Ted Audio Collective.

Audio Collective.

This is Design Matters with Debbie Milman from Design Observer.com.

This episode is brought to you with support from shutterstock and Linda.com.

On this program Debbie

Millman talks with designer and writer Michael Rock.

Design isn't just about translating content. It's about creating a whole

mood or a whole feeling or a whole atmosphere around something.

Here's Debbie Milma.

Michael Rock is a partner at 2 by 4, a global design consultancy in New York City.

He founded the firm in 1994 along with

Susan Sellers and Georgiana Stout. Since then the firm has worked with Chanel,

Nike, Prada, and Kanye West, among many, many others.

Michael has also taught at Yale, Columbia, and Risti, and has won some major awards including the Rome Prize and the National Design Award.

Now Michael has brought together all of this knowledge and experience in a book that the Wall Street Journal has flagged as a must-by.

It's called multiple signatures and it's a witty, deeply informed look at the history and

development of 21st century design.

Michael Rock, welcome to Design Matters.

Thank you.

So Michael, is it true that you think that the Vatican may have originated the concept of the cross-platform

branding campaign.

I'm sure it was before the Vatican, but I think they perfected it. That sounds funny, but I think actually there's a serious aspect of it, and I think that the

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