Andrew YES and The BOFFO Show House

Our interview with the honorary designer and co-curator of the NYC-based art and design showcase

by Matt Domino

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BOFFO was founded in 2008 as a means of fostering artist collaboration and inspiration in the design world during a time of financial and, for many young architects and designers, spiritual crisis. Nearly four years later, Faris Al-Shathir and Gregory Sparks, BOFFO ‘s founders, asked designer Andrew YES to be the honorary designer and co-curator of the first BOFFO Show House, running from 15 May through 4 June at NYC’s Madison Jackson building.

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To create custom designs specifically tailored for the space YES has been working closely with various designers and architects. The show itself will sprawl across four duplex condominium units with each separate unit expressing a theme—Work, Nature, Future, and Play. YES will also present some of his own designs and work at the BOFFO Show House. Some of which will include Persian Helmet Lights, which are draped with chain mail and would seem to fit at home in a medieval gathering hall; a Van Eyck Mirror that alludes to the legendary Arnolfini Portrait and is framed with recycled wood and hand-made Flemish suede; a 62″ Fossil Meeting Table inspired by the equality implied in King Arthur’s round table and made of grey marble with real mollusk fossils embedded in its matrix; and Surreal Pillow Balls, which are Andrew YES latest creation.

We recently talked with YES about the BOFFO Show House, his ongoing work with Mr. Al-Shathir and Mr. Sparks as well as his aspirations as a rising designer in New York.

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What is your primary thought when designing an item? Functionality? Overall design?

I see functionality in every piece I create. Some things that we think are not functional actually have a deeper function in our psyche. Materials and art inspire me. I think about who will enjoy the design, and how it will improve the lives of people experiencing it.

What piece of yours that will appear in the show is your favorite?

I’d say my “Pillow Ball” collections, which are spherical, down-filled pillows made in sets of three. The set comes with pillows in diameters of 9″, 12″, 15″ and clients can personalize larger sizes if they want. Collection themes include: Batiks, Cosmic, Tapestry, and Surreal. I feel that each different theme has a color or texture that will find a match for each different person.

How do you decide on a color scheme when you design something?

Colors are determined by the pieces of art and design that I find in my clients spaces, as well as the energy of a space and the light. Yellow and happy colors have always been big colors for me.

How did you get involved with BOFFO?

My work caught the attention of Greg [Sparks] and Faris [Al-Shathir] during the 2009 BOFFO artists residency in an old Bible factory in Brooklyn Heights. This year they invited me to develop the first BOFFO Show House for which I am also curator.

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How does your work fit into the BOFFO aesthetic and story?

BOFFO’s modern, multifaceted, and young spirit resonates with my work.

Can you describe what each different section of the show (Work, Nature, Future Play) means to you?

I thought that the common denominator for every New Yorker’s apartment was embodied in those four themes. “Work” is designed with creative and physical work in mind. “Nature” is meant to be psychedelic and vibrant and full of surprises. “Future” features sacred geometries and “alien” light. “Play” is designed as a super cool space that is still in progress and features a bedroom for someone with a sense of fun, of daring.

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What result from the show would satisfy you?

Prove one more time that BOFFO is a germinator of great talent. I want to see everybody to succeed.


Interview: Joseph Grima at Dezeen Studio

Milan 2012: end-user collaboration and open-source production were hot topics in Milan this year. In this movie filmed at Dezeen Studio powered by Jambox at MOST, editor-in-chief of Domus magazine Joseph Grima discuses their influence on the design industry and how these themes played out in the Future in the Making exhibition that the magazine hosted in an eighteenth century Italian palazzo.

We published an abridged version of this interview in our Saturday TV show (below).

Dezeen was filming and editing all week from Dezeen Studio powered by Jambox at MOST. See all the TV shows here.

Interview: Zaha Hadid at Dezeen Studio

Milan 2012: in Milan earlier this month Zaha Hadid paid a surprise visit to Dezeen Studio at MOST to chat to us about her Secret Garden installation, some of the other projects she has in the pipeline and her impression of this year’s furniture fair.

We published an abridged version of this interview in our Thursday TV show (below).

Dezeen was filming and editing all week from Dezeen Studio powered by Jambox at MOST. See all our TV shows here.

See all our stories about Zaha Hadid here.

The Art of Cooking

Curator Hanne Mugaas dishes on the group exhibition of food-related works
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Our relationship with food knows no end, as we elevate it to divine status, play with it, turn it into nonconventional formats and even demand that it entertains us. This intimacy provides the theme behind The Art of Cooking, a group art exhibition opening 27 April 2012 at Royal T in Los Angeles that features the work of 48 artists—including Olaf Bruenning and Kenny Scharf—alongside a schedule of performances. We spoke with curator Hanne Mugaas about the concept behind the show, which runs through 1 August.

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Where did the concept for the show come from?

I guess that food is something that is very basic; it’s right in front of you several times a day. To me, the endless depictions of food and the explosion of food blogs seem to be about lifestyle. You are what you eat, right? While researching artists and artworks for the show, I realized that most artists have at least one work that has to do with food.

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Can food ever move so far in art realm that it makes us forget what it is?

I don’t think so. At least not if you spend a lot of time with the artwork. This also depends on the intention of the artist, of course. Maybe the intention was to make us forget.

Can you highlight some of the artists and pieces in the show?

One group of artists who work primarily with food is White Zinfandel, which publishes a magazine about art and food. Each issue has a specific theme: TV dinners, food fights—and they organize conceptual dinners for the launch of each one. They invite artists to explore each theme, and the result is included in the magazine. Another artist is Viktor Kopp, who paints chocolate squares; although rather than exploring chocolate, he explores the grid of painting through chocolate.

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Your family is involved in the restaurant business. Did you make a jump from this universe into art?

I didn’t really jump from food to art. My family are all working with, or did work with, food, but I was never interested in learning to cook. My dad owns restaurants, my brother is a chef, and my sister is the manager of a restaurant.

What did you learn from your personal background in restaurants and food that you brought into your work as a curator, and vice versa?

From food to art—I basically grew up in restaurants, so I learned the work ethic and the social aspect, which are both similar to the art world. From art to food—I’ve been consulting on creative aspects of my dad’s business, although he’s very creative himself so he doesn’t need much help.

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What other unique angle to food did you discover while putting together this show that you’d like to explore in another exhibit one day?

I am planning to make a cookbook including the favorite recipes of the artists in the show. I would also like to do an art show in one of my dad’s restaurants in Norway, and bring in artists like Scott and Tyson Reeder to do a series of food-related performances, or White Zinfandel to do a conceptual dinner party.

Royal T

“The Art of Cooking”

Now-1 August 2012

8910 Washington Blvd.

Culver City, CA 90232


Piero Lissoni

Our interview with the spirited Italian designer on a child-like design approach and his latest collection for Kartell

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Trained as an architect some 30 years ago, Italian-born Piero Lissoni has since mastered every design discipline from architecture and interiors to product and graphic design. Lissoni has established himself as one of most notable names is contemporary design for his clean, industrial aesthetic while collaborating with many of the world’s most notable design companies. After a productive 2011 his collection for Italian furniture maker Kartell has drawn much attention for its innovative design and production processes. While visiting Milan for Design Week we caught up with Lissoni at Salone del Mobile to learn a bit more about his broad design portfolio and take a closer look at his two new pieces in the Kartell collection.

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With a studio that works in architecture, furniture, graphic and product design, how do you manage one discipline over another?

I’m quite convinced it’s better if you start being a little bit more humanistic. I never believed in a specialized way of life. Every day you study something completely new. In an Anglo-Saxon way of life architects are architects and they design a shell. The interior’s something inside, designers design only products and somebody designs furniture and somebody designs industrial. For us it is more easy. You have to be open and able to design all facets. For me it’s impossible to think I design one building, only the external parts and somebody decides for me the technical parts inside, the decoration inside and somebody decides inside for me the spaces. That’s exactly the opposite way. If I design a table or if I design a chair, of course I’m totally convinced it’s interactive. The interactivity with the people, with the human beings, with the party, with the movement, it’s inside. And one space fits inside another space. I never accept the idea to disconnect these different qualities of work.

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Do you think this comprehensive design mentality is the reason why so many architects find success in product design?

I don’t know if this is the reason why, but to be an architect, for me the meaning is being flexible. When you design one watch, at the same time you change the scale and design a building. It doesn’t matter if the building is bigger or smaller in the end it is a pleasure to be good on a different scale. I like to work like a child. If I design one small object I am a child with a small toy. If I design a big object, again I’m the same child with one toy, a little bit bigger. I like to live inside this toy’s life.

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For your latest collection for Kartell you designed the “Zoom Table”, which is Kartell’s first ever extendable table. How did this idea come about?

I was asked to do a series, a family, and we used a special name. The nickname for the project was “Il Progetto Misteri”. During the day the table is a mystery, during the night with friends, with people it becomes a project. But the morning later, zoom, it’s again the mystery—perfect, small, pure, clean with flowers and with coffee. But again at night again it is bigger with friends, with noise, with food, with alcohol, with whatever you want. That was the exploration point. The second part was the discussion around doing something so precise with the super soft movement like a camera. When you move one macro in a camera the movement is so gentle, so soft. We tried to design a movement like this. It’s so easy to design one table, but the movement, the cinematics inside, small wheels inside, this was the goal. I told you I’m like a child.

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How did the design process of the “Audrey Chair” differ from other projects you’ve worked with Kartell on?

When we designed Audrey, we started to design five years ago. Five years ago Audrey was a piece of paper with pieces of plastic and pieces of small models, but normally I never accept to design something in a small scale. Normally when I design I do some prototypes in a 1-1 scale. But the real project was not to design another chair but to design a process. This one, it was a secret.

We talked about robotics, and they designed for us the whole process of production with robots, building this chair. After that we started to design the chair because the robots, they are so fantastic but full of limits and we have to follow the limits of the machine, follow the limits of this technology. But again I become a child in front of the robots. We started to remodel the chair, one millimeter thicker, one millimeter thinner, one corner a little bit heavier, another one a little straighter—and then the process begins to become a project.

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Although “Audrey’s” specific production process was a bit unconventional for you, is this concept of industrial over artisanal important to your design?

I like to stay in a family of industrial designers. For me design means industrial. Design without industrial isn’t impressive. Of course I like the unique pieces, I like the unique production, but I’m not good at it. I prefer to think in another way. I’m connected with the hardware, I’m connected with the factories, I’m connected with the users, with the human beings.

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What other designers or companies have you worked with in 2011?

I’m very lucky because I design for many many companies. And luckily for me some of these companies are certainly very good. I designed a new collection for Cassina, Matteograssi, Flos, Porro, Kartel, I designed a collection of kitchen for Boffi. You know what more can I ask for?

What have you been working on since finishing your collections for Salone?

Two weeks ago I was asked to start to design one project for one house. I was without anything and then I rediscovered at home one piece of lego. And I designed a house with lego bricks. And I was inspired by the small lego house for my project. My studio laughed a lot and came to me and said to sit there and don’t use the telephone until I start to design the house. But it is funny because I am the boss. I like to be like a child.


Marni Chairs and L’arte del Ritratto

Colombian wicker furniture and staff portraits
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Unveiled in a flurry of buzz at the 2012 Salone del Mobile, Marni has created a collection of 100 colorful wicker chairs made by ex-convicts in Colombia re-assimilating into social and professional life. The chairs are constructed from metal frames with multi-colored PVC threads woven around the seat backs and armrests. The style of seat is traditionally Colombian, updated with Marni‘s reinterpretation of the woven pattern to create totally new color variations in line with the Milanese fashion house. They’ve also added small tables to go alongside the chairs either indoors or out.

Along with the new line of furniture, Marni presents “L’arte del ritratto” (The Art of Portraiture), a project by photographer and filmmaker Francesco Jodice featuring portraits of the chairs with Marni employees, technicians, craftsmen and collaborators. During Salone we caught up with Carolina Castiglioni, daughter of Marni founder and designer Consuelo Castiglioni, and the house’s director of special projects, to learn more about the project.

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How long has Marni been involved with other forms of design?

This is the third year we are presenting at Salone del Mobile, but each time we have come with a totally different project. For 2012, since we are a small family company, we loved the idea of portraying people as a family in one big picture in a charity context. The day of the shooting felt like a day off: we had fun. After each shot, Francesco Jodice asked us to freeze for one minute, during which he was filming, creating a living picture, which now is projected on the façade of the store.

Are you working on design projects for the future?

Not for now, but we have recently opened a store in the Meatpacking District in New York for the Marni Edition, a slightly less expensive line. This is a new design concept for us, since everything inside of the space is mobile and transformable, and it showcases work of artists we love.

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In the coming months, the exhibition of photographs and objects will be hosted in Marni boutiques worldwide, together with new portraits of members of the Marni team from around the world. The revenues from the sale of chairs will be donated to the ICAM Institute of Milan, a project whose aim is to help children of imprisoned women to grow up in a family environment.


Lenny Kravitz for Kartell

Our interview with the rockstar designer on his debut collaboration with Philippe Stark

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Each spring Salone del Mobile arrives in Milan, bringing with it the world’s top designers, architects and design enthusiasts. Among the many highly anticipated product launches, pop ups and parties, this year saw iconic Italian furniture company Kartell formally introduce a series of pieces designed by both new and known designers, including rock star Lenny Kravitz. Although better known for his music, Kravitz can include designer on his CV, having founded his own studio, Kravitz Design Inc, in 2003. In recent years he’s been involved with multiple large-scale hotel projects, a collaboration with Swarovski and now, is collaborating with none other than famed design personality Philippe Stark on a new rendition of his Mademoiselle chair.

Kravitz touched down in Milan to celebrate the collaboration at Salone, where we caught up with him at the Kartell booth. Here we had the chance to chat about his love of design, where he finds inspiration and his experience with Kartell.

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When switching between music and design do you need a break to switch mindsets or find a workspace?

Not at all, I do a lot of design work on the road. I can’t be at my office, obviously, like one would expect. So I have to work where and when I can. So that’s on the tour bus, on the plane or hotel, backstage, and days off. The design team is just three of us, so they’ll come out on the road and whatever project we’re working on we’ll do what we have to do and then they’ll go back to the office and carry on. And then we’ll meet up again. We do a lot by computer and all. But no, no break at all. I’m always thinking about design and music.

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Do you see design an alternative way to exercise your creative mind?

I like having different mediums to express myself, I do photography, I have a design company, I make music and I’m doing films now. It all comes from the same place. The thing about design I love so much and why it’s been in my life for so long is that for me in making music—or being creative in general—the environment has so much to do with it. Ever since I was a kid I was really concerned with how my room was, even the lighting, how things were laid out. Because it made me feel a certain way, made me hear music a certain way or create music a certain way, just by that feeling. It’s all about making your environment so comfortable and inspiring and sexy, that you want to be creative.

With your design studio being based in SoHo you must spend a lot of time in New York, where do you go for design inspiration?

All over. You know I grew up between Bed-Stuy in Brooklyn and the Upper East Side. So I have a real feeling for things that are very luxurious and very upscale, I love the UES between Fifth and Madison from the upper 60s to the low 80s, I grew up loving these beautiful Beaux-Arts buildings and spending time in the Metropolitan Museum of Art. But at the same time I love Brooklyn—and I’m talking old school Bed-Stuy—and Alphabet City and Times Square, when it was Times Square. I love the whole high-low thing.

Since starting your design studio have you thought about doing collaborations?

Actually most of the stuff we’ve done hasn’t been collaborations. Like the Paramount Bay, the 47-story luxury condo we’re doing, that’s us. And we’re doing a hotel project in Toronto right now, that’s us. The only collaboration we’ve done so far is with Philippe Starck. So, not a bad place to start. I have to say that’s been very enjoyable.

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How closely did you actually work with him on the Mademoiselle chair project?

He gave me a lot of freedom. So we basically did what we did and he gave his opinions and edited. And of course the piece was already designed, the Mademoiselle chair, which is completely iconic. He’s done his job, right? So it was just about reinterpreting it. But who knows where we will go in the future. We like each other very much, we’ve known each other for a long time. He’s been very supportive. He’s one of the people who saw my work early on and encouraged me to really move forward, so that’s incredible to have someone like that in your corner. But I’d love to collaborate with more people, yeah.

Your style is definitely bold and very masculine, whereas Starck’s designs tend to be more playful and feminine, how did this play in with transforming the chair?

We made the legs, they’re not see through anymore. In fact when looking from a distance you don’t know if its wood or solid. I just wanted to give it that “thing”. Like you said, it already has its playful, you know, feminine edge. So it was just about giving it a bit of… you know, me. And I think they work very well together.

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Talk a bit about your choice of materials.

I like things that are organic and natural, I love reptile patterns and fur—we used faux fur. The nature. You know. On the other end the Bahamas chair, the one that’s a woven fabric, it’s very organic and a nice contrast to the plastic.

Another recent project you did was some custom wall papers with Flavor Paper, do you think wallpaper is under appreciated in contemporary interior design?

Yes, yes I do. When I grew up as a kid you’d go to your aunt’s house or grandmother’s house and there’d be wallpaper everywhere. I love wallpaper. It’s a really simple way to dress a place up and give it a whole new appearance by just apply paper. I use it a lot. I think that it’s getting more popular. And I think people like Flavor Paper who are young and modern are doing really interesting things with paper. It’s helping to bring it to the forefront.

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Having now worked with Starck and Kartell, if given the opportunity to work with any other designer—dead or alive—on a project who would it be?

Dead or alive? Wow. I’d probably want to go to Spain and hang out with Gaudi. Yeah, yeah. It was the first thing that I really fell in love with when I came to Europe for the first time. I fell in love with Art Nouveau. And that’s where it all really started. Although you don’t really see that in any of my stuff right now. But I was a big collector even of the French, of Majorelle furniture. But I think Gaudi would have been really interesting to hang out with, and work with.


Pelicans & Parrots

Antiques and fashion take flight in two Dalston boutiques
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London’s East End is globally renowned for playing host to some of the world’s most stylishly eclectic fashion houses, art galleries and bars. But it’s the small gems you won’t necessarily hear about—unless you’re a local—that continue to fuel this reputation. Launched in 2010, Pelicans & Parrots is one such treasure. Nestled on Stoke Newington Road, just a short way from the beautiful chaos of Ridley Road Market, it’s a visual paradise, brimming with everything from vintage designer handbags through to antique leather armchairs. CH caught up with owners Ochuko Ojiri and Juliet Da Silva for a quick chat about antiques, aesthetics and avoiding the usual retail pitfalls.

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How did the name come about?

We chose Pelicans & Parrots because we like the juxtaposition of the elegant parrot and the awkward—but beautiful—pelican.

You have such a variety of stuff spanning homewares to fashion. Where do you source your stock?

Our stock comes from all over the world. Our furniture and objects are a mixture of new and vintage and come from different antique fairs and markets across the UK and EU. Much of our newer pieces are from the US as well as other areas of Europe. All our clothes are vintage and about 80% are sourced in Italy.

Do you ever have trouble parting with great finds?

Hahaha! We often argue whether or not we want to sell an item! I’ve currently got a rather nice hunting jacket that I’m very reluctant to part with and I seem to recall Juliet carrying a pretty special YSL bag!

You bravely decided to launch a concept shop, Pelicans & Parrots Black, in the middle of a recession. Did you have anything else to fall back on if this hadn’t worked?

Being a pair of creatives in the middle of a recession we felt we had no choice but to try our own thing. We had nothing to fall back on, and bills to pay. I think we have been able to survive as we both come from a strong design and retail backgrounds. We decided early on to concentrate on creating a beautiful space filled with things that we love that also have heritage and longevity. We are constantly sourcing and putting our own twist on current trends and this is something we think sets us apart from every other store.

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What are some of the challenges to owning and running Pelicans & Parrots?

Finding the money and convincing people that—although we do love them—there’s life beyond the Pound Shops. On the flipside, it’s a great and rare privilege to have one’s taste and indulgences validated. We also get to meet some fantastic characters!

Why did you choose this area?

After living in the area for many years we could see that Dalston had a fast-growing social scene and nightlife that had migrated from Shoreditch. But, there were no shops! We took great delight in being described as “Dalston’s first proper shop”. We basically created what we ourselves needed. We want both shops to create an aspired spectacle. Whether it’s our life-sized caged flamingo in our first shop or the anthropological chic we employ in P&P Black.

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Aside from your own store, where would you recommend people go if they’re just visiting East London for a day?

I would tell them to visit Ridley Road Market in Dalston, eat at Rochelle’s Canteen in Arnold Circus E2 and shop at Afrique Fabriks on Kingsland Road, Dalston.

Pelicans & Parrots

40 Stoke Newington Rd

Dalston, London, N16 7XJ

Tel. +44 20 3215 2083

Pelicans & Parrots Black

81 Stoke Newington Road

Dalston, London, N16 8AD.

Tel. +44 20 7249 9177


The Tea Rockers Quintet

Our interview with Li Daiguo on the band’s experimental mix of tradition and ceremony

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One of the most interesting phenomena to hit Chinese avant-garde music is The Tea Rockers Quintet—a tea ceremony performed by master Lao Gu and accompanied by the all-stars of Chinese contemporary music: contemporary folk singer Xiao He, China’s top noise artist Yan Jun, academic guqin player Wu Na and the young and talented instrumentalist, Li Daiguo. Together they create a mesmerizing blend of traditional instruments, vocalisms, noise music, and harmonious movement.

We recently had the chance to talk with Li Daiguo (aka Douglas Lee)—the ensemble’s eclectic musician and gifted solo performer—just before the release of their first album “Ceremony.”

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How was the idea of the Tea Rockers Quintet born?

Yan Jun was invited to participate in a Swiss cultural/arts festival in 2010 and he put us together for two shows that went well. That was probably the catalyst for making us decide that this is a long-term project. Before that, we were all friends and had played together in various formations as duos and trios etc., but nothing regular like the Tea Rockers had become.

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You have different styles and backgrounds, how do you work together?

We all love new music, different kinds of Chinese traditional music, improvisation, nature and each other. Finding the right blend is a matter of mutual listening and enjoying each others’ sounds. Musicians are often regularly getting new ideas or developing new skills and techniques, so it’s really important to improvise together to listen to who a person is and what they are saying at that moment and not be stuck in some image you have of their identity or who they should be based on your past experiences with them.

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You started playing piano and violin when you were five years old. Where does your passion for music come from?

I trained in different kinds of classical music for years before I realized it was a form of expression that really works for me. It has become an important practice for me, and one of the guiding things in my life because it is such an integral part of how I keep learning more about my body and consciousness and other important things.

In your work you’ve been exploring several music traditions from all over the world—what contributed the most to shape your own style?

Western classical music and the classical musics of the erhu and pipa were huge influences early on in terms of technique. Later I studied bluegrass, played a lot of heavy metal, and was getting into different kinds of new music. Aesthetically I am really touched by so many different sounds, but I would say in recent years I have been influenced most by Shona music of Zimbabwe and different music from Mali. Of course I am still practicing 5-8 hours a day, so my ideas and techniques are still developing.

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You grew up in Oklahoma and you studied in San Diego, why did you decide to leave the U.S. and come back to China?

Since I was young and was interested in erhu and other things about Chinese tradition, I was attracted to the idea of coming to China to live. My father is a pretty spiritual person and is really interested in Daoism and Buddhism, and that had some influence on me for sure. By the time I moved to Sichuan in 2004 I was already very interested in different kinds of spiritual practices, so one of the things in my mind in coming was to get closer to some of those traditions. When I arrived and stayed for a year there were so many doors opened and so many possible roads to go down I just decided to stay and eventually built my life here.

Released on 4 April 2012, The Tea Rockers Quintet’s debut album “Ceremony” is now available through Amazon and iTunes.


Al Dente

Founder Patrizio Miceli on the recipe to his Parisian agency’s success

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If “al dente” is synonymous with perfectly cooked Italian pasta, then Patrizio Miceli has chosen the right name for the communications agency he launched in 2004. Al dente has built some of the most creatively compelling advertising campaigns of recent, for luxury brands like Dior, Juliette Has a Gun, Thierry Mugler, Costume National and Hudson Jeans.

Part hedonist, part refined connoisseur, Miceli is known as a true Italian who cooks pasta for prestigious clients and throws lavish parties like the recent 500-guest carnival for Colette. Curious about the secrets behind the success of his Parisian agency, we sat down with Miceli to learn more.

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Your campaigns are all so visually gripping. Yet the website has no interactivity, no links, just plain text&#8212is that part of the Al Dente mystique?

A website is not where things happen! We don’t believe that institutional, dedicated main websites are the places to be anymore. We advise our clients not to focus on this. The proper places to be for advertising is to fish were the fish are: on the Web, on Facebook, on blogs, on YouTube. You must use networks and let the messages circulate. An institutional website must be the relay station of the expression of a brand through a wide range of various media. The whole has to be inter-connected.

As for our website, we are at the service of our clients, and as such, we have to be able to understand and promote their identity, and therefore our own identity must be sober and transparent. Our motto is: be on time at the right place with the right message to the right target. This know-how is our signature. Another way to communicate about ourselves is to organize pasta parties. We are thinking of making a special sauce from the house!

We can also show what we are capable of, such as what we did in 2009, when the economic crisis hit all of us in the field of advertising and communication. We launched a call for a motto making fun of the crisis. The authors of the best motto earned €100 rewards and we printed them on T-shirts. This campaign “Aldentelacrise” was met with great success. We sold about 20,000 pieces within six months at places like Colette in Paris.

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Tell us more about the agency, the team and methods.

We work on positioning, branding and innovative campaigns. We provide global campaigns for our clients by telling stories through various media, written or digital, and by taking advantage of the wide range of technologies we now have at hand. We try to reset long-established brands in their tendencies. Our goal is to catch currents and trends. We provide a monthly report on digital and social trends to our clients, but this comes along with a deep comprehension of the identity of the brands we are in charge of. We spend a long time researching the history of the brands.

A good illustration of our creative process and methods is the pinball we invented for Dior‘s “Mise en Dior” necklace. The brief was to conceive a campaign illustrating the spirit of Dior’s jewelry through this particular semi-precious necklace. We were trying hard to find the twist that would make it. Someone in the agency was singing this song “Comme une boule de flipper” (like a bullet in a pinball). That was it! Then we embedded and quoted all the codes of Dior, like the medallion chair which is the starting point of the game. The music, a re-mix of classical Mozart, is part of the color of the atmosphere we have tried to put in it. It was so unusual and audacious, when you think of it, for a brand like Dior to campaign under the song of a pinball! At the end, it got the highest congratulations from top executives and Bernard Arnault himself, and we’ve counted more than 110,000 views on YouTube since it launched on the site in October 2011.

The Dior pinball, Thierry Mugler’s “Dream Machine”, among others—these campaigns consist of interactive games. Is participation the key to identification with a brand or a product? What does the playful dimension add to this involvement?

This is part of our crowd-sourcing strategy. We believe that one of the best mediums to carry and diffuse information is people. It is much more efficient than anything else. Mainly because you trust the opinion of your friends and network more than any journalist’s or expert’s advice not to mention ads and brands themselves! Besides, this buzz has the advantage of being much more cost effective than traditional advertising.

So the main challenge for us is to conceive appealing campaigns able to catch the attention and interest of opinion leaders, with respect to the brand identity. We believe that playing is one of the best ways to participate and feel involved, because the pleasure is in the game.

Are there technical challenges involved with that level of interactivity?

For the “Dream Machine” we created for Thierry Mugler’s Angel fragrance, we imagined the first multi-media application available on Facebook, iPhone and iPad. To create this app, allowing visitors to compose their own dream with sound and images out of the selection of five keywords, we had to go through an impressive process. We first conducted a poll among 50 people to analyze the words they would use to describe their dreams. Then we had to translate these words into images and create an algorithm able to deal with the five selected words and produce a film (the dream of each visitor) by digging through 250 video sequences and assembling the selection. More than 50 million combinations were possible. The voice was added through text-to-speech technology that allowed us to offer a personalized message along with the dream to every user. Launched in September 2011, the campaign drew more than 100,000 users.

Is that what you call “chic buzz”? What is the connection with luxury? And what is the role of art in your creations?

To be efficient, the buzz has to start like a whispered secret. The more the message seems to be out of reach, hard to get, rare, the more precious it is. The buzz also must reach the right people, hit the right network.

Being chic is telling a story as disconnected as possible from the product you’re trying to promote and sell. In order to create a “chic buzz” we often resort to art, which enables us to be really subversive, off-beat and unconventional with elegance and style.

For example, the campaign we made in September 2011 for the new Costume National fragrance “Pop Collection” pays tribute to Andy Warhol’s famous screen tests with ten contemporary artists and personalities that we shot with a Super-8 camera. The quotation is obvious, allowing us to introduce self-derision and humor, but the result remains very stylish.

But I think the most cutting-edge campaign we have ever made is for CNC SS 2012 campaign. It is called “Disrupted Generation” and uses cuts from Tumblr, data-bending, recycled pictures and distortions.

What’s next for Al Dente?

Aside from the campaigns for new fragrances by Chloé Parfums and Nina Ricci, we’re preparing the next campaign for Hudson jeans starring Georgia Jagger. We also keep going on with CNC. For their new campaign we will play on the self-portrait, with people invited to make their own from their cell phones. And…we are to open a branch in New York!