But As I told you before, Ideas not Airships is not, as you might expect, a glossy, glorified catalogue of buffed and seamless finished products, though it hardly needs mentioning that the group has many award-winning triumphs stashed under its belt, including most recently for the Sunset project, a sustainable mobile home design. Unlike the average high-spec coffee table book, which tends to be a portfolio of beautifully photographed success, this is an illustrated history of how the collective has honed their design processes and brainstorming skills over the years.
A fragmentary sketchbook with highly visual, mood board style imagery, Ideas not Airships charts the path from that first eureka moment of inspiration to the streamlined end concept, be it a fashion campaign or a bottle of water. It is a kind of manifesto of the group’s creative ethos and collective personality: consummately organized, systematic rather than chaotic, pragmatic rather than “arty.”
Devotion to this process of “visionary travel” is clearly the soul of the company (whose original name was Hangar Soul) and is made all the more explicit with action-packed pages full of meticulous idea logging and bold statements which read like modern day mantras for productivity and brand identity. Hangar Design Group has created a compelling and convincing chronicle of a philosophy which encompasses design in all of its guises.
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