If you've ever been intrigued by Kirigami - the ancient Japanese art of paper cutting - you can now become an expert thanks to Victorinox. The firm, maker of the iconic Swiss Army Knife, has teamed up with British paper cutting artist Rob Ryan for the launch of its new Tomo knife, in a global campaign through London agency Pd3. Made in collaboration with Tokyo design house Abitax, the Tomo is the first ever re-interpretation of the classic Swiss Army Knife, and aims to strikes a balance between elements of Japanese and Swiss design.
As well as designing window displays and visual merchandising for stores, pd3 created a global Victorinox Tomo website featuring three downloadable modern art cutting stencils created by Ryan, this video interview with Ryan in his studio about his work, and three modern art cutting master class videos.
The agency also plans to launch a social media element aimed at a creative audience. A 'paper cut artwork generator' will turns tweets and facebook messages into individual artworks using a bespoke alphabet, also created by Ryan. To use it, people need to tweet #alphabunting to have their tweet automatically turned into a modern art cutting. Or, they can have a go themselves on the 'create your own' page of the website.