Mehmet Gozetlik is a co-founder of the design shop Antrepo. They minimalism that he employs is not only eye-catching, it’s down right stunning. The juxtaposition created when compared to the maximalism of today makes modern ads look downright gaudy. Check out his interview!
Can you introduce yourself to us?
I’m a multidisciplinary designer and Co-Founder of Antrepo. My works are featured in many international publications, galleries; some of them have been accepted into art museums’ permanent collections. They are exhibited in the Beijing International Design Triennial with many designers including Zaha Hadid, Ross Lovegrove, Marc Newson, Norman Foster, Philippe Starck. My limited edition artworks have gained attention by collectors all over the world and have been sold in 52 countries. My products are available at Amazon and many international design stores.
How did Antrepo come from? How did you come up with the idea? How long has Antrepo existed?
Antrepo means ‘the warehouse’ in Turkish, a kind of container terminal. The name comes from collaborative requirement of todays era. I mean, we are living complex world and it is necessary to leave behind the old formulas and planning every single bit of things over again and based on the dynamics of our time. We should build the creative environment where making mistakes is considered harmless, and imagination is encouraged. Antrepo is a kind of the creative environment with basic approach of “a dose of minimalism and changing perception”.
For ‘alternative movie posters about brand integration’, how did you find out what brands were in each movie? How did you come up with the idea?
The idea comes from some basic questions, “who is in the movie? actors and actress? or brands? Where does money come from?” most of my projects come from similar roots, some childish questions, a naive curiosity.
What does minimalism mean to you? Do you see it as a counter movement to maximalism? Current advertising, ideologies, even vernacular through the overuse of hyperbole, is trending towards maximalism. What do you think that says of our society? What do you in particular appreciate about minimalism?
Today, it is evident that we, as consumers, are in constant stage of a paradox of choice.
When you decide to shop at a supermarket to get a simple pasta sauce, it would be no exaggeration to say that you may easily find yourself exposing to hundreds of products and brands, say, more than 20 pasta sauces, 40 Mexican-style sauces, 50 cheese sauces and so on, let alone other complementary products such as olive oil, vinegar, and other hot sauce and spices…
Now, imagine yourself in a supermarket aisle surrounded by all these variety of pasta sauces screaming at you saying “buy me, buy me!” Which one of them do you think you could hear of? Besides, pasta sauce may be just one item in your shopping list among others.
We do understand in a better context of how our brains are bombarded by an extreme information overload every single day when we add to the equation the content we receive on a regular basis from the screens of smart phones, tablets, TVs, computers and laptops, thanks to the pervasive nature of internet and mobile technologies.
For this very reason, considering the magnitude of the amount of information in the 21st century, “minimalism” should not be regarded as a fad, a trendy visual style or a modernist movement. Rather, it is a call for elevating our feelings for control and setting us free from the clutter and chaos we live in. The on-going tendency in the market place that more and more global brands are adapting this strategy to their marketing endeavors, “packaging” in particular, is a sheer proof of this very idea.
The question is, in a world becoming more simplified in the very near future, which side will you be more prone to? Are you going to be in favor of “silence” by saying “less is more”? Or will you be the one saying “I love hundreds of variety of sauces screaming “buy me! buy me!”
Tell us about the founding idea behind Antrepo. You’re about states ‘Antrepo believes that it can access any individual and any culture with a fresh idea, allowing itself to envision the next step. At the base of Antrepo, new formulas are created by the Antrepo Team.’ What cultures have you sought to access? What of your projects do you think span several cultures?
People believe our projects because our main focus is “new formulas for a better tomorrow”, for example our minimalism blog post was visited by 60 thousand people on the first day. It was viewed by over 6 million only on Antrepo’s blog. The important figures in the sector such as Erik Spiekermann, Simple Scott shared their comments about the topic. When international brands such as Starbucks, Coca Cola changed their packagings to our surprise, international publications such as adage.com, the Washington Post associated them with our project. In the end, we reached out to masses with this project We have received an invitation to the first Beijing International Design Triennial.
Why did you choose the US, UK, Mexico and Turkey as the four countries to be represented in the CityCab Poster?
I choose NYC and London because when we think about yellow cabs, we probably remember both of them, I add Istanbul because I’m an Istanbul based designer. Before this project i didn’t notice about the Mexico city taxi, but when I stumbled across the cute green beetle, I love it.
What are you working on now? What projects are you currently excited about?
I’m working on a new contemporary art project related the Global Economy, it will be very funny. I’m also working on a visual language for an international design studio and we are developing some fresh products.