Miloby Ideasystem is design agency focused on contemporary solutions for brands and the built environment. From visual communication to architecture, Miloby Ideasystem works with clients to seamlessly innovate, design and create.
CONTACT / 41 Union Square New York 212.627.9510 / EMAIL / info@miloby.com
FIRM PROFILE / The multidisciplinary team has received numerous international design awards for branding, print, interactive web design, interiors and architecture projects. and their work has been seen in Icon, Print, ID, Interior Design and Architecture Record magazines. Most recently Miloby received a 2007 PRINT magazine Regional Design Annual award and featured in the "Young Americans" exhibition at German Architecture Museum.
Architectural design projects include a New York boutique hotel, museum extension in Finland, office interiors and retail. Product design projects include package design for top selling national brands, consumer products, golf putter design, beauty and hair care packaging and luxury goods. Branding projects include work for film, television, consumer products, advertising agencies and mens fashion. Miloby Ideasystem looks forward to the upcoming completion of gallery, spa and residential projects in Miami, Stockholm and New York and branding projects for both advertising agencies and clients directly.
PARTNER BIOS / Milana Kosovac (Partner) hails from Canada where she completed degrees in both economics and architecture. Her experience includes work at the architecture offices of Dominque Perrault and Frank Gehry prior to moving into the film industry where she designed sets for commercials, music videos and independent films. In 1997 she won a Best Art Direction award for Red Hot Chili Peppers music video ‘Warped’ along with various other projects for Coke, Pepsi, UPS. As Creative Director for an entrepreneurial group she honed her skills in branding and the ground-up development of consumer products in categories as varied as golf putters, home furnishings, film and gourmet foods. She has a deep understanding of what it takes to launch new ideas into the marketplace.
Tobias Lundquist (Partner) is a native of Stockholm Sweden, studied at the University of Stockholm before moving to California to study architecture; earning his professional degree from SCI-Arc. His experience includes the Los Angeles office of architect Daniel Libeskind and Solomon Cordwell Buenz in Chicago. Interest in large-scale architecture brought Tobias to Skidmore Owings & Merrill in New York where he worked as project designer–including work on Random House, US Patent and Trademark office, JFK airport, and speculative office towers in Manhattan and London. Tobias participates as guest critic at Columbia University and Pratt. He was awarded of the Young Architects Forum prize from the New York Architectural Leaque in 2004.
PROJECT / Launch Studios / DESCRIPTION: a branded environment and identity system for a postproduction studio. The goal was to communicate their groundbreaking work with digital cgi/effects technology in the test commercial industry. Our design strategy was to shed any associations with traditional test commercial shops and position Launch as a creative postproduction partner to advertising agency clients. We even gave a new title to their work ‘visual prototyping’ to express the broader scope of the work. The brand is the distillation of a proactive attitude translated to words, web, print and most recently the design of new studios.
PROJECT / Charlex / DESCRIPTION: As New York's foremost postproduction studio for over 20 years they needed to refresh the brand to reflect their progressive service offerings. The re-branding could not alienate longstanding clients or be limited by burdensome art direction. Our answer was to brand the NYC heritage and heighten awareness of design through a stylized new identity system. Once the logo was updated and their complex list of services condensed to “design+build” we began to paint the town charlex orange – the scope of work included print advertising, signage, website, interiors and promotional collateral materials. Recently, Miloby Ideasystem worked with Charlex founder, Alex Weil, on the digital short film he wrote and directed. Miloby Ideasystem designed the movie posters, titles, media kit and promotional materials for the award-winning film "One Rat Short."
PROJECT
/ Lucini Italia / DESCRIPTION: brand, advertising, product development and package
design.
Miloby has worked with Lucini Italia since their launch and have contributed
to their success across all creative channels and consumer touchpoints. Miloby
has worked intimately with Lucini Italia in both the tangible and intangible
parts of the brand image, from naming, identity, style guides, trade show exhibits,
collateral materials to print advertising. All of the products have grown to
be top sellers nationally in both grocery and natural distribution channels,
including Whole Foods Market. Based on a rigorous methodology, the work has
resulted in both the strategy and physical design of new soup, pasta and tomato
sauce line extensions. Recently Miloby Ideasystem developed the brand and packaging
for a 100% organic Limited Reserve Premium Select™ extra virgin olive
oil launched with the endorsement of Dr. Andrew Weil under the WEIL™ brand.
PROJECT: Lucini Italia Corporate Offices / DESCRIPTION: the design of the Miami
executive office for this gourmet food company was designed to represent a progressive
business and offer a branded environment for press, celebrity-chef events and
sales meetings. Inspired by the product that launched the company, the luminous
color of extra virgin olive oil is celebrated throughout the space. Green glass
partitions and thick dark walls delineate private and common areas within the
larger open work environment. The heavy bulkheads house offices and equipment
while framing views of the city skyline. A translucent ceiling panel is a new
interpretation on the common Armstrong ceiling grid and transforms the ceiling
surface into one continuous light fixture. The design creates a working environment
that provides anyone from anywhere in the space visual access to the spectacular
Miami skyline and the Atlantic Ocean.
PROJECT: NSF Clothing / DESCRIPTION: Miloby worked to design and develop the online site for this mens fashion label. In keeping with its understatated sophisticated clothing we developed a site based on the notion of anonymity.
PROJECT / 28BL / DESCRIPTION: Residential luxury in the Hamptons. Miloby Ideasystem rcompleted the architectural and interior design of this contemporary home in the upscale neighborhood of Beach Lane in Wainscott. The widely published project is a 6,000 sqft located near the beach and was created as a spa-like experience for a film director.
PROJECT / 2W45 / DESCRIPTION: contemporary interior for a New York postproduction and film studio.The project involved the remodel of 12,000sf midtown office space. This design of 15 editorial suites, a sophisticated digital network and various Client lounge areas was conceived to align with the cool new vibe. Looking at how advertising agencies conceptually rent edit suites like hotel rooms the design formalizes a large branded public volume into which individual design suites are plugged into. This large volume becomes a plywood spine that snakes between a dense technical program demarking the public volume from the back office and support areas.
PROJECT
/ Aland Museum / DESCRIPTION / a contemporary design proposal for museum extension
in Finland
In analytical consideration this project decisively turned away from romantic
historicism and sentimental objectification, and crashed on the shores of the
island of Aland as the Baltic has done since time forever. This project is the
contemplation of the future of Aland as told by its history on the sea. It is
the story of the country of the sea to be housed in a building of the sea. Whereas
the people of Sardinia fled from the coastline and the sea in order to survive,
Aland’s lifeblood was to ride the world’s stormy seas from Finland
to Cape Horn. Distilled, the project is a weave of man’s codification
of the sea; its geometry, anatomy and the (disrupted) horizon.
PROJECT
/ Motorlodge Hotel / NEW YORK: design of the boutique hotel in Chelsea neighborhood
of Manhattan
This project is a collaborative project with a young real estate developer.
It is a speculative investigation into the possibilities of developing an urban
motel in Manhattan in response to the bourgeoning New York boutique hotel scene.
Sited in Chelsea hip art gallery district and influenced by the neighborhood's
ad-hoc industrial logic the design reconsiders the ubiquitous courtyard hotel
type. The rooms are stacked like parked cars in a steel frame as a glass skin
wraps the facades displaying levels of occupancy and an interior courtyard sets
the stage for vibrant nightlife.