About artist: Yarms Studio
Where do you live and work? How favorable are the conditions for your work there?
I live and work in Saint Petersburg, Danil is in Krasnodar, and Nikanor is in Spain. But that’s not so important because we aim to develop Yarms as an international company, and our partners are spread across the globe. I have lived in various cities, but I have noticed that in Saint Petersburg, it is easier for me to get into a creative and productive flow.
When did you start working with toys? Tell us about your creative journey.
Around 2015, we were inspired to create a decorative item for interiors, which we can call a figure. In his interview, Danil has already talked about how he became interested in designer toys, and Nikanor had experience creating his own character in the form of a figure. We joined forces to come up with a new product. At that time, we were collecting sneakers and were active in the sneakerhead community. So, we decided to make candles in the shape of iconic sneaker models – that was our first experience in serial production of interior items. The project was called What The Shape, and through it, we also made a sneaker-shaped piggy bank out of porcelain and our first digital artworks. As Yarms, we released our first art toy figure in 2019, and since then, we have been growing the brand.
How would you describe your work?
Creativity is something that is more applicable to an individual artist. We usually brainstorm together, and Nikanor and Danil’s creative experience is key to our ideas. But we can't say we engage in pure creativity, as the final product depends on many factors. In short, our work now focuses on creating collectible figures and digital art projects inspired by legendary personalities and iconic objects.
Tell us about your characters and platforms.
The series that made us widely known is called Authors. In 2019, we published the first 3D concepts of the figures. The main characters in this series were Tinker Hatfield, Virgil Abloh, Yoon Ahn, and many other creators. We came up with a universal base and artistic style that could be scaled, while each figure maintained a unique look. The concepts went viral online, and the Singaporean company Mighty Jaxx offered to turn the Authors series into physical figures. After initial success with Mighty Jaxx, we managed to officially collaborate with Jeff Staple, Sean Wotherspoon, Daniel Bailey, Li-Ning, and a plastics plant and to create full three-way collaborations. The Authors project evolved into a visual style that works even without the concept of creators and their creation. We also implemented major projects in entertainment and sports – official collaborations with the franchises Back to the Future, Umbrella Academy, and the football clubs Borussia and Manchester City. Our most ambitious project to date was a collaboration with Formula 1, in which we created figures of all the current drivers for the 2021 and 2022 seasons. Many of these works are featured in the exhibition.
What do you like about designer toys?
Danil appreciates the art toys aspect, Nikanor trusts more in his aesthetic instincts, and I am attracted to choosing the themes for the figures. On a larger scale, I like that collectible figures are the modern sculptures of our time.
How do you assess the state of the Russian designer toy market? Who are your customers?
It is hard to say – we are in the middle of the process. As yet, the market in Russia is still developing thanks to enthusiasts who are keen to promote this field. Most of our customers are not in Russia. In other regions, purchasing power is higher than in the Russian market.
What do you think about digital collecting? How important is the physicality of the object to you as modern artists?
Even though we have been involved in creating digital collectible figures a few times, we are still a bit skeptical about this area. After all, you cannot fully replace a physical object, you won’t feel the same emotions when purchasing it. We believe the future lies in combining physical figures with digital technologies: chips, digital copies, new user experiences, and more.
Is there a community of toy designers in Russia? How would you describe it? Do you consider yourselves part of it?
There is a community; otherwise, it would not have been possible to organize such a large-scale exhibition. We are happy to make new connections! People know about us both in Russia and abroad, and we consider ourselves part of the global community.
What do you think are the prospects for designer toys in Russia?
The same principle applies as in any other field: if there are enthusiasts developing it, then there are prospects. As for just what those prospects will be, time will tell!
Popular toys of the artist: