PJADAD

What is the story of PJADAD ? For seven years we have experimented with design, the business side of it and the lust of doing things our way. We are currently eight people doing this together and our plan is to continue doing it for as long as it is interesting enough. Some things work great and others not so well. But we constantly try to work on projects that we initiate ourselves and that remove boundaries between studio and clients.

Can you tell us more about BLEKINGEGATAN 16 ?  Blekingegatan 16 is a shared space and studio that we host. Apart from being an office space it is also a workshop and a kitchen. And a lot of things in between. This is an ideal space if you want to make things such as creating installations, and for example, host a small restaurant concept such as Matklubben. It is a small dinner club inviting artists and chefs to co-create a dinner.

We noticed that you initiated some innovation projects like the Collaborative Cooking. Do you have particular creative reflexes ? First of all, innovation is a strong word. I would rather prefer to see our interpretations of design as a creative take than something genuinely innovative. We always try to take graphic design and relate it to other design disciplines and different subjects. We have noticed that communication and understanding is the foundation of most things in society. We try to take advantage of this knowledge and use it to design both new objects, products and processes.  For the last seven years, PJADAD has been working with the grid structure as a constant ingredient. It is very interesting to interpret lines as a structure. Some architects believe that the grid creates limitations, but we think quite the opposite. The grid is a possibility and a good starting point of a creative process.

Can you tell us the most improbable thing that happened to you in your studio ? Since we have set out on a journey that is all about experimenting, improbable things are really one of the most expected things that happen to us. It would actually be more surprising if we set out to market insurances than if we set out on a journey to Mars ! Interview conducted in October 2016 ©ktlg