style. With collaboration at the centre of his
practice, McGregor has innovated new work
with world class artists including Scanner, Ben
Frost, rAndom International and Ravi Deepres.
Collaboration with science and technology
communities has also fuelled choreography
mined from radical cognitive research
processes.
We were very lucky to be involved with
Random Dance in the early stages of our
career and collaborating with Wayne
McGregor in this unique, tenacious
questioning between artists and artistic
mediums, across the interface of science and
art, through the body and mind, has had a
profound impact on our work.
30/1/08 12:10:01
The fusion of art forms is startling,
thrilling and a brand new artistic expression.
Evening Standard
27/2/06 15:41:54
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Commercial
Siobhan Davies Dance
Branding &
Promotional Materials
Detail from The Collection
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Collaboration
Siobhan Davies Dance is a dynamic artistled organisation and the development and
discovery of more contexts within which dance
artists can work with impact matters to us
greatly. We believe that dance thinking can
contribute and lead in a variety of contexts.
Siobhan Davies Dance works with artists to
develop inventive programmes that engage
a wide range of audiences, encouraging
alternative ways of exploring, experiencing
and discussing dance.
“Thank you so much Marije, yet
again, for such beautiful art work
for all our various needs. I couldn’t
imagine how you would accomplish
this, with such varied works as the
triggers.”
Siobhan Davies
Director,
Siobhan Davies Dance
Two
Quartets
A new work by Siobhan Davies
We have been blessed to work closely with
Siobhan Davies, who is a power house of
inspiration. We worked on all the media output
of Siobhan Davies, and enjoyed every minute
of it. It was fantastic to be involved with the
birth of a new performance, and to get an
insight into the choreographic process, as well
as to be on hand for all simple and complex
communication needs.
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Commissioned
Grolsch
88B Gallery
Adidas
Kiasma Museum for
Contemporary Art
Super/Collider
Cape Farewell
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Grolsch
For Forests Sake
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88B Gallery
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From left to right: Animals, Believe. Global Warming, Weapons of Mass Destruction
Pictolution
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Adidas
L’Obstacle
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Kiasma, museum of contemporary art, Helsinki
Aalto, part of “At first we take museums”
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Super/collider
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Worlds in Transit
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Cape Farewell
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Infographic, levels of discomfort during the 2008 Cape Farewell expeditions to the Andes and Amazonian jungle
Wellness over time
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Educational
Bartlett School of Architecture
Umeå Institute of Design
Umeå School of Architecture
Kreator
Super/Collider
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Bartlett School of Architecture
Friggebod
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Architecture students rarely get
the opportunity to physically build
a real scale building. We felt this
had to change, so we set up a
collaboration with the Bartlett School
of Architecture in London, UK.
Together with architect and teacher
Johan Berglund we got a team of
students together to design and
build a “Friggebod” at Floda31.
A Friggebod is a structure with a
footprint of 15m2 that you can build
without planning permission in
Sweden.
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Educational
Umeå Institute of Design
Wayfinding
A collaboration project with Umeå
University Library and students
from Umeå Institute of Design. We
created an exhibition that critically
examined the wayfinding process
through the dense digital content of
the library.
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Umeå School of Architecture
Chain Reaction
A kick-off project at Umeå School
of Architecture. A giant cuase and
effect structure throughout the entire
building. This project is perfect for
students to get to know eachother,
to learn to collaborate and get their
hand dirty.
View the video here:
vimeo.com/49470305
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If you are interested,
have questions or just
want to talk, please
do not hesitate to
drop us a line!
[email protected]
[email protected]