A brand can be strong, so strong that publicity firm KesselsKramer decided to create an entirely empty brand. They called it 'do' and left it to be supported by products in a much later state. Droog approached KesselsKramer and proposed to have several designers come up with products for 'do'.
For Droog Design, designing a range of products for KesselsKramer’s brand ‘do’ means intensification of their own starting point and giving different views of the notion of personal production which is becoming more and more en vogue these days.
Within the do Create project consumers are invited to interact and play, and thereby influence the design. You buy an experience: it is what you do to the object or what the object does to you that counts.
The range of do - products, among which a steel cubic chair by Martijn van der Poll that has to be hammered into shape, is first shown in Spazio La Posteria in Milan, during the International Furniture Fair. Then it travels to Rotterdam, Collette in Paris, Tokyo, London and as part of ‘do Apartment’ to New York. The installation designed by Bas van Tol consists of many doors in different colours, serving as information panel, pedestal or any other functions needed there and then.