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Vital Stats

Illustration
Design
Film & Video
Photography
Music & Audio
Architecture

Name: 2x4
Location: New York
Size of Team: 3 Partners
3 Adminstrators
15 Designers
Founded: 1994 by Michael Rock, Susan Sellers and Georgianna Stout
Web site: www.twoxfour.net
Multinational multimedia: 2x4 started as a traditional graphic design studio. They’ve since evolved into a multimedia shop whose projects involve everything from print to motion graphics to environmental design. They’ve designed wallpaper and film for the Prada New York store, advertising and catalogues for Vitra, and packaging for Malin & Goetz skincare. Their international client list includes companies in Milan, Holland and China. All of their work originates in their New York studio.

Gallery

Click on the thumbnails to view other 2x4 projects.

“Guilt” environmental, retail and video display graphics for the Prada Epicenter store in New York City, 2005

The wallpaper and store fixture wraps depict a “brand manual” for a fictional entity, the Guilt Corporation. The installation creates a sterile, bureaucratic identity for that most human of emotions, and creates a striking backdrop for Prada’s lush products. Brand building video spots are displayed throughout the store.

Environmental graphics for Dodger Stages Theater in New York City, 2004

The environmental design, wayfinding, programmatic graphics, electronic displays, light fixtures, wallpapers, facade and digital projections for a five-cinema complex built in the shell of an abandoned cineplex on 50th street. The entirely subterranean space has a semi-finished quality and the graphic material ranges from rough painting directly on the concrete floor to the highly polished, ethereal video projections on sheer screens on the ceilings and walls.

Branding and retail environment for Vitra’s advertising campaign, packaging and in-store environments

Various projects for the illustrious Swiss manufacturer of modern furniture that turns icons of 20th century design into 21st century flowers and collages.

Brand identity and environmental design for the Brooklyn Museum, Brooklyn, NY, 2004

The identity design for the venerable Brooklyn Museum, which houses one of the USA’s largest art collections. Work includes a modified name, a new logo made up of eight interchangeable logos, and all the various graphic features of the new entrance and main lobby designed by Polshek Partners Architects. The lobby features an admissions/information ring suspended from a wire mesh cone and striking blue LED information displays.

Identity and packaging for the Malin and Goetz skincare line, New York, 2004

Identity and packaging design for a unisex line of skincare products. The packaging design is hyper-modern and clean but also references quirky, homespun patent medicines. The products are differentiated through a simple colour palette — blues for face, greens for body, reds for hair.

Show environment for Prada’s Autumn/Winter Women’s runway show, Milan, Italy, 2006

An intense, 18-projector video environment designed for the Prada Women’s show in Milan. The linked images created a serene wall of architectural engravings suddenly invaded by a burst of digitally produced vines, weeds and flowers.

Wall covering and textile design for Knoll, New York, 2004

Two collections of contemporary wall coverings and upholstery designed for Knoll Textiles in New York. The Field Theory Collection was derived from a series of geometric patterns developed from a simple, extruded box. The Chatter Collection references digital streams of electronic transmissions — emails, chat rooms and instant messaging — and is based on essential punctuation.