New Zealand's Alt Group Can be a Mysterious Breed

1st August, 2007

Dan Poole reveals their ethos - design by not knowing

Dean Poole is Creative Director at Alt, a multi-disciplinary design studio based in Auckland, New Zealand.

Try finding Alt via their website and it won't be easy. When asked why the icognito persona, Dean says that it is a deliberate strategy to not become pidgeon-holed into a perceived way of working, thinking. Perhaps even knowing.

Alt formed eight years ago. The group revolves around its four principals who all graduated from art school and bring their fine arts experience to design. Trained as a sculptor, Dean says the difference between the two disciplines is the way it's received: "Art is preserved, Design is consumed."

Alt works with retailers, global fashion designers, national and local government agencies, architects, artists, dancers, filmmakers, the screen industry, furniture designers, energy providers, restauranteurs, lawyers, wine makers, and academic institutions.

Their work has won numerous International awards, including a coveted AGDA Pinnacle in the 2006 AGDA National Awards. Their work for fashion clients is held in the collections of the Musée Galliera, Paris and the Auckland Museum.

Dean is currently researching material for a collaborative publication about Design Thinking.

To know or not to - now's the time to question Dean's theories.

Check out his intriguing keynote address at:

Experience. AGDA National Conference 2007
Looking Back and Moving Forward
Thursday 23 to Saturday 25 August, 2007
Holliday Inn Surfers Paradise
22 View Street Surfers Paradise Gold Coast
Queensland Australia