Berlin Packaging's Studio One Eleven Participates in Avant Garde Art Show
Designed Spray Can Concepts for ‘Paint the Future’ Graffiti Art Exhibit in Los Angeles
Studio One Eleven, the design division of Berlin Packaging, announced today that it was selected to contribute spray can concepts for the CANceptual v.4 graffiti art exhibit running through October 2 at Crewest Gallery in Los Angeles. Studio One Eleven collaborated with prominent graffiti artist Man One to explore new packaging approaches that will increase spray can comfort and nozzle control, enabling street artists to advance their craft as well as expand their creative palette for brand communications.
'Paint the Future,' the Studio One Eleven portion of the exhibit, consists of multiple spray can concepts that address two key questions:
- What would spray paint media look like if graffiti artists designed their own cans?
- What would paint manufacturers create if they consulted with professional graffiti artists as Nike does with Michael Jordan for basketball shoes?
Studio One Eleven’s design solution include new forms, interchangeable nozzles, and features to reduce hand fatigue as well as to allow artists to control factors such as paint flow speed, width and pattern. Other Studio One Eleven entries offer whimsical can form factors that showcase the creativity that has garnered multiple awards for the Berlin Packaging design studio.
The CANceptual v.4 exhibit also spotlights nearly 70 urban artists who have created contemporary works of art using a spray can as their canvas. Now in its fourth year, the show was inspired by Man One’s work in designing graffiti art for brands and marketing communication agencies targeting youth-oriented markets. Man One Design’s client roster ranges from Adidas, CarMax and Coke to Disney, EA Sports, MTV, Smirnoff, Timberland and many others.
“One of our strengths lies in understanding and implementing experiential design – that is, how people actually use and interact with a package. Man One Design asked us to apply that expertise to provide a vision for paint delivery systems that suit the needs of street artists,” said Scott Jost, Berlin Packaging Vice President of Innovation and Design. “These ideas open a dialogue that can help pave the way for equipping graffiti artists with better tools.”
“Street art is becoming an increasingly popular vehicle for brands to connect with younger consumers, but artists are limited by the capabilities of the conventional spray can. We asked Studio One Eleven to take an exploratory journey with us to think differently about the spray can and suggest ways to improve can performance,” said Scott Power, Managing Principal, Man One Design. “Our goal with the ‘Paint the Future’ showcase is to inspire and facilitate packaging innovation by asking a professional artist and heavy utilizer of spray paint like Man One what he wants and needs from a spray can to create his artwork. This is a path to discover new and meaningful value that translates into strategic opportunities for paint manufacturers.”