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.
At the midpoint of the Filbert steps, near tourist favourite Coit Tower, The Malloch is a streamline Moderne gem built in 1937. I discovered it after watching Dark Passage, a 1947 Bogart and Bacall film noir. Lauren Bacall's character lives on the third floor and Bogey holes up there. A Deco beauty cruising towards the Bay. It has the coolest lift ever.
I fell in love with San Francisco at first site, the buildings and the light, so much grooviness to dig. The signature building style I call "Wonkatecture" -a kaleidoscopic hodgepodge of giddy pioneer freedom and gilded age excess. It's a modernists nightmare! A prime example is The Vedanta Society HQ, built in 1903 to house a religious sect which fostered a multifold path to God and reflected its openness architecturally. More more more.