Peter Craycroft might just be one of those rare mixes — three parts cool artist, one part eccentric academic. A 30-year industry veteran, Craycroft has never felt the need to focus on just one thing.
Craycroft entered the environmental design industry in 1970. While in graduate school, he started a graphic design and identity business, which gradually evolved into the Oregon-based Mobius. Part of his practice has always focused on brand identity. But, he says, “I've kept a hand in logo creation and integrated applications, including print, film and video.”
Although Mobius didn't see the new Millennium (the firm closed its doors last year), Craycroft is far from retired. In late summer, we caught up with him in Portland, with hammers pounding and power tools buzzing in the background. Everyone was getting ready to Thrive.
What is Thrive?
It's a retail environmental design firm with a special emphasis on intelligent design — design that is conditioned by and creates a brand — as well as engineering and technology. Thrive is committed to integrating the entire process — from concept to finished product — and has many alliances to other service providers.
How would you explain your job to a five-year-old?
I would tell her I draw pictures and tell stories.
What's all the hubbub about universal fixturing?
The general concept has existed in the department store tradition for a hundred years. The application differs in its access to experience (experience under your control), which enhances pleasure and efficiency. Efficiency feeds passion, caught in the swoon of multiple, integrated, delicious stores — Banana, Pottery, Lucky, Sephora and House of Blues, for example. It's not much different on the design side from a creative point of view, but it favors larger shops and vertical partnerships integrating design and manufacturing.
How do you feel about the consolidation of the fixturing industry?
For several years, I participated in every industry forum on consolidation that I could. I've theorized, strategized and pondered, yet I accept it as an inevitable outcome of industrial growth. Generalists cannot survive in the middle ranks and there are inevitable tragedies. However, consolidation offers new challenges and possibilities. Initially, horizontal consolidation tends to stifle creativity.
What kind of retail do you like?
I find the little guys most charming — places where the most experimentation is going on. London's Covent Garden is retail's current petri dish, and Lush (purveyor of handmade soaps and cosmetics) is still fresh. Stores based on pricing strategies don't interest me. I will pay more for a pair of pants to get more than a pair of pants.
What irritates you most?
The money that “falls through the cracks;” injustice and unfair practices; comparing apples to oranges; bad lighting; bad work; egos not checked at the door; piranha portfolio builders; service providers that don't get what great customer service is; dust; people who don't listen.
What is the best encouragement you ever had?
My mother declared I could do absolutely anything I set my mind to. I confess, I still only half believe her — but the possibility is intriguing and helps light my path.
Worst?
Play the trombone.
What would you do on a slow boat to China?
Learn Chinese.