Berlin, October 9th, 2019

With headquarters in Berlin, Artificial Rome is a studio for digital design and visual communication that focuses on creating rich, immersive and effective solutions. Their approach is characterized by transparency and visualization of technical and conceptual processes.

The agency defines projects based on client goals and its exacting standards of innovation and excellence, with every one of its projects reflecting these principles. Hugo Boss, Rolex, Adidas, Audi and Jaggermeister have been some of its clients throughout the years.

Patrik de Jong is Artificial Rome’s Managing Director and Creative Director, and therefore, he plays a crucial role in all projects. In an interview with TIA, de Jong described the agency’s culture, the role played by technology and the importance of timeless design.

What experiences lead you to where you are today?

I guess with every project we take up a new challenge. And all the failures and obstacles have brought us to where we are right now. The easy projects were never the ones we earned recognition with, that I can say.

How do you know if the person has what it takes to fit with the agency’s culture?

When we recruit for jobs, we always look at the portfolios of the candidates first. At Artificial Rome we work with visual ideas and it’s highly important, that we all at least agree on a visual direction.

Sometimes we are pretty surprised, especially by the students, who apply with extremely creative projects. In general, we are looking for people who think outside the box. That they fit into the culture is never guaranteed, but with the majority of people we still work together and that over many years and that speaks for itself, I think.

What role does technology play at your agency?

It’s always about the relationship between design and technology. Most of our projects use a high degree of technologies, but sometimes you find visual solutions that are as important for the viewer as the wildest tech.

Do you consider important for a campaign to be interactive or participatory? Why?

Why not use whatever is there to make a campaign more exiting? We try to apply interactive features where it adds value to the overall message of the campaign. Otherwise: Kill your darlings. To add something just because it’s there, makes in 9 out of 10 cases no sense.

Can timeless design apply for all products/industry? Why?

Totally, we are fierce advocates for timeless design. Timelessness to us means looking at the past and take what we need and adapt it for the present.

Are there any defined concepts or factors that are a “must“ when you are working on a timeless design piece?

We often employ traditional design techniques like drawing and painting to contradict technology. But, in general, no musts, rather options.

Is the idea of timeless design an easy concept to transmit to your clients? How do you deal with it?

First of all, we need to listen to our client. Sometimes we try to win them over with our visual ideas, if that works, good for us. Then we are able to apply our vision to their message. If that’s not possible, we find a solution together. We don’t want to impose solutions. That’s surely the worst option.

What role do apps play in your campaigns? How do you integrate them?

Whatever role we want them to play.

What advice would you give to a recent grad looking to start in the digital sector?

Find your own unique style and stick to it. Eventually it will pay off.

Thanks Patrik!

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