In Berlin’s Mitte, on well-known Torstrasse, a new store has found its space at no.138. This magic number is a shelter for art & design lovers, illustrators and illustration appreciators, graphic art worshipers and experimentalists – we mean those who are wild about linking as many different tools and ideas together!
Dudes Factory, set up by Arnaud Loix van Hooff and Heribert Willmerdinger a duo who met at their prior job in an advertising agency, has come to life while philosophising about a working environment that brings fun back to life and challenges our way of thinking about art & design.
On a regular basis a new artist becomes part of the Dudes Factory playground and unique artwork is created specially for the store. However this ‘factory’ is not simply a store. Here the ‘dudes’ nurture and direct their artists, while challenging them in using experimental new materials or trying new formats. While many critics still discuss whether a certain piece is art or not and ponder on what art actually is, Arnaud Loix van Hooff and Heribert Willmerdinger jumped up to the next level and created an online software, the ‘Dudes LAB’. The ‘LAB’ acts as a creative platform and tool which allows users to de-construct artwork, put together by other artists and then apply onto shirts, fashion accessories or other products. All pieces in the store are of a limited edition production and as for now you won’t be able to find them anywhere else.
With a constantly growing product line and portfolio of artwork, the ‘dudes’ also offer creative workshops for children and grown-ups, as well as tutorials and presentations of the ever-growing art portfolio. Both partners aim to challenge the ‘Dudes World’ with every step they take.
Here, an illustration can be disassembled without any negative connotations and we are allowed to like only certain elements about an artwork. We can take those details and create a ‘new’ piece. The outcome is an individual piece of art with a fading history of another artist, and for the first time there are really no boundaries between the end-user and the artist. You may call it a new movement or a new way of de-constructing art and design – but it is definitely a new way of treating art: as a material and approach to communication.