Boublil and designer Peter Crnokrak approached the project with a specific idea in mind: that design should not be exclusive. The entire stationery system reveals itself as conceptually rich, with historical and design references tied into the minutest of details, elevating simple language “to the point that the common becomes memorable,” as Boublil puts it. The red typographic logo exemplifi es The Apartment’s intent by using Laurenz Brunner’s Akkurat typeface, which employs a serif-like ball terminal on a sans serif typeface—a subtle acknowledgment of historical adornment. It’s a savvy logo that easily transitions through each facet of the company’s identity. Writing tablets are graced with an ornamental motif, a digital acanthus that, Boublil explains, is “a 72-dpi reanalysis” of William Morris’ acanthus wallpaper. Clearly The Apartment is having fun making wondrously smart design. “We don’t design for the sake of beauty alone,” muses Boublil, “but rather because we love our surroundings, and we are intent on helping to make them interesting.” by Jakyoung Kim