THE STORY BEHIND THE ART

Attic Sound & Music pop up card project

When my friends, Anna and Joss, director of Attic Sound & Music asked me to produce their upcoming promotional material for their advertising agencies marketing, I sat down and wrote a list of things I wish I’d received when I was a art director, responsible for sourcing new talents. I knew straight away that I did not want to produce something the advertising directors receive daily, such as trend conscious, heavily CAD designed, machine printed cards. I wanted produce something that are beautifully boxed, precious, one off kind that feels nice in hand - special gift to the advertising agency directors. I wanted them to get excited about opening the gift as much as we used to as a child, unwrapping presents from loved ones on Christmas day. The list was something like this… handmade, tactile, unique, one in kind, ethically produced, fine craftmanship and somehow translate the taste of Anna’s native country, Sweden’s outstanding beauty.

That list became the sketches, the sketches became prototypes that are handmade from tactile textile, small bells that made pretty tweeting sound of birds, and luxurious satin ribbon and wool felt. The materials used for making the prototypes has been lying in my vintage fabric box for ages, I remembered that I had often told myself to make something wonderful from the pile, to make a good use of the seemingly useless pile of old cut offs. And after several meetings, drinking coffee brainstorming in cafes all over Brighton, almost a few months after we first met up in Blind Tiger Club on a cold rainy winter day, I come up with the pop up card. I hope Anna and Joss’s marketing campaign is going to be successful.

Carefully hand cut paper in Swedish winter theme.

The process of making the velvety corduroy cover.

Digitally embroidered “Attic” logo and meticulously hand sewn tiny bells on the ribbon that makes pretty tweeting sound as you undo the ribbon around the pop up card.

Original Article