The Annual 2012

School of Visual Arts

How the Sausage Really Gets Made


In September 2011, as part of a class called Life Insurance devised by BFA Advertising and Graphic Design instructor Doug Jaeger as a way of training students in the complexities of real-world work situations, eight SVA students formed a design agency they called 21thru24. Consisting of John Allen, Anne Di Lillo, Kony Oh, Nicholas Saint Onge, Pedro Messias, Alex Stikeleather, Elizabeth Vautour and Rachel Willey, the group’s first challenge was to re-brand the Lower East Side, British-style gastropub Clerkenwell, and transform it into a restaurant that specializes in sausage and beer. They named it Kupersmith for the dressmaking company that occupied building in the 1940s.

The redesign landed the students on trend-setting websites like Bowery Boogie, The Lo-Down and New York Magazine’s GrubStreet blog. Here, 21thru24 members Vautour (BFA 2012 Advertising) and Stikeleather (BFA 2012 Graphic Design) recount their experience.

The Lo-Down: Clerkenwell To Relaunch As Kupersmith