Norman-Hulzink

IFF INTERNATIONAL FLAVORS & FRAGRANCES
Exhibition – concept & design

IFF is a leading global creator of flavours and fragrances used in a wide variety of consumer products. Since the 19th century, IFF and its predecessor companies have worked closely with the world’s foremost brands in developing the scents and tastes for products that have become household names.

We were asked to research, design and produce a permanent exhibition of the company’s history for the entrance hall of the EAME Creative Centre in Hilversum, The Netherlands.

The exhibition is a showcase to clients and visitors. By sharing it’s heritage and Dutch origin, IFF would like to inspire her employees to take pride in being part of the organization.

Our concept uses innovation as the common theme throughout. The timeline highlights ground-breaking product inventions and technologies, influential events and visionary pioneers.

• www.iff.com
• Digital development: www.random.nu
• Construction: www.brandwachtenmeijer.nl
• Copywriting: www.georginaianson.com

IFF INTERNATIONAL FLAVORS & FRAGRANCES
Exhibition – concept & design

The installation comprises four large wall-mounted panels with embedded, interactive tablets displaying an extended digital timeline. The screens allow the viewer to dig deeper and reveal the people, stories, challenges and innovations. Accompanying the wall exhibition is a printed brochure sharing a concise version of the timeline.

The design concept is inspired by the hexagonal structure of chemical compounds. These are the basic building blocks which IFF use to create both flavours and fragrance. The hexagon became the fundamental grid to construct the timeline – from the custom made numerical typeface to the shape of frames and thematic icons. These hexagonal connections link the key facts and highlight the company’s pioneers.

The colour spectrum is a common language used in IFF to describe both flavours and fragrances. Inspired by this, we have used the colour spectrum to navigate from one decade to the next along the wall integrating the lighting and the tablets.

We carefully selected more than 1000 images from the recent and historical archive and centralized this in the design. The photographs communicate the rich heritage and reflect the familiar activities of each decade.

The exhibition interprets the extensive history of IFF, encouraging interaction making it both accessible and alive for the visitor.

IFF INTERNATIONAL FLAVORS & FRAGRANCES
Exhibition – Content research & development

With this project in particular we developed the content from initial research through to storytelling:
– Hosting and facilitation of collaborative client workshops to align and define objectives, planning and content themes,
– Research visits and interviews to discover the archive and capture personal anecdotes,
– Collation and synthesis of content and editorial copywriting,
– Sourcing of production partners and management of production and installation process.

• www.iff.com

VAN CARTER STUDIO
Identity

Van Carter Studio is an international interior design studio specialising in creating exceptional spaces for the commercial market. We took their preexisting logo, redrew the three customised letterforms and tweaked the details, we then developed a unique grid and layout system derived from this new logo to base the rest of the identity on.

PEEP SHOW 2 – GALLERY
Exhibition

The Peep Show's are a series of temporary moments for selected artists to expose their work curated by Norman-Hulzink. This time it was ‘Hyperlinks and the subject of landscape’ by Georgina I’Anson.

“There are two ideas discussed in the space, ideas that Georgina believes will be part of our future. Spaces will be empty, there will be no tension between surfaces, objects and tools will only exist in the moment you have need of them. With an infinite reflection on nature those objects will grow one from another.”

Also we got together with our lovely new neighbours for Peep Show Warm Up at Koko Coffee & Design on Oudezijds Achterburgwal 145. Showing a selection of seen and unseen work from our previous Peep Show artists Rop van Mierlo, Denise Nestor and Frank Rettenbacher.

• www.georginaianson.com
• www.ilovekoko.com
• www.ropvanmierlo.nl
• www.denisenestorillustration.com
• www.frankrettenbacher.com
• Find Peep Show on Facebook

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With special thanks to Koko Coffee & Design

GOTTMER PUBLISHERS
NUL IS EEN RAAR GETAL – HENRIETTE BOERENDANS
Book design and layout

Children's counting book written and illustrated by Henriette Boerendans. In ‘Nul is een raar getal’ children learn to count by learning how many babies animals have. With colourful hand crafted wood cuts of the mother animals and their young.

• www.gottmer.nl/kinderboeken/nul-is-een-raar-getal.html
• www.boerendans.com

LEFROY BROOKS – MAKERS MARK
Concept proposal

Lefroy Brooks is an established British luxury brand known for authentic and original plumbing and bathroom fixtures. They invited us to design a makers mark that could be applied to their products in a discreet way as a guarantee of utmost quality and authenticity.

The mark must be unique, distinctive, and elegant, infusing functionality with sophistication in a simple way. With production requirements of working both positive and negative, it can be engraved or cast in materials from antique gold to stainless steel and marble and work at minimum size of a €0.20 coin.

We proposed four options, all derived from the already recognised logo. A simplified adaptation of the book, the book with integrated suggestion of pages and wings, the initials floating on water and the paw of the lion, symbolising the hand of the maker.

TRANSNATURAL FESTIVAL 2012 – LUCY MCRAE
Campaign video (illustrations and design support)

Lucy McRae asked us to collaborate with her on a short video campaign, commissioned by Transnatural Festival at NEMO in Amsterdam. The idea was to build an imperfect machine, referencing the theme ‘State of Autonomy’, exploring whether more balance can exist between man made technology and nature. Moving mirrors are used to output infinite imagery, creating a self generating system which the viewer peers into. The illustrations were the blueprints and instructions onto which the machine parts were built.

• www.transnatural.nl
• www.lucymcrae.net

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Sound Design: Nightpanther

PEEP SHOW – GALLERY
Exhibition

Peep Show was a temporary private exhibition of drawings and ink at the studio of NORMAN-HULZINK on de Wallen in the heart of Amsterdam. The gallery was an informal occasion for the artists to expose their work and an opportunity for us to celebrate our studio launch.

• www.ropvanmierlo.nl
• www.denisenestorillustration.com
• www.frankrettenbacher.com
• Jasmijn Visser
• Find Peep Show on Facebook

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With special thanks to Vedett
Photos Lisa Horvatits

LUCY MCRAE — ARTIST
Brand consulting, logo, identity, stationery & website

Lucy McRae is an Australian artist who’s work extends to the worlds of fashion, technology and the body. Lucy’s work is confronting, experimental and at times grotesque. This is in contrast to her sophisticated and professional output ranging from costumes, photography and video.

To us Lucy’s work has something of an atmosphere between a freak show and Chanel. With hints of this playful yet elegant world, the identity supports this. The logo was deconstructed and reconstructed using the typeface Didot as the base. The rest of the typography is used in a sophisticated and playful manner. The paper sizes used refer to older more elegant formats of the past inspired by great grandmothers writing set and an old prescriptions wallet found in an eclectic little shop in Paris.

MR EGGS CASINO VENICE BIENNALE 2009
Concept, research, storytelling, event, design, production invite, set of notices, paper dresses, storybook

Peering into the gardens tucked away behind the alleyways and streets of Venice, we discovered many stories and tales. In a garden close to the entrance of the Biennale, we initiated and produced an event to create a moment to pass them on.

When flying over Venice, the city seems to be filled with many green areas but while on foot these places seem to vanish. We wanted to see where they had gone.

By ringing doorbells and talking to locals we were eventually lead into the gardens. We met various characters along the way including nuns, a cat, a squid with ladies eyes, some skeleton waiters in a haunted garden, secret meetings of lovers, poets, writers, artists, an Armenian priest and a local historian. Inspired by their stories, we became curious to uncover another layer of the hidden history of Venice.

These stories have become faded and obscured from public attention just as the walled gardens were hidden from view. By sharing them we want to trigger the imagination and inspire others to discover their own.

Our soiree began with five blank paper dresses dining in the garden, whispering the stories of the past. These dresses were blank canvases that encouraged guests to take part in a new tale.

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Co-created with Sara Tirelli & Georgina I’Anson

HELENA RUBINSTEIN L’ÓREAL SHANGHAI
Monthly campaign: magazine, special gifts on special days, product launch event, gift packaging & city trip

We worked with Helena Rubinstein cosmetics to create awareness and position the brand which was new to the Chinese market. We proposed a monthly campaign to approach respected journalists from the top Chinese glossy magazines to write about and influence the target audience.

Through research we discovered that the Chinese female market had a link to both the attitude and values of the founder Helena Rubinstein. These women are career driven with a spending power for luxuries.

Helena Rubinstein was herself a pioneering business woman, a self made millionairess, she established her self as one of the worlds richest women with an international enterprise. She was also quite a character with her bold statements “There are no ugly women, only lazy ones” and lifestyle; throwing lavish parties, her vast collection of jewellery and visionary view on art where she commissioned the likes of Salavador Dali to design the interior of her New York penthouse as well as perfume bottles and some countless portraits.

We introduced the brand through her character and heritage. Each part of the campaign encapsulated her character, through story telling, choice of content and atmosphere.

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We worked together on this as part of a team, while previously both employed with Mattmo. Links to images on Mattmo’s own site (due to copyright reasons):
• Link to project images
• Link to project information
• Link to project video

CARNEVALE STUDIO – PRODUCT DESIGNER
Identity design & brand consulting

In preparation for her upcoming debut at the Salone del Mobile Milan, American designer Jessica Carnevale approached us to create an identity both for herself and for her first collection of chairs.

“My approach to design is driven by the material – wherever she seeks inspiration, be it fashion or industry, she tries to combine materials in new and beautiful ways…believing that after all, design should be beautiful and useful, but also fun.” Jessica Carnevale

The identity played on the materials used and her hands on construction methods.

Jessica lives and works in London with the chairs being stocked internationally in stores such as Liberty London, Opening Ceremony and Moma New York.

YVIE – Fashion
Identity design & brand consulting

Yvie is a new womenswear label founded by Yvette van de Merwe, fashion art director and stylist inspired by travel and street wear.

“A combination of beauty and natures rhythms are the principles by which I live. Inspired by local craft and ancient textiles, travel is my source. An insatiable curiosity encourages new routes of dialogue and collaboration. I am a nomadic spirit with a chic sensitivity, using the aesthetics of the World to interpret life.” Yvette van de Merwe

We designed the identity reflecting her belief in a ‘space to be’ – everyone wants to find their own place in the world.

The logo was created by initially experimenting with paper cuts. By layering, using big, bold, positive and negative forms, it was further refined. We chose sky blue as the main colour, in combination with changing colours per collection. Sky blue is the backdrop for everyone all over the world. It matches every colour and pattern imaginable. This resulted in a lively and informal identity.

OUR OTHER EXPERIENCE

AGV/DWR – Arjo Wiggins – Arts Holland – Asianera – Beat Film Festival – Chinatown Amsterdam – Citigate FF – Corio – Creative City Lab – De Haas Coaching – Donemus – Drukkerij Mart.Spruijt – DSM Shanghai – Dublin Fringe Festival – Dutch Design Expo Shanghai – Elevate PR – Energetica Museum – Erasmus Hospital Rotterdam – Essent – Fiat – Gemeente museum Den Haag – Grafische Cultuurstichting – Grafisch Papier – GRO Design Eindhoven – Groot Waterloo District Amsterdam – Intomart GFK – Koninklijk Instituut voor de Tropen – Koninklijke Vereniging Nederlandse Papier – Liberty Global – Lindenhoff – L'Oréal Helena Rubinstein Shanghai – NIBE-SVV – Ordina – Papyrus – Philips Accessories – Philips Personal Care – Radio Nederland Wereldomroep – Rene Pluijm – Red Cross / Red Crescent – SBM Offshore – Sligo Arts Council – Stadsregio Amsterdam – Stichting Kalenderwedstrijd – Stichting Testore Altviool – Suikerunie – Suzanne van Els – Templebar Gallery and Studios – The Century Gallery – The Entertainment Group – Trinity Foundation Trinity College Dublin – Universiteit van Amsterdam – Vereniging Repro Nederland – Waternet – WonderWood – World Expo Shanghai – Yess International Consultants