Beyonderground bookazine13 by pablo hannon

a 2-day Creative ego Nightmare/Festival ——

Concept of Beyonderground Once upon a time there were four friends. Four graphic lovers and designers, but also four players and dreamers. They wanted a creative festival in their home town. Let’s say their names were Debora and Daan and Manon and Pablo. The four of them lived in Hasselt, Belgium. A country that doesn’t have the rich history in graphic design that the Netherlands or Finland have. Belgium’s cities can’t compete with the visual power of cities like London or Berlin: a lack of understanding is the reason why good graphic design is often undervalued here. The foursome realized their country needed this celebration of all things graphic design sooner rather than later. So they dreamed of a festival: a counterreaction to the passive and serious tendency of so many other graphic events. They figured graphics should be a party. Sure, creativity can sometimes mean suffering, but a lot of the time it’s play, joy and fun. Debora, Daan, Manon and Pablo imagined a two-day fest with not just lectures, but performances, panel debates, a sound and graphic show, workshops, expos, live painting, shops, music, food and drinks, too. The idea of sitting still for too long tired them. The ideal of enthusiastic participating gave them the necessary energy to go out and get it done.

Fast forward to a year later and get ready for Beyonderground. The fantastic four managed to create their dream festival in their own town: the underdog, the perfect opportunity, point zero. Working and playing in the city for many years, these friends know it has the potential to grow and become a graphic and creative mecca. Friends, family, graphic designers, artists, creative souls and a truckload of curious-minded people are coming from all over the world to attend Beyonderground. Understand each other in English, but prepare yourself to hear a lot of Dutch, French, German, Spanish, Portuguese, Japanese, Swedish, Finnish, Chinese and Norwegian. So get some rest, book a massage and do a little yoga before you come down to Hasselt. You’ll need your energy for two days of creative rendez-vous. The idea is to talk, mingle, play, inspire and get inspired. Then kick back, have a drink together and chill while listening to the musical performances. We promise you: after this weekend, you’ll be itching to start experimenting, sharing, rebelling and playing.

The people * Hectica is… crossover creativity Hectica is a design studio built on aesthetic energy, with a long history of design in its most multiplex way. We don’t put brakes or boundaries on disciplines – we’re too curious to do that. Hectica was born out of necessity: to still a hunger for the art of creation. We’re connecting graphics to interior to product to photography and illustration. Because they all come down to one thing: a good story, a great idea and an original spot-on solution.

Q&A

Manon Wethly

What motivates you each day? Play, experiment, feeling butterflies in your stomach when you find something good, the glitter in the eye of the client when they like what they see.

Manon Wethly’s roots are in design: studying architecture, graphic design, illustration and photography. Having had the opportunity of starting as an all-round junior designer at a renowned design agency and finishing her career there as head of design, she had all the baggage she needed to go her own way and start a concept driven design studio for herself. Hectica, boiling more than water since 2005. More than ever, her eyes are set on photography though, with big plans, enlarging her take in the creation or capture through a lens.

What inspires you? Experimenting, exploring the context and leaving it behind, dreaming and travelling, great music, finding beauty in mistakes. What is your dream project? To have our own shop, photo studio and design studio.

Pablo Hannon Thinking back, Pablo Hannon remembers the brief yet good times he had at the university of architecture. Studying graphics, illustration and photography soon after that, followed by learning the real skills and tricks as an allround designer and art director at a premier league and international interior design agency. The result of this long journey is his eternal force of rethinking the existing and developing an unthinkable answer in his own concept driven design studio, Hectica.

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What do you hope for Beyonderground? I hope there will be fun, people having fun and people who will continue to tell others who weren’t there about it for a long time!

What do you hope for Beyonderground? Seeing people happy, a city revived, a boost of graphic positivity. I hope people will see the power of it, the possibilities.

If you could brainstorm with anyone, dead or alive, who would it be and what about? With Ferdinand Porsche about the perfect 911. With Alexander McQueen about my dream dress.

If you could brainstorm with anyone, dead or alive, who would it be and what about? With Björk about a still to be invented musical instrument. With Basquiat about an attack on the coldest building in the world.

What are you gonna wear and how will we recognize you that weekend? Something colourful, festive!

What are you gonna wear and how will we recognize you that weekend? Jeans and a hoodie – ideally with a cool print, made by a creative discovery I’d like to tell you all about.

The people * Postcard of a Painting is... graphic absurdity Daan Linsen and Debora Lauwers run graphic design studio Postcard of a Painting together, but they also share a life, love and a passion for street art, illustration, young art and design. Their Hasselt Alley Art Gallery is where they showcase this passion. Whenever they can in their work, Daan and Debora mix in some handmade elements such as handwritten typography or doodles, and they are known for their upbeat, absurd graphics and non verbal nonsense. Things don’t always have to be too serious. Q&A

Debora Lauwers & Daan Linsen

What motivates you each day? New challenges and projects, interesting encounters and Beyonderground.

After our studies in Graphic Design in Ghent we moved to Hasselt. For Daan it was coming home, for Debora it was a major shock (she’s from Oost-Vlaanderen). We started working in the R&D department of Jaga, where we worked in a team for all of its graphic projects: brochures, books, fair booths, you name it. Highlight of our time there was the book about Jaga’s collaboration with Quinze & Milan at the Burning Man Festival. But after 2,5 years we decided to do our own thing with POAP, and in 2009 we added Alley Art Gallery. Debora is also an illustrator, and through her brainchild Mr Lapin she goes on all sorts of adventures à la Française.

What inspires you? Life on the internets, magazines, spontaneous meetings, and the best water in all of Hasselt, which can be found in our office (come and check it out!) What is your dream project? Beyonderground :)

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What do you hope for Beyonderground? I hope we will be able to fuel our visitors with a renewed appetite for experiment. Play, I tell you! Listen to the music, and play it fucking loud! Dance in the bathroom! Shop! Stop using ‘apple-z’! Be passionate! Sleep in whenever you can! Say ‘I don’t care’ more often! Some day, make a poster in Comic Sans! Save your graphic fails in a folder named ‘poo’. And damn it, go and conquer the world! Hopefully until next year! If you could brainstorm with anyone, dead or alive, who would it be and what about? I’d rather throw a party with MGMT, Smashing Pumpkins, Gary Baseman, Edgar Allan Poe, Jean Michel Basquiat, Tim Burton, Nick Cave, Don Draper, Charles and Ray Eames, Uma Thurman, The Knife, Hell’O Monsters. What are you gonna wear and how will we recognize you that weekend? Under normal circumstances, you’d recognize me by my blacker-than-black clothing and ditto short hair. But you never know it might be a bright yellow dress. One thing is for sure though: I’ll be the one sporting dark circles under my eyes from exhaustion, but with a happy smile plastered on my face!

What do you hope for Beyonderground? An immaculate edition with happy visitors, artist and collaborators. A weekend full of inspiration, creativity and fun encounters. A second, third and fourth edition. If you could brainstorm with anyone, dead or alive, who would it be and what about? Michael Jackson, MCA, Thom Yorke, Mr. E, Beck – about music. Andy Warhol – about the Middle East. Raymond Goethals – about the pro’s & contra’s of the 4-4-2 & 4-3-3! What are you gonna wear and how will we recognize you that weekend? Sneakers, I love sneakers! And you’ll recognize me by my hair and tattoo :)

This book

This magazine

The Concept (you just skipped) of Beyonderground. This book / This magazine is just another expansion to the festival. “Let’s ask more artist than the walls of our venue can hold.” The idea is to take little steps and yet, make every step count for ten. We share the love we have for graphics and creativity and intend to make it as personal as it gets. There is no standard. There is only you. And you.

The Partners We couldn’t have done it without you. Those who we mention, those who we ask for their opinion. Those who we not forget, they know we know. Support comes in many colours. A rainbow full of support. What we just did is yours too.

The Artists And what a line up we have. Filled with pride, we present chapter Z. A rat pack of extremes, a bundle of humble. From day one we said we aimed for the nice and the good and the happy and all the talents that crossed our roads, had to be made of gold. The bright kind.

Six Artists’ Eight pages in the clouds Lean back and enjoy, flip through their temporary worlds. Scroll for their contexts later. That’s the good thing of the unknown. It is a unique moment.

Six Interviews with artists, designers, connaisseurs on the field of creativity, their ‘this and that on being asked’. 6 interviews sharing a glimpse on graphic creativity being disected.

This book / This magazine was written and edited by Stephanie Duval www.stephanieduval.com The campaign was photographed by Manon Wethly with a Beyonderground team production and special spanky thanks go to Joren Peters for his teaser vimeo edit on the scene of the crime This paper was only possible with the help of Antalis — www.antalis.be 3 Deviders (front+middle+back) — Munken Polar 300 g/m2 — Section X — Munken Pure rough 120 g/m² Section Y — Munken Lynx 120g/m2 Section Y — Munken Lynx 120g/m2 — Section B — Arctic Volume high white 130g/m2 Section A — Munken Polar rough 120g/m2 — And the grey cardboard... is just grey cardboard.

This book / This magazine was printed by and with the help of Leën — www.leen.be Hasselt’s own family run award winning house of print + Market Zeefdruk (cover print) — www.market.be This book / This magazine was bound by Antwerp Binding boekbinderij — www.antwerpbinding.be + Grafisch Afwerk Centrum — www.gac-breda.nl This book / This magazine is a Beyonderground team production Published by mother of all Beyondergrounders, Poaptica vzw Beyonderground is a concept by Poaptica vzw. Turn the page and start.

PARTNERS

SPONSORS

PARTNERS

SPONSORS

PARTNERS

www.beyonderground.com

The Partners

www.hectica.com www.postcardofapainting.com SPONSORS

SPONSORS

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PARTNERS

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3500 Hasselt, Belgium becomes

Two on the top: Genk — a book printed on Munken Print White,

Beyonderground Graphic City for one month.

distributed by Antalis — design by Postcard of a Painting

Between 04.04 and 05.05 the city turns its eyes to the graphics, artists making a temporary pop up gallery or

Two just below: Cultuur3 — a book printed on

workshop, street art tours, hot spots share their windows

Munken Lynx, distributed by Antalis — design by Hectica

to an artist’s paint job.... A Manhole tour is also part of the city take over, our goal is to make people look down at these industrially made graphics. Forgotten treasures...

Beyonderground x City of Hasselt

Beyonderground x Antalis

What would a festival be without a place to have it? And what would the ideal place to look like? Even though it’s not the biggest or most famous city of them all, we bet Hasselt is damn near perfect. Because when it comes down to it, all you really need is an open mind and neverending curiosity – and that’s exactly what we found here. Beyonderground chatted with Karolien Mondelaers, town Councillor of Culture, and Katrien Schaerlaekens, head of the Culture Department.

Many creative endeavours - different as they may be from each other - all started in the exact same way: with a blank sheet of paper. But paper is more than the blank slate for ideas and creativity - it can be a pretty powerful medium to convey more than just a message. Beyonderground chatted with Marleen Bijnens of Antalis, distributor of paper, packaging and visual communications solutions, about emotions and chemistry.

How would you define ‘graphic design’? “It is quite literally an applied art. An aesthetic view is applied to a functional goal. Or the other way around: an artistic goal is achieved by means of functionality, technique. Communication becomes more effective and aesthetic thanks to the style, the typography, the design. But it’s not just the message that benefits from the form in which it is conveyed; graphic design is also about images, illustrations, free graphic expression.” How important is it to Hasselt? “In Hasselt, a city that has always been a dynamic anthill, we think it is essential to stimulate creativity wherever we can. It’s only by doing this that we can co-create and continue a cultural dynamic. This dynamics of creative spirits is indispensable to the fibre of the city and its social mix, if we want people to remain here to live and work.” How do you think Beyonderground will play a role in the ‘tastemaking’ of the city? “As Capital of Taste we don’t want to focus solely on food and drink. It’s about concepts such as authenticity, quality and aesthetics. Those ideas can be applied to regional products, but also to the city’s architecture, design and attitude towards public spaces. Beyonderground focuses on these same concepts in the international world of graphic design, so we consider the festival as a partner in our story of ‘tastemaking!’ Additionally, we think it’s great how a large group of people from all over Europe and the world will

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get to know our city in a highly original way. We are not a metropolis, but a metropolitan project like this one can count on our support.” How is Maastricht like a sister to you? “Hasselt and Maastricht are two important cities in the Euregio, where people have a lot in common: the language, the dialect, our history and culture… There are lots of crossovers – also with Liège, by the way. In the Euregio we think of ourselves as a kind of smaller Europe where different nationalities, cultures, languages and groups of people live together organically. We think we deserve that title of European capital, together!” Which dream project would Hasselt like to realize some day? “We dream of being able to look back in a few years and realize that we are both small and large at the same time: a small scale, but a huge spirit. Big ideas that start small. A city where people with these ideas feel that things are possible, that there is room for experimentation, that they can use their city as a playground, a work space. That is why in the next few years we want to focus on mental and physical space for art, culture and creativity.” Which future do you predict for Beyonderground? “We wish them lots of happy participants, curious onlookers, heaps of inspiration for the next edition, international attention and above all, even more ideas and dreams.”

Can you tell us a little about the chemistry between paper and graphic design? “I think paper adds extra value to graphic design because of its colour, its texture, its touch... It’s a kind of emotion that empowers a design, that makes it stronger. I think you can compare it to putting video to music or vice versa - it creates an emotional synergy.” How different do you think the future of print and paper as a medium looks? “Print will be in less of a leading position. It will still play a role in the bigger picture, but as a part of it or supporting it. Print will always stay, but we realize it’s no longer the number one in the list of new forms of communication. Nowadays we also see a shift towards digital techniques, smaller runs, more limited and personalized editions.” How does Antalis regard the future? “Everything changes so fast, all is in motion, so we should always be prepared to adapt to these changes and new technologies and be flexible as a company. We also need to be proactive. There may no longer be long-term visions, but then you need to have a strong vision right now. We need to know the market very well in order to take well-informed decisions. We were one of the first to start up a visual communications department and we are branching out to packaging. We need to be enlarging our offer, keep an eye out for niche markets and bring together those needs with what we do best.”

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According to you, what is the importance of artisan techniques and traditions? “In a world of constant change, artisanry becomes that much more valuable. Look at how typography has become a hot topic today. Old techniques, albeit adapted to modern fashions, are important to a certain niche within the market. It’s not the mainstream, but it’s an important group nonetheless.” What would be a dream project for you? “We dream of academies and design schools to offer their students a decent education when it comes to paper, so that they’d know all of the possibilities before they enter the professional world.” How do you go about developing new initiatives? “We would like to create an inspirational platform for designers, both locally and internationally. That’s why we partner up with creative projects such as Beyonderground. We need to think big, beyond our country’s borders. More and more companies are operating internationally, too, so we need to be able to offer them products that have an international relevancy.” How do you see Beyonderground’s future? “We see a very big future for Beyonderground. What you have put on the map as four young designers, is pretty amazing. Such a big project, multidisciplinary, polyglot, international... We think you did a tremendous job and we predict a bright future for the initiative.”

Beyonderground x Province of Limburg Is it something in the water, or is it ingrained in the DNA its citizens? Limburg is a breeding ground for creativity, and that is at least partly thanks to the support of its government. Beyonderground spoke to Igor Philtjens, culture delegate of the province of Limburg, about the importance of experiment in life and the impossibility of trying to define ‘creativity.’

How small or big is Hasselt/Limburg on the world map? “The province of Limburg (with Hasselt as its capital) may not be a metropolitan area, but from a cultural perspective it is a very rich region. Thanks to its diversity, thanks to its location close to the Dutch, German and Wallonian borders, thanks to its history of migration flows from Italy, Turkey and other countries and thanks to its cherished cultural heritage, it forms the ideal melting pot that feeds creativity, open-mindedness and innovation. In that sense the region is very big. A lot of internationally renowned artists, musicians, architects and designers are from Limburg. And today the province houses several high quality art and design schools, art and culture centres and historical museums that all stimulate this creativity. Z33 has over the past decade gained international renown, the province’s Gallo-Roman Museum in Tongeren has a unique archaeological collection, we have production centres for theatre, for contemporary art, internationally acclaimed music festivals, numerous initiatives to support our talents and a lot of independent creatives who organize festivals such as Beyonderground… You name it, we have it.” How would you define ‘creativity’? “There is no limit to creativity. So defining it is impossible, I think. But creativity clearly is the origin of everything. Every idea, every invention originates from creativity. Add enthusiasm, skill, craftsmanship and a bit of courage and we’re able to do great things, to solve problems and create opportunities.”

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In which ways is Limburg a creative region? “We try to stimulate creativity in every possible way: as a government we support creativity with subventions, with know-how and expertise, with infrastructure and education. In these challenging times, we are forced to increase our creativity, to stimulate innovative ideas and to do what we’re good at even better, to re-invent ourselves and regain our economic strength.” How important is ‘experiment’ in life? “Every human being’s knowledge is based on ‘trial and error’. A kid learning to ride a bike, a scientist’s research that leads to great theories and inventions. We can try to limit our errors, but we can’t and shouldn’t eliminate or avoid them. They sometimes lead to even better innovations!” Which future do you predict for Beyonderground? “All creative initiatives have a bright future ahead, impossible to predict in what form. But I am convinced that this festival will lead to good networks, great collaborations, durable contacts and lots of creative and innovative projects for the future.”

Above: Z33 Hasselt, Angelo Vermeulen - Seeker[HS²], photo by Kristof Vrancken Below: Gallo-Romeins Museum Tongeren, exhibition ‘The Etruscans - Una storia particolare’

Beyonderground x Brussels Airlines

Beyonderground x Design Hub Limburg

Birds flying high, you know how we feel... There’s something about being up in the air that stimulates a creative mind like nothing else. And who better to understand us than our own Belgian airline, Brussels Airlines? We spoke with the Social Media Manager for the company, Kim Daenen, about hopes and dreams for which the sky quite literally is the limit.

Sometimes a genius idea is enough to get the ball rolling, but more often ideas need a lot of support to grow into something real. Design Hub Limburg plays its part in supporting and helping the creative industries, including that of graphic design, so that their best intentions one day may result in real, tangible projects.

How does travel stimulate the creative senses, according to you? “Travel inspires us both in our work and in our personal lives. Seeing new places and meeting new people can only help to get the creative juices flowing. Travelling means exploring. Exploring magnificent places, new cultures, new ways of living. We might be stating the obvious here, but it quite simply enriches your life. Travelling, sometimes, is also being disappointed about certain places that are overhyped and still trying to get the most out of the experience, going off the beaten track. That’s where creativity kicks in.”

What is your link to graphic design (or visual arts in a broader sense)? “Design Hub Limburg approaches the creative economy by stimulating collaborations between creative and traditional industries and by initiating projects. Visual arts is an important part of those creative industries.”

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How would you define ‘creativity’? “Creativity is colouring outside of the lines, thinking out of the box. Creativity is the most interesting way to get to innovation.”

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How important is broadening one’s horizons in life? “Seeing the world and broadening your horizons can only lead to new ideas, be it work related or in your private life. As they say, the magic happens when you step outside of your comfort zone, even though you might only realize the magic of it all in retrospect.”

Which future do you predict for Graphic Design in Limburg and Belgium? “There is a lot of entrepreneurial spirit in the creative – and graphic – industries and we need to keep encouraging this by helping people improve their skills and expand their talents.”

Which role does Belgium play as a small yet hugely creative country in the middle of Europe? “Belgium has always very much had an underdoglike position, and not only when it comes to creativity. Nevertheless our little country has been starting to get a great deal of attention in the creative atmosphere over the past few years, as it should be, because we have a lot of “hidden gems”. Now isn’t that just great recognition, to be called a hidden gem?”

Which dream project would you like to see realized in the creative industry? “At the moment Design Hub Limburg is working on mobility project ‘Mobilotoop’ that is looking for a contemporary solution to the city’s mobility issues. It would be fantastic if this leads to a product that could be produced at the Ford factories: a successful product for Design Hub Limburg and jobs for everyone!”

How does Brussels Airlines feel about experimental workshops and collaborations with graphic artists? What can be done with a sneaker or a car, must be a dream for an airline full of white flying canvasses? “It would be a great project to have a group of creative people, outside the aviation industry, redo an aircraft like it would be in their wildest imagination, without the usual limitations the industry or business brings.” What can we learn from Beyonderground, a small scale experimental festival, in a small city, far away from all the big cities? “We think Beyonderground is a fantastic initiative that shows you don’t need a grand city to have grand creative minds come together. We’re looking forward to it!”

How could Limburg and Belgium be a good breeding ground for graphic design? “The festival has a great value thanks to its forward-thinking approach to graphic design and visual arts as larger than their disciplines. The formula has potential, in that it could be applied to other forms of design and to other locations.” How small or big is Hasselt on the world map? “The geographical borders are not important, an international attitude is.” What are your expectations of Beyonderground? “That it will be a creative explosion.”

Yann Marussich and his Blue Remix performance,

Vedett Style Integrations,

Kunstencentrum België, photo by Yann Marussich

photo by Vedett

Beyonderground x Kunstencentrum België

Beyonderground x Vedett

Hasselt’s international arts centre Kunstencentrum BELGIË aims to offer a young, diverse and challenging program of cultural activities. Ranging from dance, theatre and music concerts to video, film, exhibitions and performances, it captures an international artistic dynamic and functions as a platform for new talent. It also proposes debates, emphasizes new (co-)productions with young artists and innovative companies, and offers artistic workshops and ‘courses’. With a dynamic and enthusiasm rarely seen in the cultural industry, Kunstencentrum BELGIË is a natural fit for Beyonderground. Why don’t you read it for yourself...

Even if you’re not a beer drinker, chances are high you’ve heard of – or seen – Vedett. Either thanks to their imaginative branding, their infamous ‘customise your own bottle of Vedett’ idea or the creative art work they use, the brand is basically the ideal case study for creative branding. We spoke to Vedett’s Brand Manager Andy van Hassel and found out how important the concept of ‘play’ is to this particular beer brand.

What is your link to graphic design (or visual arts in a broader sense)? “As a multi disciplinary art center graphic design and visual arts are at the core of what we do since 1989. From internationally renowned designers like The Designers Republic and worldwide publications of BELGIË-artwork in books and magazines like Creative+, 1000 More Graphic Elements and award nominations for the European Design Awards 2007 to exploring uncharted graphic and illustrative territory with artists like Bon Gout, Paperrad, Shoboshobo, Knust, Seripop, Mat Brinkman, Kunstencentrum BELGIË keeps developing it’s graphic pulse aimed at the future with respect and an exemplary focus on the past.” How important is ‘experiment’ in life? “Experiment is the reason of existence for Kunstencentrum BELGIË. Introducing new music, art, design, theater, film, dance, gathering momentum and showing now what the future will hold for new generations.” What role does Kunstencentrum België play in the development of new and exciting initiatives? “By creating an (inter)national platform for new initiatives Kunstencentrum BELGIË functions as a springboard for new talents. Leaving the innovation in the hands of the artists proves the most fertile ground to draw international talents and to introduce local and national artists in an international context.”

Y:6 Which artist do you dream of inviting to Kunstencentrum België? “The unpretentious artist(s) that made the real difference yesterday... or the passionate artist(s), unaware and out of the spotlights, that will make the difference tomorrow.” What is your favorite thing about Beyonderground? “Drawing up a festival by content rather than by commercial strategies.” Which future do you predict for the festival? “Being an international signpost for graphic design in a fast and ever changing environment.”

How important is graphic design to branding, in your experience? Andy van Hassel: “As a conveyer of a brand’s face graphic design is crucial. Next to strategic presence of your brand distributionwise, it’s an important touchstone for your target audience. However, graphic design isn’t necessarily always dominant in communication. The design of objects, i.e. product design, can easily install the desired position as well. In that case, the importance of graphic design is less important than the look and feel of the object.” How do you feel involved with Beyonderground’s mission? Andy: “Vedett is a platform brand, providing ways of expression: through the Vedett bottle’s backlabel, with creative impressions of the brand during events that are created by the organization instead of standard brand presence through logos, by offering the Vedett motel as a tool,… We highly encourage active dialogues between the consumer and the brand. Expression in every (non conformist) way is what Vedett tries to stimulate. In this way, Vedett is not in the spotlights, but wants to create a stage for creative people. This is where Beyonderground meets Vedett.”

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What is your definition of creativity? Andy: “Creativity is everything that is a result of a conscious or unconscious process of creation.” How important is ‘play’ in life? Andy: “‘Play’ has to be a way of life. In everything Vedett does, the ‘play’ factor, meaning ‘not taking yourself too seriously’ has to be incrusted. It’s part of what you do, who you are. Putting things in perspective (even yourself as a brand) is important. It takes tensions away and leads to greater expressive thinking and results.” How small or big is Hasselt on the world map? Andy: “That’s for every individual to judge for him- or herself. You are as big as you behave or dream.” If nothing were impossible, what would be the first thing on your to-do list? Andy: “Invent the recipe for repeated success.” What is your ultimate dream collaboration? Andy: “Burning man, a one-of-a-kind experience where people are free to express themselves.”

Beyonderground x WeTransfer

Kwintessens is a magazine, published by Design Flanders

How important is graphic design to WeTransfer? Bas Beerens: “It’s crucial! I feel the quality of our design has had a big influence on our success. From aesthetics to functional design, it’s the experience that makes the difference in many ways.”

A country or an area may very well be a breeding ground for creativity - without the necessary support and attention from institutions and organisations that promote and encourage creative initiatives, they might never get the oxygen they need to survive. Design Flanders focuses on design in the Northern part of Belgium. Its director, Johan Valcke, spoke to us about the importance of print and graphic design.

How would you define ‘creativity’? Johan: “The motor of an innovative project, realized in an innovative product or object, expressing the ideas of an individual.” What role does Design Vlaanderen play in the development of new and exciting initiatives? Johan: “Design Flanders plays an important role in the promotion of new and exciting initiatives. We do not initiate the development, but we follow the new processes and developments from very close by and support the promotion of these new developments.”

on a WeTransfer for a month.

Everyone who has ever had anything to do with graphic design knows how important it is to be able to rely on a decent file sharing service – but WeTransfer proved to be so much more than that. Like a blank canvas, it offers a platform for the most creative and inventive advertising the web has ever seen. We had a little chat with founder Bas Beerens.

Beyonderground x Design Flanders

What is your link to graphic design (or visual arts in a broader sense)? Johan Valcke: “Design Flanders promotes graphic design. Visual arts are not our competence, but we recognize the more indirect creative impact of visual arts in connection to design.”

Always special, seeing your campaign

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Which future do you predict for graphic design in Belgium? Johan: “The future of graphic design is positive. Although trends indicate that print will disappear, it does not. On the contrary, it becomes even more important. In Flanders even newspapers and magazines invest in their graphic design, cultural organizations have also done this since a long time. Eventually many companies and associations pay attention to their graphic design, because of customer communication.” Which dream project would you like to see realized in the creative industry? Johan: “Difficult question, since the creative industry consists out very diverse areas. One cannot consider it as a whole. Different management and marketing strategies are required per domain. What we wish is the recognition of the creative industry as an economical valuable good, in this way validating cultural and societal values. The Flemish Government is on its way through the research on the creative industry by FDC.” How could Belgium be a good breeding ground for graphic design? Johan: “Belgium is a good breeding ground for graphic design, only the communication from a Belgian point of view does not exist. Graphic design in Flanders is, in our opinion, very well appreciated. It’s just that we do not really talk about it.”

How has the internet influenced graphic design according to you? Bas: “It has broadened graphic design. It asks for new skills and knowledge from the designer. But it also has print designers working on web design and vice versa, which doesn’t necessarily always improve the quality of the design.” How would you describe Beyonderground in your own words? Bas: “Beyonderground is the way it should work. I believe aesthetics should play a bigger role in overall life. And what’s better than celebrating graphics with music, food, inspiration, innovation and more creativity?!” Where do you see WeTransfer going in the next few years? Bas: “The goal is to keep our service up-to-date with the newest techniques, possibilities and wishes of the user. The user has had a central position and role since we started and we don’t want to change that. Mobile apps and other utilities will be developed to keep our users satisfied. The way people communicate, or share their texts and files, has been evolving fast the last few years. We have ideas on how WeTransfer can keep up with those changes, and maybe even stay ahead thanks to a new approach. But that’s all still a secret for now :)” How can experiment lead to a new business, as it did for WeTransfer? Bas: “WeTransfer developed from a need, a desire. The way my communication agency developed it for me proved to work within a B2B environment. In combination with full screen, highly esthetical advertising (invented by my business partner Nalden) we found a lucrative way to make our service available for private and business usage and we turned it into a true business model. It seems simple and it actually is.

Y:9

Maybe this way doesn’t work in some cases, but I definitely believe that experimenting in combination with testing (asking the public) can lead to new, interesting businesses. We just made an existing business more interesting, simple, free etc. Maybe my conclusion is that approaching existing businesses from a different perspective, in combination with well thought out simplicity, tone of voice and aesthetics, is key.” How important is the concept of ‘sharing’ to creativity? Bas: “If you mean sharing knowledge and work, I believe this is the way we all should operate. I think sharing knowledge in a way was invented by the Internet. It helps stimulate innovation and creativity to the max, instead of keeping the experiences hidden, in dusty rooms. Unfortunately for most companies it’s still not common practice to share their knowledge. They fear the competition instead of realizing the possibilities and opportunities it could bring.” How important are aesthetics to a functional experience? Bas: “Crucial, just like graphic design. Although I see a lot of successful web services with a great functional experience but lack of aesthetics. Sometimes I wonder if more attention to the aesthetics would be even more beneficial. I don’t know. In our case, with our kind of service, I feel it’s part of the success. And I wish more websites and web services would take another look at the aesthetics.”

Kokoro & Moi designs for Helsinki World Design Capital 2012, © Kokoro & Moi Below: Open Identity Workshop, Shanghai World Expo 2010 at the Finnish pavilion, © Kokoro & Moi

Beyonderground x Finnish Cultural Institute for the Benelux No need to introduce the Finns to you, we’re sure. They’ve long ago conquered the world with their clean aesthetic and inventive style. Beyonderground digs a little deeper, and asks Riika Thitz, programme manager at the Finnish Cultural Institute for the Benelux, about the current state of design in Finland and beyond its borders. She even has a wonderful suggestion for a killer Belgium-Finland collaboration.

Does Finland have a particular visual style or signature? Riikka Thitz: “The most successful graphic designers and illustrators of the moment all have very distinct, varied styles. Having said that, a lot of foreigners have commented to me that there is still something ‘typically Nordic’ in their styles. I think that the current generation of visual professionals is creating their own visual language that reflects their era, which in a way is very natural. Still, there tends to be the element of clear, straightforward design that is very typical for Nordics.” Apart from the visual aspect, what makes the Finns different? Riikka: “I think that the current generation of designers has profited a lot from the internationalization of Finland that has increased dramatically in the past 20 years. They have been able to merge the visual tradition of the past generations with the international influences in a way that has created a unique point of view. We are also very few – only five million – so the scene is naturally more laidback than in, say, New York. We are a bit weird in a good way, I would say.”

How important was Helsinki’s World Design Capital in 2012? Riikka: “From our point of view, the year drew a lot of international attention to the Helsinki and Finnish field of design. It was also a good way of showing that design is not only making beautiful objects such as chairs or lamps, but also about visual culture in all its forms: city planning and all those not-so-obvious things that make our life easier. I hope that the year will provide lasting results, but for those we just have to wait and see.”

Y:10

What Finnish talents/disciplines are going to pop up in the near future? Riikka: “Finnish graphic design and illustration are top class, and I really hope that the companies and administrators understand how important it is to invest in the use of visual design. It’s so much more than just making a nice logo for your company or city. There has been a lot of talk about information design – as practical people Finns could be the ones stepping up to the plate in this field.” What is Finland doing education wise towards graphic design? Riikka: “The Aalto University’s School of Arts, Design and Architecture is a great place which has produced most of the current top graphic designers in Finland. The professionals create lasting networks during their studies and many fail to graduate as they are pulled into working life straight from school. The learning facilities in Finland are top class, definitely among the best in the world. Still, our elementary education system mostly puts an emphasis on traditional engineering subjects such as natural sciences while graphic design goes into the art box. Mind you, the most successful companies manage to use the strengths of both creatives and engineers.”

Are businesses and brands in Finland catching the added value of (graphic) design or art? Riikka: “Some have realized the value of graphic design already, I think more than in Belgium for example. There is still a lot to do: as I mentioned, graphic design continues to be seen as designing logos and nice brochures. For example the elevator giant Kone are focusing a lot on the design part of their products nowadays.” How could Belgium be a good breeding ground for graphic design? Riikka: “I have noticed that the Belgian graphic design field is not very united. This could be seen as a disadvantage, but I think it also allows designers a lot of freedom. As they are not restricted by strong traditions, their minds are a lot more open for influences from everywhere else and to creating new solutions. Also, the central location of Belgium makes it easy to collaborate and study in the neighboring countries. Geographically, Finland isn’t as ideally located.” In a dream universe, how could Finland and Belgium collaborate to wow the world? Riikka: “I think that Belgium has a lot of hidden talent that needs to be discovered. Belgium is not that well known in Finland. Events like Beyonderground could encourage young designers to network, try out new things and discover new areas. That’s what collaboration and exchange should be all about. Also, if the Belgians would again create the best beer in the world and Finns would be in charge of the package design – that would hit the jackpot!”

Beyonderground x Accid Press

With Acid Press, Beyonderground thinks forward. Edition two, let’s think out loud and say 2015. All the people, the future partners, the artists of that second edition and the newly born will not only have heard about that great festival in a place called Beyonderground Graphic City. It will be on tape too. In comes Accid Press!

Beyonderground x Gestalten

How would you define ‘creativity’? The expression of human imagination. Making nice things in your little corner of the world is all nice and well, but everyone wants their work to get noticed - right? Gestalten is a publisher that understands the needs of visual culture producers... and its fans! Their ever-expanding list of publications includes titles on design, art, architecture, photography and virtually every other form of visual discipline. Beyonderground sat down with Gestalten’s Creative Director Sven Ehmann for a heart to heart about his involvement in Beyonderground.

How would Gestalten define ‘graphic design’? “To us graphic design is one of the key disciplines in design. There is the traditional definition of graphic design as the design of communication through visuals and that is certainly still true. But i think graphic design has been applied in such a variety of different ways over the years that it has become one important cornerstone of the larger context of contemporary visual culture.” How has graphic design evolved over the past ten years? “A couple of developments are noteworthy. The most obvious certainly is the change in terms of tools, styles and communication since we entered the age of digital. We witnessed the shift from print to screen, but we also saw the shift from digital to handmade again. There was the change from single major trends to various simultaneous aesthetics where classic minimalism and new ugliness happen at the same time with a number of other micro trends. Then there was the rise of small studios, the rise of awareness for graphic design beyond the world of design - slowly but surely. A lot has happened, but as always more interesting is what is still to come.” How does one recognize Gestalten’s choice? Throughout our research, we are always looking for projects which are contemporary, original and pushing forward. We always try to work with young talent early on.

Which dream project would Gestalten like to realize some day? “Instead of just dreaming about it, we always started working on those dream projects. Recently - in spring 2012 - we opened Gestalten space and now we have a public platform, a gallery, retail space, room for workshops, etc.” Can books make the world a better place? “Yes.”

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How will book publishing and print on paper evolve over the next ten or more years? “That is very hard to predict, but I strongly feel this is not an either/or development in the sense that print will disappear and digital will take over. We have good reason to believe that well- (and very well-) made books will continue to have a strong market and that the content that moves to digital platforms is just not the right content for print anymore. But I also see a lot of potential in changing the perception to what the user/reader really wants, how media is used and information is processed these days and what role the different types of media play in that process. There are important and interesting challenges to take on. We are facing exciting times.” What are your expectations of Beyonderground? “The beauty of festivals is meeting people face to face: the speakers, but also anyone in the audience. I am sure we will be inspired, entertained, surprised and excited, both by the presentations and the coffee break conversations.”

How important is ‘experiment’ in life? It is a crucial aspect of discovery and innovation. We don’t always get what we want or look for. Sometimes it works the other way around and whatever it is that we need finds us instead. Life is a game of chance and finding ourselves over and over in unexpected situations. Which dream project would you like to see realized in the creative industry? * The emergence of a practical creative economy. * Fully immersed tactile virtual reality, i.e. Star Trek’s “hollodeck.” * A brain-computer interface capable of visualising and recording our dreams and thoughts. * A general artificial intelligence capable of reaching beyond human creativity, thereby accelerating planetary evolution.

Y:12

If nothing were impossible, what would be the first thing on your to-do list? Mapping our subconscious reality. Modulating human emotion. How could Belgium be a good breeding ground for arts and design? By encouraging, stimulating and sustaining government and private sector support of the arts. By incorporating artistic endeavours into civic planning and making art a visible day to day part of life - urbanisation of human creativity. What is your favorite thing about Beyonderground? The aspect of exposing the general public to artistic projects which otherwise would remain somewhat obscure; underground. The concept of spreading this exposure throughout the city rhymes with the previous question and answer. What are your expectations of Beyonderground? That it will be a succesfull undertaking first and foremost and that it will stimulate and inspire the continuation of this and sortlike concepts.

Top photo: Gestalten space, Berlin The two books on the right can be found at the Beyonderground shop.

What is the best thing that has happened to you thanks to your work? The widening of our (personal) perspective through the opportunities of discovering new places and new people. This has made the world a smaller, more familiar and friendlier place. The digital age has been and continues to be good to us.

Beyonderground x Slanted

Beyonderground x Clear

A weblog focused on typography and design, Slanted.de was founded in 2004 and has since grown into one of the most important design portals and discussion forums in the German-speaking area. Typography magazine Slanted was born one year later, in 2005, and complements the site as a quarterly publication combining typography, layout, illustration and photography. Both blog and magazine encourage and call for a debate on these subjects as an experimental field, so naturally we wanted them to be a part of Beyonderground.

A digital studio called Clear, that moreover goes by the motto ‘Simple is the new black’ creates big expectations of simple and elegant solutions that will make the digital world a nicer and more social place to hang out in. With offices located in the epicenter of Beyonderground Graphic City, they conquer the world, app- and web-wise.

How would Slanted magazine define ‘graphic design’? “Graphic design is a discipline within visual culture that puts communication on stage.” What is the future of typography? “It will continue to oscillate between the transportation of information and expressive aspects. The time media film and animation will bring up something like a typography that is acting within time.” Visually, how does German graphic design relate to the rest of the world? “Historically German design is connotated with the Bauhaus and functional and sober design in post-war 20th century. Global visual culture, extended visibility of design work on the internet and a new interest into authorship open it up to expressive, individual, experimental and artistic operations, as they do in a large part of the world.”

Y:13

Life is not worth living without: Innovation. It’s what drives us, and keeps us on the tip of the chair. Where does your team get its inspiration? Interaction. The web is packed with samples, but conversations (with real people) tend to make us think more and see things in a different perspective. It widens our view. The conversation should never stop. What is your ultimate dream collaboration? With a corporate client that acts as an artist. No small budget restrictions but also no commercial (restrictive) goal to be achieved. When working for UK clients we see that they give us much more freedom. What is the best thing that has happened to you thanks to your work? We’ve met the most interesting people. One should never assume that he knows how things fit into place. Because your own reality is only 1 of many out there. [I find that other peoples perspective hold many truths.] Where in the world you’d like your work yet to be discovered? Scandinavia. What person would you most like to receive a phone call from? You.

A sneak peek of what can (h)appen with your personal choice of line up.

Y:14

What apps are interesting and why? Where should we start. There are many out there but hardly any of them are good enough. We like the Flipboard style readers, the Rise alarm clock, Evernote, etc. Go through Pinterest and look for UX design, it is packed with interesting stuff. However, we’re waiting for a more integrated environment. Nobody works with 20 apps at the same time, it’s too much hassle. And in order to actually USE your device there is no app that does it all. Where is the mobile and its graphic design going to? It moves in circles. I see design now that I experienced 12 years ago in the UK. And actually, if you look at posters designed bij Michael Bierut back in the days you still see similar solutions for graphic problems. But still, it never is fully the same and there is always a twist. The magic rule remains: if you don’t need it, don’t use it. What is the future of Clear? You tell me ;-) What is the epicenter of your projects? Hasselt, the world and cleardigital.be

Lift your face out of this book and point it at the nearest app-geek. He or she will definitely be playing the Beyonderground app even before sniffing the book/ the magazine.

www.hasselt.be www.limburg.be www.designplatform.be www.agentschapondernemen.be www.vlaandereninactie.be www.designvlaanderen.be www.kunstencentrumbelgie.com www.antalis.be www.leen.be www.wetransfer.com www.cleardigital.be www.acidpress.be www.finncult.be www.brusselsairlines.com www.gestalten.com www.victionary.com www.slanted.de www.cnbe.be www.vedett.be

The Artists

White Room

Black Room

White Room

Black Room