Philip Cronerud is an art director, and publisher from Stockholm, Sweden, who works within technology, art and typography. Philip used to work for agencies like Wieden+Kennedy, Printed Pages / It’s Nice That and later his own type-foundry MEDIUMEXTRABOLD®. The lure of a job offer in the Bay Area convinced him to move and embrace a Californian lifestyle.
Her I enjoy the quit and concentrated atmosphere. I go to the library if I need some new input or just want to work somewhere else than in my studio. You can also just go there to relax at one of the beautiful spots in the building. Or have some food at the top floor with a beautiful view over Amsterdam.
The portal between the Leidseplein nightlife area and the Max Eeuweplein is pompously accentuated by a classical looking façade, designed in 1991 by Zaanen Spanjers Architects. On the frieze, supported by columns, the architect has carved an inscription: ‘Homo sapiens non urinat in ventum’ - ‘A wise man does not piss into the wind’. A ‘wisecrack’, disguised in Latin.
A few years ago, the Volkskrant (one of the countries biggest newspaper) moved office to a new location. Their old headquarter now houses hundreds of artists and musician; along with dance studios, a bar/club with panorama over the city, a dreadlock 'doctor', a Russian cultural centre, a cyberpunk gallery and my photo studio on the 4th floor. It was a conscious choice by the founders to create a total melting pot. In the basement for example, 3 doors away from our music studio, you will find some cheerful weed smoking hiphop producers from the Bijlmer (the 'ghetto' of Amsterdam); an ex-yougoslavian hardcore drummer with a full analogue recording studio and a ballet school run by an obese woman in her 70's. Ok, it might seem artificial, but it really is quite magical!