Monday, November 1, 2010

social object

Currently my screen printer is working her way through printing a collaboration project. It's an exciting time for me and my fellow designer (who for now shall remain Miss x). I was thinking about the product that we are creating and how it will most certainly become a Social Object in the hands of buyers. (Trust me it looks nothing like the bovines above)

The difference in our approach is that we do not look at our created product as a commercial number, but see it as being both a story as well as an art piece. So even when saying that; why would what we make be ANY different from the gazillion other creations "out there"? Well we'd like our oddball pieces to go viral, to multiply like the Gremlins. As Henrik Werdelin puts it: 

"Virality is all about making your users look awesome in front of their friends". 

So in a nutshell: we make you look good by making you look "different and interesting".

How right Henrik is. We do not see our "work" as just another Art gig, nor as a practical item, it's is actually meant to be a funny focal point in the home, a Social Object. This is where it gets more fascinating.

Hugh Macleod, winemaker and pofessional cartoonist and artist:
"The Social Object, in a nutshell . . . . Human beings are social animals. We like to socialize. But if [we] think about it, there needs to be a reason for it to happen in the first place. That reason, that "node" in the social network, is what we call the Social Object." (via

In essence we have decided to turn what normally would be considered an Art work on its head an integrate it quite literally in the space where the buyer lives. So even-though we didn't create our work to be just practical pieces, not specifically to generate conversation, they most certainly will create a lot of talk, without a doubt.

What we are currently working on is this: (Henrik again:) 
"A good exercise is to spend some proper time making a good story about your business/endeavor and try it on a few people. Then wait a few days and ask them to explain to you what your business is doing--and see if you like what you hear. If the story is good, it should become a social object. From there it can be shared easily with everyone from new customers and investors to your mum. Happy storytelling."

And by golly it's a lot of fun!

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