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Hatching Out

By Kristen Schott

Photography by Heidi Niemala

11.27.18

Design Army’s Pum Lefebure cracks the creative world with At Yolk.

Ask Design Army founder Pum Lefebure to fulfill a creative need, and she’ll dream up an innovative way to do it, just like she did by opening At Yolk. The 10,000-square-foot space serves as a hub for artistry from dance to photography to fashion. And she has an answer for all of our questions.  

ONE
Creatively, which comes first: the chicken or the egg? The egg, because all great ideas start with something small—a burst of inspiration—and then grow to become something big.

TWO
Share the last arts-related topic you Googled. Willem de Kooning, the painter. I was looking for color-palette inspiration for one of our projects. His work, and his use of color, is absolutely beautiful. I’ve also been Googling lots of Picasso’s work from his Blue Period, which I find fascinating. I had a chance to see some of it in person when they were exhibited in the National Gallery a long time ago. There is a lot of inspiration in those works for me.

THREE
Name the style of font to which you are most drawn. I like sans-serif. It’s clean, contemporary and modern. It doesn’t have any fluff—fluff is for eggs.

FOUR
If you could have dinner with any creative, living or dead, who would it be? Steve Jobs: He changed the world. Even though he has passed, it’s really created an indelible mark on all of us. Every day we hold his vision in our hands, and it’s difficult to imagine life without my third hand—my iPhone.

FIVE
The most creative country is... Japan—it’s like 10 years ahead of everyone else. It’s this combination of an old, ancient culture with mind-blowing technology and modernism. This is also true in Japanese fashion. The old, the new, the weird—they all mashup in one look and it works.