3 Deep Design is a design and image agency based in Australia with representation in New York, Tokyo and Europe. For over 13 years the practice has crafted design programmes for the the finest galleries, private clients and organisations around the world, notably Steven Klein & Madonna for Louis Vuitton, The Australian Ballet, Seven New York, Damir Doma, Toni Maticevski and Materialbyproduct.
3 Deep Design
35A/91 Moreland Street Footscray VIC 3011 Australia +61 3 9687 4899
3 Deep Design was one of those studios that arrived on the Australian design scene with little grace. Studios like ours generally fall from the sky, smashing through the clutter and noise of everyday life to shatter the conservative design status quo. Having little regard for the mediocre or the average, the studio preferred to assert its position through producing work of the highest detail and a unwavering commitment to creativity and craftsmanship. 3 Deep Design was established in 1996 by myself and David Roennfeldt. We met in our first year of college and formed a creative bond that has seen us work together relentlessly for the past 17 years. The name 3 Deep Design came from 3 young designers, sitting 3 Deep at a small desk. It was a humble beginning in a small residential space.
How many staff are currently working at 3 Deep?
Do you see 3 Deep as an agency, or a studio?
I think we're both. I think that there is a nice balance between being facilitators and craftspeople when it comes to our work and our business.
What role does your environment play in your work?
It's always played a huge roll actually. I have images from 12 years ago, in our first studio, that show us walking through and around a project that has been exploded out around the floor with reference images massing on the walls. We still use the same processes and techniques all of these years later. Our current space is really well suited to our creative development.
It's an old factory mill, is that correct? Can you tell me about its history.
The building has a really interesting history. The building has been there since 1875. From 1906 to 1939 the site was used by Barnett Glass and Rubber, the first producers of rubber in Australia. In the 1920's the complex was redesigned by Jospeh Plottel and in 1939 Bradford Cotton Mills purchased the site. They were then Footscray's largest employer during World War II. The whole area has a really long history of manufacturing. You can feel and see the history around the complex still which is really nice.
Did you guys design the space?
Yep. All of the details from the library spaces, desks, work spaces and meeting areas. It was nice to be able to shape the space around how the studio functions.
What do you do to inspire your staff?
There are many things we do that I hope inspires them. I think perhaps having staff contribute to who the studio works with is really important as we all need to be inspired and proud about who we work with and what we work on day to day. We go out of our way to secure the best projects we can and introduce staff to some pretty interesting and engaging people. I also think that affording staff a high level of responsibility is really important. We put our trust in their ability to shape and develop ideas for the office and with that a level of respect for what they have to say. We also like to encourage everyone to contribute to the initiatives that we establish like the Everything in Between workshop series or 3 Deep Publishing. Things that might be outside of their main field of vision but are important in developing new ways of seeing things.
Is 3 Deep Publishing due to come back soon?
We will be launching a new concept store late 2010 or early 2011! Watch this space.
Are their any other self initiated projects on the go?
There are actually. In addition to the concept store we are moving in a really interesting direction in that regard. Many of our 'self initiated' projects are now being picked up by several international clients as campaigns that they can engage with. Its really exciting.
13 years is a massive effort - do you have an overall favorite piece of work?
Thanks. 13 years is a long time when you look to do that kind of work we do. Its intense. But then anything worth doing is worth doing properly as my nan would say. There are several pieces that I think have really captured the essence of how we think and work. I don't have a favorite though. It would be like trying to pick which one of your children you like the best!
Most famous piece of work?
I have no idea. I would like to think that it's something we have done recently though!