McDaniëls

McDaniëls was my studio. Named after the place I worked through university, managing through my Design Academy years, and never quite got out of my system. McDonald's was always there: as employer, as subject, as obsession. Americana.

At the Academy that obsession became work. Just Soft, a magazine of infamous quotes. A portrait of Ronald McDonald made entirely from fries — three different temperatures, each a different shade of gold. And Nucleation — named after the scientific term for what happens when you drop a Mentos into a bottle of Coke. Because that felt right. And still does.

McDaniëls wasn't a studio with a brief. It was a way of looking at the world through whatever material was closest to hand. Sometimes that material was ketchup. More often it was tape.