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Its founder describes this New York-based global collective as a bunch of smart-arsed pirates who want to overthrow the system, but the anarchist veneer conceals a business model with strong client appeal. Emily Pacey talks to David Gensler
The Keystone Design Union is a mould-breaking consultancy. Founded in 2003 by then-creative director of Jay-Z's record label Roc-A-Fella Records David Gensler, today the New York-based group boasts a 'global collective' of 1250 creatives in 98 countries, and a private equity arm portfolio of about ten design-based businesses.
The KDU's client list includes LVMH, Adidas, Nike and a raft of fashion and youth culture brands for which it designs products, branding, retail environments, magazines, marketing and advertising campaigns. It has just rebranded rock group Linkin Park, and recently developed a retail campaign for Virgin UK broadband. One of its biggest projects has been developing clothing, accessories, footwear, packaging and graphics for the Chinese Olympic team. 'We can execute pretty much anything except architecture,' says Gensler.
'Our premise is that we want to work with the best and most respected talents in the world, but the traditional consultancy model would mean hiring...