After 20 years of client-driven work, what felt missing when you sat down in your own studio and said: “This time I’m doing it for me”?
When I work for clients, it always starts with a briefing. I have become an expert in reading the clients’ mind in what he/she is looking for. This turned me into a kind of chameleon where I can adapt to any kind of style, direction and context.
This made me wonder: what would I do if there was no briefing? How would I handle things when I was my own client? What if there was no briefing and I had to design something that charmed/surprised/attracted me?
This turned out to be very hard after all those years but this was also the main reason for starting ÆTHER/MASS, as a quest to reclaim my personal voice in design.