Could you tell us more about Astra, and about the vision behind your work?
The name Astra refers to the idea behind one part of my work; to make myself available to listen to what others have to say. I wanted to do something that involved listening to people and working with them. With architecture, you need to make sure not to do too much, as these days, it's about simplicity; about taking things away rather than adding them on. If you take a look at my portfolio, you can see that I've done design work for different services; from web design, to corporate design, and many more. I'm always looking for new themes for my work.
You also work a lot with paper sketches. What inspired you to start working with paper, and how long would a typical paper illustration take to complete?
I recently started working with paper after having worked with pixels for a long time. I was looking to regain a certain manual aspect to my work, and I discovered that I could not only draw, but also cut paper to make illustrations - which added a whole other dimension to my sketches. In the beginning, it wasn't so easy, as I'm not that great at drawing - but now that I have found a way to sketch out my design ideas before applying them to my final project, I find that it simplifies the process for me. For example, I recently worked on illustrations for a book. I had been stuck on an idea for quite some time, and after applying this idea to a paper illustration, I was able to continue to develop it.
Written by Chiara Pagano, illustrated by Alessandro Maggioni.
About the time it takes - it depends on the project. Digital designs take more time, because the process is linear, and I often have to start over many times if something isn't quite right. Depending on how complex the design is, it can take anywhere from two days to a week - sometimes I will cut out a sketch of my design, take a break, and finish the digital version. I recently collaborated with an Italian architect ,Chiara Pagano, who is also the author of the story »Gideon’s Tale«. She did the initial sketches for me, and I created a digital design based on that, adding a new dimension to the story.
Your website shows us different categories, such as illustrations, stop motion animation, 3D videos, and web design. What is your specialisation, out of those categories, and what is your target group?
The journey of a boy and a girl in a paper-made Japan, 2010.
I recently found myself wanting to try out new forms of communication. Most of the work you see on my website was done between 2005 and 2008, back when Flash technology was still something new. My 3D works are mainly related to architecture. My recent works made of paper have been used as illustrations. I used my illustrations for a spot for the Italian organisation SPI to promote its activities among retirees. Working with paper allows me to produce immediate results, and to convey things in a different way than I would with a digital design.
I've worked with architects, designers, and broadcasting studios; dealing mostly with the technical side of things. Right now, however, I'm focusing on storytelling: my latest project was a children's book, which I found very interesting and enjoyable.
You are planning to do an exhibition here in betahaus. Could you tell us more about your exhibition, and how you found out about betahaus?
The exhibition is focused on my latest projects. one of them being the book, "Gideon’s Tale", where I try to enhance traditional storytelling by using various forms of new media.
Before I came here, I was in a situation where I had many ideas, but no way in which to develop them. Italy is a very traditional society, and it's difficult to really research new ideas. When I came to Berlin, I knew that I wanted to do something different than what I had been doing in the past. Before, I had always worked alone, and I wanted to break this habit. I knew that betahaus was a coworking space, and that the ODC was a similar environment focused on design and crafts, so I thought this would be a good fit for me.
You have participated in some projects with Studio Convertino Services, such as advertising campaigns running throughout Italy. You also collaborated with another designer, Stefano Mandato. Could you tell us a little more about these collaborations?
Project by Studio Convertino, 2005.
Convertino is a very important Italian studio where I got chance to do my internship, and with whom I later had the chance to collaborate. I absolutely recommend that you visit their website if you want an idea of true modern Italian style design. The studio has been a major innovator since the early 1980s, and I learned a lot there. You also mentioned my collaboration with Stefano Mandato. He is my colleague - we had met in a studio in which we worked together, and he proposed a collaborative project. I was very much interested, as we had been working in different areas of the field; myself, being more of a conceptual designer while he designed logos, pictograms, and more technical things. We eventually found a way to work together using certain techniques and software, and I have to say that I am happy with our work so far.
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To be honest, I sort of fell into it. I was always working somewhere between content marketing and the music industry and around seven years ago a friend of a friend was searching for someone to help him curating music for his boutique surf spot on the beach in Costa Rica. The owner was a big music fan, but he just didn't have time to keep all the music up-to-date. So I got introduced to him, we shared similar tastes, and agreed that I would do the music for his space - curating it and updating it with new music on a regular basis.
This for me was a dream come true. I could finally work with music all day, and at the same time, I could help create an awesome experience for the guests. I saw people's reactions when they heard a song they liked. I saw them dancing, getting a little closer to each other at the bar and that for me was really rewarding.
This was the moment when I realized that there is something special about this idea and I got interested if there is actually market out there. I did some market research, and a lot of interviews with different hoteliers people in the industry trying to get more feedback. And the idea started growing more and more.
Interesting is the story of the last years winner in the category “Creative”. Hamburg based headraft literally took music experience to the next level by creating the world’s first AR Music Video for the German band “die Fantastischen Vier”. Designed for their song “Tunnel”, the cited app unfolds a virtual story world once the track starts playing, giving fans the opportunity to go on an interactive journey with the band rather than being a passive viewer.
Applications are now open! Finalists will be awaited by a curious jury of five leading industry experts. Among others, Kathleen Cohen who was already taking part in the first year will be in the panel of judges again. With a 25-year multiplatform career history under her belt, she is one of the most regarded in the field. As a digital experience expert, she has successfully implemented projects for DreamWorks Interactive and IBM Innovation, to name a few.
Needless to say, the yearly AUREA Award is definitely the place to be. Apply and become a member of the community bringing together all the promising products and solutions in the AR/VR sector.
Well, both. Currently we offer the following two options: shorter publicly available Brand Playlists and long-form private Soundtracks for spaces. For both of them we work closely with the client to understand how sound fits into their brand DNA and what their audience is like.
We believe that the guests’ experience with a particular space doesn’t have to begin and end with their stay. The idea of the Brand Playlist is to be a public brand playlists designed to engage the customers before, during, and after their visit at a space. It’s always accessible for them and serves as a new, dynamic marketing channel.
The Soundtrack is slightly different. It takes sometimes up to weeks of work and is designed by a world-class artist, DJ, or tastemaker. For it we first work with you to develop a deep understanding of your business and style. Then we match you with the perfect artist, DJ, or tastemaker to create unique, always fresh playlists, custom tailored to match your brand.
In both cases, we update them regularly based on guest habits and clients’ needs.
The way we engage with the music community is something really important for us and honestly, what makes us different than other background music providers. A lot of the background music providers out there have internal teams of maybe five or six DJs that do all of the music for their clients. We aim to connect with the local scene and always work with local DJs. There's some kind of magic in finding the exact right artists for the brand.
And on the flip side of it, when we hire artists, we make sure that the project is also inspiring for them and that they would be interested in participating. We always make sure to pay them well. The whole project creates for them a new income stream that they wouldn't have otherwise.
Yes! This was really fun. The objective with the betahaus "betabeer sounds" playlist was to showcase the community side of betahaus. There are so many cool, interesting people in the betahaus community and we thought a playlist could be a perfect way to not only help bring the community together but also show the diverse funkiness of the communities of Berlin and Neukölln, which is why Hazy Pockets, a longtime local Berlin DJ known for his eclectic mixes, was perfect for this project.
This playlist moves from bluesy 60s rock into surf and tropicalia, picking up momentum into Motown and onwards through some laid back disco tunes. Perfect for the betabeer events betahaus hosts monthly!
Oh, there are just so many! Like the Imren Grill for instance where you can find the best homemade Turkish food or Das Gift and Gordon which are both run by great music people. Kohelenquelle in Prenzleuer Berg is my favorite local bar (or rather kneipe). To satisfy my techno / electronic records needs I always go to Hard Wax and one of my most special places is the Zions Kirche steeple, which has an awesome view of the city and a great Weinerei close by.