Non-Format is one of the most exciting studios working today. Comprised of Kjell Ekhorn (Norwegian) and Jon Forss (British), Non-Format is known for an exceptionally innovative approach to typography and a fresh, boundary-smashing graphic style. Clients such as Nike, Coca Cola and The New York Times have all tapped the studio’s award winning and internationally acclaimed design talent. Operating on two continents, Non-Format is based in Oslo, Norway and Minneapolis, USA.
One of my first assignments at design school was to bring in some books that I found inspiring. As I had just started the program, I didn’t really have much to show for myself, and I distinctly remember arriving that day to see that around 3/4 of the class had all brought the same book: Non-Format’s Love Song. The extent of their influence on the field of design became immediately clear to me. Since then I’ve kept a close watch on the studio and am always excited to see what they’ve been working on. Recently I had the privilege of interviewing Jon and Kjell and our exchange is after the jump.
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The other night i’m sitting on the computer and Mux Mool sends me a picture and starts laughing and talking about how there’s a Moodgadget car driving around. In my mind I always thought if I get enough money together one day I might buy a white Honda Element and turn it into the Moodgadget Logo. I might even put the generic man as a tint on the window but now no need because the Nissan Cube came into play. LOOK AT IT! I mean WHAAUUUT IS GOING ON!? who does that with a back window? only the Moodgadget logo.
Let me give a little background about the Moodgadget logo, a lot of people call it MOONgadget maybe because it looks like something that would land on the moon or I can’t pronounce my D’s because I might mumble sometimes but really its a dreamt up idea I had that involves my obsession with pods and early early Radiohead covers, the old Royksopp video, and those cube shaped rooms that take you up a mountain that are used mostly by tourists. The Moodgadget logo was designed by 3 friends of mine: Adrian (Creative Director of the silhouette iPod commercials), Danny (Art Director at Ghostly), and Adam (co-owner of Moodgadget) and the idea came from a dream that I had about these white pods what were controlled by these generic business men sitting inside them that floated almost assembly line style out of a glass dome flying by these row of trees and straight into the sun except for one that was in color meaning still black and white but the glass window was light blue and the guy inside had pigment to his skin. This guy wasn’t in the assembly line he was floating around exploring but not too smart of a fellow because he always questioned everything since it was all new to him and he was just overall really curious. I think that dream of the logo kind of symbolized the music industry back then for me which was a lot generic music and compilations that we’re very specific and what we do at Moodgadget is kind of break down those barriers that were up and share music that is all over the place but still catchy in a way, kind of like the music on the blog that we pick but still educates hopefully and makes you want to try listening to something new.
Let’s get back to the Nissan Cube, not my style because of how bad their commercial was for it which if I remember correctly was probably geared toward break dancers that pop n lock in their cars, people that love glowing LEDs filling their stereo screens and those people that go out to the club with a fedora hat on tipped to the side because they’re soo “street” it hurts. To be honest Nissan should of hired on a creative like Scott or some of you that send in great pieces that Scott reposts and not this Mitsubishi Eclipse regurgitation of a car commercial that probably could be sold to people like me if it was delivered to us in a way that doesn’t make me feel like a soulless 20 year old that can’t speak for himself and wants to dance to Soulja Boy or whatever ringtone Rap is popular now(the stanky leg? I dunno i’m so lame when it comes to the hot tracks on the radio) or Tiesto talentless trance music thats played in the bigger metro clubs around the world.
Either way, I’d like to see a song off this blog make it onto the next Nissan Cube commercial, maybe we’d post the commerical and the 4th generation Nissan Cube get a little help from a design firm from Sweden and we might sell a few of these cars.
I recently visited the Triennale Design Museum in Milan and saw some nifty little things. The exhibit was dedicated mostly to Italian industrial design from the 50’s/60’s. Some of my favorites are pictured above; a Ferrari P6, Olivetti Lettera 22, Brionvega TV and radio, and a Zanussi Refrigerator which looks like a time travel device. Unfortunately, I missed Design Week by a few days, but the museum was a decent substitute. It wasn’t very big at all—took only about 15 minutes to walk through—but it’s always nice to see a dedicated design exhibit.
There’s no denying the ’57 Ferrari Testarossa was one of the sexiest cars ever designed. As a kid I was obsessed with this car and had no fewer than 5 die-cast models of it placed — for some reason — in strategic locations around my room. But I’ve never seen it presented quite so nicely as in this photo set on Luxist. Designed by Carrozzeria Scaglietti for Enzo Ferrari, the iconic car dominated Le Mans in the late 50’s and early 60’s. One of these sold last year for nearly $11M and this one — which is set for auction — is expected to exceed that. Now I don’t feel so bad about lusting after Herman Miller pieces.
Name: Samuel Grawe
Occupations: Editor-in-chief at Dwell Magazine / Musician in Windsurf & Hatchback
So, you started Dwell Magazine in Oct. 2000 but your first full length as Hatchback was put out in Sept. 2008, I have a feeling you’ve had this album in you for awhile now but i’m sure Dwell takes up most of your day?
Right. Being the editor-in-chief of any magazine is time consuming, but with Dwell, I’m also working on our website, our conference, various brand extensions, and so on, so that keeps me fairly busy. Hatchback and Windsurf are what I like to do in my down time—mostly weekends, late nights. Sometimes I wish I could have a little more flexibility, for instance, I could wake up and say, ok, this morning I want to play Rhodes for an hour and then record a drum track, and then I’ll go to work. That would be ideal.
Can you list off 3 of your favorite pieces of furniture and 3 favorite instruments and one of each that you personally own?
This list is pretty arbitrary, it would probably change tomorrow, but here:
Furniture:
Ultima Thule by Tapio Wirkkala, a 30 meter long sculpture of laminated plywood carved to look like a wind-blown glacial ice field made for the Finnish Pavilion of Expo 67.
The Sausage Chair by Nana Ditzel, mmm… sausage.
High Back Alcove Sofa by Erwan and Ronan Bouroullec, this piece has an Empire Strikes Back quality which I admire.
Instruments:
Roland Jupiter 8, they don’t make synths this sexy anymore.
Synthi AKS, I got to play with one of these once, I had no idea what I was doing, but it sure was fun.
Fender Rhodes, the creamy keys. Every song I really dig tends to have some Rhodes on it.
My favorite furniture I own is probably my Bertoia Bird Chair and my favorite instrument is the Korg MS-20
Does Dwell ever feature or use music on any level?
Not really. Every now and then we’ll feature a home where the resident is a musician. I was able to include a rhythm ace drum machine in a caption once.
Who did the Hatchback album cover? Do you feel like the cover best describes your sound and does it seep into a design style that you like as well?
The design firm Non-Format did the cover for my album, and most of the Lo Catalog. They’re really talented graphic designers and certainly great typographers. I had envisioned something a little more handmade originally, and perhaps inspired by folk art from India or Mexico or pornographic sci-fi like Boris Vallejo, but ultimately I really dig what they did.
I think your sound is the future of slower tempo music with depth that can be listened to by a broad crowd, could you share who got you into this type of music? And maybe suggest a few records to ease someone new to your sound into it.
I’m not really sure what style my music is honestly. Maybe I’m not a good marketer, but I tend not to think in genres or that I should make a slower trac or faster trackk. That said, I tend to listen to older albums and soundtracks—I’m usually the last to know about really good new music.
I think Vangelis’ Bladerunner soundtrack continues to have a huge influence one me. The synthesizers on that are so on point, and the songs have a really emotive quality. Its pretty much as genius as it comes. You should also check out the Bilitis soundtrack by Francis Lai and La Planete Sauvage by Alain Goraguer.
Can you go thru for us a busy day that would have you working on both Hatchback and Dwell?
Dwell: 9 am – 7:30 pm Hatchback: 10pm-4am
If I had a best songs of 21st century list going i’d seriously include “Everything Is New”, do you ever share any of the music at the Dwell offices?
Wow. Thanks! Yeah, the designers have all my older jams and keep threatening to release a bootleg one of these days.
What plans do you have for Dwell in 2009? Any style architecture that we should be looking into?
We try not to espouse style per se. We’re more interested in the timeless quality of modern design and the relationship between a building and its context—how does a place influence the architecture and how does architecture influence a place. Right now, green design is coming of age and really becoming mainstream—but the best green ideas are often timeless notions of building that have either been maligned or ignored by trends of the last 100 years, things like solar orientation and natural ventilation. These are things we need to re-learn fast, and couple with emerging technologies. Buildings, not cars or anything else, are the biggest contributor to green house gases and consume roughly 70% of the energy in this country, so its going to be critical that architecture addresses the environment above all else.
As you’re going into your 9th year with Dwell, what directions have you taken the company that you never thought you’d be doing but your glad you did?
Well, when I started as the editorial assistant (a job I found on craigslist in 2000) I never dreamed that 7 years later I’d be the editor-in-chief. I’m really proud of the magazine we make and just want to keep the quality level high and the content interesting while having it be an entertaining read.
Is Hatchback available for a Tycho remix? I’m sure we’d all love to hear that.
I’m up for it. I just might have to take the day off.
Links
Dwell Magazine
Hatchback on Myspace
This 13 min. journey by DFA’s most unrated duo is a pure analong synth gem, just let it ride out. When IDM producers slowed down some of the best composers of melody started quiting o9 and Marumari we’re 2 of my favorites, this track was only available if you bought the Marumari remix CD then you had to find the files that we’re on the CD, it came with some real treats like remixes from Casino Versus Japan, Atomly, Kettel, Greg Davis, Lusine, etc. Superpitcher always comes with such fullness, his style of taking techno and stretching and pulling on it to the point its almost made for everyone and the use of bird sounds is unbelievable in this track “You Don’t Need A Weatherman”. I don’t know much about Shogun Kunitoki I just know that this song has been on my computer for a long time and I keep coming back to it, i’ve heard more by them and some of their labelmates and everything was pretty flawless, enjoy the weekend.
Delia Gonzalez & Gavin Russom – Black Spring
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Marumari – Untitled (o9 remix)
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Carsten Jost – You Don’t Need A Weatherman (Superpitcher Remix)
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Shogun Kunitoki – Tropiikin Kuuma Huuma
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No matter how tasteful or tasteless you think Lamborghinis are (as if it matters what most of us think of them), you have to admit the idea of writing all over one with Sharpie markers is pretty cool. It took Prestige (Lamborghini Miami) about 2 weeks to ink the artwork and seal it up with a layer of clear coat. See more pictures of the car here.
