THE F|AT MULT|PLA HAS ALMOST BECOME A k|ND OF MASCOT FOR ME. |T PROVES A VERY |MPORTANT PO|NT |N DES|GN: |T DOES NOT HAVE TO BE BEAUT|FUL TO BE |NTEREST|NG. Looking through your Instagram account you seem to be inspired by an eclectic mix, from Peter Saville to modernist architecture to even the Fiat Multipla, who and what would you say are your biggest creative influences when it comes to your label designs? Peter Saville is definitely an important source of inspiration for me. When I started out I thought that graphic design on a professional level was all about simple logos and functional design systems, that graphic design should convey a clear and precise message. When I discovered the work that Peter Saville did for New Order in the 80’s all my ideas about graphic design changed. I realized that it could be about diffusing contrasting feelings and that it could be very personal. It could be conceptual and self-referential and there was no need to provide any clear answers. I guess some of those ideas are apparent in my work for To Øl. Architecture is also an important source of inspiration. Not only the kind of architecture that is designed by ‘stararchitects’, but the building environment as a whole. Many of the designs for To Øl features photos I have shot of the forgotten or insignificant parts of the urban landscape like a decaying plant, the content of a glass disposal container or social housing. The Fiat Multipla has almost become a kind of mascot for me. It proves a very important point in design: it does not have to be beautiful to be interesting. The Pompidou Center in Paris and the furniture coming out of the Italian Memphis group of the 80’s also exhibit some of the same qualities. I would love to have followed the design process of the Fiat Multipla. Just think about the board meetings where sketches and models of this absurd looking car were shown and decisions to make huge investments in further development were decided upon. I guess the Multipla could only originate from an Italian company, with Italian designers and an Italian leadership. The essence of this very fascinating, but also highly paradoxical country, is deeply embedded in the Multipla. Plenty of boring, ugly and insignificant cars have been designed in the past, but the special thing about the Multipla is that it’s ugly and at the same time, stands out as a true icon. A really glorious attempt to develop the aesthetics of transportation. It must have taken great courage from everybody involved.