Happy Accidents
2006| Dwell ads for Built
..........................................................................................................................................
The story literally goes like this…
“we love x-rays. particularly the kind at the airport – the ones that scan things in odd color combinations. so we thought it would be a great way to show how useful our bags are! what would a lobster or a block of parmesan look like in one of our bags? then we found a company in california that manufactures these x-ray machines and we told them our idea. we sent steve out there one weekend with a bunch of our bags and a trunk full of props. success! the images had a strange beauty to them, the whole airport security aesthetic was more than we could have asked for. then aaron walked past a store window of a large bag manufacturer that will remain nameless. to his dismay, bag x-rays everywhere. bummer. we debated back and forth and back and forth. finally, we decided that no one needs to see the x-ray of a bag idea again... at least not today. should we just bail? hmmmm…then we thought, hey, we love happy accidents. they have been an essential part of our design process here at built ny.so we decided to make lemonade out of this lemon and simply tell this story. so, if you are fascinated with crustaceans, hard cheeses, x-ray imagery, or want to see our latest products, we invite you to visit us at www.builtny.com/oops.
-built ny”
… and then it just made sense to keep going. The original ads can be downloaded here and below are the corresponding sites:
www.builtny.com/electrica
www.builtny.com/research
