A philosopher, a photographer and a mathematician, with no communications background, the Madrid studio is mainly full of geeky poets.
In turns, these Spaniards presented projects for Ford or Pepe Jeans, all characterised by a desire for perfection taken to the limits. They do as much as they can themselves, in their studio, so they can control the smallest details. The devil is in the detail, after all.
But what motivates them is sending the magic out into this world, just like we would blow on a dandelion to spread its seeds. Typography with machines and shoes, what do you reckon? If you can imagine it, do you consider it very "raw"? You're crazy. Even, and perhaps particularly in this project, they have managed to breathe poetry into it.
What can we say about the Max Motor Dream project for Ford? It is a cradle that reproduces the movements, the vibrations and the luminosity of your car. What could be more radical for getting your screaming offspring to sleep? Especially as its sleek design is inspired by the legendary models of the American brand. The type of item that a slightly geeky future dad dreams of putting on their birth list... I'm not ashamed to say that I do!
And they are also not ashamed to tell us the truth, that they find any excuse to use a robotic arm because... It amuses them! I could describe every project they presented, but it's probably best if you discover them yourself.
> Ford - Max Motor Dream: https://youtu.be/Ic6vWoSd8Fk
> Pepe Jeans shoes: https://youtu.be/yJnfk6wsIIQ
> Shiseido: https://youtu.be/KMHksE7H0pY
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