Working at Mother New York, Swedish born art director Hedvig Astrom Kushner uses the weekends to create healthy smoothies, blended carefully to perfectly match them with Pantone swatches. „Mixing smoothies works like mixing paint“, she explains, adding a handful of strawberries to get a hot pink hue or some spinach for a subtle green. After finding the ideal combination of ingredients to create the color she is looking for, her partner Michael Kushner photographs the process and the final drink in a glass.
Whilst Pantone Smoothie started as an artsy little project, seeking an answer to the question whether it’s possible to create tasty smoothies in any Pantone color, her experiment has now become a viral hit, serving recipies for all smoothie lovers who would like to try them out at home. Remembering our blog entry about the Pantone Café in Monaco, they should definitely team up to create the perfect menu. For more check out the interview below and visit her website www.hedvigastrom.com and www.pantonesmoothies.com.
How would you describe yourself in one sentence?
I’m a friendly face in a room full of strangers.
Whom do you look up to?
A lot of people. The one thing that they all have in common is that they all have a passion and they find a way of executing it. Film, fashion, anything!
What made you want to become an artist?
I’ve always loved making things. I tried to ignore my creativity for a long time but in the end, it was like a growing feeling inside of me that just had to be let out.
What was the biggest challenge you’ve faced during your career as an artist?
I always think about new ideas, or how to make old ones better. Sometimes it’s easy to get stuck in the ideation phase and never get to the point of executing.
Do you have a favourite quote that describes what you truly believe in?
Be so good you can’t be ignored. That’s my goal in life.
How do you define creativity?
Creativity for me is when old things meet and form something new.
If you had one advice for someone seeking to live a creative life, what would you tell him/her?
Don’t be afraid to make your projects commercial. In the end, if your past project can fund your next, that’s a win.
What do you know now that you wish you knew at 21?
Nothing really. Being naïve is a great thing.
All images © Hedvig Astrom