+44 (0) 20 7001 1021
Jeroen Verhoeven is a Dutch artist and expert crafts person whose philosophy is to to produce challenging and beautiful products that celebrate the old (craft/traditional) and embrace the new (technology). Jeroen is not only interested in the ‘wow’ of the finished result, the work should also be challenging, it should reveal something about its own making and making itself.
The challenge was to turn the exhibition of one object into a substantial book that conveyed the quality of the work, the values and philosophies of the design group and shared the same attention to detail and finishing. We designed a beautifully finished book that, like the table, contrasts opposite states in a harmonious balance and shares a compelling story. Our design concept starts on the cover, with an equation that surmises the story of the process. We combined two fonts, a flare serif that references stone carving and another modern that references single stroke/CNC machine fonts. These two opposing/clashing fonts represent two era’s of type and technology, one hand crafted one mechanical.We used a swiss bind – so that the spreads open flat, the sewn sections are exposed and the book, like the table, has a high finish exterior and an ‘unfinished exposed interior. As a single object it is in flux; simultaneously revealing its inspiration, its making and its presenting the result. Layers of opposites are part of the piece; inside and its outside, traditional values and ultra modern capabilities.
We created structure from the content to take the reader on the same journey as the artist - from sketch to exhibition. This meant breaking down the book into sections, texts, process imagery and finally photographs of the finished piece in a gallery setting.
This cover design is mirrored on the back cover leaving only the elements of the sum visible, further highlighting the importance of process and playing on the polished reflective steel of the table. They work as a pair and convey the same philosophies as the artist of ‘celebrating traditional whilst embracing the new. We choose a proportion for the book that suited the long sweeping design of the table. The book is covered with a course grey book cloth and is foiled with a combination of gloss silver and matt white and has gilded silver edges for an extra touch of luxury.