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KLEIN ABER FEIN

SPATIAL INSTALATION.

DEVELOPED IN BERLIN - DISPLAYED IN LOS ANGELES.

klein aber fein

an installation and identity project designed in Berlin, Germany and presented in Pasadena, California. 

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Prompted to Reinvent the California Dream through creative asylum in Berlin, team member t and I asked ourselves, “How can 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.

Small But Fine.

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.

 

identity

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SMALL BUT GOOD
BEAUTIFUL
MIGHTY
GREAT

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building

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California is a state of boosterism. Where by and large part everything is a big deal or exists only in the peripheral. A state synonymous with expectation and a make it or break it mentality. 

From the gold rush, oilmen, post war industry, technology, and being the 7th largest economy on the planet - California has always been in the swing of things. People come here to strike it rich or burn out (albeit better than fading away). 

But, along that path we face there's unseen and missed opportunity. 

A city that's always stood for something. Berlin was a landscape well suited to provide alternative perspective to our home in California. Berlin taught us many lessons throughout our stay - the most repetitive was the city's voice sharing it's small and unseen instances. 

BERLIN TAUGHT US TO SEE SMALL & EMBRACE THE UNCONVENTIONAL. 

Small being - our everday 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 button turning on each display. 

 

coercing discovery

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. 

 

studio notes

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Klein Aber Fein / Brand & Spatial Installation

Timeframe: 3 Month / summer 17
Type: Abroad w/ ArtCenter College of Design Graduate Graphic Design
Created in partnership with designer / illustrator Alicia Zheng
Oversight: Nik Hafermaas / Ming TAI / CHRIS HACKERROBERT EYSOLDT / DR. DIRK MARIO