Tokyo Design Studio New Balance
May 18 2021
Born in 1971, in Calgary Canada, Geoff Mcfetridge is a multidisciplinary artist. Based in Los Angeles he is best known as a painter however his artwork covers multiple mediums. Instinctively ignoring creative boundaries, Mcfetridge has created poetry, animation, ceramics, movies and wallpaper.
US EXPERIENCING A SQUARE
Acrylic on gesso canvas
A PICTURE UNRELATED TO WORDS
Acrylic on raw canvas
After a job interview with Andy Jenkins at Girl Skateboards (which he failed to get) Mcfetridge was introduced to the editor of Grand Royale, the acclaimed underground Beastie Boys magazine where for two years Mcfetridge worked as Art Director.
Since then Mcfetridge went on to found the design studio Champion Graphics — here he has collaborated with other creatives to produce notable work such as the opening credits for Sofia Coppolas 'Virgin Suicides', the Charlie Kaufman written and Spike Jonze directed film 'Adaption', and 'Where the wild things are'. In 2013 he worked alongside Spike Jonze again on the film Her to create the iconic interface graphics featured throughout.
Mcfetridge’s list of clients that he has produced work for commercially is both diverse and impressive. He has made animations for Apple and the The New York Times; done work for MTV; designed shoes for Nike; painted a mural for Warby Parker; and illustrated covers for multiple magazines. Half his time however, is spent methodically painting canvases in his Los Angeles Studio, where he continues to build upon his obsessiveness with the power of images.
A unification throughout Mcfetridges work is his understanding of the power of image. The ability for an image to communicate complex ideas instantaneously, and the ability for them to present a confounding puzzle that a viewer must work out is central to all of Mcferidges work. Mcfetdridges work is hard to categorize. With so many different mediums he bridges the gap between many art worlds - be it illustration, design and art direction for brands.
This year he has teamed up with Norse Projects, redefining the classic Norse garments to create something new, all encapsulated with the central theme: The farther you go the deeper it gets.
“The clothes remain simple, but gain an appeal that is meant for the user, the innerspace. The main design shows a person projecting an artwork out of a meditation. This drawing is meant to express how transcendent action is a powerful force to push back the noise of our culture. The head is projecting a barrier to things being projected back at it.”
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