The guys at Acrylicize surely have one of the best
jobs in the development of 99 Clifton Street. They get to design and create the
artwork for the building. From the giant outside brick wall, to the impressive reception
space and the relaxing courtyards.
Acrylicize refers to itself as an art
collective and consultancy, conveniently located in Shoreditch, so the team know and understand the area. They've worked with major clients from Google
to Coke and are now turning their attention to our building.
Zoe Allen, the New Projects Manager, explained it will be about bringing different elements to life – a focus on the
ice-cream concept of the ‘99’, as well as a celebration of the diverse people
that make up Shoreditch. The artwork will need to reinforce and celebrate
the design credentials of the building and make it a destination, in keeping
with the vibrancy and creativity of the area.
There are no barriers to materials for
Acrylicize - working with everything from concrete to dominoes, neon to lego
men. For one project they even stripped Paddington bear / bare. Their offices
are a playground of things to touch and feel.
The important thing is that, whatever
material they are working with, the idea has to have a direct relevance to the
brand, or message they are trying to convey. It could be celebrating the
heritage of an established company like Heinz, or creating a whole new identity
for a building like 99 Clifton St.
Ideas are still in currently being
agreed at this stage, but expect something big and bold, relevant and
revealing.
More updates to follow….
twitter: @acrylicize
http://www.acrylicize.com
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