the ideas shop

We designers never like to be pigeon-holed and always think that if only we got the chance, we could be just as good in another kind of design as the one we are known for. Well that’s what ‘The Ideas Shop’ is all about – it’s our ‘alternative’ portfolio, and that of all the friends and collaborators who joined in the fun.

‘Nobody is as smart as everybody’ as Kevin Kelly, founder of wired Magazine, said. In the networked economy the future belongs to what he calls ‘polyvation’ – where new ideas are generated from multiple sources in a collaborative way which benefits all. His ideas are much debated, but for us he is simply stating an old truth, that over the course of human history the best ideas (and the best brands) are developed and honed not by single innovators working alone but by a community of collaborators, building on each other’s efforts.

It is in that spirit that we created ‘The Ideas Shop – Volume 1’, a collection of eight speculative brands, from hospitality and food to fashion and banking, brought to you by the Equus team and our friends. We see it not only as a demonstration of the versatility of our creativity, but also the power of collaboration.