Simon Waterfall, co-founder of digital agency Poke, kicked off a series of personally introduced reading lists for the Lending Library on Wednesday 24th June. Simon shared his choices at 72 Rivington Street to an invited group of library members. Following Simon in July will be Sir Paul Smith, with many more to come.
To be in with a chance of seeing any of our future guests, simply pop into the library soon to become a free member if you haven't already. Members can email studio@ycnonline.com to apply for a seat on a first come, first serve basis.
Simon's selections:
"Oh the irony. This book highlights the difficulty facing traditional publishing and the internet.
One is all about the community, new rules and the lack of brand agendas but it suffers from becoming disposable. The other can be too authoritarian, out of date and out of touch, but it still carries more “weight”.
"Having just won a D&AD pencil for basically taking the piss out of the very graphical designers who were judging him, I love this man. It’s a great tongue in cheek look at how serious and dull most Brand Guides are, he is selling himself so why not brand himself. Painful to read".
"I love science fiction, especially when it becomes science fact, if I could be anything in the world it would be a futurist. “2001” was released in 1968, the novel it was based on swiftly followed. This book looks at all the ideas that Clarke and Kubrick predicted, and analyzed if they were possible, what they got right and what they overlooked".
"You cant make up stories this good, when ever you work on a brand or client, you do the homework and read the inspiration behind it, the back story, the history. Dunhill has a heritage and history second to non, it’s a testament to the fact that Fred Astare is buried in a Dunhill suit, achingly cool. My favorate brand".
"The currency of the internet is the new and the now, but as much as that changes everyday, it also gets lost. I have no record of my early work and its fantastic that one of my favourite sites recognises that I need to show off to visiting intellectual guests and need a coffee table wank mag".
"Find a copy of this book and you will understand the power of design and illusion. An overlooked master piece".
