Since this commission began, there’s been a visit to MVRDV in Rotterdam, a Part I blog post, and an interview about these ideas with Annet Dekker published on the HNI website. Annet also wrote a great scene-setting post there too, about the challenge of this kind of digital archiving, with a great reading list: Bringing out subjective relationships: Relations of technics, concepts and actors in digital archives.

I must admit, it’s taken me much longer to complete this speculative commission that I’d first thought. I’m now sure answering the questions it asks could be a life’s work, and that made it a bit daunting to try to collapse the huge range of initial ideas into two blog posts (and the interview). In any case, I’d be curious and appreciative of any reactions you have to it.

New Representations of Work

One theme that’s emerged through conversation and research is that we’re missing an opportunity to do better, more relational, and richer archival representations of organisations. There is very much more available to us than the more traditional “bucket of files” which is often deemed the equivalent of an archive (when really it’s just a backup of a bucket of files.

In a previous life, I was art director at Stamen Design in San Francisco. When we had a design intern join us for a few months, Zoe Padgett, I wasn’t sure how to keep her busy and engaged from the outset, so I dreamt up a piece of work that could simmer away while she was with us: to visualise the company itself. In this project now, I’ve found myself returning to what she made. It feels like a new representation of corporate life, and has a particular focus on the people in the company, not necessarily the company’s output. During her internship, Zoe conducted a bunch of interviews, surveys and other chats, and painted a picture of us that we’d never seen before, even though we lived it each day.

by zoe padgett

Zoe studied us and the studio, figuring out who we were, where we’re from, and what we liked to eat when we were in the office. One of her interview questions was ‘what is your favourite animal?’ and that resulted in one of my favourite staff lists ever.

By Zoe PadgettThe other thing I enjoyed about Zoe’s approach was that it wasn’t particularly about our projects, our output, but about us. There is (and has always been) so much more material available to us about the whole company that what it makes public, to illustrate and even explain the company dynamics.

MVRDV is a titan in the architecture world. It’s a big, successful firm that’s made hundreds of projects, many of them built, and the public facade online reflects that. It’s ultra-professional, and (interestingly) specialises in creating hyper-real aspirational imagery around its projects. One tricky part with architecture archives though, is that it’s almost never possible to collect The Thing made by architects. Inevitably they’re about process around the thing, and in fact, it’s actually quite rare that an architecture project gets built in the world, in which case it’s all process.

Today though, there’s a pretty big gap between representing the process of creation and what we often think of as the archive… The digital archive is handed over as a bucket of files, like someone dragged a backup disk onto another backup disk, so what you’re seeing is files and folders and files and folders. No sense in there of who did what when and why.


Don’t get me wrong, it’s still interesting to look at working files. But, what I can’t know from the bucket of files in its current form is who made them, at whose request, for what stage in the project, whether the boss was happy with it, whether it reached the client, or anything like that. We can’t know that from Zoe’s Stamen Menagerie either, to be fair.

(Does this mean I want to be a social historian?)

This problem is hard, and most companies probably don’t really record this kind of information in a organised or archival way. Is there more of an opportunity than ever to witness the people involved in the creation of raw archival material? How does having a named account on a web service where you upload stuff (Dropbox, Google, Instagram, Flickr) improve potential for identity in archives? It’s no longer endless folders of IMG_3467.jpg, is it? Can we do better? How can we do better?

Actors in the Archive?

I wanted to know much more about the who, so I set about a quick study of the MVRDV actors to see if I could figure out anything about who worked there. The first piece was a bone simple survey that asked a few simple questions:

  1. What are the four most important projects at MVRDV?
  2. What’s your job title? optional
  3. What year did you start at MVRDV? optional

With the caveat that the staff probably didn’t know anything about me or this commission so why would they do the survey, we ended up with 25 responses from the company. Even in these responses, the results were as expected: respondents would probably mention the famous projects.

MVRDV Stage 1: Staff Survey, Top 4 Projects

# Project Votes %
TP261 Markthall 19 76%
TP065 Expo2000 15 60%
TP010 Villa VRPO 7 28%
TP028 Silodam 6 24%

I’ve published the raw results and some cooked views on it as a Google sheet, with permissions set to ‘anyone can comment’. I liked that because people had been asked for their Top 4, it seemed like there were quite a few personal favourites mentioned in the results too. 33 projects got a special mention in the end.

Another highlight for me was a glimmer of something that you probably wouldn’t find in a bucket of files; someone’s answer to “When did you start?” was “I don’t wanna know”.

The Soylent Archive: It’s Made of People

I’m drawn to projects that put people in the centre. Here are some of my favourite examples.

1. Hacking Rambert
You’ve probably heard of Leila Johnston, and if you haven’t, you should have a look at her work. She’s a prolific writer, thinker, and maker who’s constantly putting out incisive, original work around the collision of art and tech. Anyway, I watched with interest as she worked on her latest project called Hacking Rambert, installed as ‘digital creative in residence’ at Rambert Dance Company in London.

I looked into a lot of interesting things. Time. The building. Code. Rendering sound. Musicality. Portraits. Heat. I looked at people – especially dancers. How is it possible that most people never get really good at anything, yet other people find themselves here, doing such an extraordinary thing for a living?

I particularly enjoyed Johnston’s portraits of the dancers, especially in the context of the ephemeral performance. I love that she made digital captures of the dancers, and then printed them in 3D physical form, and even more so that a lot of it was very ‘lo-poly’ or low resolution. As Johnston suggests, low resolution can mean high fidelity and that’s not something traditionally witnessed in archives, I’d suggest, except maybe after years of work?

by Leila Johnston

She also published a short book about her reflections on the residency, and one phrase struck me, her conceptual prompt, “how can I ensure I’m not doing ‘interior design’ or simple illustrations of dance concept on stage etc, but show something of the authentic situation of digital and its relationship to dance, as it stands in 2016?”

Hmm… authentic situation of digital… in 2016.

2. Tracking Transcience
Is a much older piece of work, but still living, which is sort of nuts for a digital thing. Tracking Transience was started in 2002 by an artist called Hasan Elahi (who has gone on to make all sorts of brilliant things). After 9/11, Elahi got hassled a lot as he travelled, always getting bothered at borders and airports and questioned unfairly, so he did something amazing. He put his whole life online, in remarkable detail. Where he was all the time, what he ate, what he bought… the lot. So the next time he was hassled, he could point to precise evidence of his whereabouts.

In 2002, this was a radical act, and I think that level of transparency still is radical. As much as the world has turned since then, and many of us post a lot of ourselves online, it’s rare to show ourselves wholly. It’s even more rare for a company. Transparency can be threatening, but maybe if there’s a company who would be up for it, perhaps it’s MVRDV.

3. Who lives in the Wellcome Library?
A project I’ve been working on over the last ten months or so with the Wellcome Library touches on this idea of trying to find the actors in a collection system. Library websites can be really dry, and almost always rely on people knowing what they’re looking for, so we tried to directly reveal the WHO and not just the WHAT.

With our What’s in the Library? project, we looked at the data from a bird’s eye view, and were able to display the people in it. Visualising people in a dataset like this can show you a really different dynamic in the collection. Just by clicking around and exploring interconnections of people and subjects, you can learn something about who was writing what, and when.


It’s simple, but a nice way to explore.

Who are the actors in the MVRDV performance?

Even though this commission wasn’t about making a piece of software, I did a few sketches about showing people, who they worked with, and how many of their projects ended up getting built. I wonder what data you’d need to drive a visualisation like this?


When I began this project, I started following MVRDV on the popular web services like Facebook. I noticed an announcement that they appointed five new partners, and immediately wondered about all the things that had led to that announcement.

Then I wondering how the staff at the firm has changed over time, and who worked together a lot and formed great collaborations. Which of the lots of fresh interns made a great impression and stuck around? What might be interesting about mapping job titles and pay rates over time?

Turns out you can start to see this sort of thing, if you look, on LinkedIn. I spent an afternoon looking up everyone who listed the company in their profile, and made a note of when they started, and you can easily see the growth of the company over time:


Start dates for MVRDV staff listed on LinkedIn

This is just a small thing I suppose. I remember on the visit to the company back in November last year wondering if I could access the more HR-related records. I’m looking for some kind of overlay of all the digital output of the company with the people that made it.

But, what about born-digital work?

It’s really hard! You must be indefatigable, and not many of us are.

  • Track and manage all external systems. In my first three months of making Good, Form & Spectacle, I’d used about 30 online services in some way.
  • Try to use a common thread across your projects, like an sequential identifier. MVRDV does this, and I’ve started to. (HNI is #011.)
  • Make plan for documenting and packaging near-past work. Teach all staff, and even better, collaborate and talk over it all together. Add this step of describing together to your workflow.
  • At some point you’ll have to attack the early projects. As a first step, you could archive at least one born-digital element for each?
  • Determine “important” projects by interview and/or data analysis (cost, profit, built/not built, staff happiness, press attention etc). This sort of analysis will be interesting for future visitors too. Even imagining that your company may be interesting enough to be poked at by a future researcher is a good thought, because it’s useful to imagine an audience for your archival narrative.
  • Assess whether old works need to be able to be re-run or just well-documented. Even though a Proper Archivist would want to truly encapsulate it, that just might not be possible. These vast software systems we see today (Facebook, etc) would require archival infrastructure the like of which has not been seen in order to be encapsulated for posterity.

A Live Archive?

Let’s just say you’ve done the hard work of going back over your work and archived it all beautifully. What might you do into the future, as you work?

Since very many of us are now using computers to do our daily work, we create and hold  dates, files, IDs, assets etc for all sorts of things as we go. This is broadly good. It’s a lot more raw material than we’ve had before, and it has some automated metadata that’s useful (instead of being ‘in the shoebox under the bed covered in dust and only brought to an archivist posthumously’).

For me, one of the main revolutionary aspects of Web 2.0 was this idea that you could be looking at a live dataset in a webpage. Before that, everything was fixed (if updated here and there). Since then, a lot of the web and its design has become centered on liveness, or recentness. It’s possible to know in bizarre but fascinating detail who did what and when.

Look at this animation of six weeks of coding on the open-source Linux operating system:

So what could a live archive be like? What if archiving things was a moment-by-moment active task? Remember that a backup is not the same as an archive, mostly because it’s not especially described separate to its existence. Perhaps there are instant or daily uploads into it, like you’d upload to Dropbox or Google or wherever. Perhaps there’s also a daily ingest by a local institution or one you’re a member of. (So for me, that would be Islington Council Libraries and Heritage Services, or maybe even the British Museum). Perhaps it’s about drip-fed longevity instead of great globs. Perhaps a junior archivist could actually be a computer program. It might compute things about your work, a bit like Slack’s weekly updates, or the lovely, now defunct Dopplr Annual Report.


When I was starting up Good, Form & Spectacle, I was fantasising about what sorts of roles I’d like to have make up the company, and archivist was hire no. 2. Therefore, I was envious when I came across an LA design studio that has created a position called Studio Mirror, whose main role is to document things, and then report back after projects are finished. What luxury!

The studio mirror is a distinct role and a job title. In our studio Luke’s role was to archive our work and reflect it back to the team in a unique way, much like the documentation of these principles. Pursued with persistence and the eye of a journalist, the Studio Mirror should capture not only WHAT is being made but HOW and by WHOM. This isn’t simply dumping files on a server but rather curating the content in a way that is compelling and consumable for the team. For example, our studio created a quarterly magazine. You can read ADQ2.1: The Launch Issue here.

There are many reasons to identify a single person to own the documentation process. First and foremost, the details of a project are easy to forget, especially when projects last several years. Archiving work is both productive and functional; a reflective studio believes that the work can always be done a little better. Finally, a well-documented project also makes it easier for new studio members to enter a project quickly and efficiently.

But perhaps the most important value for persistently documenting the collective work of a studio is that it is a sound investment in the future. The longer I work the more I have come to appreciate how people behave throughout the entire design process. Thus, the story of the product is not only how the product itself evolves, but also how the individuals and team grew while making it.

In a world which demands so much in the present, I value that at some point in the future I can look back through our quarterly magazines with a glass of whiskey in my hand, examining the process of what was made and how we made it, and think, “That was a good place to work, I learned something and we made great things.”

There’s a mountain of live reporting tools to show you exactly where your devops systems are at, and the smallest changes in performance of massive systems (and small ones) like web services or data centres.

the web is covered in dashboards

These sort of things tend to show you what’s happening, and not always why, and I think that’s the tricky part and not just with born digital stuff.

I’m afraid I don’t have a mind blowing conclusion. It’s a combination of creator-awareness, small bit archival just-in-time processing, and humans to keep an eye on it all.  It’s helpful to imagine yourself leaving notes to the future, and how they might be read. I’ve enjoyed reflecting on my own work through this, and making small interventions.  I’ve started a Slack channel where I post photographs of every whiteboard before we erase it, annotated and dated, with the view to making an artefact of it at some point down the line. I’ve started writing README files for all client and project folders, about how the work came about. And one thing I’ve tried to do from the outset is write a lot about what’s happening along the way.

So what could this mean for MVRDV? There’s some thinking to do about how transparent they might like to be with Het Nieuwe Instituut. There’s an opportunity to share company machinations in very great detail, very much more than a back-up bucket of files. In order to fully do that, and fully embrace the capacity for our born digital work to generate all this metadata, there must also be spiritual confidence that this level of revelation around client correspondence, finances, HR, good times, bad times, failures and so forth must be as easily discoverable as the folder of working files for TP261, the Markthall.

If I had another twenty years to think about I might be able to figure something out. I guess the main thing is that we’re not just what we produce.

Charlie Cattel-Killick contacted me a while back because he’d been thinking about 3D and museums and boxes, and saw that we had been working on it a bit already and could he come and say hello and work with us for a bit. Yes.

It was great to have Charlie around, and if I’m honest, he made me feel really old! He was insanely productive during his stint with us, and came along to some client meetings too. We’re about to release a video about Museum in a Box, and Charlie shot and edited it (while Tom did the sound beautifully). There are a handful of rough box designs from him, and he was able to help us move a prototype idea forward into a demonstrable state. I’ve also asked him to write a post for us on what it was like. He’s in the throes of final hand-ins now, but will hopefully put something up soon, if he can still stand to write.


Thank you, Charlie! It was our pleasure.

I’m excited that our Visiting Researcher program seems to be gaining a little traction. I met with Jen Smit last year in Tasmania, when I was (very luckily) there to visit MONA and the Tasmanian Museum and Art Gallery while I was in Australia for Museums and the Web Asia 2015. It’s brilliant that she’s decided to come to London to work on research into libraries as a ‘primary user interface’, and her work also dovetails spectacularly well with a commission I’m working on with Het Nieuwe Instituut about digital archives of the famous Dutch architecture firm, MVRDV. You might call it a perfect storm.

From Jen:

The research topic to be investigated concerns the Library of the Future.

Both public libraries and libraries attached to educational institutions are seeing their role as ‘receptacles of knowledge’ shift in an era that progressively adopts  the ‘digital archive’ in favour of a physical one.  In this scenario the library becomes less a repository for a catalogued collection and more a portal to that collection. Its role as ‘portal’ is an interesting one as it suggests the notion of gateway: that there may be something physical that organises access to the ‘archive’.

The focus on the curatorial function of architecture as the primary user interface is of interest here. How might architecture provide a framework, indeed a gateway to accessing information? Does the architecture itself provide the first moment of interpretation of that archive?

Researchers in the field of education are suggesting that the library’s role is one of providing a place for learning rather than a storehouse for books: a ‘Learning Commons’. A recurrent area of discussion concerns whether the ‘digital’ is supplanting the ‘physical’, as if the two realms might be not mutually compatible. A better question may be ‘how might the digital collection extend on and reframe (or provide an intelligent or curatorial portal for) the physical?’

Another relevant issue for the future of the library concerns the value of the physicality of books— the primacy and importance of the physical collection in an increasingly digitized environment. The question of how the collection is organized and displayed seems more important, rather than less so.

Does the phenomenology of the book become foregrounded? Recent examples of libraries might indicate that this is so: MVRDV’s “Book Mountain” in Spijkenisse, The Netherlands, centralizes the collection such that not only the envelope of the building is a direct expression of the size and organization of the collection, but its very transparency communicates the importance of the accessibility of the collection to the community.

It’s brilliant. Part of the support G,F&S will provide is to host a salon with interested design/architecture/culture folks, and Jen and I are hoping to co-publish a paper together. Can’t wait.



George is a fellow of the prestigious Clore Leadership Programme for 2015/2016. I was intrigued (and slightly shocked) to get an email from George last year asking if I’d be willing to host him at Good, Form & Spectacle for his “placement in a cultural organisation very different from the Fellow’s usual working environment”.

It’s absolutely brilliant to have George join the team for the next few months. In his proper job, he runs the digital operations of the Qatar Foundation Partnership at the British Library, so let me tell you, this fellowship will definitely be working both ways.

He’s already very useful. Apart from carrying heavy stuff from Sainsbury’s for our little office warming, he’s absorbing our current goals and projects into pitch-ready documentation to show what we’re up to for potential funding partners and programmes. We’re building partnerships around our Museum in a Box work, and George’s experience in business planning, operations, and reporting is hugely helpful.

In return, we can involved George in how we like to work — small moves, make demonstrative things, work fast and brightly — back to the start-up scale that seems a bit elusive in larger institutions.

Welcome, George. I’m sure we’ll both get used to having a second George in such close proximity soon.

Our Museum in a Box project seems to be gaining momentum. Tom Flynn, Adrian McEwen and I set up a display area at the Remix conference in December, and it was great. We were also ably assisted by our visiting researcher, Eliza Gregory, who also helped get our three display boxes together in the preceding week, talk with interested folk, and document the event. She took these photos too.

Our V2 prototype was made with paper, mainly to help start to think through how interaction between the human, the objects, and the brain in the box could work. V3 was all about working brains and connected objects. I knew that our display would get lots of traffic all at once, and we’d be getting loads of quick reactions and feedback for the idea. That’s when I asked if Gill Wildman could come along for the day too, to help capture what people were telling us, and prompt both the audience and us with questions and ideas about how to frame the idea and product. Apart from being into the general idea, Gill is also an expert designer and facilitator, and specifically helps early stage companies figure out how to explain themselves. This was hugely helpful (and will hopefully continue).

Last week, Tom and I were very happy to head to Manchester for the Museum Tech 2016 Museums Association meeting. As well as each of us giving a presentation about the work, we showed people the boxes over the lunch break. It’s exciting to watch people interact with it for the first time. There’s a smiling surprise when they place their object on to the brain and hear content come out. It’s that reaction that’s giving us a bunch of energy about all this. The product always generates ideas with people too, about how they could use it, or what a cool box might be.

Here are our slides. I was honoured to open the day’s proceedings with an overview of the idea and our work so far:

Part of what we’re trying to show museums in these early days is that 3D digitisation can be very simple and cheap. Tom explained the various techniques and also put together a live rendering of a 3D sheep! “Here’s one I made earlier”…

It was also meet three students whose areas of interest overlap with Museum in a Box in really interesting ways. We’re always happy to meet with students, and indeed, hope to attract visiting researchers who would benefit from spending time researching their theses through practice. If that’s you, please get in touch.

Our Museum in a Box project is moving forward. I’ve spent the day making two new boxes, one 3D, the other 2D. These are just to think with really, and show people, as we continue to flesh things out. It’s about exploring something like object-oriented experience design.


We’ve set up another Twitter account for just this project, @_museuminabox. It’ll need a proper web presence soon too, so there a coming soon page online as we work on it at

You can read about V1 of the box here.