On Wednesdays, we look at artist/design statements or About pages and discuss the best vocabulary to describe the work. Today we’ll look at the About page of Atmos Studio, an art, architecture, and design practice. The images are of a recent project for the London restaurant HIDE, recently featured in Dezeen.
Here is part of the text from their About page, in italics.
atmos is a multidisciplinary art + architecture + design practice that works across scales and media, from small-scale product-design to large-scale master-plans. We specialise in bespoke private homes and public installations.
Whatever the scale, we design memorable experiences; we create immersive, stirring spaces and things, landscapes and moments, that all merge meaning and sensuality.
We balance big ideas with an intimate attention to detail. We create works that reward attention and close inspection, yet abide in the longer-term memory and tackle the bigger picture.
We work 4-dimensionally, maximising the potential of any project in both space and time, choreographing users and viewers on multi-sensory journeys through radically new environments.
Our work is culturally informed, technically innovative, digital yet physical, multi-sensorial, human-scaled – and always aimed at enhancing pleasure.
Now, my comments:
This About page is good in some ways – it gives a lot of information about the company and what they focus on. It gives a good description of the range and kind of projects this group does and also mentions their goals.
In addition to the text above, they also share their main focus for both their art and architectural designs, and they describe their skills. Finally, they share their passion for trying new things and share some reviews of their work.
The problems are that they include a lot of text, and it may be too much for some readers. Also, they use a lot of vocabulary that is more difficult than it needs to be. Let’s break it down.
In the first paragraph, they say that they work across scales and media. This means they work on a big range of projects, in both size and type of media. Next, they go into more detail, from small-scale product-design to large-scale master-plans. A master plan means a plan that includes many things, so they are saying they work on everything from small projects to very large ones. Next, they say they specialise in bespoke private homes and public installations. To specialize in something means you learn to do one thing very well.
In the next paragraph, they describe their goal to create memorable experiences, which means doing something you will remember for a long time. An immersive space is one that you are completely involved in; it is all around you. They describe how the spaces and things, landscapes and moments, merge meaning and sensuality. In this situation, sensuality means something you enjoy with your senses, so it means their spaces are enjoyable for your mind and body.
In the next paragraph, they use contrasting examples to show the range of the work they do. Intimate attention to detail means they closely and carefully look at the details, so that is the opposite of big ideas. Next, they talk about how they create works that reward attention and close inspection. This means if you look closely at the details, you’ll be happy with what you find. Then they say that their works abide in the longer-term memory and tackle the bigger picture. This means you’ll remember them a long time (abide in the longer-term memory) and tackle (find answers to) bigger or more difficult problems (the bigger picture).
Next, they talk about how they use time to work 4-dimensionally, so they get the best result (maximising). They guide (choreograph) users and viewers on multi-sensory (using many senses) journeys through radically new environments.
Finally, they talk about how their work is culturally informed (uses cultural information), technically innovative (uses new technology), digital yet physical, multi-sensorial (using many senses), human-scaled (made for humans) – and always aimed at enhancing pleasure (the goal is making people happier).
A good language coach can give you suggestions to help you say what you want to say without writing too much. They can also help you choose the words that help your audience understand your ideas quickly and easily. Having a good About page is an important way to help your audience understand your work.
At Artglish, we help artists and designers to write a statement or About page that best describes their work. We focus on choosing the best vocabulary and language to help you share your work with others. If you want to learn more, click here to join The Studio and try some free ways to improve your English, or check out our Lessons page.
I’ve chosen 5 words or phrases for you to focus on today. They are in bold. If you don’t know them, look up the meaning, synonyms, antonyms, and other forms of these words. You can find links to Merriam-Webster dictionary sites at the bottom of this page.
To see the Atmos Studio About page, click the link below: