Original Modern - four23

2004年に設立されロンドン:マンチャスターを拠点を置くクリエイティブエージェンシー[four23]からコンセプトブック[Original Modern]を戴きました。

このコンセプトブックのテーマはタイトルである[Original Modern]。ロンドンならではの近代産業・都市といったクライテリア(基準)からの発信を紐解く内容になっている。19世紀に遡り、何故マンチェスターという都市に於いて、Modern Cityという観点や都市開発・産業が生まれたかや、その経緯を掘り下げると同時に、そのエッセンスを美しいビジュアライズで表現している。ちなみにアートディレクションはPeter Savilleが担当。


彼らがクリエーションする上で大切にしているクライテリア(基準)は6つあり、すべての制作の際に、このクライテリア(基準)を考察、エッセンスとして加えている。

1. MAKE A CONTRIBUTION TO THE CITY (都市へのコントリビューション)
2. INTRODUCE A NEW IDEA (新しいアイデアの導入) 
3. BE PROGRESSIVE (漸進であれ)
4. CHALLENGE CONVENTION (因習・慣習に挑戦する)
5. THINK GLOBAL (グローバルに物事を考える)
6. BE AMBITIOUS (大志を抱け)
=ORIGINAL MODERN


実際の案件においても上記の各項目をチェックし、それぞれのコンテクストを洗い出し、アウトプットする彼らのコンセプチュアルな考えは、非常に共感出来ます。
素晴らしい哲学が詰まったコンセプトブック[Original Modern]、機会があればぜひチェックして欲しいと思います。

 
Official: www.four23.net






Original Modern

four23 collaborates with Peter Saville to develop Original Modern vision
 
Creative studio, four23 have worked in collaboration with graphic design icon Peter Saville to develop the concept of Manchester, UK as the 'Original Modern' city.
 
Saville, the Creative Director of Manchester, UK, created the Original Modern vision in 2004 initially as an historical truth - Manchester was the world's first industrial city, home to the earliest computer and to the splitting of the atom. From author Anthony Burgess to the hugely influential Factory Records and Hacienda, Original Modern is what Manchester repeatedly gives to the world.
 
four23 were commissioned to work with Saville to communicate Original Modern as not only a historical truth but also a realisable aspiration for the city.
 
To help communicate the concept, four23 proposed a series of six criteria - make a contribution to the city, introduce a new idea, be progressive, challenge convention, think global, be ambitious - that define what Original Modern is, giving a clear and applicable explanation of the Original Modern ideal.
                                                    
four23 contextualised the criteria by selecting eighteen Original Modern exemplars, all working in Manchester, UK today. They range from individuals to international organisations, working in fields as varied as scientific research to groundbreaking artistic programming.
 
The creative studio went on to design a limited edition book that illustrates Original Modern using the criteria and exemplars. The book was co-authored by four23's Creative Director and Co-founder, Warren Bramley, with contributions from former Observer Editor-in-chief, Will Hutton and historian and critic, Tristram Hunt.
 
four23 mapped the flow of the Original Modern exemplars through the relevant criteria, explaining how each was met. The mapping of the exemplars, every one allocated their own bright, coloured arc, creates a series of eighteen unique images.
 
Printed as A4, a simple matt stock was used for the intro and outro pages, in contrast to the main body of the book, where the exemplars are laid on a high gloss metallic silver print.
 
In view of producing a tactile cover for Original Modern, four23 chose a bright white Plike cover, highlighted with spot UV and the title shining in silver block foil. Spot UV is also used to add texture and shine to each exemplar page.
 
Warren Bramley, Creative Director of four23 said: "The book is a culmination of lots of thought, many, many discussions and a great collaboration with some talented people. We hope that Original Modern will become an important publication."
 
The book is the first in a series of communications by the studio that will help ingrain Original Modern into the workings of Manchester.
 
 
About four23  
 
four23 is a multi disciplinary creative studio established in February 2004 by individuals with backgrounds in music, graphic design, digital media and fine art. We have boutique studios in Piccadilly, Manchester and Islington, London.
 
The very soul of four23 is our ability to encompass the mixture of backgrounds, experiences and skills within our studio to establish a collective fusing of ideas, images, concepts and thoughts. We strive to develop a culture of open interchange that ensures conceptual and creative thinking unique to four23.
 
We deliver marketing, communication and branding projects. We create visual identity, advertising campaigns, short films, copy, digital campaigns, interior design, print design, motion graphics, master plans and events.
 
We have a comprehensive international network of like-minded partners to ensure we are flexible on all projects and that our clients benefit from the full weight of four23's experiences and resources. Our collaborators have included artists, authors, architects, illustrators, filmmakers, poets, animators, social networkers, ballerinas, engineers, product designers and global corporations.
 
Clients include: adidas Originals, Virgin, Samsung, Reebok, bfi, Channel 4, UK Film Council, 4NW, Chetham's School of Music, Medici Quartet and Aedas.

 
Official: www.four23.net