THE MORPHOLIO PROJECT OPENS TO THE PUBLIC
For Immediate Release
New York, January, 2012 – The proliferation of device culture, social networking, and cloud technology are changing the way we work, and connect on a daily basis. For designers, this means that technology is not only transforming the process of production, but also the
processes through which we share, critique, and organize ourselves around the work we do. “The Morpholio Project is first, and foremost an experiment in distributed intelligence,” says Mark Collins, Co-Creator. “By leveraging the “wisdom of crowds” every designer can see and understand how his or her work is experienced by others”. It has been predicted that in 2020, there will be 50 billion mobile internet connections worldwide, the equivalent of seven devices per person. Thus, this experiment is not simply about the existence of technology, but rather why and how we harness it.
What is the future of critique, the essence of design culture, in this increasingly connected world? Is the speed at which images circulate around the globe, advancing the level of
conversation within and amongst design disciplines. When placed in opposition, the time honored design school tradition of convening public debate around a set of ideas, presents a stark contrast to the typical comment forum found in social media. Taken together, however, the spectrum of valuable means of gathering feedback about one’s work becomes visible. Its continued evolution will be impacted by the tools we create for sustaining and magnifying meaningful conversation, critique, feedback, and debate with a global community.
The Morpholio Project begins by re-imaging the portfolio. “Although essential to design culture, the current methods of creating and sharing design portfolios and presentations still ultimately rely on fixed notions of media, time and technologies of sharing,” says Anna Kenoff, Co-Creator. The design world is lacking in tools to understand how our work is consumed and experienced by those we most want to reach. The project ultimately asked, what would happen if you could merge processes of presentation, critique and collaboration into a single elastic platform?
In February 2011 a group of five architects, and academics began the experiment with a small collection of collaborators. Software in the form of an app slowly evolved, and in the months following the group quickly expanded to include 50 plus designers as well as members of other visual disciplines such as photographers, artists, and television. Feedback from every user
influenced the process, goals, and definition of the project.
Today, The Morpholio Project consists of nearly 200 contributors, now called our Advisory Council, representing a wide range of studios, and universities worldwide including both
students and professors from Columbia, Harvard, London’s Architectural Association, and
The School of Visual Arts. In addition, we have recently received the support of Herman Miller, Dyson, and Lutron as sponsors. The software evolves with each new member.
The Morpholio project has ambitious goals. We hope, together with our community, to truly reimagine the portfolio as a design utility, globalize critique, and create a horizontal platform for collaboration. Today we are opening the project to the public. Morpholio Beta 1.0 is now available for download in Apple’s App Store, and accessible via MyMorpholio.com.
Morpholio Beta 1.0: Present + Collaborate + Critique
The iPhone and iPad app, along with the MyMorpholio website, provides a unique space in which to collect, share, and discuss your work.
This software begins by transforming the users portfolio into a constantly versioning, and
customizable, collection of images that is more reflective of the way we work today. Capable
of communicating with multiple devices, it organizes image collections in a comprehensible and accessible format that makes sharing and presenting work seamless, and infinitely flexible.
Morpholio “Pinup,” allows collections to be posted for invited viewing, and response. In “Pinup” you make your work public and searchable by all Morpholio users. You also have the option to send immediate invites to a targeted audience, and continuously update the images they see as you get feedback, and develop ideas. The “Co-Creators” feature allows you to share and exchange image collections with anyone you choose, as well as give them access to selected images. Share image collections with your project team, consultants, or collaborators.
Morpholio “Crit” allow collections to be posted for private viewing, and response. In “Crit” you can post work, and invite other users to critique your work. Set up a critique for your studio, consultants, office, friends or project team. Invited viewers can easily comment on any image by overlaying text, and will soon be able to use other feedback methods that are currently in development.
Morpholio also captures and records other forms of valuable feedback for users. It is currently tracking the amount and type of viewing time, “Eye Time,” an image receives, and constantly updates a collection of most frequently visited, most zoomed, and longest viewed images.
“Eye Time” can always be turned on to see how much, and what kind of attention an image is getting, such as where people are zooming in. This is tracked on the device or on the public network. It tells you how others respond to your work, what drives interest, and where you can improve. Forthcoming features, currently in development, will provide various unique ways of obtaining instant feedback from the many eyes and minds of the Morpholio community.
As this project is still in Beta, graphics and functionality will continue to evolve. We appreciate your patience with any software issues you may encounter and always invite your feedback. Please write to us at email@example.com.
About (Excerpt from MyMorpholio.com)
Welcome to The Morpholio Project. Founded in 2011, the project began when a group of architects, and academics came together to research the ways in which the proliferation of device culture, the development of the cloud, and the ubiquity of social networking, are collectively shaping the creative process.
Morpholio now seeks to create a new platform for presentation, dialogue, and collaboration relevant to all designers, artists and members of any image driven culture. Our interest is in advancing the ways that we discuss, debate, and critique our work with a global community. The mission is to explore ways of harnessing thoughtful feedback about a set of ideas, and to enable members to easily convene meaningful discussion around their work in new kinds of public, and private forums.
The project has an Advisory Council of 200 significant design professionals, and artists from various disciplines. It draws representation from a wide range of studios, and universities worldwide including both students and professors from Columbia, Harvard, London’s Architectural Association, MIT, Princeton, and the School of Visual Arts.
Morpholio was created by:
Founding Advisory Council Members
Anthony Shung Yiu Ko
Daniel Montano Leon
David Andrew Tasman
Esther Sze-Wing Cheung
James H. Thompson
Luis Eduardo Carmona
Maider Llaguno Munitxa
Rachel Lima Villalta
Sarah Elaine Smith
Collaborators: Superscript: Molly Heintz, Aileen Kwun, Avinash Rajagopal, Vera Sacchetti
Sponsors: Dyson, Herman Miller, Lutron
Video by: Ahmed ElHusseiny
Contributors: Dan Forest, Noa Younse, Carson Smuts, Robert Johnston, Chou Lien, James H. Thompson, Rafi Segal, Sarah E. Smith
Anna Kenoff, 704.517.6147, firstname.lastname@example.org
Technical Help: email@example.com
Send Feedback: firstname.lastname@example.org
Press Inquiries or Partnerships: email@example.com
Sponsor or Advertise: firstname.lastname@example.org
For additional press materials and information, please visit: MyMorpholio.com.