When we started AdamsMorioka in the mid 1990s, the design world seemed endlessly enthralled by the discordant, weird, and complex. Unfortunately, we’re none of those things, so we were forced to fall back on our own values and personalities. I recall talking with Noreen at Hamburger Hamlet about this. “Let’s face it,” I said, “We’re just not that groovy.” She agreed, and made a wonderful analogy that the designers doing work that was complex and avante garde were like Portishead or The Smashing Pumpkins, we were like The Beach Boys. This was confirmed years later at a dinner with Ellen Lupton. After dinner, she turned to me and said, “You know, you’re actually smart. I thought you were just a beach surf guy.” I’m taking this as a compliment.
Actually, I liked being more like The Beach Boys than The Boo Radleys. First, Pet Sounds is one of my favorite records. Second, I think they were adventurous and did some amazing things with unexpected instruments and tone. The Beatles gave them credit for being a major influence on Sgt. Pepper’s Lonely Hearts Club Band. And finally, Wouldn’t it Be Nice? is a remarkable piece of music that I could listen to endlessly. And, I do at work. It’s like torture, but it’s the price you pay if you work with us.