IIDA Perspective - Spring/Summer 2015 - 43

4

3

5

3-5

Employees from
Silverman Trykowski
Associates pull color
palettes inspired
by photos, prompting
new ways to think
about color and
the design process.
Photo:
Silverman Trykowski
Associates

and life ideology. Atwood takes his staff on weekly
"Fun Friday" excursions in the Big Apple: previous
trips have included The Met, Brooklyn's cherry
blossom festival, and a stop in Coney Island for hot
dogs. At his offices, there are daily prosecco toasts
to celebrate accomplishments-and failures-
of every scale, impromptu dance parties, and
regular improv comedy exercises. It's all intended
to eliminate pernicious rumination and bad vibes
that might stifle curiosity and innovation. "You
have to react without thinking in improv," Atwood
explains. "That's what designers need to do too."
But it's far from all dancing and games: Atwood
also brings a diverse range of experts to his office
for ideating sessions. Guests have included include
poets, physicists, mathematicians, metallurgists,
and even NASA materials scientists. "When NASA
didn't return my calls about foam metals, I brought
NASA to me," he says.
From a practical, and tactile perspective, he
encourages his staff to immerse themselves in the
experience of materials, and make connections to
things that may not be obviously apparent. "We
might take a week where everyone has to live with

some sort of existing product," he says. "We'll cut
it up and remake it in ways that would have helped
us while we lived with it, just to see what the
results would be like." Atwood also creates fullscale mockups of clients' projects in his office to
test design details, like how a wallpaper works
with a certain light bulb. "We want to get the
failures out of the way so we can get onto the
perfect stuff," Atwood says. Not only does it save
money-it's much more cost effective to perfect
a design before you're paying rent on the space-
but it also welcomes clients into the studio. There,
Atwood encourages them to touch, squeeze, and
even kick a design and witness how it responds.
This active tinkering bears fruit when the
firm employs interesting materials for unusual
purposes. When Atwood's firm was tapped to
design the offices of denim company Paper Denim
& Cloth, he aimed to capture the brand's faded
white, minimal aesthetic with a gradient of decay.
Only by testing designs the office multiple times
was his firm able to arrive at the right mix of
textures, including one wall made of decaying
plaster reminiscent of an Italian villa and another
using the same mesh-like metal that's on the
PERSPECTIVE

43



Table of Contents for the Digital Edition of IIDA Perspective - Spring/Summer 2015

IIDA Perspective - Spring/Summer 201
Contents
From IIDA
Behind the Issue
Contributors
IIDA Roundtable
Designer Dialogue
Design Decoded
For Love of The Game
Designers Off Duty
Point / Counterpoint
Inspiration
Colophon
Design Buzz
IIDA Perspective - Spring/Summer 2015 - IIDA Perspective - Spring/Summer 201
IIDA Perspective - Spring/Summer 2015 - Cover2
IIDA Perspective - Spring/Summer 2015 - 1
IIDA Perspective - Spring/Summer 2015 - Contents
IIDA Perspective - Spring/Summer 2015 - 3
IIDA Perspective - Spring/Summer 2015 - 4
IIDA Perspective - Spring/Summer 2015 - From IIDA
IIDA Perspective - Spring/Summer 2015 - Behind the Issue
IIDA Perspective - Spring/Summer 2015 - 7
IIDA Perspective - Spring/Summer 2015 - Contributors
IIDA Perspective - Spring/Summer 2015 - 9
IIDA Perspective - Spring/Summer 2015 - IIDA Roundtable
IIDA Perspective - Spring/Summer 2015 - 11
IIDA Perspective - Spring/Summer 2015 - 12
IIDA Perspective - Spring/Summer 2015 - 13
IIDA Perspective - Spring/Summer 2015 - 14
IIDA Perspective - Spring/Summer 2015 - 15
IIDA Perspective - Spring/Summer 2015 - Designer Dialogue
IIDA Perspective - Spring/Summer 2015 - 17
IIDA Perspective - Spring/Summer 2015 - 18
IIDA Perspective - Spring/Summer 2015 - 19
IIDA Perspective - Spring/Summer 2015 - 20
IIDA Perspective - Spring/Summer 2015 - 21
IIDA Perspective - Spring/Summer 2015 - Design Decoded
IIDA Perspective - Spring/Summer 2015 - 23
IIDA Perspective - Spring/Summer 2015 - 24
IIDA Perspective - Spring/Summer 2015 - 25
IIDA Perspective - Spring/Summer 2015 - 26
IIDA Perspective - Spring/Summer 2015 - 27
IIDA Perspective - Spring/Summer 2015 - 28
IIDA Perspective - Spring/Summer 2015 - 29
IIDA Perspective - Spring/Summer 2015 - For Love of The Game
IIDA Perspective - Spring/Summer 2015 - 31
IIDA Perspective - Spring/Summer 2015 - 32
IIDA Perspective - Spring/Summer 2015 - 33
IIDA Perspective - Spring/Summer 2015 - 34
IIDA Perspective - Spring/Summer 2015 - 35
IIDA Perspective - Spring/Summer 2015 - 36
IIDA Perspective - Spring/Summer 2015 - 37
IIDA Perspective - Spring/Summer 2015 - 38
IIDA Perspective - Spring/Summer 2015 - 39
IIDA Perspective - Spring/Summer 2015 - Designers Off Duty
IIDA Perspective - Spring/Summer 2015 - 41
IIDA Perspective - Spring/Summer 2015 - 42
IIDA Perspective - Spring/Summer 2015 - 43
IIDA Perspective - Spring/Summer 2015 - 44
IIDA Perspective - Spring/Summer 2015 - 45
IIDA Perspective - Spring/Summer 2015 - 46
IIDA Perspective - Spring/Summer 2015 - 47
IIDA Perspective - Spring/Summer 2015 - Point / Counterpoint
IIDA Perspective - Spring/Summer 2015 - 49
IIDA Perspective - Spring/Summer 2015 - 50
IIDA Perspective - Spring/Summer 2015 - 51
IIDA Perspective - Spring/Summer 2015 - Inspiration
IIDA Perspective - Spring/Summer 2015 - 53
IIDA Perspective - Spring/Summer 2015 - 54
IIDA Perspective - Spring/Summer 2015 - Colophon
IIDA Perspective - Spring/Summer 2015 - Design Buzz
IIDA Perspective - Spring/Summer 2015 - Cover3
IIDA Perspective - Spring/Summer 2015 - Cover4
https://www.nxtbook.com/nxtbooks/nielsen/perspective_2019fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2016fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2014fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2013fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2012fallwinter
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https://www.nxtbook.com/nxtbooks/nielsen/perspective_2011fallwinter
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