MAD WORKS: Crafting MAD Architect's First Monograph
Stitching Together the Story of MAD Architects
My journey with MAD Architects was marked by a landmark achievement - the creation of the studio's first Monograph: MAD WORKS. As a testament to MAD's stunning architectural portfolio, this book transcended geographical boundaries and found its place in prestigious bookstores worldwide. Intrigued?
Explore how this ambitious project, under my stewardship, helped elevate MAD's global recognition, successfully attracting high-profile clients and projects.
MAD WORKS
Project Title: MAD WORKS
Client/Company: MAD Architects, Beijing
Date: 2015-2016
Objective: Elevate the global recognition of MAD Architects, by producing an artistically driven monograph to effectively communicate our portfolio to a wider audience, attracting international clients and prestigious projects.
My Role: As the project manager, my role extended from conceptualization to completion. I negotiated contracts with the international publisher, Phaidon, crafted the creative direction, and co-wrote project descriptions with a colleague based in Los Angeles. I also curated 27 projects into five distinct categories, each represented by one of the studio's art installations.
Approach/Strategy: The narrative of the monograph was constructed around the studio's art installations, with each installation acting as a gateway to a particular category of projects. Development of drawings and diagrams, as well as commissioning and conducting photography shoots, formed a significant part of the process to ensure a vivid representation of the studio's intent and execution.
Process: As the project manager, my role encompassed multiple responsibilities that spanned from contract negotiations with the publisher to the artistic direction of the publication. This also included co-authoring the copy for the projects in close collaboration with my colleague in LA. A significant part of the process involved conceptualizing the narrative for the book and establishing an engaging mode of project communication
Outcome/Results: The monograph was launched successfully in New York, amidst an audience of high-profile clients and journalists. It found a place in esteemed bookstores worldwide, including Copenhagen. The book was featured in international publications like Architectural Digest, Dwell, ELLE Décor, Forbes, Metropolis, the San Francisco Chronicle, and online platforms like Architizer, CityLab, and Dezeen.
Reflection/Lessons Learned: Looking back at the journey, the challenge of assembling the monograph was met with patience and dedication, resulting in an impactful tool that further established MAD Architects' brand awareness globally. It was a tangible testament to MAD Architects' creativity and excellence. And for me, the process was a masterclass in project management, creativity, and patience, as I steered the project from an idea to a globally celebrated publication.
