Tip:
Highlight text to annotate it
X
Yes, it's crazy. Totally absurd.
You work towards it for six months
and all this energy comes together.
I'm Wessel Nimmer.
I'm a freelance creative consultant
and art director,
for the Bread & Butter Company
as well as for a Dutch company
who are building this huge installation.
They do freaky things at parties,
gorgeous installations.
I've been and still am a VJ and at some point
I built an installation for Bread & Butter.
In Barcelona in 2001, Bread & Butter asked me
to work for them directly,
and since then I have this double agent role.
That is, I work for Bread & Butter
and do concepts.
It's a wonderful... job.
What is this?
A planning round.
We will work a lot with time and clocks.
I have to check quickly...
We create all sorts of concepts
and deal with last-minute changes.
A new concept was proposed
and I have to see if it's on the go.
So I can make sure I have people for everything
and we can get going.
He pushes me a lot.
Here, we'll do a random clock.
That is, the campaign you see here,
I'm going to show you.
The fair is very selective with brands.
This is a clock with Roman numbers,
as you can see. And it's mirrored.
And we'll adapt it into the decoration everywhere.
So these windows will all be back-lit
and they're all programmable.
We want to establish cycles of a second,
a minute and an hour.
So now I'll tape Roman numbers on there.
Here on location...
I'm on location for five, six days.
But I've been working on this for three months.
In eight to ten weeks I'll start the next one.
So in a few days, so to speak.
I've been doing this as long as the fair exists,
11 years. They place a lot of emphasis
on creativity and...
They want to see something beautiful.
Service and food are great.
So they have the budget for really wicked stuff.
The size of this building is amazing.
Tempelhof has amazing buildings.
Barcelona was wicked, too.
You can build wicked huge installations here.
Bread & Butter has a staff of 100.
Wink has 20 for the general day code
and I have 60 staff who work on various stands.
I don't want to know how many people work here.
It's not just us, all the brands
only have three days for their stuff.
We're blowing it up,
and if all goes well, the energy is amazing.
Then in no time it's all taken down again.
It has to be different every time. No repetitions.
Now I pushed out something totally different.
Wicked.
All ideas are pooled. You have to have fun.
You have to live it up. Glass of wine, a beer.
You sit there one night
and have lots of good ideas,
but implementing them can be complicated.
The image must be congruent. Time is limited.
And if it doesn't look the way it was intended
you have to troubleshoot. But it always worked.
Hey, it's starting.
Well, I'm going in.
Subtitles: Stephanie Geiges