The consultancy is on a retainer to work with the club, and creates a different series of three artworks for each quarter of the year. This quarter’s work depicts scenes featuring hand-knitted characters and objects (July’s work is pictured).
Studio Output designer, Shahnaz Ahmed, says, ‘The brief was really open. With the knitted thing it was work I’d been doing in my own time that I’d wanted to do for a while, so I leapt at the opportunity to do it for a brand.’
Ahmed says that the idea was to create a miniature city, which reflects the club’s Elephant and Castle location. She says, ‘[The characters] are all having a party around the Ministry of Sound decks – it’s a really playful version of what the Ministry of Sound see themselves as doing.’
The characters and objects were hand-stitched then photographed by photographer Richard Paul.