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What is Antinomy 27b?
AntinomyThis is a global creative studio involved in projects ranging from Google and MetaMask to space-related projects. They work across strategy, identity, motion, and brand experience design, primarily for tech companies, building immersive brand experiences. Expanding on this work, they have established a studio specializing in the entertainment sector.27bWe've also launched this.
A distinctive feature is that while Antinomy handles strategy, brand experience design, and development, branding, design, and motion are separated into 27b, allowing each area of expertise to exist independently. In Japan, it is common to divide roles on a team basis, but this approach of dividing functions on a company basis according to the client's domain and output is rarely seen.
SHIFTBRAIN's Art Director's Top Picks for Antinomy・27b
Case 1:Vast – Building Next-Generation Space Stations
I think this is a challenge everyone has faced, but the larger a website becomes, the more of a trade-off there is between the quality and consistency of its materials. However, this site maintains high-quality visuals on every page, actively utilizes 3D effects, and every element, down to the smallest detail, plays a role in reinforcing the brand's worldview.
Furthermore, in terms of presentation, the design prioritizes user experience and immersion over mere "movements for show," and everything feels clearly justified. In addition, unlike the structure of many Japanese corporate websites that try to include information on every page, this site focuses on key targets such as investors and recruiters, and consistently employs a design philosophy of placing necessary information in the appropriate locations.
As a result, I felt that the balance between information and experience was very well maintained, making the large-scale themes easy to understand, and creating a highly immersive site experience where the excitement never ceased no matter which page I viewed.
Case 2:iD × Adidas "Superstar" Special Website
What's distinctive about this website is its layout, which is based more on a digital version of a zine than a typical website. Each piece of text is left-aligned, but the way the text is presented in a collage-like, scrapbook style, with just the right amount of distortion, gives it a magazine-like feel. The use of white space and photographic composition guides the reader's eye, creating a structure that allows for natural reading. The relationship between photographs and typography is also well-organized, with each element harmonizing without interfering with the other. The focus shifts depending on the scene, creating a rhythm that allows the reader to move between the experience of reading and the experience of visuals.
In terms of presentation, complex movements are kept to a minimum, focusing instead on movements that enhance the content itself. As a result, a pleasant viewing experience is maintained overall. Despite the ample amount of information, there is no sense of being overwhelmed, creating an exciting experience akin to reading a culture magazine, even though it's on the web. The design maximizes the appeal of the content whether viewed on a PC or a smartphone.
Antinomy・27b's manufacturing
This time, we spoke with co-founder Baptiste. Interestingly, he had previously met members of Shiftbrain at an Awwwards conference, so the conversation flowed naturally. We focused our discussion on how a creative team with clients across multiple industries manages to balance expertise and creativity.
By splitting the company into two, the scope of our work expanded.
What kind of organizational structure do you usually use for your projects?
Originally, Antinomy worked with clients from a diverse range of industries, including IT, technology, and video production. However, we felt that this resulted in our portfolio being too mixed with different industries, making it difficult to convey what we specialize in.
Therefore, we established "27b" with the aim of clearly defining our specialization. Antinomy mainly handles projects for global brands (such as Google's Gemini and MetaMask), while 27b focuses more on culture and entertainment-related projects. Although they essentially function as one organization, separating the companies and organizing their respective portfolios has created more opportunities and a wider range of work.
While Antinomy primarily focuses on websites, 27b offers the opportunity to tackle a wider range of projects, including branding and design. I believe that this variety in work helps maintain the team's creativity. We value projects that we can work on with passion, not just for financial gain, but also to enrich our portfolios and out of genuine interest.
Design has a "wave" to it. This is the premise for how to proceed with a project.
How do you manage your daily projects?
Within the company, our design and development teams are always working on 4-5 projects simultaneously. The breakdown is roughly 3-5 design projects and 3 development projects.
There's a reason why we're working on multiple projects simultaneously. Designers can't be creative for eight hours straight, all day long. There are bound to be ups and downs. Development can proceed at a relatively steady pace if you have the skills, but design is a different story. It requires talent and creativity. That's why we've created an environment where we can switch to another project when we hit a roadblock.
When I have some free time between projects, I use it for R&D (research and development). I try out new animation techniques and methods of expression, and conduct experimental projects. I believe that this time leads to the exploration of creativity.
The key to achieving the best results is teamwork—and the partial use of AI.
Is there anything you particularly value in ensuring the success of a project?
I believe that collaboration within the project team is of utmost importance. For example, a designer might request a specific motion or transition, but the development team might be unable to implement it due to lack of time. This isn't a problem with the designer's or developer's abilities, but rather a result of poor collaboration among project members.
Project managers need to manage the overall project while handling client communication and coordinating progress. Designers and engineers need to exchange ideas from both perspectives to produce better creative results. I believe this mutual interaction is crucial to the quality of the final output.
Another thing we've recently incorporated into our project management methods is the use of AI. The key is not to "leave everything to AI," but to limit its use to only a portion of the project. By automating repetitive tasks that don't require creativity, we allow humans to focus on more creative work—that's the kind of use we're employing.
Specifically, our development team is using AI in parts of their coding and for brainstorming. AI is also being incorporated into project management tools, and we are considering creating opportunities for the entire team to discuss AI within the company.
Impressions of the visiting members
Ishizuka (Art Director / Designer)
Baptiste, who gave me a tour of the office and conducted the interview, was incredibly easy to talk to, and I was impressed by his kind and gentle demeanor. Also, while talking to other agency staff during my business trip, when I mentioned visiting Antinomy, Baptiste's name came up frequently, which shows the trust and presence he has among those around him. I felt that working in such an environment with these people would be wonderful. (Everyone in the company was also very kind.)
When the conversation turned to work, his confident remarks such as, "I understand most of the implementation aspects, so all that's left is to get it done," were impressive. On the other hand, his candid attitude, such as saying, "I get a little scared when I take on new challenges," made me feel that he is a sincere and grounded person, and that this was reflected in the overall atmosphere of the studio.
Kin (Motion Designer)
I learned about the studio from an acquaintance who used to be a designer at Studio Dumbar, which led to this interview. Baptiste and everyone else gave me a warm welcome, and we even played billiards together at the end, which allowed us to deepen our connection. I felt that I had a very valuable time.
Of all the Dutch studios I interviewed, they were the only ones that clearly separated design and implementation, and I learned a lot from their strategic approach of expanding their portfolio through this. Everyone was well-connected, and the richness of their creative community was impressive. I would definitely like to visit them again when I'm in Amsterdam.
Okada (Producer)
The Antinomy 27b office was located in a slightly open area about 10-15 minutes by car from the center of Amsterdam. Being near the port, it was a striking place with a sense of spaciousness and openness that was different from offices in the city center.
What particularly impressed me in this interview was how they strategically use their two brands, Antinomy and 27b. While they have a wide range of capabilities, they don't simply present them all under one brand; instead, they change their presentation depending on their target audience and the values they want to convey. I found it very interesting that they view brands not merely as names, but as a design for their business and communication strategies.
Personally, I felt that Antinomy・27b had a similar vibe to SHIFTBRAIN from about 10 years ago. Rather than delving deeply into the upstream stages of branding, they are still challenging themselves with cutting-edge expressions and technologies in the digital realm. I felt a sense of nostalgia and connection to that attitude and energy.
I also felt a sense of originality in their approach to sharing their culture with the outside world, such as through stickers and matcha products they collaborated on. During the interview, I was impressed by how they answered questions about their production system and engineering honestly and without pretense.
The biggest difference I noticed between them and SHIFTBRAIN was their sense of speed in production. Especially with overseas projects, particularly those in the US, the schedules seemed quite tight, but they still had the power to get it done. I felt they were a team that not only neatly put things together, but also had the ability to overcome challenges within limited timeframes.
Tsuboi (Project Manager)
Office 27b had a billiard table placed right next to the workspace, creating a playful atmosphere. Apparently, the team members play billiards together during their free time to unwind, and they even have BBQs near the office in the summer. It was a place where the close bond between the team members was naturally evident.
I was very impressed that they were aware of Shiftbrain and treated us with respect.
During the conversation, the phrase "It's a little scary when you take on a new challenge" came up. His unpretentious honesty revealed a hunger to move forward despite the fear, and it was a bit surprising to hear such a statement from a studio with such a track record and momentum. However, that's precisely why I felt he was trustworthy. I felt that he will continue to expand his horizons and grow even bigger in the future.
Conclusion
The ingenious structural approach of splitting the company into two, the parallel development process based on the "waves" of design, and the willingness to partially incorporate AI—from the discussions between Antinomy and 27b, we can see a realistic design philosophy for sustaining creativity.
Behind beautiful output lies a well-structured team that supports it. My visit to the Netherlands has reinforced this realization for me.
Next time, we'll be introducing the Exo Ape. Stay tuned!
