#1
PERIOD AW/2009 THEME - BLOOD, SWEAT & TEARS
Welcome to MILK. More Informed Lifestyle Knowledge. So the idea for MILK came about as these things do; from being curious. We talked and talk became a plan and the plan became a project and the project is now in your hands. We wanted to create a new culturally focused editorial concept. A mutation somewhere between a journal, a book, a magazine and a blog. Ironically for a group of people in the communications industry we wanted it free from advertising, free from noise and interference. We wanted to create something we wanted to read and keep. The result is a mental journey taking in thought leadership, social thinking and creative culture. From its theorists, artists and practitioners; those shaping culture now and to come.
You’d probably be forgiven for wondering why we don’t just publish online (which we do), but our belief is that for most of us, filtering the worthwhile insights from endless RSS feeds, Tweets and blogs has become too demanding and we felt people would share our desire to condense our shared influences into a format that could easily be read in quiet moments and in transit when it’s better to reflect and take onboard inspiration. We’ve been overwhelmed by the interest in MILK and also want to extend a huge and warm thank you to all of our contributors who helped to make MILK what it is. It has been a challenging, but extremely rewarding process to get here and it has only just begun. I hope you enjoy MILK and welcome all the comments and contributions you have to help shape its future. Clyde McKendrick, Editor.
CONTENTS MILK Feed The Folks Does It Offend You? The Adam Morgan Interview Making Culture Obsessions The Good Life The Burger King Under The Influence Locals That’s Delicious About MILK MILK Carton
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As “digital” disappears MILK explores subtleties between on and offline. A first look at the up-and-coming creative talent James Fox. Obscenities, profanities and changing language. MILK talks to “Eating the Big Fish” author Adam Morgan. The cultivation of culture relevance within consumer groups. Exploring the motivation of collecting. Can we be happy wanting what we have, not having what we want? Jon Burgerman talks work, projects and being Jon Burgerman. Johnny Hardstaff leading the way and influencing culture. The world from a local perspective. This issue focusses on Berlin. An analog depiction of MILK’s view of the digital world. The consultancy, publishing and events. Make it, shake it, keep it, share it.
Credits
Editor/ Publishing Director Clyde McKendrick clyde@milkinsight.com Features Editor / Kathryn McKendrick Editorial Assistant / Katie Palmer Design & Art Direction / Ginny Fisher & Rob Hemus www.readmilk.com
Special Thanks
Special Thanks to all our contributors: Emma Marsland / Wieden + Kennedy Faris Yakob / Chief Technology Strategist at McCann Erickson NY Johnny Hardstaff / Designer and Director Laurence Shorter / Author Dan Cole / Genre Manager Beatport Music Jon Burgerman / Illustrator Sophie Howarth / Founder of The School Of Life James Robert Fox / Graphic Designer Matt James Hall / Creative Writer Ian Russell / Japanese Toy Collector & Designer Adam Morgan / Writer & Consultant And all other contributors credited throughout.
Print MILK printed by Tenfold Ltd, Nottingham, England. Phone +44 (0)115 846 5726 www.tenfoldhq.com
Legals
MILK is published by MILK Magazine / a division of The Open Consultancy Limited. All material copyright Š MILK Magazine 2009. All rights reserved. This publication may not be reproduced or transmitted in any form, in whole or in print without the written permission of the publisher. While every effort is made to ensure the information in this publication is correct, changes can occur which affect the accuracy of copy, for which MILK Magazine holds no responsibility. The views herein are not necessarily those of MILK Magazine or the staff of MILK Magazine. www.theopenconsultancy.com
The Open Consultancy 1st Floor, 57 Farringdon Road, London, EC1M 3JB, UK. Phone +44 (0)8456 032 747 info@theopenconsultancy.com www.theopenconsultancy.com
Contributors
Johnny Hardstaff
Laurence Shorter
Designer and director, animator and academic, represented by Ridley Scott Associates. A graduate of St. Martins School of Art, Hardstaff has directed films for Radiohead, Orange, PlayStation and the BBC amongst others. His work has been screened and exhibited at major London galleries and venues including the Tate Modern, the ICA and the NFT, in venues across Eastern and Western Europe, and as far afield as Hong Kong, Japan and Korea, where his first retrospective was recently held.
Laurence is an author, comedian and business guru. Trained as a Management Consultant he went AWOL in 2001 and since then has produced a one-man show at the Edinburgh Festival, published two books, and written comedy for both the BBC and Channel 4. His book - The Optimist: One Man’s Search for the Brighter Side of Life, is a quest to understand the true meaning of positive thinking. Laurence was born in New York and raised in Edinburgh. Today he lives in South London.
Dan Cole
Jon Burgerman
Dan is a music voyeur, who occasionally punishes people with his musical tastes through DJing and other musical outlets. Having studied Music Technology in the Midlands and Business in Bristol, Dan now resides in the European musical Mecca that is Berlin, working for leading download portal, Beatport. With a passion for Literature and Photography Dan regularly contributes for news site "Beatportal" and can often be found wandering between the myriad of musical venues within the East European bastion.
Jon Burgerman studied Art Foundation in Bournville, Birmingham and then Fine Art at Nottingham Trent University. He was born in Nottingham, UK. Burgerman has worked on a Racetrack, on Sony and several books. He has also produced designs for exhibitions at the Science Museum in London, including the Game On exhibition (2006-2007), and an exhibition about the Large Hadron Collider. His influences range from art shows to computer games, Saturday morning cartoons, adverts to sweet wrappers and root vegetables.
Title
MILK Feed
Words
Katie Palmer
Tags
RayBan, Digital, Design, UK, AR, QR
Links
www.layar.com www.mashable.com www.iSmashphone.com www.farisyakob.typepad.com/ www.180360720.no
As Digital Disappears. “Digital didn’t change anything, but everything digital has changed”. This quote by Digital Strategist, Helge Tenno captures one of the hottest areas of discussion in 2009. MILK summarises the recent changes in digital communication and the convergence of the digital and real worlds. When we were first introduced to the Internet, the idea of our entire lives being connected to a digital cyberspace of an almost infinite amount of information would have seemed absurd. As the technology advances, the abstract boundary between our real lives and our lives “connected” blurs. To the point where being “connected” to the Internet is assumed and second nature. As we begin to reach this point, the discussion turns to how the term “digital” will soon become obsolete. Where differentiation between MILK / 1.1
on and offline disappears, the widely accepted term for this new age is rather inventively “Post Digital”. MILK spoke to Faris Yakob, Strategy Director of NY McCann Erickson about the evolution of “Post Digital” he agrees “At some point, not as soon as you’ve heard but sooner than you think, the ideas of doing something ‘digital’ or ‘on the internet’ won’t make any sense. That’s because, in a very real sense, everything mediated will be digital and the Internet will leap off the screen and into your everyday, so using them as specific descriptions will be redundant. When you always have broadband connectivity on mobile devices, the distinction between online and offline ceases to have any meaning”. However, it is important to note that these changes are not only arising as the result of new technology, but by our
unquestioning acceptance of this new technology. Our obsession with digital tools has enabled them to weave their way seamlessly into the very fabric of our society, rumours are rife that a mere decade after it was introduced, the “digital age” will have passed. Exploring Convergence Media (a fusion of digital technologies) seems to suggest that potential applications are endless. In fact the potential is such that not far from now, as the next generation reaches maturity, the technology we use today will likely seem positively archaic.
The abstract boundary between our everyday lives and our lives connected to the Internet blurs.
Augmented Reality (AR) A lot of conversation has centered on Augmented Reality with interesting insights from both Mashable and iSmashPhone and Helge and Faris moving the commentary along. Check out their links below for more in-depth information on the applications mentioned.
Mobile Realities Summary
Taking online shopping to another level, with a simple piece of paper to “center” you on screen its now possible to virtually try on clothes and even turn round to see yourself from different angles. Ray Ban has made the sunglasses shopping experience fun and easy as you pick and choose different styles to see what suits you best with their new Ray-Ban Virtual Mirror download.
www.ray-ban.com
QR
ID
QR are two-dimensional bar codes devised for "Quick Response" where you can link straight to web pages by photographing the codes from your phone. Ideal for product and promotional information it’s possible that there will be a realistic alternative to unnecessary packaging. Walking down a supermarket aisle, a simple photo will immediately provide access to all the nutritional information, sourcing information and recycled content we might need.
TAT is a Swedish software company that have developed facial recognition software that links social media profiles from Facebook, Twitter and Linked In to an individual’s face. They are then able to choose which profile they want to make public at any time so when someone points their phone at their face, those chosen details are visible on their screen. From a social point of view, it could prove very useful for dating or meeting people of similar interests. In a commercial sense, networking events could prove more successful and from a brand’s perspective increase relevance in retail environments and loyalty schemes.
Amongst other Mobile Technologies, Helge Tenno details some interesting QR uses on his blog that are worth a look.
www.tat.se
MILK / 1.1
Computer Augmented Reality
Geo – Utilities and SPIME applications Foursquare is an application where its members "check-in" and their friends receive information on where they are including recommendations on places to go and things to do nearby. Effectively allowing you to track your friends’ movements it builds a picture of favourite places and new places that others try and you may also be interested in. Almost like the insiders guide to exploring a city, Foursquare is currently only available in the US and London but a full UK version could likely prove to be equally as popular, especially when top reviewers can earn discounts or free stuff from their favourite spots.
www.foursquare.com
The Folks
Words
James Robert Fox
Contributors
www.jamesrobertfox.com
Tags
Fox, James, Design, UK, Panasonic
Creating thought provoking work could help people realise things will improve over time.
ďƒ‘ Neon
Print Installations. Created for the Vanillia Galleries in Loughborough.
MILK / 1.2
Fantastic Mr Fox
Title
Here’s James Robert Fox. Aged 23 and originally from Cambridge, he’s currently studying Graphic Communications at Loughborough University. I draw inspiration from all around me. Reading and watching and keeping up to date with what is happening in the world. Creativity can help bring optimism to people’s lives. Creating thought provoking work in the bleak economic climate could help people realise things will improve over time. Also to create work that makes people remember there is more to life than money. I created an advert for Panasonic, shown on Channel 4 after winning a Next Generation talent competition. As a design student I don’t have much experience working directly with brands but the little experience that I have had has proved to be very rewarding. What do you enjoy about the more commercial side of art and design? I enjoy the challenge and excitement of advertising brands. There are many big brands with established advertising and marketing campaigns. I think I’d like to work for a brand that is maybe still finding its feet so that I could help create something to help launch it further; a bigger challenge and therefore more rewarding.
MILK / 1.2
Featured work in MILK: We are obsessed here with Light/ neon at the moment. Can you tell us what inspired you to use this medium and if the outcome displayed your original intentions? The ‘Neon Print’ installation which was created for the Vanilla Galleries in Loughborough was for a Christmas window display. The brief was to create something that communicated Christmas for us. The influence to work in this medium came from thinking about how excited we used to get about Christmas. Some of my most memorable Christmas presents as a child were Computer game consoles like the SNES and Mega Drive. We decided to take influence from this using the neon colours, pixel squares and images of games such as Space Invaders and Pacman. The whole image was laser cut onto black sheeting and then laid over a series of plastic tubing down which neon paint was poured. What’s next:
www. jamesrobertfox .com
The D&AD eBay Viral is a project that I am currently working on. The aim is to create a viral campaign which conveys the message ‘shopping worth talking about’. I will be filming a set of about 10 short videos which work alongside a whole web campaign that will hopefully convey this message in a unique and slightly quirky way.
ďƒ’ James
during a shoot for a Panasonic ad.
Title
Does It Offend You?
Words
Kathryn McKendrick
Tags
Language, Swearing, Zeitgeist
Swearing has no social boundaries, it’s accessible to all.
How do we reach a mutual agreement on what words are offensive?
MILK / 1.3
In the 1960s Mary Whitehouse sought to save what she saw as declining morals and values. Now, 45 years on, with the flippant use of swearing in every day language, she may be turning in her grave but the question is… Does it offend you? There can be no pointed fingers and no judgements passed. Swearing knows no social boundaries; it’s accessible to all. Some psychologists argue that swearing is a non-violent release of anger and frustration whilst others claim that it shows a complete disregard for the feelings of the other person or indeed anybody in earshot. It is claimed that there are many reasons why we swear: to express our negative or indeed positive feelings. It can be cathartic, it can add weight to a statement and it can make a mediocre joke funny. Of course there are those that wouldn’t dream of using any profanities but why? How do we reach mutual agreement on what words are offensive and to what level? Maybe there is some sort of secret swearing Richter scale? If so how do words make it on there? Is there a set criterion? Perhaps what’s most interesting though is the changes we’ve seen in the language we use. Words that were almost unspeakable are now freely banded about. For example “Bloody” has been all but been replaced by “Fucking” So much so that we think nothing of throwing it into even the most benign sentences: “my computer’s fucking crashed again” that surely there’s barely any point using an obscenity at all. But the point is, if the once hugely controversial “Fuck” can go unnoticed with barely an eyebrow raised what’s next? If over-utilisation renders these words meaningless then what do we use instead? Let’s be realistic though there are still limits. Sure you’re friends may see it as an adjective but if your mum is ok with you saying that you’d had a “crap” day, could the same be said if you were to mention your day had been “fucking shit”? As a general rule the majority of us will regress to being 10 years old when it comes to using expletives around our parents. Probably how it should be. After all, everything has its time and place.
MILK / 1.3
MY BROTHER AND I HAVE BEEN BANNED FROM SWEARING. THESE ARE GRAVE TIMES.
But is it all so bad? Are we really so inconsiderate and are our values completely degenerating? Granted 40 years ago it was widely regarded as unacceptable to swear liberally. However not such a hard line was taken with racial slurs. Today using profanities can almost go unnoticed but quite rightly the same can not be said for distasteful references to race. Perhaps this is evidence of the morals and values Mary Whitehouse concerned herself with. Moving forward, maybe we can expect a new generation of composite words or “Portmanteaus” to give them their official title; swear words mixed with other insults for a dysphemistic effect. “Fugly” (Fucking Ugly) for example has seen an increase in popularity over the past few years largely credited to it featuring in the 2004 film “Mean Girls” Funnily enough, discussion forums that provide definition and explanation of this new word point out that it is indeed extremely offensive. Interestingly it would seem that the compound of these two words has actually increased their potency.
...is sick of people who resort to swearing in order to get their point across. How pathetic and childish has the world become?
The future of swearing is likely to be the same as its history. It has its place and its references will change to reflect the changing times. There will be new words with new meanings and new rules. There will be people who take offence, people who don’t care, people who refuse to swear because it’s not how they want to be seen and people who readily use it just because they can.
I think it’s fucking bullshit that YouTube censors swearing in video comments now.
Hmm, maybe if I learn to like someone swearing at me...
Like it or not as we continue with the trend of expressing our every move and thought through the likes of Twitter and Facebook, swearing will continue to form part of those expressions and in turn it becomes a part of who we are and the culture we live in. Let’s hope that the popularity of these social sites remains for the time being. After all we need to find some way of passing these new words on.
Title
‘Eating the Big Fish’
Words
Adam Morgan
Links
www.eatbigfish.com
Tags
Challenger, Branding, Communications
'CheeseBurger'.
Illustrated by Rob Hemus.
MILK / 1.4
GONE FISHIN'
“Do you know who invented the cheeseburger?”
Adam Morgan is widely recognised as bringing the term “Challenger Brand” into every brand marketing team’s vocabulary. His book “Eating the Big Fish” is a business best seller and name checked as influential reading by people including Innocent Smoothies Founder Richard Reed. MILK recently had the opportunity to chat with Adam on the second edition publication of his book to find out what’s changed, what’s new and what’s next. The book maintains that the principles being timeless and classic and Morgan insists the purpose of “Eating the Big Fish” is not to claim the theories as groundbreaking but to surface what creative thinkers have always naturally done and make them visible to everyone in the same way at the same time. Ten years after the first publication, Morgan is re-qualifying what it means to be a “Challenger Brand” highlighting that it’s not just the little guy taking on the big guy and that there’s much more to it than that. There have been some iconic Challenger Brands since the first book and Morgan felt it was important to see what we can learn from this newer crop and broader palate. In all, the second edition attempts to explore what has changed and what is the same. The new book details some changes within thought leadership since the first book was published at a time where it was claimed, “product was dead” and it was all brand. "Now," Morgan claims, "product is King". He argues this is not just due to brands such as Google or Apple, but because the likes of Proctor & Gamble have understood that the emphasis on brands to do things rather than just talk about them is greater than ever.
MILK / 1.4
@jasonbhart try the pigs in a blanket at CatHouse. They are a fan favourite. I'm also partial to the mac & cheese balls.
In terms of understanding the term “Challenger Brand” the second edition also helps to define what it is to challenge, clarifying that whilst it is challenging something this does not solely extend to challenging the market leader. There are in fact five areas detailed in the book which cover ideas of challenging the religion of the category, challenging the facelessness in-humanity and the cultural currents and trends. New chapters explore what it means to be the keeper of a Lighthouse Brand in the current world when all sorts of people are able to post their views about a brand and are able to achieve media impact much greater than yours for a limited budget. Therefore, Morgan asks: “Who really is the keeper of the Lighthouse and who is projecting the point of view of the brand? How do you respond to that, some claim that the consumers are in control but that can’t be the case, we need to retain a strong, projected point of view whilst understanding others have a different point of view and attempt to bridge the gap.”
"Now," Morgan claims, "product is King".
It is clear that there are brands who have been influenced by the first book. Method in the US and Innocent in the UK have utilised the same principles in different ways to successfully build brands for what is in essence a very similar product. Morgan, once again, humbly refuses to take ownership of these principles instead arguing he has merely drawn attention to the ideas and insisting that in any case it is just a springboard for creativity.
However, Morgan is conscious that the challenger model has become the default model, the sense in which we look at market leaders. He believes any organisation needs to have a number of models to draw upon, of which the challenger should be one. He is wary that not everyone is a Challenger Brand and that the question to bear in mind is “Are you trying to challenge or are you trying to reinforce?” We asked what might be the focus of a third edition of “Eating the Big Fish”? Morgan said it would likely be a focus on “What is it you’re challenging?” and “How will you challenge it?” He's also interested in looking at challenging consumer mindset, the science and psychology of perception and how we challengers can open up possibilities in a category. But what is next up for Adam Morgan now is exploring the area of 'opportunity'. “Something out of nothing” bar is in Kingstown, Barbados and this has provided him with the inspiration to investigate marketing creating breakthroughs without significant investment. “Do you know who invented the Cheeseburger?” asks Morgan. It was JWT in the 1930s, on behalf of Kraft slices who wanted to encourage the American population to increase their consumption of cheese slices. JWT suggested that they attach them as an ingredient to the most popular meal in America- the Hamburger. They created something out of nothing.
Another of Morgan’s case studies is an African safari company. Ambiance, which charged premium prices but consistently under delivered in their dining facilities and customers complained. They couldn’t however, afford to address the issue. The Operations Director encouraged that they instead create outdoor dining in the African Bush. Guests reported that the outdoor meal was one of their most memorable holiday experiences; and it cost much less than their original offering. Even though it cost them less it is a good example of how to create something out of nothing. Morgan believes the idea of “something out of nothing” is important when considering the public sector economy where there is no longer money to invest in social improvement programmes and the government is going to have to learn how to do just that. For example in prisons, they can’t fund programmes to reform inmates and help them turn their lives around so what they are doing is using literate inmates to teach those who can’t read, it costs nothing but creates a sense of purpose and changes the dynamics – something out of nothing.
See www. eatbigfish.com for more info.
See www. eatbigfish.com for more info.
As fans of “Eating the Big Fish� it was a pleasure to be able to discuss the book with its author especially as it would seem that Adam Morgan has another interesting and thought provoking book up his sleeve that is sure to get the creative industries talking. With a lot of respect for one of the industries leading thinkers, MILK is already looking forward to it.
Title
Making Culture
Words
Clyde McKendrick
Contributors
Emma Marsland, Wieden + Kennedy
Links
www.milkinsight.com/blog
Tags
Jay Z, Nike, Culture Factories
Last year’s economic fallout acted as a catalyst for change. For brand marketing it has forced a change in how communications are approached. Lower budgets and unpredictable consumer behaviour have accelerated the need to rethink the approach to integrated brand communications. Likewise, ever fragmenting media consumption means finding more effective alternatives to advertising becomes more important than it ever Culture Factories. Seeding and growing cultural relevance with consumer groups who will represent and evangelise their products as icons of their culture.
MILK / 1.5
has been. We need to create culture.
In this new world order, what will the effect be on lifestyle brands and how will they need to evolve to keep pace with restless consumers?
Jay Z quotation illustrated by Rob Hemus.
Maybe we need to start by changing the way we think. Stop thinking about brands as product personalities, marketing as image management and consumers as passive targets. Maybe we need to think more about commercialised culture. Now this in its own right is nothing new. For some time brands have been dabbling with artist programs through sponsorship and even more recently we have seen brand equity programs backing musicians, managing arts exhibitions, and talent competition initiatives. The need to embed a lifestyle brand in a consumer’s culture is well known, but only a few more progressive brands can actually lay claim to having developed that culture. Think about Hip Hop - no music genre has ever been so explicitly commercial about making money from its production. But it is this explicit commercialism that makes Hip Hop artists better brand managers. Jay-Z was quoted in his BBC documentary: “We do more than make music, we inspire culture. And to inspire culture you gotta know what’s going on within it”. Wise words from Mr. Z and words that we believe characterise the future for lifestyle brand owning companies - to succeed and gain the support of their consumers they must become what we call ‘Culture Factories’. Seeding and growing cultural relevance with consumer groups who will represent and evangelise their products as icons of their culture. MILK / 1.5
Imagine taking Culture Factories to their logical extremes, like Disney did to create a theme park realising its imaginary world of cartoon into the real world. Leisure parks, museums, holidays, transport, literature, cinema. Arguably this trend is already upon us with brand collaborations within the Arts, Culture more prevalent than it has ever been and branded involvement going way beyond sponsorship to see brands becoming the event organisers, curators, record labels and talent nurturers. Meanwhile, at a mainstream advertising level, there are definitely some brands more in-tune with culture. We spoke to Wieden + Kennedy, an advertising agency renowned for its culturally relevant communications and Nike’s global agency for the last 26 years.
Emma Marsland heads up development and previously the Nike business at Wieden’s. She provides us with three insights on what they believe is important in culture-led marketing.
1. If you want to stand out you have to do something different from the norm. NIKE: The World Cup generated a vast amount of media noise. Everyone wanted a piece of it and everyone wants their campaign to be noticed. Our ‘Saint Wayne’ execution for Nike had a tiny media budget. But most of the UK’s national papers led with the image on their front pages in editorial. The media debate raged about whether the ad was offensive or not. It became an iconic image. 2. It’s not what you say, it’s how you say it. HONDA: The car sector has long been an oversupplied category with little differentiation between most mainstream brands. When we launched Honda’s new diesel engine it was a year later than its competitors, with a budget less than half the size. We created a radically different campaign based around the idea of ‘Positive Hate’ that got a nation whistling and generated results. Spontaneous brand awareness +62%, preference +33%. Honda’s campaign has delivered £400m in incremental sales revenue.
See www.readmilk.com for more info.
You wouldn't ever write or say... 'Laugh Out Loud'
3. Don’t try to interrupt what people are interested in – be interesting. Be useful, engage them in dialogue. The communications media has changed dramatically in recent years. We can no longer fire repetitive messages at a passive ‘target’ until its resistance crumbles. We need to initiate a conversation. The idea of brands and consumers having ‘conversations’ is a very popular topic in brand marketing at the moment, but it is a tough challenge for many marketing departments to take on. Instead, it could be argued, that the focus should sit with the brand to provide more reasons for consumers to want to talk about the brand. From a cultureled perspective, the more rich cultural capital the brand can generate, the more consumers will have to talk about anyway. Perhaps then the direction for the development of brands in the future will focus evermore heavily on how they inspire culture and how ‘Commercialised Culture’ will redefine the role of what is currently termed marketing within an organisation.
Obsessions
Words
Jon Burgerman, Artist Ian Russell, Collector
Contributors
www.jonburgerman.com www.flickr.com/fun9us
Tags
Collect, Hello Kitty, Character, Selfridges
This is not just a childhood fascination.
For some, these characters have reached almost heroic if not at least celebrity status.
ďƒ‘
Illustrated by Rob Hemus.
MILK / 1.6
A HEALTHY OBSESSION
Title
2009 marks the 35th Birthday of Hello Kitty. The Sanrio owned character boasts MAC “Colour” and “Kitty Kouture” collections partnered with a recently opened boutique store in Times Square, concession stands in Selfridges and represents Japan as Tourism Ambassador. The infamous cartoon character is perhaps one of the most iconic symbols of pop culture today. Collecting memorabilia is nothing new but what are the motivations behind these comprehensive collections? How do they become social currency, or even cloak psychological desires? Do they simply bestow a sense of accomplishment? Many psychologists believe that there are a number of reasons. The obvious: potential investment, simple and pure enjoyment, sentimentality and preservation of the past and its memories but there are also arguably more significant suggestions. Some suggest that we are inspired to make collections for psychological security in order to fill a void or in extreme circumstances to give our lives perceived distinction from everyone else’s. Others are firm believers that collecting can give us a level of control over our lives and allows us to manage our anxieties. All agree however that not all motivations apply to all collectors and that they may overlap. Whilst popular in the UK for her Japanese manufacture, ironically Hello Kitty is meant to be English, but her innocent portrayal is indicative of the contagious “Kawaii” or “cuteness” ideal of Japanese culture that has spawned an array of figures and personalities with worldwide appeal. This is not just a childhood fascination and, as with Hello Kitty many adults are openly fans of niche Japanese characters, The Simpsons and Disney cartoon and character representations. For some these characters have reached almost heroic if not at least celebrity status and memorabilia takes many forms including books, postcards, DVDs and figures. It can be seen that characters develop a real and long-lasting following from their fans. Speaking to MILK, Jon Burgerman, UK illustrator and designer with his own collection of figures “Heroes of Burgerland” agrees: “Creating my own series of collectable toys was a long standing ambition of mine. Kidrobot in America offered me the chance to create a series of toys and now they’re sold all over the world. I did a signing in New York last month and I had so many requests to doodle people’s favourite characters”.
From a design perspective, there is definitely an aesthetic incentive to securing a large display of creative characters, with many seeing it as a form of affordable art. Jon confirms: “People like collecting things. There is a satisfaction in completing any collection and the more you have the better your collection looks”. We wanted to understand what drives the pursuit of an extensive collection from a collector’s perspective and spoke to Graphic Designer, Ian Russell who has over 300 figures in a specially made display cabinet. Collecting for the past 10 years, Ian collects Japanese Kaiju (monster) vinyl toys. Alongside the figures he also collects books and magazines that relate to the movies, toys and collecting itself. Ian goes on to say: “I collect certain characters and toys because of their style, shape and colour. I’m a follower of specific toy companies too, my favourites include Gargamel, M1 and Marmit, who always sculpt and produce great toys. My collection is not what I’d call huge but is made more unique as nearly all of these toys are unavailable in the UK”. Having been a toy fan since the Star Wars toys of the 1970s, Ian says: “There are lots of things I enjoy about collecting - the smell of the paint and vinyl, when the doorbell rings and I know it’s a package from Japan, tracking down hard to find toys I need, to fill a gap in my collection. I enjoy the challenge of searching through Japanese auction sites to find something I’m after, and hoping nobody outbids me.” To jump to the wrong conclusion would be to assume that collecting is a solitary pastime; there is an integral collecting social scene. Dedicated forums and swap meets allow collectors to discuss their collections, admire other people’s achievements, trade toys and exchange information with likeminded enthusiasts.
See www. jonburgerman.com for more info.
“Clutter” magazine features interviews with designers, new toy releases and shows dedicated to the toy community. Indicative of the likely move from niche to a wider audience, Clutter’s latest issue reports on the KidRobot x Selfridges & Co store-gallery event which took place from January 22nd to February 21st in the London store and saw window displays of 8 foot inflatable toys and custom toys from some of the most respected UK designers. Whether this kind of mainstream activity will lead to a real uplift in genuine collectors is unclear but what is clear to see is that collecting is something that appeals to everybody, even if it’s just people who wouldn’t classify their keepsakes as a collection at all. For these people where it’s something so personal as souvenirs of your life experiences, a collection will ultimately have much more meaning and perhaps more psychological significance. So what can we learn from this? Characters can have global and long-lasting appeal even when their origins are fairly niche and they need to be actively sought out. In fact this can even increase their appeal and consumers can be inclined to feel proprietorial towards the character if they feel they have played a role in their rise to fame. Some brands have already realised the potential of collecting. Vauxhall ran the “C’mon” campaign with the characters being made into a host of collectable merchandise and the PG Tips monkeys became synonymous with the Tea brand. Orange even went as far as classifying the consumers themselves as different animals. The utilisation of characters and collecting seeds brands with personality and provides potential to encourage consumer loyalty.
Some people call it an obsession. I call it a collection.
MILK / 1.6
Japanese toy collection.
‘Friends of Burgertown’.
The ‘Hello Kitty’ Phenomenon.
Title
The Good Life
Words
Kathryn McKendrick
Contributors
Sophie Howarth, Founder of The School of Life Laurence Shorter, Author Of “The Optimist”
Links
www.theschooloflife.com
Tags
Happiness, Achievement, Optimism
Matt
James Hall, Creative Writer.
Can we make happiness with our own two hands rather than getting it ready made off the shelf?
MILK / 1.7
WHAT IS WEALTH?
Changing times means changing values, Should we judge ourselves and others by alternative metrics? How do we display who we are to others and what does successful living now mean? If we’re not optimistic it would be easy to see that a lack of money is certain to cost us our convenient lifestyles but, with a large number of people and indeed a host of brands already championing a back-tobasics, simplistic, and more wholesome approach, does this just mean that everybody else is going to catch up? Does it take the choice being taken out of our hands for us to realise that what we have ain’t half bad and that what makes us happy isn’t actually what we first thought? Can we make happiness with our own two hands rather than getting it ready made off the shelf? Previously some may have argued that this rose-tinted living would have been the luxury of stay-at-home-organic-loving-mums with plenty of (perceived) free time for baking cupcakes. With an increased number of people being made redundant, the old favourite of “Cash Rich, Time Poor” has, at least for the moment, been put aside in favour of a more realistic; “Cash Poor, Time Rich”. As opposed to home cooking being a hobby or for enjoyment it’s now become a legitimate way to maximise the potential of our earnings by making the most of the time that wasn’t available before. Delia Smith’s “Frugal Food and The Frugal Cook” was first published in the 1970s but was re-released last year, and aimed at people trying to make their household expenditure for food stretch as far as possible by doing what they did in the 70s and making food from scratch. Nostalgia has long been a popular notion and whilst this may read too much like “The Good Life” for some, it’s not the fashionable 80s or quirky Cath Kidston but more a necessity to survive a difficult period. This is no bad thing. Maybe we can all learn similar life skills to allow us to make more of our lives not just financially but personally, after all accomplishment makes a big contribution to a sense of self-worth and achievement. We explored this further and spoke to Sophie Howarth, Founder of The School of Life, a new social enterprise offering good ideas for everyday living, based in Central London, who told MILK: “Conventional education leaves out so much. At school or university we are rarely encouraged to mine the history of ideas for reflections on being a good sibling, on finding the right job, on falling in love or on enjoying our free time. Surely these are as important a set of basic skills as literacy or numeracy. Education should be about learning to live wisely and well”. If we change our values and perspectives on what’s important, the brands we love will have to shift right along with us. We’re already seeing evidence of this. Whilst we predominantly outwardly define ourselves by our possessions, nothing says status like the gleaming exterior of a shiny 4x4 but as social pressure builds and we are instead becoming judged on the efforts we make and the behaviours we demonstrate, the 4x4s begin to be replaced by the more acceptable Hybrids. Howarth agrees: “The modern ideal of a successful life makes an overwhelming and apparently unavoidable connection: between making money and being happy.
But capitalism is guilty of a gigantic distortion of priorities, of elevating of achievement the process of accumulation; which should be only one of the many things determining the direction our lives. She continues: “In these troubled economic times we may be forced to re-evaluate our attitude to wealth. In doing so we have the opportunity to explore the values by which we want to live more generally. As the planet warms up and the economy slows down, it is well worth turning to the advice of figures as eclectic as Francis of Assisi, Buddha, Henry David Thoreau, Tom Hodgkinson, all of whom suggest the rewards associated with simpler living”. Can we then accept that by turning it on its head, the recession can actually strengthen rather than weaken us? After all, we control how we view things; whether we see it as something that binds us or that sets us free. After all happiness isn’t tangible and can’t be bought.
The School of Life runs courses on Love, Politics, Work, Play and Family. For further information visit www.theschooloflife. com. To receive a £25 discount, on School of Life courses, quote “MILK” when booking.
MILK / 1.7
Speaking to MILK, Laurence Shorter, Author of “The Optimist” confirms: “It all comes down to what we value. When things start to fall apart that is not bad news, in fact it is wonderful; it means that things are shaking up and the dirt is stirring up from the bottom of the glass; only then can we see what has really been ruling our behaviour - all the unconscious limitations we didn’t know about. Then we can let them go. Whenever there is a problem it just points us to something that has not yet been resolved. That is how we evolve and grow, which is really the most important thing in life”. He continues: “You see this with the current financial system. It has all these limitations as a system, and so it has collapsed - so that a better one can take its place. If you start to see the world in these terms, as something that is always evolving, then optimism becomes simple. Optimism means honesty about what is here right now, both inside and outside, and accepting this reality so that we can then change. It means unconditional positivity - in the knowledge that only that can make us happy; and only that can allow us to learn”. So can we find internal optimism when our external options are limited? After all, happiness isn’t tangible and can’t be bought. If we’re strong enough to accept that we should want what we have and not have what we want and that, more importantly, we’re in control of defining what those things are, it’s possible to accept that all’s not lost. In times when the only guarantee is that things will change, the question is: can we change so we are not left feeling that it is indeed our lives that have been short-changed?
See www. theschooloflife.com for more info.
Title
The Burger King
Words
Jon Burgerman
Links
www.jonburgerman.com www.burgerplex.com
Tags
Burgerman, Jon, Illustration, UK
We can create, play and enjoy things, making our time feel useful and worthwhile.
MILK / 1.8
Here at MILK, like many others, we’re big Jon Burgerman fans and have been following his work for a while now. We caught up with him recently and asked him his thoughts on travel, illustration and being optimistic… You’ve been busy! Amongst other things: a book, colour in wallpaper and cards. How’s everything going? Things are going really well thanks. It’s great that all these projects have been completed and are now available to people. I’m constantly working on new projects so there should be a steady stream of things appearing over the next 12-24 months. You’ve been working with some impressive brands. What do you enjoy about this? I enjoy working with anyone that allows me a large amount of creative control and trusts my process and ideas. Working with big brands isn’t really that different to working with smaller ones to be honest, only the volume is different. I guess also there might be greater potential to exploit ideas with a bigger brand. What has been your favourite commercial project over the last 12 months? I’ve been working on a collection of computer accessories, like laptop sleeves, iPhone cases etc. And the fun thing is it’s for my own brand, “Burger”. I’ve been working with two business partners and it recently launched on www.burgerplex.com. I thought as I’ve worked for so many brands it’d be interesting to try and start my own and see how far we can take it. We’re looking to make more of our own products over time and to collaborate with other artists and brands too. You’ve travelled far and wide for different projects, is there anywhere in particular that you found really inspiring and that gave you lots of ideas? I went to Japan for the first time last year. That was really mind-blowing, from the kaleidoscopic future cityscapes to the ancient temples and their tranquil moss gardens. Everywhere, everyplace had something unexpected and wonderful about it. I think I’m still filtering through in my brain all the things I took in there. I had a great time in China too, a year before that. Similarly it’s dense and busy, more chaotic but no less charming.
Real life Jon Burgerman stickers are back on his store - they rule :)
See www. jonburgerman.com for more info.
Have you noticed any global differences in illustration? Ah, well in somewhere like America I think they still lean towards traditional style illustration. Over here in the UK it’s much, much broader which is why someone like me gets the occasional illustration job. I’m not a trained illustrator or designer, but over here, and in some parts of Europe, people don’t mind as much as long as the images are interesting and you can bring something different to the job. Does your work’s popularity change from one country to another?
MILK / 1.8
Yes a little but not wildly. I seem to get a really positive reaction in most places. Beijing and other far Eastern places really seem to be into it at the moment. Perhaps because it’s so unlike work they already have over there. I think my work is quite European, so perhaps it appeals because of its foreignness.
This blog about mr-superhero @jonburgerman is pretty nice! www. doodlesplatter.com
Do you feel creativity can help bring people optimism during the current economic climate? You feel good whilst you are creating, whatever that might be. You feel good once you’ve finished making something too, there’s a satisfaction and feeling of self-worth. You can’t replace these feelings through shopping, or watching TV. When I’ve created large murals and got the public to help colour them in, people are always so enthusiastic and really get into it. I think it’s because a lot of people have had that creative part of their lives squeezed out to almost zero. I think we need to remember we don’t need to buy stuff we don’t really need to make us feel good about ourselves, we can create, play and enjoy things, making our time feel useful and worthwhile. What’s next for Jon Burgerman? I’m working on some digital projects for the internet and mobile platforms that will hopefully encourage play and experimentation. I have more exhibitions lined up in America, China and Europe and I’m working on some printed projects, one of which is a colouring-in book. There will be new Burger products too.
MILK / 1.8
ďƒ‘ Poster
doodle, by Jon Burgerman.
MILK / 1.8
8 / ‘Koolaid’ 9 / ‘Heman’ 10 / ‘This salad’s on fire’ 11 / ‘Science Burgerman’ Background Image / Friends of Burger Town & Pens are my friends
Under the Influence
Words
Johnny Hardstaff
Links
www.johnnyhardstaff.com
Tags
Hardstaff, Johnny, Direction, RSA, UK
Aside from the environmental hooligans remind me why corporations are evil?
Still
from MTV ‘s ‘Cherry Girl’.
MILK / 1.9
HERE'S JOHNNY
Title
MILK / 1.9
You are a designer, director, animator and academic. How does this factor into your work and which takes priority? Well, in my mind designer, director and animator all belong together naturally. I’d find it hard to separate them. Every project that I take on I do so hoping that not only will I produce something original, but also that the process itself will be in some way original and entertain my mind. Working across a range of ‘job titles’ keeps things fresh. However, there’s a big difference between being a practitioner and an academic. I’m not so sure these two roles belong together. Lately I’ve almost stopped teaching, save for being an occasional visiting lecturer here and there (St. Martins / Chelsea / Camberwell). The two clash, and teaching tends to take over. I do love teaching… actually, no I don’t. I love inspiring, and that’s very different. I have stopped teaching so that making inspirational things can be my priority. You’re described as a progressive filmmaker - do you think therefore what you’re doing now will filter into ‘mainstream’ culture in time? Everything filters into the mainstream. I largely operate within the mainstream now. I think there are pockets of more creative expression within mainstream media, and if you’re smart, you can use the mass media that mainstream culture offers to vocally express yourself in playful and unusual ways. I have a love / hate relationship with corporate industry. I understand it from the now orthodox Naomi Klein stance, and I know that these days one is supposed to be distrustful of it, but I just can’t help but find it seductive and attractive. Not only that, I want to help make it more seductive and attractive. Why? Because power is thrilling. Because graphic language systems wield tremendous power and I’m fascinated by that. Because I never wanted to be the ‘good guy’ anyway, but most of all, and most flippantly, because I will not be told by anyone how I should work or what I should do. I’m too reactionary to try and be the model left-field ‘Designer / Filmmaker’, and I find that Klein school of thought very old fashioned now. Aside from the environmental hooligans, remind me why corporations are evil? There are few that I could justifiably describe as ‘evil’. They’re just different. It’s politics and change, and anyone versed in early twentieth century political doctrine is going to be ill equipped to deconstruct the twenty first century.
Initial
drawings / sketches from ‘Cherry Girl’.
MILK / 1.9
See www. johnnyhardstaff.com for more info.
So for me, the mainstream is where it is at, just so long as you can subvert it, alter it, play with it and experiment. Yes, I want to be a progressive filmmaker, and I would ideally like as many people as possible to come and play progressively. Can you tell us a bit about the things you’ve been involved in? I cannot. It would bore me. Everything I have done in the past is old news now. I’m more excited about the future, about what I am going to do and what I haven’t yet done. This is the reason why I like to work within advertising. I like to work within a forum where there is something different just around the corner. That excites me. I know that I have done a lot, but I feel like I have barely started. What do you see impacting the future of the industry? The imminent disappearance of television, if it’s not happening already. The death of print (if it’s not happening already). The immersion of stealth advertising (which is happening). The birth of vast event advertising. The return to craft and glamour within advertising, once everyone has this momentary blip of YouTube production values dead and buried. After all, there’s nothing aspirational about something that everyone can do already, and if you don’t aspire, then you cease to ‘want’. The emergence of advertising as an absolute and recognised art form (which could happen). The convergence of the left-field and the mainstream as the media industry accelerates, early adoption within the mainstream becoming what would once have been described as the left-field / avant-garde. I imagine that the still image will become a novelty, a retro quirk that will occasionally be implemented commercially and artistically in a bid to encourage reflection and nostalgia. Advertising and industry may well demand a centralisation of distribution platforms, so I would expect to see a raft of heavily invested in super-media platform sites collecting and holding traffic. These will become the huge global brands fighting to retain and maintain their status much as terrestrial television channels did, but at a super-accelerated pace. Above all I anticipate that such will be the mass of ‘mass-media’, that media will look to increasingly playful and sophisticated design to signal moments within the chaos where messages
can be received and understood. A greater sophistication within communication will engender a new form of cultural wayfinding / advertising and a new visual language designed to mesh with and counter contemporary media landscapes. Ok, this isn’t everything, but I think this is a start. What do you enjoy the most in what you do? I love the thrill of chasing a project. Making it all come together. Making it happen. Pouring your heart and soul into it to reach that one perfect moment of aesthetic beauty and originality… and then it’s gone, and you feel empty, and want the next. That’s the part I enjoy the most and the least, the constant chase for creative satisfaction. What influences your work, and are there any specific aspects of culture that capture your attention? I think I have reached a point now where I have creatively become a individual with their own voice. It has taken time. You don’t even realise it’s happening. But I think that now I’m not responding to contemporary media or influenced by it, but instead, hopefully, I’m simply originating. It feels that way. It feels as though I could work in any way I needed to, and all of what I do is coming from inside of me. It feels good. I want to surprise myself with each and every project. Who do you see shaping culture in the film industry? I’m really not qualified to comment about the feature film industry, but I think it’s fair to say that the future seems to be gaming. Given that gaming revenues far outstrip feature film revenue, and given that they both deal in narrative and leisure, it seems likely that the directors singular narrative and vision is an approach that is under fire. Given that our own daily lives are very much immersive cultural / commodified experiences, society must surely soon expect to dream immersively too. Just as there will always be vinyl lovers, so there will be feature film lovers.
You’re represented by RSA. Does this provide a good opportunity to collaborate with like-minded individuals? Under the leadership of Kai Hsiung, RSA has become a truly innovative and experimental company. Sure, it’s a big hitter in the advertising world, but it is also developing new media approaches and working in very different ways. With RSA I see no barrier to doing anything. Whatever a project needs, we do it. As a Designer, unlike film school trained Directors, I expect to work in any platform. RSA support this. Advertising scripts are increasingly crossmedia. Now, in my advertising capacity I not only respond to scripts but I’m increasingly asked to write the script itself. Things are changing. I love it when things change. What’s next for you? I have a very exciting crossmedia project looming. This is big. It’s definitely a meeting of art and advertising, which I think is what it’s all about for me. Unfortunately, I’d need you to sign an NDA before I can tell you about it. And your readers. All of them.
MILK / 1.9
Still
from MTV ‘s ‘Cherry Girl’.
MILK / 1.9
See www. johnnyhardstaff.com for more info.
Stills from MTV’s ‘Cherry Girl’.
Stills from Orange’s ‘Paint Pouring’ Ad.
Stills from Orange’s ‘Stars’ Ad.
Stills from Sony’s ‘Pegs’ Ad.
Stills from Sony’s ‘Sponge’ Ad.
Stills from Sony’s ‘Heart’ Ident.
Stills from Sony’s ‘Basketball’ Ident.
Title
Locals
Words
Dan Cole
Tags
AR, Berlin, Kreuzberg, Beatport
Berlin is awash with creative, like-minded people hanging out and doing stuff collectively.
Made
In Berlin 09.
United under the banner “Made in Berlin 2009”, six Berlin design firms have come together for the second year running to premiere the latest in product design. www. ettlabenn.wordpress. com
MILK / 1.10
Los Geht’s Berlin!
With 2009 marking 20 years since its reunification, we go local with A&R man Dan Cole to find out more about the culture, people and districts that have helped Berlin back onto the map as an international creative capital. Dan, can you tell us a bit about you? I’m British and I’ve been living in Berlin for the last two years. I hold two positions for Beatport. Beatport is a digital download platform that services the DJ community. I manage around 300 label accounts from the UK, as well as acting as a broken beat specialist for the company – A&Ring, predicting trends and assisting marketing for music. Can you tell us a bit about Berlin culture today? Berlin has always been a centre for culture across Europe; Friedrich the Great devoted much of his life to building an infrastructure to accommodate Art and Music. In this aspect Museum Island, in the centre of Berlin, houses a multitude of historical artefacts and pieces of work. In terms of youth culture and more contemporary art mediums Berlin is awash with culture. Due to a combination of low living costs, liberal tendencies and solid infrastructure, Berlin is awash with creative like minded people hanging out and doing stuff collectively. It’s almost become a bit of a cliché, but if you’re a musician or contemporary artist then Berlin has to be the place to live. Music culture has indeed fabricated its own lifestyle, whereby new and existing musicians hang out in studios, bars and clubs, produce some tunes, collaborate on things and go raving for days on end. Where does creativity live in Berlin? Within the City: Kreuzberg, Neukoln and Freidrichsein have always been synonymous with being creative areas, however that’s not to say that the other parts of Berlin don’t have their hubs either. Most of these areas are attractive to creative types due to their low rents and cosmopolitan population. Tacheles, the old department store, now art gallery is a creative hub in itself, although its rising popularity with tourists is driving away some originators of the scene.
Do the sub-cultures overlap or do they remain confined to defined pockets around the city? In relation to people themselves you often find that artists and musicians alike overlap in their activities. Berlin is normally one big party at the weekend and you can find most people in the clubs (such as Bar 25 or Berghain), so the social groups are very mixed. It’s probably due to this constant overlapping that people move here, there’s a great opportunity for networking. I have friends who work as agents, as label managers and producers who all met up here in Berlin and decided to work together. This is the same for native Berliners and expats alike. Does Berlin’s divided history impact in city culture today? There are certainly influences, but more economic than cultural. The price of accommodation, whether directly or indirectly effected by an area’s proximity to the wall means varying cost accessibility. Most people say that the East is a far more creative culture area than the West, yet Kreuzberg was on the west side of the wall. Berlin has had 20 years now to forget the repression that the wall was associated with, if anything Berlin has no boundaries in regards to anything and the wall’s once previous existence plays no significance in modern society. What’s hot in Berlin? May Day was a riot – literally. In Kreuzberg people set up small rigs and there are DJs and live bands playing on every corner. There is also a multitude of International culture; you can walk from a Caribbean take-away stall to a Jamaican dancehall rig within 5 minutes. It unites the city, but also because of the rioting by anti-capitalists and neo-socialists it also tears the city apart. Beware it can get pretty hostile late at night. What do you think are the most current trends in Berlin’s music scene? Within electronic music, Techno is massive, but in the underground there’s a trend toward massive basslines at the moment. Music such as Bassline House, Dubstep, Fidget and Wonky are becoming very trendy with the kids. Artists such as Herve, Jesse Rose and Rusko are becoming household names. 2009 has a been a good year for Nu-Disco and this trend will probably also rise. Artists such as Prins Thomas and Lindstrom are growing in popularity. There are even now regular nights for this even in Berlin.
MILK / 1.10
What’s influencing fashion in Berlin? Music has a big influence on fashion here, again following on from the popularity of Techno; kids getting haircuts to match their idol Richie Hawtin and dressing in simple colours such as all black or white. Even in terms of lifestyles Techno and Minimal have had a massive influence on the club night and raving culture here where people share their styles. In terms of clothes shopping Friedrichsein has some good stores, my favourite is Toy Robot on Wuhlichstr, which tailors more for my needs. I stay clear of Mitte, this is too upmarket and international with brands like Adidas and Fred Perry – I find it very difficult to identify with these places. We’ve heard about the Carnival of Cultures in Kreuzberg. Can you tell us a bit about it? Berliners will party for any excuse. One of the reasons I love it here is the multitude of culture. I love living in a Turkish district that is similar to Istanbul, that you can you go to Jamaican bars down the road, that they love Reggae music in Presnlaur Berg and an expat community that can make you feel like you’ve never left home. It’s almost like a utopia here in terms of culture. Where would you be if you weren’t in Berlin? Los Angeles for me is accumulating a wealth of brilliant intelligent musicians such as Flying Lotus, Samiyam and Ras G. This new broken beat Hip Hop electronica is amazing, soulful and quite mind blowing. LA could be the new Berlin & Bristol scene put together.
Top
Left, The Berlin Wall by Dan Cole.
Top
Right, Vintage Clothes Store by Katie Palmer.
Bottom
Left, Berlin window display by Dan Cole.
Bottom MILK / 1.10
Right, photograph by Katie Palmer.
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1 / Garage 2 / Neve National Galerie 3 / Tacheles 4 / Central Cinema 5 / Museum Island
MILK / 1.10
6 / Watergate Club 7 / Bar 25 8 / Berghain 9 / Toy Robot
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That’s Delicious. We love Delicious. Its time is fleeting and its substance unchartered. The journey is neither point to point nor a map from here to there. Look at what we’ve found. Experience where we’ve been, footprints left in a different realm. Explore the many paths left like a digital breadcrumb trail from here to who knows where? / / w w w . p s f k . com/2009/07/a-need-for-relaxationthe-anti-energy-drink.html / / w w w . p o p u p c a f e . o r g //sergeseidlitzblog.blogspot. com/2009/06/lifes-doodle-at-londonsp o p - u p - b a r . h t m l //www.theage.com.au/news/national/ dont-blink-or-youll-miss-it-popupstores/2006/03/19/1142703219153.html / / w w w . l i q u r i o u s . c o m //www.notcot.com/archives/2009/07/ d i e t _ r u b y y _ b l o o . p h p //www.sirtified.com/products/ b o m b s a w a y //www.thememagazine.co.uk/page.cfm/ action=3DArchive/ArchiveID=3D42/ E n t r y I D = 3 D 5 4 //www.boingboing.net/2008/04/13/ shepard-faireys-cove.html //www.virginmobilefestival.com/ f r e e i p //lovelypackage.com/help-remedies-2/ comment-page-1/#comment-1=4157 / / w w w . y o u t u b e . c o m / w a t c h ? v = 3 D 9 a t 5 i 9 F J Q w 4 //www.dazeddigital.com/Fashion/ article/4173/1/Nike_X_Busy_P_A=ir_ F o r c e _ 1 _ L i v e s t r o n g //www.drapersonline.com/5004762. a r t i c l e //kempfolds.blogspot.com //www.fantasistwork.co.uk/about-me. h t m l //www.psfk.com/2009/07/heatsensitive-whiskey-packaging.html //www.creativereview.co.uk/crblog/2009/july1/burril-in-a-newp l a c e # f e e d b a c k / / w w w . t h e p u b l i c a n . c o m //www.lecoolbook.com/london.html //www.vam.ac.uk/activ_events/events/ friday_evenings/friday_late/events/ friday_late_july09/index.html / / w w w . s u r f a c e m a g . c o m //springwise.com/non-profit_social_ c a u s e / s a l v a t i o n a r m y //www.thinkbox.tv/server/show/ nav.1136 //lsnglobal.com/seed/ v i e w / 6 8 7 //battlefront.co.uk/campaigns / / b a t t l e f r o n t . c o . u k //www.thisiswhywemeet.com/index. p h p ? / a b o u t //blog.artofthestate.co.uk/blog/_arc hives/2008/12/7/4010362html#1230726 //blog.artofthestate.co.uk/blog/_
archives/2009/7/21/4262663.html //www.contagiousmagazine.com //www.psfk.com/2009/07/custominteractive-projections-onb u i l d i n g s . h t m l //www.eventmagazine.co.uk/news/ bulletin/newsbulletin/article/921733 //www.psfk.com/2009/07/condor-towercar-park-largest-street-artexhibition-in-the-southernh e m i s p h e r e . h t m l //www.fiestamovement.com //www.whatkatiewore.com //www.michelbergerhotel.com/MH_web_ f a c t s h e e t _ E N G . p d f //www.michelbergerhotel.com/MH_web_ f a c t s h e e t _ E N G . p d f //www.psfk.com/2009/07/bbq-retaillocal-designers-create-pop-upb o u t i q u e . h t m l //www.psfk.com/2009/07/the-returno f - m y g a z i n e s . h t m l //www.designboom.com/peroni.html //www.psfk.com/2009/07/brad-pitttech-trends-in-wired.html //www.marketingweek.co.uk/news/ orange-rockcorps-unveils-adc a m p a i g n / 3 0 0 2 5 6 7 . article#&nl=3DBN&ln3D20070903 //www.soundsurvey.org.uk //www.happiness-brussels.com //www.psfk.com/2009/07/banksy-ina f r i c a . h t m l //www.drapersonline.com/IfCarlsberg-made-festival //www.psfk.com/2009/07/pic-red-bullingredients-in-the-raw.html //www.eventmagazine.co.uk/ news/919891/i2i-Marketing-produceR u s s i a n - v o d k a - c a m p a i g n //blog.stickyrice.net/archives/2009/ the-stoli-pepsi-barter-deal //www.psfk.com/2009/07/the-solarpowered-glowing-night-garden.html //mashable.com/2009/07/02/luxuryb r a n d s //www.hellriegel.net/2009/06/24/whymarket-luxury-goods-online //www.electronicretailermag.com/ e r 0 6 0 9 _ s h o p p i n g / / w w w . m o o d i e r e p o r t . c o m (Glengoyne marks anniversary with new-look website) / / w w w . a r t s j o u r n a l . c o m / (talk to me about alcohol aka art and c o m m e r c e ) //www.guardian.co.uk/world/2009/ apr/21/japan-whisky-industry / / w w w . t h e d r u m . c o . u k / news/2009/03/23/9923-highlandspring-acquires-speyside-glenlivetb r a n d //www.psfk.com/2009/07/no-longerempty-reclaims-vacant-storefrontsf o r - a r t . h t m l //www.psfk.com/2009/07/nyc-woman-towear-same-dress-every-day-for-ay e a r . h t m l //www.thememagazine.co.uk (Opening of Bombay Sapphire Dusk Bar) //www.psfk.com/2009/07/pic-detailedshadow-art-created-using-junk.html / / w w w . d r i n k s i n t . c o m (Premium lager market has stalled new research - Drinks International The global choice for drinks buyers) //www.eventmagazine.co.uk (Big Chill organisers to open Bristol v e n u e ) //www.marketingweek.co.uk/news/ orange-unlocks-music-downloads //www.psfk.com/2009/07/massive-loveletter-mural-will-span-20-blocks. h t m l //www.textually.org/picturephoning/ archives/cat_news_buzz.html //directdaily.blogspot.com/2007/02/ consumer-generated-street-art.html //www.adverblog.com/archives/cat_ p r i n t _ a d v e r t i s i n g . h t m l
//www.littleredbook.cn/2008/11/20/ mcdonalds-olympic-cheer-station //www.psfk.com/2009/07/levis-doesan-abercrombie-fitch.html //www.marketingweek.co.uk/amstel-tostep-up-big-chill-tie-up-with-ownh o s t e d - e v e n t //closetinfinite.wordpress.com //www.marsh-mellow.co.uk //www.someoneoncetoldme.com //www.paypal-dostuffformoney.com //www.psfk.com/2009/07/meet-peoplea n d - m a k e - s t u f f . h t m l //www.dragonrouge.co.uk //www.thedrinksbusiness.com ( N a k e d A B S O L U T ) //innocentdrinks.typepad.com/ innocent_drinks/2009/07/thewonderful-world-of-vending.html //www.eventmagazine.co.uk (Iris to create Amstel event series) //www.promotionsandincentives.co.uk (Samsung launches 24-hour live ad for BEAT DJ phone) / / p o p s o p . c o m (ABSOLUT will support Gay Games VIII Cologne 2010) / / p o p s o p . c o m (The first Heineken store opened) //www.becks.co.uk/different //www.lostateminor.com/2009/06/11/ s k i n n y - b l o n d e - b e e r //www.lostateminor.com/category/ t r e n d s //www.psfk.com/2009/07/how-to-makeyour-own-guerrilla-drive-in-theatre. h t m l //www.yankodesign.com/2009/07/06/ swarovski-sparkling-lake-of-shimmer //www.eventmagazine.co.uk (Custard Factory venues to enjoy f a c e l i f t ) //www.thecoolhunter.co.uk/ads //www.lightbulbevents.co.uk/venues. h t m l //www.professionalphotographer.co. uk/Magazine/Latest-Issue/JosephR o d r i g u e z - S h o r t - F i l m //www.drinksint.com/news/fullstory. php/aid/955/US_UK:_First_ever_cold_ distillation_spirit__-_Oxley_gin_-__ l a u n c h e d . h t m l //www.drinksint.com/news/fullstory. php/aid/944/Pernod_Ricard_changes_ e x e c _ l i n e - u p . h t m l //www.drinksint.com/news/fullstory. php/aid/950/UK:_Sailor_Jerry_rum_to_ sponsor_Big_Chill_Festival.html //www.capsuleshow.com/about.html //blog.artofthestate.co.uk/blog (Banksy spot hit up by Mantis) //www.yankodesign.com/2009/07/03/ how-to-be-the-best-designer-in-thew o r l d //www.redbullreporter.com/2009/06/ rocking-out-at-liverpool-sound-city //www.wellcomecollection.org/ exhibitionsandevents/events/Quacksa n d - C u r e s / i n d e x . h t m //www.tate.org.uk/modern/ eventseducation/musicperform/18355. h t m //creativity-online.com/work/view / / v i m e o . c o m / 5 0 2 0 1 3 4 //www.thedrinksbusiness.com/index. p h p //www.mickeyandjohnny.com/ / / w w w . h e k t o r . c h //www.brandrepublic.com/Design/ News/916964/Diageo-relaunchesTanqueray-gin-return-1940s-styleb o t t l e //www.psfk.com/2009/06/magazinegoes-from-concept-to-print-ready-in2 4 - h o u r s . h t m l //www.trendhunter.com/trends/kitkats-human-vending-machine-atl o n d o n - v i c t o r i a //www.yankodesign.com/2009/06/30/ p o p - u p - b o x - i n - a - c r a t e
//www.yankodesign.com/2009/06/30/ w h a t i s a c k //www.marketingweek.co.uk/news/ smirnoff-to-launch-new-globalp o s i t i o n i n g //www.thememagazine.co.uk (Beefeater 24 - Aftershow party for the BAR Show) //www.fashion-ation.net/category/ women/post/134/flair-magazine.aspx / / w w w . q u a y o l a . c o m / //www.psfk.com/2009/06/dramatic-aduses-eye-tracking-to-change-content. h t m l //www.yankodesign.com/2009/06/26/ m i g h t y - b i g - v a s e //www.creativereview.co.uk/backissues/creative-review/2009/june2009/graduate-guide-strength-inn u m b e r s //www.psfk.com/2009/06/free-pianosbeg-londoners-to-be-played.html //www.psfk.com/2009/06/pic-take-adeep-breath-and-smile.html //www.todayandtomorrow. net/2009/06/22/picasso-drawing-withl i g h t //www.iwishididit.com/2009/06/ cannes-cannes-a-comment-by-jeffg o o d b y //www.adverblog.com/archives/003919. h t m //www.creativereview.co.uk/crblog/2009/june/200000-coke-cans //www.we-make-money-not-art.com/ archives/2009/06/sonarmatica.php //laist.com/2009/06/09/a_new_gin_ f o r _ t h e _ m a r t i n i . p h p //www.springwise.com/eco_ sustainability/powerpump //springwise.com/media_publishing/ a r t c a d e //www.psfk.com/2009/06/kit-kat-maila-new-edible-good-luck-charm.html //www.thedrinksbusiness.com (Huge Russian Standard campaign l a u n c h e d ) //www.talkingretail.com/blogs/ talking-points/12754-diageoannounces-marketing-support-forsmirnoff-flavours-national-roll-out. h t m l //www.psfk.com/2009/06/putting-thesocial-back-into-social-mediat a s t i n g - s e s s i o n s . h t m l //www.psfk.com/2009/04/social-mediat a s t i n g s . h t m l //www.yankodesign.com/2009/06/23/anempty-bottle-gets-a-new-purpose-inl i f e //trendwatching.com/trends/brands p a c e s . h t m //www.salespromo.co.uk/article/479 //content.yudu.com/Library/A169t1/ TheSpiritsBusinessVo/resources/36. h t m //www.bevlaw.com/bevlog/wine/ t i m b e r l a k e - t e q u i l a / / y c n o n l i n e . c o m / a g e n c y / / w w w . y o u t u b e . c o m (Banksy Versus Bristol Museum) //www.eventmagazine.co.uk (Strongbow’s experiential Bowtime Bar back for V Festival) //www.psfk.com/2009/06/video-253bottles-of-light-on-the-wall.html //www.liverpooldailypost.co.uk/ l d p b u s i n e s s / b u s i n e s s local/2009/05/21/opinion-culturesecretary-andy-burnham-on-how-thecreative-industries-can-help-the-ukr e c o v e r - f r o m recession-92534-23677393 //shproto.urbanatomy.com/index.php/ i-ahearts-shanghai/85-i-loveshanghai/1459-films-in-the-parkw i t h - j a m e s o n //community.eventmagazine.co.uk/ photos/capitalizes_ray-ban_rooms_at_ the_isle_of_wight_festival/
p i c t u r e 2 3 1 3 . a s p x //www.telegraph.co.uk/news/ newstopics/howaboutthat/3546969/ Burger-King-under-fire-for-WhopperVirgins-taste-test-challenge.html / / w w w . u a d d i t . c o m (19 Best Ads I Have Ever Seen) //www.iartistlondon.com/about //www.kioskiosk.co.uk/html/ p h i l o p s o p h y . h t m l //www.one8one7.com/blank/ //www.jellymongers.co.uk //www.thedrinksbusiness.com (Hendrick’s Curious Campaign) //www.lsnglobal.com/seed/view/624 //www.thebrowncorporation.com / / i s s u u . c o m //beerjustice.blogspot.com/2009/06/ m a r m i t e - p e d i g r e e . h t m l //www.destinationcrm.com/articles/ CRM-News/Daily-News/10-Steps-toSocial-Media-Success--54612.aspx //www.thememagazine.co.uk (Bacardi-Martini to launch new vodka E r i s t o f f ) //www.campaignlive.co.uk/news/ search/842355/Top-10-restaurantsa d l a n d / / o w . l y / d I n E / / w w w . l o o p t . c o m //www.btween.co.uk/pages/btween-09-0 //magculture.com/blog/?page_id3D2 //modx-fazeley.spring-php.com / / w w w . a g e n c y n i l . c o m //www.thedrinksbusiness.com (Belvedere’s Demolition Mission) //www.psfk.com/2009/06/braziliansummer-in-rotterdam.html / / w w w . i w i s h i d i d i t . c o m //www.psfk.com/2009/06/designersponsors-nyc-bag-hunt.html //vividsydney.com/about //www.psfk.com/2009/06/digitalconfetti-from-the-rockwell-group. h t m l //www.redrevolver.nl/cms/index.php / / w w w . s i p s m i t h . c o m //www.yankodesign.com/2009/06/05/ u m b r e l l a - c h a n d e l i e r s / / w w w . t h e d o o d l e b a r . c o m / / w w w . a l l t o m o r r o w . c o m / / w w w . d e u s . c o m . a u //www.benkellydesign.com/home.php //www.itsnicethat.com/articles/423s c h - y o u - k n o w - w h o //www.porhomme.com/2009/02/louisvuitton-x-infiniti-new-concept-carc o m i n g - t o - g e n e v a //images.google.com/imghp / / w w w . t o p g e a r . c o m //www.eventmagazine.co.uk/news/ b u l l e t i n / n e w s b u l l e t i n / article/911059/?DCMP=3DEMCN e w s B u l l e t i n //www.tranism.com/weblog/2009/06/ r a b b i t - r u b b i s h . h t m l //www.tranism.com/weblog/2009/06/ r u s s i a n - d o g s - s u . h t m l //www.monocle.com/sections/design/ Magazine-Articles/Brits-abroad //www.monocle.com/sections/design/ Web-Articles/Craft-Punk---Milan //4.bp.blogspot.com/_qmxJx9HncXA/ SX7TW0kQn7I/AAAAAAAADNg/qx6O94L0E-0/ s 4 0 0 / C R A P P E R . j p g //gluekit.wordpress.com/category/ c a l e n d a r s //www.inspiredm.com/2009/05/31/15essential-interviews-for-thec r e a t i v e - c o m m u n i t y //www.eventmagazine.co.uk (Amplify to hold Wrigley and Vice experiential with Hot Chip tomorrow) //www.marketing-interactive.com/ n e w s / 1 3 1 5 0 //abduzeedo.com/light-graffitim a s t e r s - l i c h t f a k t o r //www.theschooloflife.com/s.nl/ s c . 1 0 / c a t e g o r y . 7 1 0 / . f / / w w w . i d e a b o u n t y . c o m
//www.weheartstuff.co.uk (Agent Provocateur Live Window D i s p l a y ) //www.reytan.de/portfolio/t1mepeace //catchcoventgarden.com / / w w w . s t o r y o f s t u f f . c o m //www.brandkameleon.com //www.printclublondon.com //theinspirationroom.com/daily/2009/ kit-kat-have-a-mini-break //twitter.threadless.com //www.arcspace.com/architects/ DillerScofidio/blur_building //www.sneakerset.com/sneakerpedia //www.sneakerset.com/sneakerpedia/ p u m a / / w w w . a l t a v i s t a . c o m / / w w w . a l i f e n y c . c o m //normann-copenhagen.com / / w w w . a u r u m a n i a . c o m //andrewgrill.com/blog/index. php/2008/06/mobi-brands-are-slowlywarming-to-the-idea-of-mobile / / m o b i t h i n k i n g . c o m / / c r e a t i v i t y c a t . c o m / / w w w . f i t b i t . c o m //ignite.oreilly.com/show //www.eventmagazine.co.uk (Because to activate Foster’s and Kronenbourg campaigns) //unnouveauideal.typepad.com/ motwary/2009/02/correspontentinterview-christian-poulot-talks-tog i l e s - d e a c o n . h t m l //vitaminliving.com/products/gnomes //creativereview.co.uk/cr-blog/2009/ m a y / g r e a t - n e w - v i d e o s //kemistrygallery.co.uk //www.tranism.com/weblog/2009/04/ h u m a n s - h e l p - b o t . h t m l //www.tranism.com/weblog/2009/04/ d e s t r u c t i v e - r o b . h t m l //www.tranism.com/weblog/2009/04/ f o l l o w - m e - o n - o k . h t m l //lecool.com/cities/london/ s u b s c r i p t i o n s / n e w / / w w w . c l i c k f o r a r t . c o m //www.eventmagazine.co.uk (Advertisers turn to experiential as budgets are hit: report) //daviddoctorrose.wordpress. com/2007/11/07/more-cool-outdoorj e e p - p a r k i n g - s p a c e s //www.artopportunitieslist.com/pix/ s h p e i z m a n . j p g //www.gintime.com/news/2009/05/20/ beefeater-dry-beefeater-24-andplymouth-gear-up-for-bar-09 //www.gintime.com/news/2009/05/20/ super-contemporary-designed-inlondon-with-beefeater-24 //www.retail-week.com/britsa b r o a d / 1 8 1 0 6 2 2 . a r t i c l e //www.twine.com/item/1245dx8ml-1wp/ interactive-architecture //www.tate.org.uk/modern/ thelongweekend2009/thelongweekend2009.htm //www.eventmagazine.co.uk/news/ b u l l e t i n / n e w s b u l l e t i n / article/907955/?DCMP3DEMCN e w s B u l l e t i n //www.marcelwanders.nl/new-pages/ c h a r i t y - n e w . h t m l //www.marcelwanders.nl/new-pages/ l i v i n g - l i g h t i n g . h t m l / / a n i m o t o . c o m / h e l p / f a q //www.psfk.com/2009/05/phillytransforms-recycling-trucks-intom o b i l e - m u r a l s . h t m l //www.psfk.com/2009/05/icffkikkerlands-booth-becomes-a-mealf o r - t h o s e - i n - n e e d . h t m l w w w . c a p s u l e i d . c o m / / w w w . w k i n t e r a c t . c o m //noisydecentgraphics.typepad.com
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