New People of Print Member is Amsterdam-based independent design studio Format Wars founded by graphic designer, photographer and video artist Florencia Viadana in 2017. Viadana grew up surrounded by visual art, her father is a craftsman and sculptor whilst her mother is a painter and her two sisters are also graphic designers!
Whilst growing up, a rememberable quote found in a book her father gave her by Wassily Kandinsky (A beautiful, beautiful edition by the way) said:
“Empty canvas. In appearance – really empty, silent, indifferent. Stunned, almost. In effect – full of tensions, with thousand subdued voices, heavy with expectations. A little frightened because it may be violated.”
Since then, Viadana has always been interested in this line of thought, and has been her way of subsistence since she can remember.
When the studio isn’t completing commissions, Viadana always initiates her own projects to keep her happy. Most recently she launched an initiative called ‘Read on the tram’ which aims to encourage reading during the short trips that people make every day on the public transport in Amsterdam.
Consisting of a collection of fanzines, in total the series features ten famous writers, the idea, to give them to the people waiting at the tram stop, encouraging them not only to read but to find out more about the author and to complete the rest of the collection as well. Each zine comes with stickers and a card explaining the project, encouraging to visit the website and find out more about it. Click the link below to see more of Viadana’s lovely work.
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