With “NEUT.”, I wanted to try to create a medium where designers could directly present their ideas to the general public ─ to provide a space that would allow designers to by-pass all of the customary pandering and conforming to the design industry, and its curbing framework. I also wanted to dismantle this fragmented way we have come to categorize design: interior, graphic, product etc. I think that we should think of design as a whole. These genre divisions have really cultivated the perception of design as an accessory to a product. I wanted to create a media wholly and entirely dedicated to design itself ─ not the design of a commercial, or of packaging for music, or of a magazine, etc. I am interested in the idea of people buying into, and acknowledging design as a product in itself. “On the whole, design publications are either mere showcases of past design, or they are desperate attempts to scramble after and document the latest “hot shit” design.” I wanted to try to show people untainted, newborn design, utterly independent of attachment to any product.