@IDEAnineteen student Laura Pummel will be taking 123w for a spin during her eight-week practicum at the award-winning advertising agency and design collective. As practicum supervisor, it is part of my role to visit studios that are hosting for the first time. I was especially looking forward to stopping by 123w for a number of reasons.

#1: IDEA Grad 2007 Kim Ridgewell is a Creative Director there. Kim interned with me over a decade ago when I was working at Mountain Equipment Co-op. We’ve been in touch ever since. Kim exemplifies an IDEA grad—incredibly talented, dedicated to her craft and on top of that, a genuinely lovely person.

#2: Jeff Harrison, one of 123w’s founders, has been an enthusiastic supporter of the IDEA program and our students for many years.

#3: Taeyeon Kim (IDEA Grad18) has been a designer at 123w for the past year or so. Kim mentored Taeyeon during her last year in IDEA, and Taeyeon’s stellar work eventually led to a full-time job. 

#4: 123w’s USP (Unique Selling Proposition) is that the agency prides itself on being high on talent and low on overhead. To prove the point, the agency started out in one of the partners’ garages. From there they scored a cheap office space inside Vancouver’s largest industrial laundry facility (of all places).

Alsco specialises in uniform cleaning. Its Vancouver operation takes up almost a whole block south of Olympic Village. Many years ago Alsco also cleaned fur coats. When fur became a four-letter word, the fur department disappeared, leaving a bunch of empty offices. A series of dusty rooms, complete with 1960’s wood panelling and retro signage, have been the quirky home of 123w. for the last five years.

Jeff gave me the office tour, including “the board room” where the team hosts client presentations with the Alsco staff coming and going on their breaks. 

For more about 123w’s unique story check out 123w.ca. You can look forward to more practicum stories in the weeks to come, so stay posted.

Good luck Laura and don’t forget your fuzzy slippers!