Hedvig Astrom Kushner

Hedvig Astrom Kushner

Pantone 610U, a super-fresh smoothie of avocado, mango and cucumber.

Pantone 610U, a super-fresh smoothie of avocado, mango and cucumber.

Pantone 610U, a super-fresh smoothie of avocado, mango and cucumber.

Pantone 610U, a super-fresh smoothie of avocado, mango and cucumber.

Pantone 610U, a super-fresh smoothie of avocado, mango and cucumber.

Pantone 610U, a super-fresh smoothie of avocado, mango and cucumber.

Vanilla and coconut soften the raspberry red to create the Pantone 707U.

Vanilla and coconut soften the raspberry red to create the Pantone 707U.

Vanilla and coconut soften the raspberry red to create the Pantone 707U.

Vanilla and coconut soften the raspberry red to create the Pantone 707U.

Vanilla and coconut soften the raspberry red to create the Pantone 707U.

Vanilla and coconut soften the raspberry red to create the Pantone 707U.

Hedvig Astrom Kushner

Service exclusif «Parisien spécial» à bord du Paris/New York, 1953.

“Parisien spécial” service on board a Paris/New York flight, 1953.

Meet the art director who concocts smoothies in Pantone colors at home as she talks about her career and shares her most special place, in images and words.

Because her parents are architects, she didn’t want to be one. She hated engineering school, and didn’t think her work while studying fashion and design was conceptual enough. She finally hit her stride with communications. Now 27, she is DDB’s art director in New York, where she creates ad campaigns for her customers that draw on aesthetics, emotions and humor and forge bonds, particularly digital ones. She likes to immerse herself in the philosophy of brands, dreaming up solutions. She has lived in London, Berlin and San Francisco, nurturing her creativity with everything , from movies to people, but São Paulo marked her most. The street art and warmth of the locals were so different from her “clean and orderly” Sweden. A lousy cook (she says), she makes smoothies in Pantone colors, out of a desire to experiment. What’s the spinach/strawberry like? For her, color matters as much as taste, and that’s always a challenge. She seeks the serendipitous. She loved Jeremy Scott’s 2014 Moschino collection inspired by McDonald’s, “funny and unexpected.” She also follows the exploits of Chinese artist and activist Ai Weiwei. She says clothes in the future will be message-bearersfashion will no longer be just beautiful.

 

“The place where I feel most at home ...
is at my grand­parents’ house east of Málaga, on the Mediterranean. I spend one or two weeks there every summer, and my room faces the sea: a treat when I open the curtains; it’s the view that gets me out of bed in the morning. The garden belongs to the lizards and to the dark pink bougainvilleas you see everywhere in Spain that contrast so strongly with the light-colored walls. I love to lounge in the sun on the terrace upstairs. The whole family is happy to be together, sampling the great food. It’s a place radiating happiness.”

© Hedvig Astrom Kushner - Michael Kushner

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