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- the apartment creative agency
in nineteen ninety-nine, we created the apartment in order to have the ability to consider and influence, unrestrained by the increasingly reductive design industry, all aspects of life's experiences for ourselves and our clients around the world. designing all that surrounds us should neither simply care for beauty nor solely address functionality which is why we employ the tools of branding, marketing, architecture and interior design, among many, to examine all the facets of our collected lives, bit by bit, little by little, thoroughly, absolutely. whether tasked to build a home that feels true, ingeniously tell a brand's tale, or develop a product in a way heretofore unseen, we believe that good design lays not in the way the individual instrument is played but how the symphony is received. our goal is to tell your story, with a beginning, middle and end, even if not necessarily in that order. to invent, always.
it’s funny to me how we have enjoyed the ability to create and be engrossed by music at different levels of access and emotion, transcending ages, political systems and tastes, yet still tend to think of it nowadays purely as entertainment, as a form of pleasure. we tend to think of music as fun, profitable or both. why do we never stop to think about music as a language? literature has been a matter long considered educational and entertaining, why not music as well in all its forms? why only perhaps segments of the musical realm that seem of greater value because they seem more complicated?... that is a mistake. if you are fortunate enough to be able to create, to speak or even merely casually understand the language of music, truly it is an opportunity to delve within ourselves and fashion another tool for self-knowledge. let's think about that when next we listen to kanye's or celine's latest...