ThePrincipals is a studio for experimental design balancing ‘utility with the universal sense of wonder and delight’, as its members define it. Founded in 2012 by an architect, an industrial designer and a craftsman, the studio aims to put together some aspects of architecture, technologies and industrial design which on the face of it seem completely different. The projects of the Brooklyn-based group of artists vary from industrial design to designing components for sensor robotics. In each new endeavor the team shows interest in novelty and never-ending desire to get to know the connections between products and the environment. The enviable professional background of each of the three designers contributes to the creation of the eclectic vision and style of their projects. The studio collaborates with diverse clients – designs shop interiors for fashion brands like Everlane, AYR, Bonobos, NOMIA and KARA; creates the interior design of the concert halls Bonnaroo and Hudson Music Project; makes interactive installations for MoMA PS1, Sonos, Microsoft and Ford and products for New Museum and Areaware. Their projects have been awarded a number
of awards and have been published in European media in Germany, France, Thailand, Serbia and Italy, as well as in their country in NY Times, Metropolis Magazine and Fast Company.