Base 20th Anniversary from Base Design on Vimeo.
The first time I came in contact with Base Design was through my job as a journalist at The Word Magazine. Dimitri, one of the founders, was part of the board of advisors, and at every meeting he managed to surprise us with fresh perspectives and great ideas. Apart from that I didn’t really know much about Base, but when I asked around everyone described them as “the guys who made it in New York.” How did a rather small creative agency from Belgium manage to land NYC’s majestic Museum of Modern Art as a client? How do you make it from a petite studio in Brussels with not more than a few desks and a phone line to one of Belgium’s most reputed and cutting-edge creative studios with offices in New York and Geneva and clients ranging from The Olympic Museum in Lausanne to the Milk Studios? And what does a creative do all day? On the occasion of the company’s 20th birthday, which will of course be celebrated - where else? – at the MoMA, I got the chance to speak with seven Base disciples from founding partners to youngsters. Here, they open up about the early days, highs and lows, and why they wouldn’t want to work anywhere else.
- Sarah Schug, writer
Interview with BaseNYC design director Arno Baudin for the release of his book Vol. 1.
Lisez moi en français.
Margaux, Magali, Philippe, Sophie … They are all students of the Ecole hôtelière de Lausanne (EHL) and chose Base for their second year of Bachelor internship. The question is why ? Indeed, at first sight it is difficult to make a link between a hospitality school and a branding agency.
The students who work for and with Base simply put into practice what they have learned at the EHL : to be independant, proactive, work hard, be critical, honest and dynamic. Base likes to collaborate with students who understand the principles of hospitality and who have the skills to develop new projects or to help on current ones. They develop a strong relationship.
The principle is simple : think out of the box, communicate, interact, relay and share ! Share a passion, a vision, values, ambitions and goals.
Read more about it… French version !
A Digital Director is an energetic & proactive leader with a passion for crafting interactive experiences for brands. This position requires leadership on translating brands into digital expressions, from a concept, design and technology point of view. Because of this, a digital director must be able to collaborate with designers and developers in order to bridge strategic and concept driven designs with technical possibilities.
A Digital Director must have excellent interpersonal, communication skills as well as a solid understanding of current best practices and trends to define and lead technical specifications for digital projects. This position requires someone with confidence and resourcefulness so they can successfully lead to build unique brand experiences.
If you see yourself as a future Baser,
Check out the full job description.
Interview by Sarah Schug
Erwin’s career path is one with a lot of twists and turns. The Brussels native got a Master in photography from Sint Lukas, took a sneak peek at film studies and is also a trained cook (which comes in handy for the weekly Base team dinners). After having launched his very own gallery “Bullitt” while working at a Tex-Mex restaurant, the multi-talent quickly started to get booked as an exhibition builder and signage designer by renowned museums and art centers such as Wiels, Bozar and MuHKA and even opened up his own multidisciplinary design office. Erwin also designs furniture and recently started teaching at art school La Cambre. At Base he has been working as a spatial designer for a few months now and we had a little chat with the go-getting all-rounder about his job, fixing office doorbells and why he always has a tape measure in his pocket. See pictures of projects at the end of the interview. … more
Roy Shvartzapel came to us with a bold, uncompromising mission: To build the best bakery in America. His culinary fame, acquired after years at world-renowned restaurants such as el Bulli, Pierre Hermé, Balthazar, and Bouley, certainly piqued our interest. However, it was his, along with partners Kathy and Brad Sanders overarching philosophy that world-class cuisine can and should be accessible to everyone that we found so inspiring. … more
Interview by Sarah Schug
Brussels’ La Monnaie kicked off its new season just a little while ago and for the occasion it released a stunning and innovative video which offers an exciting visual experience mixing up opera, photography, fashion and painting. Inspired by the so-called seven deadly sins and against the backdrop of Rachmaninoff’s Francesca da Rimini it breaks with the traditional dusty opera image. The creative minds behind it are Base Design’s art director Pierre Daras and Belgian-born international photography star Pierre Debusschere whose work has been published in renowned lifestyle magazines such as Dazed and Confused. Here, the dynamic duo talks about their unusual collaboration and why Belgian opera beats Beyoncé. (See campaign visuals at the end of the article)
A salon for creative entrepreneurs, Neuehouse has quickly emerged as the epicenter for New York City’s innovators and troublemakers. The world’s first private work space collective, Neuehouse was conceived as a place to create, collaborate, socialize, and decompress. It is a place to be taken care of while being fully engaged in work that matters. Its best-in class programming, welcoming a wide-ranging group guests including Paola Antonelli, Daniel Boulud, and Slash, informs, entertains and inspires. … more
The most effective brand identities are those that also excel in digital space
Le Pain Quotidien is a group of bakeries based on simple, wholesome cuisine. Founder, Alain Coumont learned the art of baking early in life and at the age of 16, opened his first bakery in Brussels. This little shop has today risen to include more than 250 locations on five continents. … more