MNew Music. New Talent M

DEMO Issue #6 has just been released into circulation featuring the self-taught pop savant Rainbow Chan on the front cover.

The issue also includes Gardland, Circular Keys, Day Ravies, Oscar Key Sung and Hiatus Kaiyote’s Nai Palm. Keep an eye out for it around town or get a copy delivered to your door through our online store

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Palm Springs 2014


MDesign and indulgence in the Californian desert M

Architecture and Americana

A holiday from the office will put the mind to work. With no daily brief or required response, the brain can unclench and ponder all types of quandaries — no matter how significant or trivial. With this in mind (or out of mind), journeys away bring a refreshed, revitalised and sometimes rewired approach to challenges when one returns. On our most recent departure, Moffitt.Moffitt. landed in Palm Springs to unwind amongst some of the world's best in mid century Architecture and Americana.

It's hard to find a place more removed from the Moffitt.Moffitt. HQ in Sydney than the Californian desert oasis of Palm Springs. Of course there's the glaringly obvious geographical differences between the coastal and desert habitats, but the distinctions go beyond the natural environment. It seems somewhat counter-productive to escape the beach at our doorstep to visit a harsh desert, but what Palm Springs concedes to the conventional tropical destination, it more than compensates for in quantities of history, design, architecture and pools. Many, many pools. As opposed to modern, regenerative cities like Sydney, Palm Springs has remained connected to its past and now, in its modern day renaissance, is yielding future rewards.

Palm Springs owes its genesis to the movie stars and moguls of the late 1920s and early ’30s. Hollywood players were lured by the sublime weather, an escape from the all powerful film studios and the private seclusion away from the hounding movie press. The wave of modernism and money continued to spill over the mountains from Los Angeles into the 1950s and 60's where the demand for private residences housing iconic celebrities such as Frank Sinatra, Kirk Douglas and Zsa Zsa Gabor was booming.

Accommodating the VIP invasion were a series of public and private buildings that have lived on to become some of the best known architectural examples of mid century modernism in the world. Binding Palm Springs is a network of modernistic dwellings characterised by their common belief in simplicity, privacy, elegance and efficiency which continue to influence 50 years post their construction dates. These dwellings embody the interplay between nature and the built environment, the spirit to triumph over harsh surrounds and the innovation required to create efficiently elegant buildings regardless of budget. In contrast to this minimalistic style, these iconic spaces played host to an almost opposing approach to lifestyle — an indulgent excess of mid century hedonism.

The true stars of Palm Springs are its architects. Donald Wexler, Richard Neutra and John Lautner were a handful of pioneers who applied their innovative & masterful solutions to a diverse range of projects including movie star houses, luxury spas, airports and schools.

These architects crafted spaces in a time when (similar to today) technological solutions promised to solve all of society's problems, especially housing. Steel homes, plastic houses, modular and prefabricated kit homes were born in this era and adopted by architects such as Wexler who greeted the challenges of delivering elegant, transportable and practical spaces with limited funds. He lead the way by creating a workable and efficient steel prefabricated system for Palms Springs which was tailored for all briefs — from schools to lavish private pads. He managed to appropriate techniques and ideas across all architectural varieties to minimise waste and labour whilst never conceding function, cleverness and style.

In retrospect, it seems amusing that some of the most intelligent, minimally executed buildings ever designed became forums for the most expressive, flamboyant and famous characters of the century. This polarity encapsulates any adventure to Palm Springs. On one hand is the relaxing routine of pool hopping, sunbathing, meditation and architectural exploration. On the other is the temptation to join the surplus of parties that lead to insufferable consequences at next sun rise. In truth, both can exist in harmony. In fact, they are the product of each others existence.

Getting there
An approximate 2 and a half hour drive from LAX via convertible Ford Mustang.

For the gentleman and gentlewoman, The Parker is the one and only.
For the Gen Y, the Ace Hotel guarantees mayhem in all its magnificence.

For guided access to exclusive properties take the private architectural tour with Michael Stern.


Tokyo 2014


MYou look and look and barely scratch the surface in a city like Tokyo. The cities that I grew up in read like short stories in comparison.  M

May 2014 saw Moffitt.Moffitt. return to our much loved creative hub of Tokyo Japan. During our time there we took the opportunity to meet up with award winning Australian Photographer Michael Corridore.

Dividing his time between Sydney and New York, Michael was in Japan building on his personal collection of Japanese landscapes while enjoying all of the creative and culinary inspiration Japan has to offer.

One late afternoon, amongst the love hotels of Shibuya (over several Yakitori and Suntory Premium Malts), we discussed what draws us to the city of Tokyo and what effect it has had on both our work and outlook on life in general. Below is an excerpt from that discussion accompanied above by some of Michael’s extraordinary Tokyo landscapes, a sneak peek of his new landscape abstraction series ‘Transient’ set to be exhibited in Berlin next year and his generously executed stop motion portrait series of our founders Andrew and Mark.


What initially drew you to Japan as a destination and what was your first impression of the people, culture and landscape of the country?

My first trip to Japan was for a commissioned editorial project on Tokyo for a Swedish magazine. Japan has always been an intended destination for me and having that experience intensified my desire to spend more time there.

My first impressions are how strangely calm Tokyo is despite the visual intensity of just about everything. The people are so respectful and courteous of each others space. The presentation of everyone and everything is so well considered. So much thought is given to every detailed layer of the everyday minutiae. 

The cities seem to work effortlessly on the surface. There is so much to see and absorb, but it's rather satisfying and calming in a strange sort of way. Japan's history is entrenched in everything you see in the here and now. Their history is well preserved and appears as important to the people as does their future. 

Japanese food is amazing to say the least, I could never get bored with the choice of food there. Seeing the rice fields and farming communities from the Shinkansen is so refreshing. 

The landscape is stunning once you manage to leave the cities, the Maple and Sakura trees permeate the mountainous landscape that seem to breathe life into the country. The landscape is quite mountainous from what little I have seen, I definitely need to take many more trips into the countryside which is so vast. No doubt my perspective will change once I experience this side of Japan.

Print is so well and truly alive in Japan. Publishing appears to be revered there. Everyone has their smart phones like every where else, but I was astonished by the volume of printed matter and the amount of outlets selling books of all types.


Your series of Tokyo landscapes capture the expansive and dense nature of the city. In contrast to Sydney, what effect do you believe these forces of scale and density have on the personality of a city?

I've been in big cities around the world before, but nothing compares with Tokyo. After a couple of trips to Tokyo, one barely begins to comprehend the scale of the city which, initially can be overwhelming. To think that the metropolis caters for 39 million people. I can't begin to imagine how the greater Sydney would cope with a population of that scale. Tokyo just works and works very well considering. With the density comes many complex layers that are entwined like an infinite tapestry. 

You look and look and barely scratch the surface in a city like Tokyo. The cities that I grew up in read like short stories in comparison. 


During our time here we've discussed a reoccurring theme within Tokyo of balance between opposing forces. Technology and nature, progress and heritage, chaos and calm- all of these elements seem to engage with each other here in a relatively stable relationship. Can you expand on some of these ideas and have they influenced your work here?  

From an outsiders point of view, the opposing forces that you mention seem to be complicit in allowing these disparate elements to work and exist hand in hand. Tokyo's personality is driven by these elements. I found it so easy to step back and and absorb the expansiveness of all that lay in front of me. The density of the people, buildings, infrastructure and sounds became quite abstract and simplified, almost like a visual meditation. I think the cityscapes that I have made in Tokyo reflect this and they have changed from the first trip to the most recent trip.


You've created a series that studies tourists. What is it about tourists that interests you? Will you be exhibiting this body of work?

The tourist studies had been in progress before I went to Japan, that work is transportable from city to city. An exhibition may come out of that work, although I feel that it may work better in a published form, maybe a book? I am drawn to tourists, I think the concept of traveling far and wide to see something in a limited amount of time is quite funny. Do we look at things with more intensity on our holidays than we do around our familiar surroundings. The act of taking a photograph can be quite amusing.

The cityscapes, many of which are shot in Japan will definitely be an exhibition, most likely in 2015.

Michael Corridore is represented by Sam I Am Management
All images © Michael Corridore 


Light, Music and Ideas


MMoffitt.Moffitt. has had an ongoing link with Vivid Sydney through our projects, clients and presentations. M

Vivid Sydney 23rd May - 9th June 2014

This week sees the official launch of Vivid Sydney 2014.

Since the inaugural event in 2009, Vivid Sydney has grown and evolved into one of the most successful festivals in Australia. Attracting over 800,000 local and international guests during a 3 week program, Vivid Sydney aims to inspire, entertain and empower the local creative economy and establish Sydney as a major creative hub in the Asia pacific region. 

Divided into three main platforms: Light, Music and Ideas; the event features lighting sculptures and installations across the iconic Sydney Harbour foreshore, an innovative contemporary music program and creative industry forums with keynote speakers from around the world.

Moffitt.Moffitt. has had an ongoing link with Vivid Sydney through our projects, clients and presentations.

In 2010, Moffitt.Moffitt. we were invited to speak at the first Vivid Ideas session held at the Museum of Contemporary Art. Titled ‘Creative Vs Commercial’ the presentation and panel discussion focused on the balance between commercial and self initiated projects and how both are integral to maintaining and growing a creative businesses.

In the same year our client and collaborator Joe Snell (director at Snell Architects, creator of The Goods Tube and celebrity judge on channel 7’s House Rules) designed the Macquarie Arch as part of the Macquarie Visions light installation. The sculpture captured the public's attention and nearly became a permanent landmark as locals petitioned to keep the structure beyond the Vivid festival program.

In 2012 Moffitt.Moffitt. designed the GE Two Words for Tomorrow Word Waterfall which was invited to be part of the official installation program. Lighting up Martin place, the Word Waterfall captivated it's audience and captured their opinions through it’s polling stations. 2012 and 2013 also saw Moffitt.Moffitt. speak a the Vivid Ideas portfolio mastercalss sessions which were created to help young and emerging creatives develop their portfolio and presentation skills.

In 2014, Semi-Permanent creative conferences joined the official Vivid Sydney program. Moffitt.Moffitt. rebranded Semi-Permanent in 2013 to celebrate their 10th anniversary and went on to speak at the Sydney, Melbourne, Brisbane and Auckland conferences. This year Semi-Permanent has expanded into a four day conference held at Sydney’s Carriage Works featuring a diverse collection of speakers including Tony Hawk, Mr Brainwash, Andrew Denton and Mike Mills.


See Vivid Syndey

To get onboard with all that Vivid Sydney has to offer visit the official Vivid Sydney page here. Don’t miss the lighting of the Sails at the Sydney Opera House tonight 6:00pm 23 MAY, 2014 


See Semi-Permaent

There is still the opportunity to attend the last day of Semi-Permanent by buying tickets at the door or online at the Semi-Permanent website.


Image: Mark Seabury


Match Australia Launch


MFind your match M

The Business of Sport

Sport represents an opportunity to unite nations not only to celebrate the accomplishments of athletes, but also to provide an avenue for soft diplomacy, collaboration and business development.

This week saw the launch of 'Match Australia', the Australian Government’s International Sports Business program which connects Australian businesses with global partners through major sporting events. Engaged by The Australian Trade Commission (Austrade), Moffitt.Moffitt. created the new brand identity that will be utilised across multiple global sporting events in a number of applications from motion graphics, print collateral and environments.

launched by Premier of New South Wales Barry O'Farrell and Westfield founder and FFA chairman Frank Lowy in conjunction with the 2015 Asian cup draw, the new program presents an exciting opportunity to develop trade, investment, education and tourism ties across the region. We will be reporting more news on the complete roll out of the brand in the months to come.


Bloke iPad Magazine First Edition


MRevealing the men that matter. M

New Man

This month Moffitt.Moffitt. added another publication to its digital library in the form of Bloke Magazine. Bloke is a uniquely Australian commentary on male culture and the men who define it. Recognising a long standing gap between the mediocrity of local titles and the unfamiliarity of international publications, Moffitt.Moffitt. has created a space for content that is relevant, tailored and tuned to a somewhat neglected native audience.

Big on Blokes
Available at the iTunes App Store for instant download worldwide, Bloke looks to share its locally curated articles and opinions in equal measure with audiences at home and abroad. With a country stocked full of culturally optimistic, style conscious males with GFC resilient bank accounts, Australia has become the new darling of high end male orientated consumer brands around the world.
These transitions are further reinforced by our recent conversations in Sydney with Tyler Brûlé (Iconic founder & creator of Monocle & Wallpaper) who revealed Australia as his publications third largest global audience despite paying almost triple the northern hemisphere shelf price. As Tyler elegantly put it: “Although being in the ass end of the world, you Aussies truly value quality, integrity and creativity”.

What does this mean for Moffitt.Moffitt. and our clients? The above is a validation of our approach in holding local consumers in high regard as deserved audiences of intelligent, innovative and creative brands. We continue to push our clients to connect with local and international markets that are eager to be entertained, informed and inspired in ways far beyond the conventional. To us, if Australian brands underestimate the broadening palate of their audiences, then many more hungry residents will continue to satisfy their appetite for aspiration abroad.

Time to man up.


Bloke First Edition

Download the first edition Here


An Interview with Kashiwa Sato


MA meeting with the visionary creative director in control of some of the worlds most successful brands. M

Tokyo Field Trip.

It's the fourth day of our Tokyo field trip. After absorbing all of the art, retail and culinary inspiration Tokyo has to offer we prepare ourselves for the highlight of our trip; an interview with Kashiwa Sato, Creative Director and Founder of the renowned creative agency Samurai.

Considering the remarkable body of work that has flowed out of Samurai over the last decade, it's perfectly reasonable to feel somewhat in awe. Spanning branding, architecture, film, fashion and product design- Samurai truly epitomises the multidisciplinary model that transcends professions and mediums. His career highlights include the global brand strategy for fashion brand Uniqlo, brand identity scheme for the National Art Centre Tokyo, communication strategies for Kirin Lager Beer, product design for NTT Docomo and urban renewal projects for Meji Gakuin University and Fuji Kindergarten.

Admiration aside, we are also conscious of the intricate social etiquette of Japan. We have all practiced our bows and our business cards are well prepared, ready to be grasped in two hands and diligently delivered.

Our day begins in the hot summer sun as we catch the metro from our base in Shinjiku down to Shibuya. We make our way by foot along Roppongi Dori and turn left into a small side street. Like most side streets in Japan, it takes only a few steps before we transition away from the hustle and bustle of the thriving metropolis to a symphony of crickets and crows.

Walking up a slight rise in the road we arrive at the Samurai headquarters. The crisp white building is clearly defined by three layers with the first two occupied by Samurai while the upper level is Sato’s residential home. Co-designed by Sato and architect Takaharu Tezuka, each level floats above the other as a permitter of glass supports the heavy concrete facade.

We enter through a narrow passage that leads to an industrial-sized automated glass door where we are greeted by Sato’s assistant and our translator for the day. Like most modern Japanese residential architecture the external facade is protective of the private sanctuary within. As the glass door smoothly retracts the building reveals itself. At the core of the structure stands a central courtyard. A native Japanese tree sprouts up towards an open roof. Large white walls peel back to reveal separate spaces and offices all of which are meticulously clean and ordered. As we walk past an original Takashi Murakami artwork (a personal gift from the artist) another wall slides back to reveal an expansive boardroom table lined on either side by more than thirty chairs. The view from the boardroom leads across the courtyard to the studio workspace where 7 designers quietly and diligently work away on one long stretching communal table. There is no mess. There is no noise. There is only focus and concentration on the task in front of each designer.

As we begin to set up our equipment Sato’s assistant kindly reminds us that they take pride in the cleanliness of their white walls and asks us to ‘avoid contact with them at all times’. We agree to the terms and wait for Sato to join us.

In a matter of minutes Sato enters. Well groomed, stylish and elegant- the ambience in the room shifts as our attention is focused on him. He is warm and friendly and greets us with a smile. We carefully bow and exchange business cards. As we shake hands I remark that I like his unique T-shirt. He responds with a smile and simply says ‘Prada’. We all laugh. The ice has been broken and we take a seat around the table. Our translator provides some formal introductions and instructions as we begin our conversation.

We ask him about some of his early influences and what lead him to become the Creative Director he is today. “My Father was an Architect so I grew up in a home he designed. I was hugely inspired by that. When I was a child we used to work on all kinds of things together. Sometimes he would work from home designing houses so I would draw pictures with him. So in that sense I was inspired by him. Throughout my childhood I have always liked pictures and art. I was the kind of child who drew pictures all of the time- therefore it was quite natural for me to follow a creative path. I then moved on to art school and became an Art Director. I can't think of any particular event that lead me to this career because it all came quite naturally.”

While his fathers architectural influence nurtured his creativity, it was music that opened his eyes to the possibilities of design and art direction. “I love music. It is music that inspires the way I work. When I was a university student I had my own punk band and I composed my own music. My involvement in music, art and design made me realise I could work in various mediums and platforms.” I ask what types of music he listens to now? He smiles and says “Still punk.” (Everyones laughs).

As Sato’s experience grew he found himself working across multiple mediums.
“Originally I did primarily work exclusively on 'graphic design'. But now I work more as an Art Director on everything form architecture and interiors to advertising. We are at a point now where there are no projects where we focus simply on graphic design. I've come to believe this is an approach I see in the world where creatives can extend their influence beyond their immediate skills.”

He goes on to describe the structure of Samurai and the advantages of remaining small. “I have 7 staff members and several interns while my wife manages the studio. There is an advantage to being a small studio. When we handle large size projects, we bring people in and formulate teams according to projects or sometimes we collaborate with larger agencies. I don't have any intention to make Samurai larger, in the end I'll be the only person who works here.” He says with a smile.

When describing his creative process- Sato takes careful steps to understand his clients before putting pen to paper. “I always put my focus onto listening to the client. I always go through a thorough interview process with the CEO or business leader and try and create a clear brief before taking any creative steps. Sometimes I draw everything and sketch it out. The initial drawing I do is sometimes similar to how an architect would draw a concept sketch. In saying that other times the answer is so clear I can go straight to the computer. It's important not to focus on the method, but work on the idea.”

Sato finds himself following his fathers footsteps by moving further into architectural projects. “Takaharu Tezuka- the architect who co-designed this space is someone I work with a lot on other projects that come through the studio. For instance we designed the kindergarten together.” Sato refers to his work on Fuji Kindergarten. “We worked very closely on this. I was able to direct some of the larger concepts, but also minute details as well. I enjoy working on all of my projects but this project is one of my favorites. I was the one who created the concept but it was Takaharu Tezuka who realised it. The whole process was quite enjoyable.”

We ask him about his signature use of bold graphic shapes and colours in his work. “Red. I love red. Red is very strong.” (Everyone laughs.) “In the case of Uniqlo the initial logo was more of a crimson colour. So it was me that changed it to a ‘red’ red. Simplicity and positivity are very important elements in design. They have the power to attract people. ‘Lightness’ is also very important in Japanese design. The ‘void’ in Japan, or ‘space’ is considered to be quite important. The culture of turning it down and creating something simple is very strong in Japanese design.”

The future of Samurai is still maintained by large commercial projects however Sato comments on his desire to gravitate towards more public opportunities to present their ideas. “Gradually, on top of our business projects like Uniqlo, I am starting to shift over to more public projects nowadays. As you may know, Japan went through a devastating earthquake and as a part of my contribution to society I have now become a board member of a new rebuilding project. In this project we are creating a 300 kilometre sea wall. We have designed a ‘mountain’ and onto the mountain we will plant trees. The management of this project includes many professors and the ex-prime minister of Japan. It’s something I am very passionate about. The amount of music related business is gradually decreasing. Because of the impact of the internet the need to design cd covers is now in decline. Of course this year I am working on the new Smap album.” He says with a smile.

As our interview draws to a close Sato leads us on a tour around his headquarters. Walking through the workspaces, meeting rooms and storage areas you are greeted with precision craftsmanship and order. The space is an embodiment of the Samurai philosophy and Sato’s influence- crisp, clean and focused. But just like his work there are moments of artistic expression, fun and chaos. Nothing expresses this more than the electric guitar and amplifier taking pride of place in Sato’s office. Amongst the uniformity of Samurai there is still a punk at it’s heart.

Meeting with Kashiwa Sato has been both an affirming and enlightening experience. We’ve seen how an intelligent and perceptive small business has generated the power to shape and lead international brands. Their success demonstrates the importance of one creative vision leading a brand across multiple platforms, products and experiences. It’s only with this single vision and leadership can a brand ensure that innovation, engagement and consistency is carried across every brand experience.


02. Kashiwa Sato overlooking the courtyard at Samurai headquarters
03. Kashiwa Sato Creative Director and Founder of Samurai
04. The creative team at Samurai
05. Kashiwa Sato’s guitar and amplifier in his office
06. Kashiwa Sato and his wife with Andrew and Mark


Tokyo Field Trip. Part III


MA corner of town that's not so common. M


Famous for its flagship fashion stores, Aoyama attracts all types at all hours to empty their bank accounts in retail ecstasy. On our most recent visit to Aoyama a different type of flag caught our attention. 246 COMMON is a new outdoor market compressed between surrounding city buildings. In contrast to it’s urban environment the market plays host to 20 food carts, portable bars and mini stores in a low tech rustic setting.
As you enter, your feet feel the distinction between the well trodden concrete and the wood chips you’re now walking on. If you’re visiting in the morning the mood is warm, friendly and relaxed. By night the friendliness is accentuated by the addition of buzzing conversation, live music and general commotion. You may visit 246 COMMON for a quick bite, a personalised gift or an extended period of drinking, but what is common throughout your stop overs is the cheerful community atmosphere.

The temptation to squeeze more buildings, with more levels into city spaces is an ongoing challenge for all densely populated metropolises. Being brave enough to create spaces similar to 246 COMMON rewards urban neighborhoods with an enriched sense of human connection and ownership of their immediate surrounds. We think this approach is good for people, good for business and good for a day or night out.


- Everything!
Start at the beginning and work your way through. Coffee or cocktails, Bakeries or boutiques, enjoy the atmosphere and personalities.


Tokyo Field Trip. Part II


MUrban villages with a greener vision. M

Yoyogi Village. An Ethical Escape in the Urban Heart.

Walking south from Tokyo’s busiest train station - Shinjuku, you can’t help but be swallowed up by the concrete, neon and sound that endlessly radiates from this pulsing metropolis. But just around a not too distant corner is a small sanctuary offering greener surrounds. Yoyogi Village is a small commercial development designed as a natural escape from the neon bustle of Tokyo. Lead by Takeshi Kobayashi, a Japanese music industry mogul, this hidden complex creates an organic alternative to the expected Tokyo mall.
After passing through the gated glass entry you’re met by a series of white upcycled shipping containers housing a variety of small eco minded businesses from an organic coffee roaster and bakery to a boutique art gallery and Urban Research fashion store specialising in 'pre-organic' cotton clothing. Continuing up an extended ramp, the second level of containers reveals an intimate travel agency charismatically titled “Love Peace Travel”. From this height you can see scattered solar panels and the broader view of the eclectice forrest designed by Seijun Nishihata winding downhill past small bars and eateries. Further towards the rear of the complex is Code Kurkku, an organic Italian restaurant offering drinkers and dinners a comfortable seat beneath an impressive three story green wall. To the left of the restaurant is a late night bar and in stark contrast to the right is a calming relaxation spa.

Taking residence in the Shinjuku area on visits to Tokyo, Yoyogi Village has become a welcome way for the Moffitt.Moffitt. team to start and end a busy day. This village sets the benchmark for combining eco thinking with economic reward and rejects the perception that green ideas can't be inherently fun, chic or a little indulgent.



Yoyogi Village is really about experiencing all its components as a whole. Each small business effects the flow, charm and mood of the next. We recommend visiting during the day and evening to reveal the complete atmosphere the village has to offer

– By Day. One Mile Wear
For iconically simple Japanese eco-style, head upstairs to One Mile Wear for pre organic garments.

– By Night. Village Bar
For pre and post drinks, early till late.


Tokyo Field Trip. Part I


MT-rrific in Tokyo. A social retail site thrives in Daikanyama. M

Tokyo Field Reports

Over the coming weeks Moffitt.Moffitt. will be releasing a series of brief articles from our recent visit to Tokyo. Stay connected to our reports page to see the latest in brand, retail and creative findings from the Japanese capital.


Daikanyama T-site.

Blurring the lines between commercial and public space, the Daikanyama T-site offers only what a Japanese brand experience can - perfection. Perfect architecture, perfect products and perfect placement combine to create the idilic atmosphere to unplug and discover your next purchase. Designed by Klein Dytham Architecture for the media giant Tsutaya, the upscale retail complex comprises of three T-shaped buildings adorned with the facade of countless interlocking white T’s. A masterclass in branded environments the site encourages a social retail journey where visitors are architecturally guided to meet, interact, share and linger in the communal internal and external spaces. What interested us most with T-Site was not it’s excellence in experiential retail, but rather the gesture of giving open public space back towards the community. We’re not so naive to believe there is no commercial intention with the site, but the generosity of space and accommodating architecture in such a high density area provides space for people to assemble, mix and be... human.


– Tsutaya Books.
The dominant feature of the site, this homage to print, sound, coffee and cocktails manages to excite and sooth visitors in an instant. Head upstairs to the Anjin Lounge and browse complete back catalogues of popular magazines whilst sipping your cocktail of choice.

– Green Dog.
Gaze through the glass to view the Japanese art form that is dog grooming.

– Ivy Place.
Relax for a moment with a refreshment on the outdoor deck and enjoy the view as freshly trimmed poodles pass you by.


– Address: 17 Sarugakucho, Shibuya-ku, Tokyo
– Transportation: Daikanyama Station (Tokyu Toyoko line)
View Map


DEMO Issue #5


MThe latest Issue of DEMO has arrived with a new digital companion. M

No. 5

The latest issue of our publication DEMO Magazine has just been released in selected stores throughout Australia and online. In addition to the launch of Issue #5 we've also developed a mobile music player available now through the iTunes App Store. The perfect digital companion to your copy of DEMO- our music player app gives you access to our featured artist's music wherever you are, whenever you want as well as connecting you directly to the iTunes store for a quick purchase should any artist impress your ears.

The latest issue features a range of new talent including KSSR, Elizabeth Rose, Jagwar Ma, The Rubens and Gossling. In addition we've compiled a unique showcase of Jonathan Zawada's work and a reliable collection of our regular features and music updates.

Stay informed through our Facebook, Twitter and Instagram feeds for updated stockist information and music bulletins.


An Olympic Occasion


MLondon looks to Sydney for Olympic inspiration. M

Australia Unlimited 2012.

As countless medals are contested across London another competition is taking place outside the sporting arena. The Olympics have long been an opportunity for world leaders, decision makers and brands to meet and discuss the business of sport. There is no greater example of this than last night’s gathering at the Australian High Commission London for Australia Unlimited 2012. Hosted by the Australian Trade Commission (Austrade), the event assembled future host nations of the world’s premier sporting events to witness a showcase of Australian expertise in the major sporting event industry. From cauldron design to opening ceremony choreography, stadium design to drug testing technology - Australians have maintained a reputation as world leaders in winning, staging, and delivering large scale sporting spectaculars since Sydney 2000.

The focus of the evening was the launch of an extensive Tablet App designed and developed by Moffitt.Moffitt. Named ‘Track Record’ the App showcases 76 Australian firms responsible for producing some of the world’s most memorable sporting events. With indepth profiles, interactive content and access to a wealth of information the App has become a global resource connecting future host nations with Australian business leaders.

As Creative Directors of the event identity Moffitt.Moffitt. was also responsible for a range of touchpoints that included invitations, ticketing, apparel and environmental branding that transformed the historic Australian High Commission into an interactive event space.

The evening was also highlighted by an introductory film produced and directed my Moffitt.Moffitt. that was introduced by Minister for Sport, Kate Lundy. To view the film and view Australia’s major sporting event credentials download the ‘Track Record’ App which is now available at the App store on iTunes and Google Play.


Two Words For Tomorrow


MWhat is the most important issue facing Australia Today? M

Streams of Consciousness

March sees Moffitt.Moffitt. unveiling one of our most comprehensive collaborative projects to date.

Two Words for Tomorrow is a project conceived by The One Centre for GE to pinpoint Australia’s biggest challenges as seen by its people. From March, GE is inviting every Australian to share their Two Words For Tomorrow online or on location at a touring installation.

Executive Creative Directors The One Centre engaged Moffitt.Moffitt. to develop the Two Words For Tomorrow concept across online and offline environments. Moffitt.Moffitt. helped create a spectrum of digital and physical touch-points including a national online polling portal (executed to perfection by Future Buro) to a monumental public polling art installation - The Two Words Waterfall (developed in collaboration with FIELD)

The result embodies Moffitt.Moffitt.'s approach of seamlessly combining the digital and physical worlds to create illuminating and meaningful experiences that matter.


Publish Yourself


The latest issue of Desktop Magazine has hit newsstands this week. Focusing on self publishing, Issue No.279 features an impressive line up of magazines, zines and papers including our own publication DEMO. 

We are also very eager to reveal to you that DEMO Issue No.5 is now in production. Our first artist profile was recently captured by Mr. Steven Chee and we are looking forward to collaborating with the jet-setting Mr. Derek Henderson in the later weeks of March. 

To stay up to date on the formation of Issue No.5 keep a close eye on our Twitter Feed and Facebook Page or visit the DEMO website.


The Coolest Christmas


Considering the sun has barely shone over Sydney in the last couple of weeks you could easily believe that the Summer holidays are more than just a week away. Instead of reaching for the beach towel we're adorning the rain coat and while the weather hasn't greeted us in typical fashion the influx of Christmas cards are a sure reminder that the year is at an end.

Amongst the brand identities and campaigns are the all important end-of-year well wishes we create for clients. One of our annual favourites is the Lindsay Yates Group card. This year we worked with Lachlan Conn from the Jacky Winter Group to create a fold out poster showing what most of us will be doing Christmas Eve. Hopefully you'll be receiving one in the mail this week.

Moffitt.Moffitt. is looking forward to an invigorating start to 2012 with a new website on the horizon and a new collection of clients and projects.

Merry Christmas, happy new year and an even happier hangover.


Mr Porter Meets Mr Moffitt


Last month Mr Porter came to our shores to profile nine men making their mark in Sydney. Moffitt.Moffitt. was very happy to claim two of those positions amongst a range of talented gentlemen spanning food, art, architecture, music and more.

Photographed by the witty Mr Derek Henderson and styled brilliantly by the charming Mr Porter Style Director Daniel May, the article formed part of issue 40 of the Mr Porter monthly style Journal.

To take a look for yourself visit Mr Porter here but be warned – leave your wallet in your pocket or risk being seduced by the endless supply of beautifully crafted mens fashion.




Last week our friends at Tokyo Bike took part in the annual 'Monomachi' craftsmanship festival in Tokyo. Located between the the traditional crafts districts of Okachimachi and Kuramae in the Taito ward – “Monomachi” which combines the first half of monozukuri (craftsmanship) with machi (town) allows visitors to discover the tools and processes of craftspeople by inviting the general public in to their work spaces. Visitors can participate in workshops, meet with creators and artisans, buy specialty goods and above all enjoy the charms of this friendly Tokyo neighbourhood.

As part of Tokyo Bike's contribution our short film was presented in their showcase space at Mirror Gallery. To enjoy it for the first time or catch a re-run simply visit our facebook page or YouTube channel.

If you'd like to experience Tokyo Bike for yourself then perhaps you can drop in to their Sydney and Melbourne branches for a test pedal.


Secret Men’s Business


As the year ends, a new Moffitt.Moffitt. project begins. We've embarked on another self initiated enterprise sure to gain the attention of like minded gentlemen and gentlewomen. We've gathered alongside gifted photographic talents like Stephen Ward and Pierre Toussaint to create something worth waiting for.

More revealing reports in the weeks ahead.

Images by the accomplished Mr Stephen Ward.


Future Büro


MThe Future is Now M

Our co-collaborators at Future Büro have just launched their new site featuring a new identity package created by Moffitt.Moffitt.

The calibre of work is truly world class with a broad range of clients and sectors stretching from Red Bull to GE. The Future Büro team are currently working on a revitalised Moffitt.Moffitt. site that looks set to launch early in the new year. For an official invitation to the launch of Moffitt.Moffitt. 2013 join our mailing list or follow us on Facebook or Twitter.




Issue #4 of DEMO magazine is now on news stands and in selected stores. For the first time the magazine is free.

To coincide with the launch of issue 4 launch we've created a new website which features a back catalogue of past issues, interviews, images and of course music form our featured artists.

Our Sponsor – BJ Ball Paper will also be distributing issue #4 to all of their close clients. To ensure your copy contact your local BJ Ball representative to find out when they are in your neighborhood. Aternatively keep an eye out for DEMO at your favourite cafe, clothing store, live music venue or visit our online store to get yours delivered to your doorstep.

if all else fails Moffitt.Moffitt. head quarters in Surry Hills will have copies available at our Adelaide street entrance.

Join DEMO on Facebook or
Follow DEMO on Twitter




The weekend past saw the last days of the hugely successful A Type of Show at the Kind of Gallery in Darlinghurst. The exhibiton featured a large range of typographers, artists and designers including international participants Tony Dispigna and Alex Trochut. With such an impressive line up the opening night saw Oxford Street overflowing with a sea of typography enthusiasts. If you didn't get a chance to make it (or get in the front door) you can see our work above and a range of images from the opening night here. Many thanks to the team at Like Minded Studios who organised and hosted the event.


Encore Performance: DEMO issue #4


The fourth edition of our custom music publication DEMO has recently been completed. Look for it on shelves, sidewalks and bedroom walls in mid August 2012. This issue includes more interviews and reviews while continuing to collaborate with Australia’s finest artists, photographers and musical talent.

Look out for the New DEMO website set to launch with issue Four.

Featured Artists

- Miracle
- DZ Deathrays
- Emma Louise
- Ghoul
- Evil J & Cecilia


Hong Kong- Hangovers and Handbags


We've just returned from a short field trip to one of our favourite cities: Hong Kong. In a landscape dominated by densely populated architectural monsters and masterpieces, Hong Kong manages to balance all of it’s responsibilities as a leading financial services centre and it’s carefree mantra as an unmistaken indulgent mecca. At it’s heart is an essence of fun - whether it’s absorbing the pace and energy of the streets or offloading all of your savings on your credit card- all of the cultural, social or retail experiences deliver the same level of happiness.

We stayed at the relatively new W hotel in west Kowloon which is conveniently perched above Kowloon station. Amazingly decorated by Fabio Ongarato the hotel is as quirky as it is beautiful with a range of art-pieces adorning the walls, ceilings and communal spaces through out the hotel. Be sure to utilize the Airport Express check in option at the Kowloon station which allows you to check in your baggage and claim your boarding pass without stepping foot inside the airport.
With so much cultural and commercial options available it’s easy to soak up a week in all of the city's precincts but if you've got a limited amount of time here's a few of our favorites:

Debt Collectors

- Joyce harbour city: One of the best collections of designer brands from adidas originals to Alexander McQueen. Leave your credit card at home if your easily tempted.
- The One
: Conveniently located off Nathan Road- The One houses a variety of stores including some of our favorite Japan based brands including Beams and Journal Standard.


- Hutong: For an amazing view of the city during the daily 8pm light show it’s hard to beat Hutong. The cuisine is delicious with a large range of traditional delicacies and modern innovations. The Grilled pork ribs are a must but be wary of chili prawns- mouth burning is an understatement.
- Sevva
: Take your cocktails on to the large open balcony and rub shoulders with the expat banking set. Business cards at the ready- ego alert!
Upper house
: from the elegant elevators to the breath taking booths you can’t go past the sleek cocktails and stunning city views of this new development.


- High tea at the Peninsula: Enjoy the tradition of British rule with a cup of tea, scones and sandwiches at one of Hong Kong’s most iconic hotels.
- Mongkok lady's markets: Combine street food, neon lights and designer knock-offs and you get one of the most enduring Honk Kong experiences. Extend your waistline a couple of inches by eating all you can at Hon Wo Korean Restaurant located halfway down the strip.
- Jumbo:
Be as touristy as you can be and take a taxi to Aberdeen Harbour where you’ll find the floating restaurant metropolis known as Jumbo. The drunken prawns are a must.




It was an honor presenting our views, opinions and philosophy at the 9th Semi Permanent conference held in Sydney last week.

We had an amazing opportunity to meet many of the speakers and hundreds of the enthusiastic audience. We would like to officially thank the organisers of Semi Permanent: Mr Andrew Johnstone and Mr Murray Bell who along with their responsive team ran a world class event.

Their ability to continually find and attract world leading superstars and local up and comers is both exciting and admirable. We were well looked after throughout the entire event and we’re hoping we will get another invitation in the years to come.

Event highlights included talks by Dean Poole from Alt Group, local artists We Buy Your Kids and a production designer Annie Sperling. While we couldn’t attend all of the talks we’ve heard a lot of great reports on the rest of the speakers.

For a closer look at the conference take a look at the Semi Permanent Facebook page or visit the official site at www.semipermanent.com


3 Things with Desktop Magazine


We’ve certainly ruffled a few feathers this week...

This month Desktop magazine invited Andrew Moffitt to post an ‘open letter’ to the design community as part of an ongoing feature asking creatives to voice their ideas and opinions on what's happening in the world of design.

Entitled '3 Things', Andrew’s piece looks at 3 issues facing creatives working today. While the majority of feedback has shared the same sentiment, the article has received a few objections from the Australian Graphic Design Association (AGDA) community. To see what all of the fuss is about- be sure to pick up your copy at your local stockist or purchase it on line in tablet format here.


An Apple a Day


Moffitt.Moffitt. were recently invited to create an artwork for the Semi-Permanent side exhibition held at The Paper Mill gallery. The exhibition featured artworks by Semi-Permanent guest speakers such as Reg Mombassa, Corey Arnold, Michael Leon and We Buy Your Kids. Special thanks goes to Mr Nick Bowers for his sterling photographic guidance.

After some fine art viewing we recommend you skip next door to Felix for their fine Reuben Sandwich.


Over The Water To A Wild Land


Photographer Nick Bowers is presenting a new body of work this evening entitled ‘Over The Water To A Wild Land’. Showing at Sun Studios from May 5 to June 2, the work documents an expedition through the harsh wilderness of Australia's most southern and only island state: Tasmania. Undoubtably one of the worlds most unique and untouched habitats, Tasmania’s rich natural beauty is intertwined with a long history of unforgiving and sometimes brutal legend. Nick Bowers explains:

“I photographed ‘Over the Water to a Wild Land’ during an expedition to Tasmania. Moving through the pristine landscape was like being suspended in time. The incredible beauty and unforgiving harshness of the environment uncovered a place of serenity and melancholy. This collection reflects the stillness I felt while taking the pictures.”

We were happy to produce the exhibition collateral including signage, invitations and accompanying booklet. We're also working on Nick’s new website which will be ready in the months to come.

Exhibition Dates:  5th May – 2nd June 2011?Opening
Hours:  9.00am – 5.00pm daily?
Venue:  Sun Studios Australia,  42 Maddox Street Alexandria NSW


Tokyo Bike Collaboration


After all of the sadness that's been pouring out of Japan due to the recent disasters, we’re pleased to share some of the happiness tokyo has given us during our recent field trip in late 2010. In partnership with Tokyo Bike we created a short film that captured a days riding through Tokyo’s urban precincts and parks. From the chaotic crossroads of Shinjuku to the peaceful back lanes of Nakameguro - experiencing tokyo by bike reveals the rapidly shifting pace of the city between its streets and suburbs. You can view the film on our YouTube Channel or Facebook page.

The philosophy of Tokyo bike is more focused on comfort than speed. While you can find a fast pace amongst traffic on the Meiji Dori- the real joy of the bike is in the backstreets at a cruising pace. Our beautiful Tokyo Bike SS single speed models in jet black and pearly white were the perfect match for the tokyo cycleways.

In support of Japan Tokyo Bike has launched a new range of bags for $10AUD with 100% of all sales going to the earthquake and tsunami victims in Japan through Australian Red Cross. Be sure to grab one at their Surry Hills store or at a range of supporting local retailers. For more information visit the Tokyo Bike blog here.

Can’t wait to return to Tokyo. Get better soon.

Tokyo Bike

1 Marys Place Surry Hills
Tel. (02) 9357 1223


Strange Talk


We’ve just completed the debut EP artwork for Melbourne outfit Strange Talk. Launched last night in Sydney, the group is proving to be one of the more promising offerings of 2011 with their eclectic electro-pop style and summer synth melodies. Featuring Mr Stephen Ward’s pensive landscape the artwork was the perfect response to the bands nostalgic yet up beat sound.

Be sure to have a listen at Strange Talk or purchase the EP on line at iTunes.


A United Force


The latest issue of Australian Creative is on news stands now and it features a brief interview with Moffitt.Moffitt.. Looking at a few of our earliest inspirations and thoughts on working collaboratively- it’s a glimpse into our our working relationship and outlook on the creative community.

We enjoyed reading our copy over a delicious Kings Lane Sandwich in the heart of Darlinghurst. The renowned chicken schnitzel sandwich with towering vienna bread is ideal for curing post shoot hunger. Located just around the corner from Luxe Studios and the revitalised East Village Pub, be sure to suffer the delights of indigestion during your next lunch break.


Apple Talked


There's nothing quite like sharing ideas and opinions in a giant glass box. Even more so when the box belongs to one of the worlds most envied and celebrated brands.

We sincerely thank all of those those who attended our Sydney Apple Store presentation. Above are a selection of screen slides and the surroundings.

Special mention to Australian Infront who made this and many more events to come possible.


Apple Talk


A friendly reminder that we will be speaking in the foyer of the Sydney Apple Store on Wednesday March 30.



Visibility. Defining your own creative identity
As creative directors we are asked daily to shape perception. Perception of people, businesses and things. But how do people perceive us? How does our work, actions, personality and philosophy define our own visual identity. Should we be visible or invisible?

Visibility. Defining your own creative identity
As creative directors we are asked daily to shape perception. Perception of people, businesses and things. But how do people perceive us? How does our work, actions, personality and philosophy define our own visual identity. Should we be visible or invisible?


Apple Store Sydney. 
2/367-373 George Street,
Sydney NSW

6:30 PM start 

How Much?


Singapore. We want more.


We recently paid a visit to our clients COMO Group in steamy Singapore. COMO Group parents a range of brands within fashion (Club 21), travel (COMO Hotels & Resorts) and health (COMO Shambhala).

Outside of meetings we spent most of our time poolside 57 stories high at the hotel de jour - Marina Bay Sands. Not keeping with our typical boutique hotel style, the Sands expressed it’s dominating size and ego at every opportunity. With it’s extra large towers, lobbies, patterned carpets, buffets, pools and views, the MBS entices the always entertaining high (and low) society of Asia.

Although lacking in layered sub cultures in comparison to its asian counterparts (Tokyo, Bangkok, Hong Kong), we very much look forward to seeing more of Singapore and it’s charismatic evolution.

Newest points of interest

+ Collaborate - Club 21b fashion and art collaboration space
+ Spend - The new Comme des Garçons Four Seasons store
+ Refine - TWG Tea Salon & Boutique in ION Orchard
+ Sip - The Club roof top
+ Misbehave - Zouk Out dance festival on the man made Sentosa island (expect ridiculousness)

Old favorites

Singapore chili crab
+ Afternoon Gin & Tonic’s at Raffles Hotel
+ Chili crab
+ More chili crab 
+ More and more chili crab




Moffitt.Moffitt. has been invited to speak at the 2011 Semi-Permanent Conference in Sydney. In it’s 9th year the conference series has grown in scale and reputation establishing itself as one of the most widely known and watched creative events on the global calendar.

It covers many creative disciplines, including graphic design, art direction, film, fine art, illustration, digital and motion design, photography, animation, graffiti, and architecture.

We are looking forward to joining the list of highly regarded speakers including our favourite French multi-disciplinary team Surface to Air and one of our childhood inspirations- iconic Mambo Artist Reg Mombassa.

Semi-Permanent Sydney runs from May 13-14.
Tickets available from the Semi-Permenant website.


Demo Music Magazine


After officially launching in late 2010 our custom music publication DEMO is now available in a range of reputable stores. If you like what you see, head to one of our stockists or buy your copy instantly from our online store.

Visit: demomagazine.com.au
Buy Online: at the Moffitt.Moffitt. Store
Follow DEMO: on Facebook or Twitter
Visit: demomagazine.com.au?Follow DEMO: on Facebook or TwitterAfter officially launching in late 2010 our custom music publication DEMO is now available in a range of reputable stores. If you like what you see, head to one of our stockists or buy your copy instantly from our online store.

Visit: demomagazine.com.au
Follow DEMO: on Facebook or Twitter


New Work


A new year brings new work. Above is a small selection of our work from the beginning of 2011.  


Works Include

1-3. Carla Zampatti Autumn/Winter campaign 2011

4-5. Metropolitan Hotel Bangkok flower wall installation and collateral

6-7. Pantene Clinicare Japanese event design


Call for Entries


We have an internship position available for a talented, enthusiastic and social individual.

Please submit your portfolio to info@moffittmoffitt.com by Friday 21st of January.

Your portfolio must:
- Contain contact details and CV
- Concisely display a maximum of 5 case studies
- Be a maximum of 3MB in size
- Make our day

Portfolio website links will also be accepted.

Good luck.


Christmas with Oslo


The streets are calm and empty. The cicadas are in full song. The phone is silent. It’s Christmas Eve...

Christmas Cards aren’t always the most eagerly anticipated projects of the year. However, during this festive season we collaborated with one of our favorite illustrators Mr. Oslo Davis for the Lindsay Yates Group’s Christmas Card. The Melbourne based Oslo is renowned for his weekly cartoons in The Age which capture the entertaining and slightly odd but always amusing day-to-day events unfolding on the city streets.

In a year all about evolution for the print industry – we asked Oslo to create a series of 8 evolving reindeers to characterise the Lindsay Yates Group’s change in structure and thinking throughout 2010. Hopefully you received one in the mail but if not here’s a sneak peek in this report.

Safe travels and happy holidays from Moffitt.Moffitt.
Oslo Davis is represented by The Jacky Winter Group


DEMO Magazine Launch Next Week


The DEMO magazine website has been updated to the latest issue which goes on sale next Monday December 20, 2010. Log on to demomagazine.com.au to preview Issue #3’s feature articles as well as a sampling of tracks from each contributing artist. Don’t be satisfied with just the online offering – pre-order your copy from our online store so you can experience the publication in it’s large format delight.

Visit: demomagazine.com.au
Buy Online: at the Moffitt.Moffitt. Store
Follow DEMO: on Facebook or Twitter


A New Home for Moffitt.Moffitt.


Our new studio received an impressive addition this week with the installation of a large format print from the infamous Mr. Gary Heery. Standing at over 1.5 metres tall and stretching 2.4 metres long- our stately white headed Osprey brings a welcome dose of drama to our new home. Mr Heery has been working over the past year on his collection of bird images which are soon to be exhibited at Shapiro Gallery in late February. Moffitt.Moffitt. will be collaborating with him on some of the works so stay in touch with future reports to find out the exact details.

If you are in the Surry Hills neighborhood- our door is rarely closed so please drop by.


Tokyo Report 1: Nike goes Undercover


We were lucky enough to be in Aoyama for the opening of the latest collaborative project between sports giant Nike and revered fashion designer Jun Takahashi of the cult Japanese label Undercover. In the shadows of the now iconic Prada building by Herzog and de Meuron the familiar queue of Japanese brand-aholics lined up around the block to be the first to get their hands on Nikes latest offering.

The project entitled 'Gyakusou' is a a merging of Undercover’s minimal design philosophy and Nike’s sports excellence. The combination provides a technically advanced and stunningly stylish range of garments and accessories from footwear to Jackets. The name Gyakusou derives from ‘gyaku’ meaning reverse and ‘sou’ meaning run. It’s a name given to the team of runners who run against the regimented clockwise direction of runners traditionally adopted in all Tokyo parks.

This concept of reversal is carried into the raw realisation of the retail space where the internal stud work is left un-sheeted in stark contrast to the sleek polished forms of most flagship/concept sports stores. positioned above a geometric seating sculpture is a wall of iPads playing short film sequences created by film maker and photographer Jamie Morgan.

The draw curtains of the change rooms are made of a synthetic, reflective material that creates a slightly disorientating depth defying effect while the the roof is covered in a sea of light bulbs which undulates across the ground level show space. The room is full of contrast between glossy surprises and crude textures.

Japan seems to have an uncanny way of pulling off these interesting collaborations. The all powerful Nike intelligently uses the Undercover brand to communicate a more intimate, sophisticated and exclusive experience. The attention to detail across the store fit out, the visual language and the digital motion peices are another seamless example of the Japanese’s attention to detail. In a market flooded with brand heavy weights- Tokyo is the  perfect platform to witness the ‘bar raising’ strategy brands embrace to grab consumers attention and imagination. Creating long lasting impressions pushes brands to be different and stand out form the crowd rather then sinking into boring drone of predictability.

Photography Slides 4 - 6: Jamie Morgan


Oh Mercy. Oh DEMO. Issue 3.


We’ve just put the finishing touches on the latest issue of DEMO Magazine. Our last shoot featuring Melbourne’s Oh Mercy was captured by the talented Mr Pierre Toussaint. We’ve united a fine body of artists from a range of musical backgrounds to level out this long awaited issue.

In related news- one of our feature artists Kyu has just been awarded the Qantas Spirit of Youth Award for music amongst other notable nominees including Cloud Control and Deep Sea Arcade. Stay in touch for more information on the unveiling of DEMO issue 3 which is set to be released in December 2010.

Photography: Robbie Powell


Tokyo Time


MTake a ride with us. M

We recently returned from a field trip to Tokyo Japan that included a collaborative project with Tokyo Bike. Keep an eye out for it here and at their new Potts Point pop up store in the weeks to come.

We explore Tokyo on an annual basis as it’s full of inspiration, innovation and spiritual relaxation. It’s truly a place of symbiotic contradiction defined by a modern embrace of technology and a deep respect for tradition. While in many countries these two ideals tend to tear generations apart, Tokyo manages to hold things together by blending the old and the new in a seamless experience.

Beneath the surface of technologically driven chaos there’s an underlying calmness and unity. The hustle and bustle of the main city streets with its barrage of branded messages is elegantly balanced by small intimate back streets rich in personal discoveries and hidden gems. Even amongst the busiest pedestrian crossings you feel that within the crowded mess each individual is working within a greater framework to ensure that everyone finds their way in the most efficient and respectable way. It’s an experience unlike any other major city.

In the upcoming weeks we will be filing a series of reports on some of our interesting finds and established favourites from Japan. Be sure to check back in for more details.


The Verses Debut Album Launch


MA New Season M

The Verses launched their debut album ‘Seasons’ this week at the cosy New Orleans inspired live venue ‘The Vanguard’ in Newtown. Formally known as Killing Heidi – the multi-platinum, ARIA award winning pop-rock group of the early naughties – the brother and sister duo of Jesse and Ella Hooper are now more at home with their warm eclectic rock roots and country inspired ballads than their original teenage angst and dishevelled dreadlocks.

Inspired by their childhood in rural Victoria and the sounds of singer-songwriter gods like Stevie Knicks (whom they toured with during Fleetwood Mac’s recent visit to Australia) the Verses have crafted a mature, coming-of-age release that’s seen them come full circle as the album title implies.

The cover artwork by Moffitt.Moffitt. portrays the notion of seasons through complimenting shapes found in contradicting elements. A volatile fireball intertwines with delicate flower petals, country landscapes and intimate portraits. The artwork represents a story of transition through temperature, geography and time.

Beautifully shot by the fetching Mr Stephen Ward, the artwork is sure to challenge the more predictable aesthetic of country inspired albums. To sample some of the album head to the official Verses website or download it on iTunes.


Grasshoper Bar Opens


MBar Hopping M

The well hidden Grasshopper bar and restaurant finally opened this month featuring some of our latest work- most notably the 3 metre tall Kung Fu figures in the main dining room. Coinsiding with Sydney City Council's revitalisation of the Sydney CBD, Grasshopper brings a new alternative to the more refined yet predicatble players on the George Street strip.

The artwork represents a collision of martial arts characters inspired by the Grasshopper nickname given to David Carradine's character in the cult American television series Kung Fu (1972–1975), and iconic renaissance portraits drawn from the cathedral like archways that feature in the main dining room. The arches themselves have become the Bar's calling card and are used as a graphic device across all communications from business cards to wallpaper.

The best thing on the menu are the cocktails which are served thick and fast in your grandma's old jam jars. The understated atmosphere and furnishings are perfectly balanced by the inventive offerings from the kitchen. If your interested in a more secluded Friday night away from the rooftop pool parties and blackberry's then maybe Grasshopper has what you need.


No, More Exhibition Opening


MNo, More Posters M

Last night saw the opening of our maiden exhibition at Mart Gallery in Surry Hills. Titled No, More- the exhibiton is a study of excess and restraint within contemporary music. The collection is made up of 12 artworks ranging from photography based mediums to graphic elements all depicting a point of view on how social, environmental and financial influences shape the way we consider music. With themes such as Drugs, Sex, Originality and Globalisation- the exhibition challenges what is constructive and destructive for music culture.

The show will be running for the next week- closing on August 28 2010. During your lunch break or after some self indulgent book purchasing at Published Art make sure you drop by to sample the work in a quieter atmosphere. Printed in 4 colour black and white and neatly finished on 140 gsm uncoated stock the posters are a beautiful example of fine printing.

Limited to only 100 prints per poster we are hoping that a few remain after the exhibitions closure so we can present them on our on line store for our greater Sydney audience. Be sure to check back in to the Moffitt.Moffitt. Store post August 28 2010.


Street Side Sydney Interviews Moffitt.Moffitt.


MThe City Within The People M

The charming and talented Seema Duggal interviewed us for her blogazine Street Side Sydney this week in the lead up to our exhibition at Mart Gallery. Overflowing with intelligent features and reports SSS is dedicated to the ever changing city of Sydney and the competing passions of its people and its admirers. We were happy to join the ranks of some her distinguished online guests. 


Creative Sydney Presentation


MCreative Sydney? M

Vivid Sydney is an annual event that highlights the importance of creative culture within Sydney. It’s designed to establish Sydney as a major creative hub in the Asia Pacific region – whether it’s achieving that goal or not is yet to be seen but there can be no doubt that Sydney is raising the eyebrows of many creative leaders worldwide.

Amongst the offerings of Music, Art, Film and Theatre is Creative Sydney- a series of free public events, held from June 5-13 2010 at the Museum of Contemporary Art, Circular Quay. The events represent a coming together of creative professionals from a variety of industry backgrounds in a forum of discussion that looks at how Sydney can build upon it’s creative credentials. Knowledge sharing is at the heart of many of the events where both established and up-and-coming creatives discuss their experiences and opinions as well as questioning what lies ahead. Where other creative conferences fall down in hype fuelled by rock star artists who regularly disappoint, Creative Sydney leads the way by taking a more relevant approach to the commercial role of creativity within the city and how ideas and inspiration can shape careers and sustainable businesses. With it’s doors open to the public it allows creative practitioners and community campaigners to engage with the broader community and highlight the important role of creative thinking in shaping a cities cultural and physical identity.

Five panel discussions were held over 5 nights focusing on a range of different topics. The topics themselves kept the focus tight so the audience was spared the more predictable formats of portfolio driven speeches. Moffitt.Moffitt. was invited to speak at the Creative Vs Commercial evening on June 9 2010. The theme was built around the balance of commercial and personal work and how both are needed to drive inspiration and survival. Troy Lum of Hopsctoch Films revealed the ups and downs of catering to an unpredictable film audience while TMOD described their early mistakes and triumphs in their jewellery and gift card business. At the heart of each presentation was the relationship between creativity and commerce. While it’s not a revolutionary mantra the role of passion in driving commerce is regularly forgotten so it was refreshing to see all of the panelists putting it into action.

To ingnite some of your own passions get down to the next Creative Sydney and listen to some real discussion on how this city can become a thriving capital of creativity.


AGDA Young Lions Presentation


MRoar! M

Moffitt.Moffitt. was asked to speak at the Australian Graphic Design Association (AGDA) Young Lions talk held at the newly built Surry Hills Library this week. After we initially questioned whether or not we were eligible for 'Young' or 'Lion' status we happily accepted the invitation alongside other guest speakers including Eva Dijkstra and Michael Lugmayr from Toko Design and Sam Pemberton from Landor Sydney.

The night was set up to deliver some insights into the next wave of creative leaders and uncover some of the challenges and opportunities that are facing us as individuals and as a collective group. With the introductory presentations out of the way the night opened up to debate and discussion with topics ranging from idea generation to community support for creativity.

One issue of debate that seemed to polarise the speakers and audience was the effect of public opinion on our work. An example being Landor’s recent brand revitalisation work on the city of Melbourne’s identity which was publicly criticised for both the creative outcome and the cost to produce it. Unfortunately within this unquantifiable business of creativity we yearn to be adored by the public for our leadership and vision but become furious when our ideas are challenged by an 'unschooled' audience of opinionated neighbours. There is a fine line between leading the public into the future and stepping so far ahead of them we’ve lost touch.

Public judgment can build a healthy dialogue with the community which can then lead to a greater understanding of the value of creativity. As creatives we have to rely on our instincts to push beyond concepts of today and lead people into the future but we must at the same time shelve our egos when pushing for self glorification in our work.

Just like the Jørn Utzon's Sydney Opera house- I am sure Landor’s ‘M’ will become part of the Melbourne landscape once it’s forgotten and rediscovered again.

Photography: Robbie Powell


Moffitt.Moffitt. Maiden Exhibition at Mart Gallery


We’ve spent the last few weeks putting together a collection of works for our upcoming exhibition at Mart Gallery. Showing from August 19-28 be sure to wander past 156 Commonwealth Street, Surry Hills for a look at our music inspired showcase titled No, More. Revisit the Moffitt.Moffitt. Report for updates and information in coming weeks.

Visit the Case Study


6 Chairs Film Premiere


M6 designers, 6 Disciplines, 6 points of view, 6 chairs M

This week we were proud to be part of the short film documentary 6 Chairs presented by the Design Institute Australia. The film profiles 6 designers from a range of creative backgrounds encompassing Fashion, Architecture, and Visual Communications. The participants included:

• Architect Matthew Herbert of Herbert & Mason
• Interior Architect Kelvin Ho of Akin
• Fashion Designer Therese Rawthsorne
• Creative Director Andrew Van Der Westhuyzen of Collider

Directed by Kiku Ohe and co-produced by Kirsten Stanisich of SJB interiors and Andrea Nixon of Play Communications the documentary uncovers some of the perills and pleasures that face the next wave of Australian designers. Across the disciplines it seems there was a unified outlook on maintaining a ‘hands on’ approach in a digital future. All participants spoke of their connection to traditional tools of expression like drawing and model making and how they are becoming even more relevant in today’s environment especially in identifying new talent. Frustrations came from the familiar lack of public understanding of creative professionals however these shortcomings were overpowered by the desire for a healthy dialogue with the public to create stronger creative cultures in our cities.

Your next opportunity to see the film is in October at ‘Unlimited’ the inaugural Brisbane design festival for the Asia Pacific region which is running in conjunction with The International Council of Graphic Design Associations Icograda Design Week. For more information visit the 6 Chairs Facebook page.


Tokyo Graphic Passport


MFantastic Men M

An annual destination for Moffitt.Moffitt. Japan continues to be an informative and inspiring place. In the most recent trip to the home of retail innovation, sushi and karaoke - Moffitt.Moffitt. attended the Tokyo Graphic Passport symposium.

With a focus on spatial art and culture publishing, the forum gathered a selection of global creatives including Christophe Brunnquell (Purple Magazine), Studio Newwork and Yorgo Tloupas (Intersection Magazine).

One of the feature draw cards to the weekend were the flamboyant pairing of Jop van Bennekom and Gert Jonkers - otherwise known as the fantastic fellows behind the acclaimed Fantastic Man magazine. The pair generously shared with us their perspectives on design, editorial curation, personal style and their new found addiction to Tonkatzu.

The report photo above taken by Moffitt.Moffitt. has upon their request become one of their official press photos. Contact us for a guide to our favorite locations to eat, drink, shop and perhaps sleep.


‘De Zines’ Exhibition Madrid, Spain


MThe exhibition attempts to convey the sensations we have experienced upon receiving an issue of one publication or another M

June 29 saw the official opening of the ‘De-Zines’ exhibition in Madrid Spain at La Casa Encendida. Created by designers Óscar Martin & Roberto Vidal, the exhibition assembles the latest examples of contemporary independent publishing and examines their influence within current social, cultural and political contexts. A total of 400 international publications were selected from across the globe. Proudly on display were two of our publications Realisations of Grandeur and DEMO issue two. Happily nestled amongst global publishing icons as such as Dazed, Fantastic Man, Frame and Monocle it was an honour to see our publications participating in an event that highlights the relevance and importance of independent voices no matter how big or small. While the digital world is a new form of expression and connection we can’t ignore the power of united mediums to really communicate a message. Print, digital and environmental mediums all have a role to play either in chorus or as separate instruments. Without consideration on how all of these elements interact brands, organizations and movements will struggle to harness the true potential of creativity.

To find out more about how the exhibition came to be we talked to the curators and exhibition designers Mr Roberto Vidal and Mr Óscar Martín.

MM. What is your background? Where are you from? What do you do?

We are designers and independent curators. Roberto Vidal is an editorial designer and Óscar Martín is an interior and lighting designer. We live and work in Madrid, Spain, in Malasaña neighbourhood. Our life is quite simple. We work as freelance designers, watch tons of movies and TV programs (last season of True Blood is highly recommended), go to some gigs, cook good food and work on personal projects like “De Zines”. Next projects include an exhibition about artist books and another about contemporary drawing.

MM. What inspired you to organise the exhibition?

The exhibition attempts to convey the sensations we have experienced in recent years upon receiving an issue of one publication or another: for example, the feeling of having our curiosity satisfied when we saw inside the home of Kim Gordon and Thurston Moore (members of Sonic Youth) in issue 4 of Apartamento. In publications such as Candy – the first fashion and style magazine to celebrate the transsexual, transvestite, cross-dressing and androgynous aesthetic – we are shown how dreams come true thanks to the expert guidance of the editor, Luis Venegas. How did Antoni Hervás’s grandmother react when she saw David Lynch’s Eraserhead? We find the answer in an issue of the fanzine Grapandmopotheper illustrated by Antoni himself.

In short, good communication, the kind that makes a deep impression. De Zines tries to create a space both of transit and of permanence, intensifying the visitor’s thirst for knowledge, encouraging each person to seek out the themes with which he/she can identify with.

MM. What were the difficulties in putting the exhibition together?

Many of the publications are limited editions and have selected distribution. It has been quite difficult to collect them all (at times even desperate). However public feedback has been so good that the effort was worthwhile.

MM. How important are zines in today's culture?

We must never forget that a zines are created because someone, somewhere, needs it to exist. Independent publishing operates independently of market demands. It offers a space for freedom, promoting a closer bond between creator and reader and exploring the full graphic and artistic potential of the physical format.

MM. Will zines survive the digital age?

Of course. “De Zines” is proof that print media is far from disappearing; in fact it’s experiencing resurgence. Independent publications may be the future of the printed media. In fact, they achieve remarkable agility in the dissemination of today’s culture thanks to the flexible, democratic way in which they create and share images, ideas and information. Pages characterised by an impeccable editorial design, stages where their creators are free to express their obsessions and passions and fulfil their desire to communicate, to be heard.