WEEK FIVE

The collaborative mix. Reflecting on Classic Models for Graphic Design Working.

Challenge;

What are the essential components of the collaborative mix?

Find one example of collaboration past or present that has led to an exemplary and historically significant piece of work.

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Immediately I go to the collaboration of Smeg with Dolce & Gobbanna. The perceived ordinary every day with the elite. A great visual leveller with a touch of humour.

Before I delve further in to the history and any resulting commentary of this collaboration, an initial response or gut reaction is always an interesting angle.

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My first brush with this bizarre mix of high end fashion labels for the elite, with ordinary every day kitchen gadgets was a shocker.

To add more context - I loath spending money on functional gadgets. The current twenty year old toaster had toasted its last. It's job was to toast bread ... thats it. It carried out the job faultlessly for twenty years. For £30 thats not a bad investment. The same as a kettle. It's job is to boil water. Simple. But, they don't last forever.

So, there I was just browsing the endless stream of the mundane, common toaster. Not much more you can do with the design of a toaster. Whoever came up with the first one got it right, give or take a few knobs. Job done.

You would have thought.

Then - there it was! The moment that crazy idea - which we are all prone to having - actually materialised. Two household names with the financial backing, the market kudos and clout and the let's do it attitude decided to have some fun with the mundane. What happened in my opinion is a very welcomed assault on the senses from all levels.

These words describe the back flips of the senses on first sight;

What?? Fair ground. Garish. Jarring. Out of place. You're joking - its a toaster!

But - once the mind had recovered - I love it! The fact that a crazy idea actually came in to being. That it added fun to a mundane scroll through the pedestrian every day dull toaster offerings. That in itself added an element of fun to the boring. Shame about the price tag. I would never have got away with spending £800 to toast bread. There would have been major household disruption.

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However, the back story is worth a mention.

It all started with a fridge.

Of course the good ol' British GP will 'take the mick'.

And of course, that all adds to the publicity of brands which have the privilege of success.

They can afford to take a punt and raise a controversial debate. It allows them in to a different conversation. We all like a story to tell - just as I am doing here.

They also know that a portion of their community have the money to buy these kitchen gadgets - and will take pride in doing so.

A hand painted piece of art by an artist commissioned by two Italian brands. Perfect for the housekeepers to stock, gossip about, cook from and keep clean. A show stopper for the staff. Whats not to like?

That is the world we have created. A fridge sold for more than the average salary, for far more than the staff who use it are paid, for those with more money that sense perhaps - or morals some would dare to say.

But, as wrong as it seems on so many levels, I do love the fact that we live with individuals, communities and cultures that are able to see an opportunity and take it. There is freedom in that. A right which we would all fight for. Even if it is just to spice up the mundane scroll through toaster land.

SIDE NOTE- the winner of the toaster scroll was a red two slice Prestige coming in at £29.99. It has a charming toy like action which raises a chuckle and we will be lucky to get a year out of it. Fun though.