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Interview: FOUNDRY, designers for Tom Dixon

Tom Dixon newspaper catalogue printed on salmon newsprint. Designed by FOUNDRY.

With the scale of a broadsheet, you can keep things minimal and it's still impossible to miss. The same can be said for Tom Dixon's sculptural glassware, which makes an artful statement out of simple shapes. Put the two together – and in salmon newsprint! – and you have one of our favourite newspapers of 2017.

London-based FOUNDRY designed the catalogue, showcasing Dixon's latest collection with beautiful, massive photographs laid out just so. Below, FOUNDRY Creative Director Matthew Schofield tells us why newsprint was right for the project.

Why a newspaper for this catalogue?

Tom Dixon had been producing a "news" brochure showcasing their latest products for a few years. For this brochure, they wanted something a bit different in format, look and feel. A newspaper met their objective perfectly: with a newsy feel, it was also eye-catching and highly tactile.

Have you worked with newsprint before?

Yes, we’ve done a few newspapers before. One that springs to mind was a lookbook/press brochure with Kurt Geiger. It's a great way to communicate key brand messages in a bold yet accessible way. It obviously lends itself really well to editorial designs too which we love.

Tom Dixon newsprint catalogue

Can you run us through the design process for this project? Do you start with sketches or dive right into it?

A mixture of both. This project had a number of key stories which needed to be communicated clearly. We also wanted to make the most of Tom Dixon's incredible product imagery. So we started by mapping out the different stories and where we wanted them to appear on the pages, and from there moved on to actually laying down the images and making sure it all ran smoothly and coherently.

What was the biggest challenge you encountered when making the newspaper and how did you solve it?

The size of a broadsheet is huge, so lots of printouts at 100% and we did a test run to ensure everything was at the right scale.

How are the newspapers being used?

The newspapers will be distributed globally – London, New York, Hong Kong, Europe – to trade and press. They will also be available in Tom Dixon stores worldwide.

You've designed print materials for Liberty, Kurt Geiger, John Lewis – what's the role of print for these brands?

I think print plays a huge role for any brand who want to communicate with different types of people such as customers and press, digital is definitely a great way to get the conversation going but there's nothing like the human interaction of a printed piece.

Tom Dixon newspaper catalogue

Where do you look for inspiration?

We’ve got a lot of books in the studio which we browse through regularly. Personally, I get a lot of inspiration from exhibitions. But I find inspiration doesn't always come from the predictable sources; sometimes it can be something you see in the street, or from a totally different discipline, like textiles or architecture, that starts the process.

And last but not least: Where's your favourite place to read a newspaper?

In a quiet pub.

Newspapers are a fast, flexible way to share your story. Print runs start at 1 copy.

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