*notcot in design , 15:47

NYTO American Comfort Quilt- 11.11.07

nyto1.jpgThe American Comfort Quilt by NYTO embodies all that a successful brand should be… literally. Isn’t the ultimate brand, the one you turn to in times of need? The one that manages to make you feel better in an instant? The things you buy when you just don’t know who else to turn to? I mean sure its a little extreme… but that’s the making of a good lovemark like Coca Cola, right? Well, sure slightly exaggerate perhaps… but you get the idea. Designed by Joel Yatscoff and Bradley Price, Joel states, “…this is a very topical product that questions the effects of consumerism in North America. Has this behaviour, and the associations people wish to have with corporate brands so habitual, the American Comfort Quilt is the cherished product to provide warmth and comfort during a chilly evening?” Handmade, limited edition of 5. Love the way they’ve composed these images… more below as well.

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Here is the full press release:
FOR IMMEDIATE RELEASE
Toronto, November 06th, 2007 – NYTO Studios Releases the American Comfort
Quilt

NYTO Studios introduces the American Comfort Quilt. This handmade art
piece, a limited series of five, includes 58 logos of mass-market
retailers, fast food chains and other corporations that participate in
the creation of the contemporary North American identity and condition.
Iconic North American brands such as these give us both comfort and
identity, yet we feel ambivalent or even negative toward their hegemony
over our cultural and economic landscape. It is the problematic
balance between familiarity and alienation which this quilt seeks to
examine.

With today’s increasingly fractured social fabric, it is now
brands that give us a feeling of collective identity, heritage,
and continuity, gradually taking over the role that family and
cultural heritage once held. Our identities are no longer defined
by our ancestors and our traditions so much as by multinational
corporations who shape our personas through advertising and
product placement. The traditional American quilt serves as a
living family document, surrounding us both physically and
emotionally with the events and the people who came before us.
This quilt forces us to question the cultural legacy we are
passing along to the next generation.

Joel Yatscoff states, “…this is a very topical product that
questions the effects of consumerism in North America. Has this
behaviour, and the associations people wish to have with corporate
brands so habitual, the American Comfort Quilt is the cherished
product to provide warmth and comfort during a chilly evening?”

Sales inquiries for the American Comfort Quilt can be made directly with
NYTO Studios.

About NYTO Studios
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
NYTO Studios is a unique partnership between New York-based industrial
designer Bradley Price and Toronto-based industrial designer Joel
Yatscoff. A friendship, which began when working together as interns at
Karim Rashid Inc., has developed into a young and energetic business
venture alongside our individual careers in product design, furniture
design, and branding. Our mission is to contribute to the rebirth of a
design culture in North America through innovative, intelligent design
that is progressive and optimistic in outlook. NYTO seeks to conceive
products that earn their right to exist because they reward both user and
manufacturer alike. These ideals are built upon a solid intellectual
foundation, encompassing a rational approach to problem solving, an
understanding of manufacturing processes, and the power of brand. In the
spring of 2007, NYTO released the High’N Low Silicone Shim Substitute in
New York during the ICFF weekend.

About Bradley Price
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Bradley Price is a product and furniture designer living in New York City.
Born in Chicago, he attended University of Michigan, graduating in 2003
with a BFA in Industrial Design and a BA in History of Art. While at the
University, Bradley worked as an intern at the Krups design studio in
Caen, France, as well as for Karim Rashid in New York. He was a recipient
of the IDSA student merit award in 2003. After graduation, Bradley worked
for over three years as a designer in the Arnell Group Innovation Lab.
More recently, Bradley was the winner of the 2007 Prototype Award for best
design, presented by Knoll at the Toronto Interior Design Show.

About Joel Yatscoff
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Joel Yatscoff graduated in 2003 from the University of Alberta with a
Bachelor of Design with distinction, specializing in engineering, business
and marketing. He has received numerous national and international
recognition including twice by the Opus Design Award in Japan (2001 and
2003) and by the Canadian Bombay Sapphire Inspired Glass Design
Competition (2004). Joel has interned at Karim Rashid Inc. in New York
City and since moving to Toronto, has worked at consultancies and is
currently employed as a staff designer for a manufacturer of white goods.

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2 Notes

Wearing that to a G7 demonstration’s a sure way to get mistaken for an effigy.

----- Asian Sensation 20.11.07 10:12

Whoa! This is super cool… ironically, I wish I could BUY one of these!… Let me know if it’s ever on sale.

----- Fab 19.11.07 16:11

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