Anomaly

Over 25,000 people walked through the new retail
space at Upper West Side, attending Lights On |
Lights Off.

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Every brand has a story to tell

Our annual student field
trip to
Dark Mofo, Hobart.

 

"Data.Tron"
by
Ryoji Ikeda.

 

 

The Cutaway is a Melbourne based studio led by the creative trio of Beck, Davina and Paul.

 

Beck Storer

Founder + Creative Director

 

Davina Storer
Account Manager

 

Paul Meeuwsen
Creative Director


The Cutaway

Suite 513

585 Little Collins Street

Melbourne Victoria 3000

 

 

FEATURED PROJECTS

 

The Cutaway creates visual stories through the creation
of tactile brand experiences and spatial design activations.

WE MAKE 
 // CREATE //
AND PLAY

// AWARDS

WE BELIEVE THE
BEST EDUCATION
FOR DESIGNERS -
IS BY DESIGNERS

Creative Director's Beck and Paul play a strong role
in the Melbourne design education environment,
lecturing in typography and brand strategy.

For future collaborations and project enquiries.

Quite simply - we love what we do.

Whether it’s creating brand personalities, activating public spaces, or mentoring the next generation of creative thinkers -
we believe in ideas that inspire
and add value to our community.

// TRUTH //
Read our latest post.

// CLIENT
Billy Blue College of Design

 

// PROJECT
Anomaly

 

// DISCIPLINE
Art Direction
Brand Strategy
Spatial Design

 

 

How do you launch a new design college's first graduate exhibition in Melbourne's competitive design education market?

 

Well.., you invite design Rock
God Stefan Sagmiester over from NYC to do a public lecture. You create a 2 day event, get over 400 industry people to attend and mentor a very talented group of students. You help them to create an awesome brand strategy and installation design
in the Fracture Gallery at Federation Square.

 

Phew!

 

// CLIENT
Highpoint Shopping Centre

 

// PROJECT
The 3D Jewellery Box  Activation

 

// DISCIPLINE
Spatial Design

 

 

The 3D Jewellery Box was
an interactive space located inside Highpoint Shopping Centre that invited the public to use the latest technology in 3D printing by creating their own jewellery.

 

Inspired by the abstract
geometry of jewels, we created
a contemporary sculpture - a rainbow prism  that embraced the beauty of reflective light, colour
and shadow.

 

Traditional creative processes were applied throughout the design of the piece, in particular, the craft of metal work, which completed our sculpture - a 2.4 metre long jewel!

// CLIENT
Melbourne Design Market

 

// PROJECT

Melbourne Design
Market Activation

 

// DISCIPLINE
Spatial Design

 

 

“Home” is a creative piece that embraces the nostalgia of one’s home and is a mishmash of the old and the new. Vintage 1960 paintings covered the back wall, and were combined with a bright and loud contemporary message created from many metres of string (1000 metres in total!).

 

The string plays an important
role by tricking the eye, at certain angles it appears in 3D, encouraging the viewer to
actually question what
are they seeing.

 

Is it a word, or is it a pattern?
Am I seeing letters, or are
the shapes?

// CLIENT
Far East Consortium

 

// PROJECT
Light On | Lights Off Activation

 

// DISCIPLINE
Spatial Design

 

 

Far East is determined to create
a new, energetic Melbourne destination. In support of this, Pop Union and Undercoat sent out an expression of interest, looking for 8 artists to transform 8 spaces during a pop up artists’ residency - Lights On | Lights Off.

 

And their search found us!

 

Over 4 weeks, colourful tins
of paint were poured over
the huge word Imagine.

 

Its aim was to use design
as a circuit breaker for the passers by. To get people to take a breath from their busy lives,
and reflect and imagine what other possibilities there could be.

// CLIENT
Kingdom Sneakers

 

// PROJECT
Kingdom Sneakers Launch

 

// DISCIPLINE
Brand Strategy
Product Design
Packaging

 

 

Every one needs their own passion project, and our
Creative Director, Paul
has his.

 

His love for sneakers and
passion for design inspired
him to fulfill a life long
dream - to design his own
luxury sneaker brand -
Kingdom Sneakers.

 

Check out Kingdom's
website here.

 

 

 

 

 

 

 

// AWARDS

BE PART OF THE CUTAWAY COMMUNITY.

 

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The Cutaway / This is how we see the world.