Their client list is diverse, including projects such as the Diesel Denim Gallery and the Girbaud Construkt editions, with Agneessens making a name for Formavision as both a creator of brand-oriented artistic projects as well as an experimental design firm.
By continuously striving for that elusive harmony between art and business, Agneessens finds that in letting the ethos from both fields merge, he creates an unusual combination of artistic knowledge and marketing savvy rarely seen elsewhere.
Flipping conventional notions of art and commerce isn’t the only reversal found at Formavison. Agneessens notes that their creative process is the opposite of most other design firms. ”
Ideas and concepts are definitely our added value, and we keep on developing them independently of our clients. Once they become mature, we look for clients that could be interested in them, clients whose identities and values are close to our concepts. It is a reverse approach to traditional studios, but one that guarantees that the work will be interesting to the creative community and will not feel commercial. We always have dozens of concepts and collaborations that we keep in store until we find the right client for them.”
When it comes to his own creative process, Agneessens finds that in this case, separating his business and creative sides works best. “I think that if you want to be a good creative, you have to spend some time totally focused on being one. Which means that your organizational goal should be to delegate the operational tasks to other people. Partners, colleagues… Ideas happen to me when I don’t necessarily expect them, when I walk around the city, or speak to friends, artists, ride the subway… I don’t expect these ideas but at least I’m ready to receive them, because my mind is not busy answering my emails for instance. I guess everyone has to find a recipe that works for them, in my case, I find it hard to do good work while multi-tasking. I book specific times slots for daily operational tasks and meetings, in order to really dedicate some undisturbed time to be creative.”
A strong creative team is essential to Agneessens’ vision for Formavision, with inspiration coming from “the dialogue with the artists and designers [he] work[s] with.” He continues, “I believe that everyone has different ways of expressing creativity. Creativity is a state of mind. I believe that project teams should be eclectic, include people in production, design, PR, finance, etc. and that everyone should contribute to problem solving. I always say that projects are only as good as your clients. Everyone in a team needs to be creative, and I think projects are always limited by the lowest common denominator of the team. Surround yourself with good people who want to make things happen and push your projects.”
Ultimately, it is Agneessens’ ability to merge his two identities – creative art historian and savvy entrepreneur – that is his most valuable skill. “I am interested in infiltrating the world of brands with art and design, in order to expose culture to people who don’t usually go to Museums and galleries. Art and design don’t belong exclusively to galleries, they belong to everyday life, so let’s bring them to places where we do not expect them.”