Kairi and Markus, thank you so much for taking the time to do a short interview for the Baltic Design Blog.
How did you come up with the idea of making removable world maps?
It was actually a very specific event: the Association of Estonian Designers regularly organizes thematic design competitions to find interesting products for small shops and design shops. In this series there has already been a competition for small things, men’s things, Estonian things and currently there is a competition for children’s things. In fact, we participated in the «Men’s Things» competition – the aim was to find suitable gifts for men – with a different product and at the same time we came up with the idea of the removable poster»10 months«. It is a poster with 10 actions that a real man must have accomplished in his life. If he has done something on the list – for example: he became a father – the black film can be peeled off and the writing appears in white.
The manifesto»10 months» sold very well after the competition, which is why we further developed the black and white poster series. The result is then the removable world map Go!World! AND Go! City! so that 50 capitals of the world are also liberated Paper map – a world map to label and the informal world map List of countries.
The name Bold Tuesday: how did you come up with it?
Finding a name was a very painful process. But we already had the slogan: every day is a good day to start an adventure. Well, the name Bold Tuesday refers to the most boring day of the week: Tuesday. It also doesn’t have a proper name, for example Blue Monday or so. So: the most boring day of the week is a good day to go on an adventure.
Your posters are sold very successfully in the Baltics, Finland and Scandinavia. And now also in Germany. Who are your customers and why do they buy interactive world maps? What is the added value?
There are actually four reasons why people buy posters:
People are looking for a gift for a boyfriend, husband, wife or parent.
The posters are also very popular as black and white decorative elements for your own four walls.
And of course customers want to record their travels on a world map. With me (Kairi) At home, the world map is a constant reproach not to return to the countries I have already been to, but to finally tackle South America, for example. The world map is, so to speak, an invitation to live more intensely and more memorably.
Many people also purchase world maps for their children as a quasi-educational measure. Both for the children’s bedroom, so that children can see the world visually from an early age and understand their own journeys with their parents. Or for graduates for whom the adventurous side of things is interesting as well as informative.
What new things do you have planned?
We are currently focusing on Christmas markets and Christmas campaigns in different cities, where we hope to receive a lot of feedback. We are also testing a new product. If the feedback is positive, there will be a new removable poster on European countries from January.
Now let’s move away from your products a little and talk about Estonian design: how would you describe it?
In any case, Estonian design has a Nordic signature. If you were to compare Italian design to Estonian design, you would immediately know what Estonian is.
We have a lot of signature design here. Very good products, but the designers behind them stick to small series, do not develop them further, do not go into mass production. As a blow to exports, perhaps it’s not that serious: small, but nice. But getting to the level of Scandinavia – high quality combined with high production volumes – this should be the real goal.
What or who inspires you?
It’s our lifestyle: we don’t always sit in the studio, but we always take our backpacks and go camping and into nature. This gives us the energy, inspiration and motivation to continue with travel posters.
Moreover, the way of life is typically Estonian: Estonians all lead two lives. In one life they are city people dressed in elegant offices, in the other life they become poachers: they go into the forest or fields and collect potatoes, for example.
And finally: if a foreigner interested in design comes to Estonia, what should he visit?
If he wants to start with the history of design, he should Museum of Applied Arts and Design visit. There is a very nice exhibition on the design of Soviet-era products: furniture, lighting, tableware, etc. Really interesting and special pieces.
Then stop in the small shops and boutiques of Tallinn: Not Nordic, The Little Ones, Brick Loomelinnak. For those interested in fashion Reval Denim Guild a duty.
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