33 Feet, Fractional Feet & Dominoes

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We were invited by Art & Graft to contribute to Tooled Up, an exhibition of works by artists and designers held as part of London Design Festival 2014. For the project, each contributor was sent a tool or object of craft to adapt or customise in whatever way they wished. We were sent an old tape measure,1 which measured only feet and inches—outdated imperial measurements that are becoming increasingly difficult to visualise.

We designed a print based on the numbers printed on the tape, collecting all 396 inches onto one sheet of paper. To the same scale but with lines removed, it is both an exact representation of distance and an abstraction of the collected length. The rhythm of the black and red and the character of the numerals reference the object they originate from.


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