Beginning the first of May when you go into a Target store, you are going to see a whole new look in the grocery department. The Beekman 1802 Farm Pantry be installed in its permanent home at the head of the pasta sauce aisle (the same location in every store in America!), and throughout the grocery aisle you’ll see the handiwork of artists Max + Johnna Holmgren
How and why did you start your company?
We started in Bear Fox Chalk in 2011 after being asked to create a chalk menu and falling in love with the medium.
Do you work exclusively in chalk? If so, why that as a medium as opposed to ink or paint?
Most of commissions our chalk (hence our name), but we have created illustrations in pen and ink and murals in paint as well. Back when we first started hardly anyone was doing chalk work so it really set us apart from other companies. The beauty of chalk is that a installation can stay up for as long as year or be erased after only one day.
How “permanent” are your works?
Some of our pieces are regular chalk and some are chalk markers or chalk pastels and permanent to the touch.
What’s the most ambitious/elaborate project you’ve done (if you have a photo of that to share, that would be great)
It’s hard to pick just one project, but we’ve created several really large murals just for fun in our studio that took 30 – 40 hours to create. The most elaborate commission was probably last summer for Caribou Coffee with two 8′ x 8′ installations that were done on site in front of live crowds. We possibly have a couple projects happening this year that we can’t announce yet, but will be by far the largest pieces we’ve ever taken on.
How long did it take you to do the Beekman 1802 Farm Pantry logo you created for the Target project?
The logo that you see in time lapse video took around two hours to complete.
You work with really large clients now, but can people still contact you for small projects like their weddings?
We no longer provide wedding services, but we still create custom pieces for people to hang in their homes. We will be putting up prints, pennants, and some patches on website this year as well!
For the home crafter, what are some of the best resources (brand of chalkboard paint, best deal on chalk, etc) and the one lesson you’ve learned from all of your work with chalk that will save a novice endless frustration
We haven’t found much of a difference between any of the chalkboard paints and there are great deals at any home improvement stores usually. The same goes for chalk and we really like Maxon chalk “markers” (more like pastels). If you are reusing a painted wall over and over, we recommend using cleaning or baby wipes to really clean the surface. Works a lot better than a wet rag!
See the time-lapsed video of the creation of the Beekman 1802 Farm Pantry sign:
Find the Target store closest to you with the Beekman 1802 Farm Pantry. Click here