Aoki (Gothenburg, Sweden)
Aoki (Gothenburg, Sweden)
Aoki likes to form personal relationships with its customers, treating them on an equal creative basis. In this way, it continues to build strong brands and a profitable business.
Aoki was started by Helena Svärd and Camilla Blomgren in 2009, but now the agency has grown to support a staff of four, working with customers who are primarily focused on fashion and culture. Based in the city of Gothenburg on the west coast of Sweden, the studio packages and develops brands that the team believes in, from identity to campaigns.
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Patterns are easy, right? Just come up with a nice little design, then copy-and-paste it ad infinitum. Well, nothing could be further from the truth. We decided to reduce the parameters even further – and asked seven creatives who utilise mainly shapes to achieve their desired effect, how the tight discipline involved both constrains and liberates them. It is a lot more complicated than you might think – but the results can be deeply satisfying.
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"My paper designs are all based on the design element of pattern. They demonstrate the way in which pattern can be adopted differently on various designs through tactile exploration."
"Paper is a humble material that can be manipulated in extraordinary ways. It has its own qualities and behaviour patterns – it springs in a certain way, colours, fades and ages – and these are characteristics that I like to work with. Plus, the majority of the paper I use dates from the middle of the last century so it already has a story to tell; it inspires feelings of nostalgia, which is an inherent part of my work."
"Sometimes I have just have no inspiration at all. At times like that, it is bad idea to push it and try to do something, so I go in search of other interesting occupations. It is always better to relax, read a book, go for a bicycle ride... whatever. Creation shouldn’t be like a kind of suffering, especially when doing commercial projects."
"I think that because all people are different, it is not necessary for everyone to attend some kind of art school to become a professional in the design industry. You need to love what you do and dig it like a mole."
The highest level of quality is maintained through hands-on control of all projects, from initial analysis through to production supervision. 3group's comprehensive portfolio comprises work for publishing houses, cultural institutions and art galleries, but Bienert doesn't believe in placing limitations on his capabilities and is always looking forward to new, inspiring challenges.
"A good pattern is one that contains a specific language capable of being perceived – or ignored – in relation to its aims."