The Otto Empire Adds Flair To A South Melbourne Street

What do you get if you cross a dowdy warehouse exterior, a forward-thinking Australian production company and a world-renowned graphic designer? No, this isn't the start of a laboured joke, but in fact the recipe for Melbourne-based production house The Otto Empire's latest innovative branding scheme.

Artist Paul McNeil is probably better known for his illustrious music industry work (over 100 record covers) and as senior contributing artist to the surfwear brand MAMBO, but when he received a call from Otto's Exec Producer Jo de Fina to completely re-skin the exterior of their South Melbourne warehouse space it was an offer too good to refuse. The clincher – Jo had no input or knowledge of the design until the unveiling!

Documented in time-lapse by filmmaker Daniela Velickovic, the project went off without a hitch and, as the before and after photos go to show, have transformed the building into an eye-catching abode to be proud of. We caught up with Jo and Paul (just before their launch cocktail party) to chat about the challenge, the concept and turning a warehouse into a canvas.



Jo, could you tell us a little about the project?

Jo - Our office is a warehouse down a quintessential Melbourne laneway - an area not known for its color and flair. Having known Paul and his work for years, I commissioned him to transform our working environment. As a creative company, it's important to walk the talk.

Do you think it's important for companies like yourself to treat their own brand with the prominence you'd treat the brands you work with? Is advertising yourself tougher?

Jo - Absolutely! It's very important for us to treat ourselves as a brand. Clients need to know they are working with a creatively-minded collaborative group when we work in a world of creativity. And as a company we do have to look at ourselves as a brand that the client will be buying into. Of course it is tougher to advertise ourselves, but I think that comes from a humble place more than anything else. I just like to get on with creating great work, rather than blow my own trumpet.



You chose to see the design at the point of reveal only. Why did you want to do that? Were you nervous about what you'll find?!

Jo - I trust Paul and have always believed in the work he creates, so no, I was not nervous in the slightest.

I also considered what it would mean to an artist to have such free reign; 'here's a building, go for your life'. A blank canvas for him to transform.

I was talking with some ECD friends at a party on Friday, and they were all astounded that I had not given Paul any restrictions around what he painted. I didn't know it at the time, but an open brief like that is a rare thing which he was very grateful to be given. There was a hung jury as to whether it would be intimidating or inspiring. Hopefully for Paul it was the latter.

I wasn't nervous in the slightest. It was a fascinating process actually….. Seeing the faces of everyone coming in and out of the building as Paul was working told me there was something great happening outside, even if I couldn't see it yet. And the reveal was incredible!

What were the parameters you gave Paul?

Jo - None really. Aside from no references to drugs or sex.

Paul, you've worked in design, filmmaking, illustration and on album covers – how does a building exterior match up?

Paul - Well, I don't mind any medium… I should say I love most mediums. Generally a big work like this takes a lot more physical effort, but hey - it gets me away from the computer. It's all part of an artistic outlook. Big is more fun though.



What's the process for a job like this? Does the location/company/parameters dictate the inspiration?

Paul - The location did dictate it somewhat... I realised what a drab brick/English building culture we had here in Australia… Functional buildings that are visually depressing. I live in a semi tropical part of the world and am inspired artistically by that. I thought maybe I could brighten up a tiny part of Melbourne and it would make a few people smile. That's all I ever try to achieve with my work.

What's the toughest aspect to a job like this?

Paul - Climbing up and down ladders and getting the proportions right… but generally it's fun.



What additional activity are you planning around the launch?

Jo - A fabulous film maker Daniela Velickovic documented the process of transforming the building. What's great is that since Daniela began documenting the painting of the building, what was merely a record for us looks to be forming into a short doco! It's garnering all kinds of interest and has seeded the idea to film a longer form documentary about Paul, his work and his life. It seems he has quite a following around the world, and many many admirers in all the right places. He's a humble man, but there is a story there which is gradually unfolding as we follow him around. Daniela and I are currently cutting the short doco with an editor in Melbourne and planning the longer form filming process over the coming year.

Alongside that, there will also be a party at some stage. Anyone who knows me knows I love a great party!

Mambo have already got in touch with us since hearing about the project – Paul was one of the original Mambo artists, and his designs are iconic, so once they heard about the building and the doco they have been in touch.

We are also getting traffic down the laneway by fans of Paul's work, coming to see what he has created. Being such a different style of street art, it is so lovely to see the affect his mellow, peaceful work has on the people who see it. Definitely a transformative project.

Paul, how does it feel to be documented throughout the process? Does it add to the pressure?

Paul - No not at all. If the camera wasn't there I'd probably just be talking to the wall… I work by myself virtually all the time so it's great to have a group of people around.



Is it nice to think that a piece of your work will be so freely viewable to the Melbourne crowd? Are you excited about the unveiling?

Paul - Yes it's terrific. I hope they like it. I'd love to do more buildings. Melbourne is so supportive of art. It was a real eye-opener to get people's reactions, all positive and encouraging

What other projects are you working on?

Paul - Well I co-own The ART PARK in Byron Bay and we have continuing art related ventures... that takes all my time, but I'm also creating another kids' book and more surfboards and aiming for a new Fine art show… but hopefully another dull brick wall will pop up in the meantime.

And Jo, what's up in 2014 for The Otto Empire?

Jo - Loads! We've hit the ground running in 2014. New director signings, long form projects – doco, tv and features. And of course, the commercials we have always made.

We have some fantastic new talent – something I have always loved, and part of the reason I started OTTO was to foster new talent and establish an environment where there was freedom to go out and create. It seems to be working, as in five years we have had a brilliant time making great work with great people. Our established directors are as busy as always.