TOOLED UP: APFEL, 33 FEET / by John Hooper

Original Art & Graft post here

33 feet 

The old tape measure we were given measures only feet and inches – these imperial measurements are out of date and something increasingly difficult to visualise. By unravelling the 33 foot tape in the studio we could see the distance which is hidden in the roll. 

The print is a collection of all 396 inches on the tape on one sheet of paper. Keeping the scale but with lines removed – it is both an exact representation of the distance and an abstraction of the collected length. The rhythm of the black and red and the character of the numerals are hints to understanding what it is.

A Practice for Everyday Life (APFEL) founded by Kirsty Carter and Emma Thomas in 2003, is a design studio whose work spans graphic design, art direction, visual identities, book design, exhibition, print and digital design. Their thoughtful design sensibility, has earned the studio a reputation for crafting intelligent and innovative work for clients which include the Tate London, Victoria & Albert Museum, Konig Books, The Architects’ Journal, The Hepworth Wakefield, and Musée d’Art Moderne, Paris.