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Design Profile
A Practice for Everyday Life/London

1/Village Fête 2005
Cl: Scarlet Projects and Victoria & Albert Museum, London

For the ‘Village Fête’ 2005 we created a freak fruit or vegetable to represent every designer or studio and used these to make up a poster of stall holders. Alongside the poster there was a ‘Judge's Guide’ for every visitor to the fête which was a different form of presenting all the stallholders’ Cv's/biographies - in this way, everyone could walk around the stalls taking notes and judging for themselves who would be ‘Best in Show’. Our inspiration came from fond memories of our childhood where traditional village fêtes held in the English countryside had competitions such as ‘Most freakish vegetable’ or ‘Prize-winning fruits’.

2/Grazie Dei Fior at Salone del Mobile, Milan
Cl: Haunting Dogs Full of Graze, Netherlands

Haunting Dogs Full of Grace, design group based in the Netherlands wanted to represent the real world in Milan’s Furniture Fair - the weeds amongst the more glamorised flowers - as weeds are tougher, uncultivated and often more beautiful. We created for them a series of growing weed flyers - the very nature of flyers being to spread their messages like weeds. The booklet acted as a guide and captions around the show - taking its inspiration from childrens’ eye-spy wild flower books - and includes drawings of all their works from the show.

3/Beck's Futures 2006
Cl: Institute of Contemporary Arts, London

For the exhibition identity we wanted to put each of the artist’s names in lights, since the aim of the exhibition is to give exposure to these young artists as well as showcase the shortlisted artists. For each venue we have created signage out of light bulbs similar to London Ritz Hotel’s channel lettering system. All the print material for the show incorporates a typeface based on lights.

A Practice For Everyday Life (APFEL) is a design studio founded in London in 2003 by Kirsty Carter and Emma Thomas, graduates of the Royal College of Art. Their work focuses on the design of print based projects and installations for exhibitions, publicity, product ideas, publishing, events and editorial. APFEL’s work is born out of a mixture of commercial and personal work where each informs the other, working both as designer and/or author. Their work is deceptively simple and aims to evoke feelings, twisting what is often taken for granted. APFEL recently won three awards for their re-design of the Architect’s Journal and were voted as one of the Creative Futures 2003 (hosted by Creative Review Magazine). Recent projects include books, posters and exhibitions for the Institute of Contemporary Arts, London, a series of games for the Tate Modern and the design identity for Performa Biennial in New York. Publications by APFEL are held in collections at V&A Museum Archive, London, Bibliotheque National des Livres Rares, Paris, the Royal College of Art Library, London and the Tate Library, London.

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