klein aber fein
an identity project designed in Berlin,
presented in Los Angeles.
Prompted to Reinvent the California Dream through creative asylum in Berlin, designer Alicia Zheng and I asked ourselves - “How may we use a unique perspective from Berlin to reimagine the California Dream?” California’s endlessly competitive culture fails to acknowledge the virtue of simplicity. We created an installation to encourage people to discover and to admire seemingly minuscule, hidden, mundane moments that we find key to inspire change.
In Berlin, small spaces are good spaces.
Berlin's unapologetic, youthful shadow transports us to our past, filled with simple and endless possibilities. Through discovering the concealed, we are inspired to dream once more. Inspired by Berlin, we aim to remind viewers that dreams start small. To re-imagine the California Dream, we must re-learn the act of dreaming itself. Peek through windows to discover a change in scale and perspective. See small to dream BIG.
visual identity development
Berlin taught us to
Small being - our everyday experiences, a park hidden between two buildings or a playground amidst a train yard. The more we looked looked the more the city showed us these small instances that were breaks from everyday life. Opportunities to unlatch and exhale.
We developed KAF as a response to our experience. The ethos behind KAF is to take a moment - to notice - take a step back. It's a brand centralized around the fact that dreams do start small.
We set out to develop an installation to invigorate the fact that dreams start small... to remind ourselves that small ideas inspire big dreams.
The key to our installation is connecting people to see small. Coercing discovery in a playful way to bringing us back to our youth.
Our installation is series of concrete cubes inspired by the roughness and unconventional nature of Berlin. Each block encases dioramas showcasing instances often overlooked. The dioramas are viewed through cracks in the concrete or obscure portals - paired with a switch turning on each display.
Pushing the scale of our installation was imperative to put our audience in a playful mindset - the root of the idea was enlarged children's blocks. Our viewing ports were all different from one and other to remove any expectedness and consistency to further promote curiosity.