Aimee Grundell is the founder of AG Studios, working across the board to keep the studio running. She covers every role from Creative Director, Production Director, taking care of finance, communications, and pretty much everything in between.
Aimee and her team work on a range of projects, from interior and furniture, to programming, to set & stage design. This supports Aimee’s point of her not being able to turn down projects, as she says it is part of getting work.
The lecture continued to show one of the first jobs Aimee got, which was the Munroe House in Leeds, ‘Grandma’s House’. This project looked fun and exciting, replicating a 60s interior, with a cartoon appearance. Every detail was looked at, from interchangeable pictures in the frames to the rug on the floor.
Another project which caught my attention was the Jet 2 Holidays Easter Campaign, which was a collection of set designs of beaches with Easter eggs in hammocks and lounge chairs on the beach. This campaign was so that people would have to call in and guess how long it took for the chocolate eggs to melt, and could win a holiday. I thought this was a brilliant idea, so simple and really fun and engaging to the general public, who were the main audience. The sets were made using a range of processes and materials; plywood, laser cutting and sewing.
The main project Aimee focused her lecture on was the ‘12 Days of Woodland Walk’ project, which was an outdoor installation telling the story of 12 Days of Christmas. This project needed CNC cutting to create 3D models of the 9 ladies dancing, created out of plywood. Aimee mentioned how she saves a lot of money on projects due to having a background and experience in large format printing. This enables her to send her work to the printers in the right format, so she doesn’t have to wait and pay for the printers to convert the file.
This definitely motivates me to learn about a wide variety of processes and materials, as this would open a range of doors and opportunities.
The end statement of the lecture made by Aimee was that you can’t design if you don’t know the materials and techniques in order to get the desired outcome. This is something that I definitely reflect upon the most as a designer, because knowing different materials and processes will enable me to design successfully.
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