Nothing launches in Amsterdam. (Yes, it's an ad agency named "Nothing")

Michael Jansen and Bas Korsten, highly awarded ex-DDB Executive Creative Directors and co-founders of Selmore, have officially started Nothing this week. Yep. Nothing.

Have a look at some of the photos from the agency (click for larger view)

To create the right atmosphere for the Nothing office - it being "an independent entrepreneurial agency that delivers innovation and commercial creativity for local and international clients out of a cardboard box" they literally built the Nothing office, entirely out of cardboard boxes. Check out a stop motion movie inside.

The carboard office was designed by designers Alrik Koudenburg and Joost van Bleiswijk. I take it that smoking is not allowed in the office? And , yum, that new carboard box smell, will blend well with the spray mount. ;)

Nothing - Cardboard office being built

Michael Jansen says:
“Nothing is about the power of ideas, about how a single idea can transform nothing into something. Using a cheap throw-away material to build a unique and memorable work space, seemed a good way to materialize this thought.”

Nothing’s goal is simple: turn consumers into brand advocates by any means to hand. This approach sees Jansen and Korsten creating meaningful brand experiences ranging from product innovation and store design, to employee training programmes and, yes, even TV campaigns.

Original office sketch.

Bas Korsten says:
“Technological innovation is developing at an amazing pace and so is the role of social persuasion, due to the wildfire growth of online social networks and blogs. At the same time traditional mass communication is being met with increased cynicism. This means that brand advocates are quickly becoming a brand’s most valuable asset”.

Alongside Nothing is ‘Nothing Ventured’, the company’s in-house business concepts development arm. Nothing Ventured sees the likes of architects, industrial- and 3D- designers and online specialists come together to make their ideas happen. Current projects include an experiential measurement product, a web-based travel platform, an international webshop for young fashion designers and even a new sport, with all the accompanying commercial opportunities. These initiatives can be brought to market both as stand-alone ventures or to directly benefit clients.

Desks and cardboard staircase that leads up to the podium.

Desks and doodles on the cardboard as seen from the other signs. You just can't trust art directors with markers to leave well enough alone.

Purdy office sign that is oh-so-tempting to pick apart.

Lounge meeting area with the luxury of non cardboard couches.

Lunch room?

Lunch room from the other side. Love the "Nothing" name on the floor!

Lie back and stare at the ceiling.

Do not spill coffee on these desks. The desk might dissolve