I am witnessing a transition of a brand.
From a time when it was a mens’ dream,their ability to make a creatively revolutionary world go from something that can push boundaries of what one can achieve to something blank and uniform-a profit concept.
Yesterday at exactly 10.15am, it fell on me like a heavy suffocating nylon blanket on an august afternoon in Sahara. That although the ideas were (apparently) still at the core of the company, the goal was completely different. And the original masters have long long long time ago left the building. I hope for their sake that their souls have maintained intact with their spirits and their ideas are still in a volcano of hell-burning lava.
The originality of this spirit makes me believe that however crazy dreams are, and although it’s still impossible to record an idea, a though, a feeling..in any medium. It can happen in 3D and it can change perceptions.
It angers me to see “important” people refer to the original inaccessibility of the masters’ dreams being mentioned in the brand’s current context of profit making units.