Stylish restraint from this Copenhagen-based studio
Ironflag is a new multidisciplinary studio based in Copenhagen. We caught up with art director Kasper Fjederholt to find out a little more about the studio...
CA: You all hail from very different backgrounds - how did you meet and how do your respective design backgrounds influence the work produced at Ironflag?
KF: Marco was two years in training at 2GD and then worked for four years at Gold Studio, a more experimental design studio, which definitely gives him a solid graphic design fundament, from which we all benefit. He was basically brought up in the industry. Myself and Mikkel come from similar Communication Design studies at The Danish Design School and Central Saint Martins, which was heavily concept and theory based, this is the driving force behind the art direction and organisation of the business.
CA: Much of the work you produce is for independent fashion labels - is this a conscious decision, and are there any other sectors that you'd like to work in?
KF: Generally it is a lot more fulfilling working with smaller labels. We have more creative freedom and it becomes a more engaging process with a result that can inspire us in more restricted projects. We have similar ideas about aesthetics, and when it comes to fashion imagery, our sculptural and installation art ambitions can be utilised here.
We are all avid consumers of books - an industry we haven't explored too much yet, but hopefully will soon, both commercially but also through self-initiated releases. Our catalogue is largely based on prior experimental work, something we hope to incorporate into a more commercial sphere.
CA: What kind of books to you intend to produce through Ironflag press?
KF: We intent to focus more on producing our own zines and art prints with different artists we share a common position with. We're in the middle of buying all the equipment for doing in-house printing, producing the first couple of zines and structuring the deals with the artists. So for now we keep it a bit lo-fi. We hope to have the first couple of zines and prints ready in spring 2012.