How to Start a Company in a Club: the story of TAPE OVER
We meet with Robert König, co-founder of TAPE OVER, at his Berlin-based studio and talked about the organization’s electro club origins, tape as an artistic medium, and the process of growing an international tape art crew.
It’s not every day that you hear of an international business getting its start at electro-clubs. But in a city where the nightlife and creative pulse are intertwined, it isn’t crazy to think your next venture might be the result of a late-night conversation.
What started as Lamia Michna’s idea for a class project quickly evolved into a new medium for artistic expression at clubs and festivals. In these early days at the clubs, co-founders Lamia and Rob were easy to spot in a crowd. Not only were they taping on the club walls, but also on people’s faces and bodies. Rob describes this use of tape as a type of makeup and says the duo always arrived...taped.
He paints a picture of the electro-clubs scene in Berlin, saying:
Partying here [in Berlin] is a creative thing. It's not just about going [to a club] to have fun, but also about the people you meet. It's about the musicians, artists, and others who use the space to express themselves and do something creative. It’s a place where you have a lot of freedom.
For us it was normal, but I notice it’s not the same feeling, atmosphere, or group of people in other cities. For example, in New York, you go out to party and then you go home. In Berlin, the club opens on Friday and closes on Monday so people have time (and yes, they're probably also on drugs). They are more open to meeting new people. It's the mindset that connects the people and the possibility.
As they become more known, the business-side of the project grew and they decided to establish TAPE OVER Berlin officially in 2011. Soon after, brands began approaching them to work on commissioned projects. Today, they work with major brands and organizations across the world (including Adidas, NIKE, Converse, Vodafone, Telekom, Hermes Mercedes, Audi, BMW, Jaguar, Porsche and Red Bull) taping objects, people, and spaces with their captivating geometric creations. Today, TAPE OVER consists of 10 tape artists, making them the biggest tape art crew worldwide.
Growing a business and a team
Rob attributes the growth of TAPE OVER to finding the right people to work with.
The first person to join the crew was a determined teenager, Enni, who called and asked if she could do an internship. Rob says, “we laughed at the time because we were just some people doing art and of course we didn’t offer internships.” But when they met Enni a year later, “we thought, why not, she's half our age but let's give her a chance. We're so glad we did - she is really inspiring.” Even though she's still the youngest in the crew, she is often the lead on projects. Rob says, “To see an 18 year old girl manage the group and do all the business communications is incredible.”
As for the others who have joined the crew, Rob explains, “it just happens on the way. It's why we like collaborating. You can see if the energy and the chemistry is right. If it is, we invite them to join. Collaborating with other people always makes work more interesting so we love to do it."
It’s evident that Rob doesn’t take his job for granted. He says, “I love my job. On my ideal day, I would work on this. I hardly consider it work. Like everyone tells you, it’s about the team, about passion, and putting the time in. This has everything."
Tape Art: the medium & the process
The TAPE OVER Berlin team are pioneers in using tape for art, and they're constantly experimenting. Beyond taping walls and bodies, they are always looking for new ways to connect with other art forms. One of their favorites methods is what they call "Tape Mapping," where video mapping and tape art work together to create enchanting visuals.
Tape has unique benefits. Rob explains, “if you don't like a line, you can just take it away and try again. It's not like other methods. If you have a pencil, you have to use the rubber. If you have spray paint, it's just there. Tape makes it really easy to experiment. But it can be hard to know when to stop. Sometimes you just have to say, it's done.”