“Internationally renowned fashion brand SuperTrash is successfully managed by top entrepreneur Olcay Gulsen. The brand not only offers clothing, but shoes, accessories and lingerie as well. And, like each major company in the fashion industry, SuperTrash is also launching its own perfume: “Phenomenal”. The perfume will be introduced at the Amsterdam Fashionweek 2012. For its packaging design SuperTrash teamed up with CARTILS, the well-known international branding and packaging design agency.
CARTILS’ main objective was reflecting the unique and authentic SuperTrash brand image in its design. A brand that revolves around living a successful life, being sophisticated and exposing yourself as you are. “Phenomenal” by SuperTrash targets independent women with great sense for fashion and style. Therefore CARTILS crafted the design to present a combination of outspoken personality and effortless style. Gaston van de Laar, Group Director Client Services at CARTILS explains: “The powerful angular bottle shape represents independence and confidence, while the cap texture and gold colouring show the absolute class and style the international brand stands for. The sophistication and great sense for fashion are underlined by the delicate ribbon and SuperTrash charm.”
In the development of SuperTrash “Phenomenal”, a large-scale research was conducted by Jorijn Harms at the Delft University of Technology, to determine how scent characteristics can be translated in packaging design. The research results offered clear insights on colour, shape, angularity and more. These insights were then connected to the characteristics of the perfume, which in combination with the SuperTrash brand personality created the foundation for the outstanding design. “Launching my own perfume has been a dream of mine for so long, I think Phenomenal fits the SuperTrash lifestyle perfectly”, top entrepreneur Olcay Gulsen stated. “CARTILS really brought the SuperTrash brand experience alive in Phenomenal’s packaging design. The packaging clearly represents ‘feminine independency’, a characteristic the brand is known for. Besides that, it differentiates from all the offers that are currently on the market. It is satisfying to see that a company, that is a relative outsider within this segment, is in touch with the market and the SuperTrash brand in such a great way.’ Phenomenal by SuperTrash is expected to be in stores by April 2012 and will be for sale at Douglas, SuperTrash brand stores and SuperTrash online store.”
We’re so sad to see them go, please stay another day Airside.
After 14 years of creating groundbreaking design, we have decided to shut up shop for good at the end of March next year. We will remain fully open for business up until that date.
To clarify the reasons behind this remarkable decision, the three founders, Alex, Nat and Fred have prepared the following statement.
For the record, we aren’t going bust, in fact we’re currently thriving. We haven’t fallen out with each other, in fact we’re as close as we ever were. What has happened is that after fourteen years of working together we have grown into different people with different goals and despite all of our best efforts we can’t see a way for Airside to move forward and accommodate all of our individual ambitions. You could put it down to musical differences if you like!
The world has changed enormously since we started in 1998 and we feel we’ve been a big part of that change. We were lucky enough to be the first of a certain kind of design company that now feels like the norm. New paradigms are emerging and as individuals we want to explore them in a way that Airside is currently unable to. Our influence has been very clear on a generation of creative practitioners and that makes us feel good; it also feels like our work here is done.
We feel that it is completely true to the unique spirit of Airside to end the company as friends and to end it on a high. We’ll be making an announcement as to our individual future plans nearer the time of our closure and there will of course be a party to mark our closing. Between now and then we’ll be focussed as always on creating amazing work for our clients and ourselves – the last chance for us to work together as Airside. Although we definitely plan to collaborate in future, and don’t bet against a re-union tour in 2022! And of course the spirit of Airside will live on in the shape of our Tokyo branch Airside Nippon, which will continue to trade as usual.
Voluntarily choosing to end Airside has been one of the toughest decisions we’ve ever made but it also feels completely right. We’ve loved every minute of working together and feel like we created a truly unique company that completely fulfilled all the dreams that we had back in 1998: maybe that’s why it feels OK to end it now. When we see the inspiration and positive impact we believe we’ve had on the creative world we are very proud.
Tag Heuer has been on a relentless mission over the past seven years to architect the most accurate movement in the industry. The Mikrogirder concept is their latest attempt which is said to be accurate down to 1/2000th of a second which equals 7,200,000 beats per hour. To put that in perspective, the average timepiece operates at 28,800 beats per hour. That’s not just 250x as fast, that is a light year leap in speed. Just wait till you see the video to see this incredible feat of engineering in motion. Link
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