Singapore Design Festival 2007

Synopsis:

In 1996, a group of designers and artists gathered and shared their love for surfing, skateboard and design, which at that time were not as developed as today. They created ideas of a 'playground' and a label called 347boardrider.co. Their initial designs described their love for surfing and street wear, also conveyed information about the life they were living. They celebrate plurality and enjoy the dynamic effects of the new technological advantages available, which give us access to the whole world, instantly.

347/eat uses many propaganda concept for their released designs, such as 'we are what we eat' (2002-2004) which is a concept and work from Dendi Darman about the things that influenced his life, seen from an inter-personal side of him. Between 2004-2005, 347/eat released a concept; 'is this eat?' The concept talked about the people's understanding of the brand. In the following years, 347 launched an idea, taken from the understanding and evolution from each of individual inside the company, then made this as a propaganda concept; 'I, Xeroxed, Avant-garde, Floppy, Friends and eat' also 'I, Dancefloor, 7inch, mc808, Happy, Friends and eat' and others. By the end of 2006, 347/eat developed into UNKL347, and made a tagline of 'after ten years, friends call us uncle'.

Each piece is a piece of the puzzle, which reflects their total concept. As Andy Warhol extolled, 'anything goes with anything'. They never marginalise their concept by trying to adhere to just one product or image to represent our direction. The key to UNKL347 design direction is that it embraces the values that they stand for. And after ten years, friends call us uncle!