Designing the Taxi Exhibit

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Date and Location

November 2005 - January 2006

Parsons The New School for Design
Gallery at 2 West 13th Street

Related Projects

Designing the Taxi
Taxi 07

Related Publication

In November 2005 the Designing the Taxi program culminated in an exhibition and book-release event held at Parsons The New School for Design.

The exhibit was a collaborative effort between the Design Trust, Parsons, and Pentagram designers James Biber and Michael Bierut. It featured the work of leading design firms who participated in the Designing the Taxi workshop and presentation, held at Parsons in Spring 2005. (See the full list of contributors below.)

To emphasize the point that taxis are a city-wide transportation system and not just a vehicle, the exhibit took the form of a full-scale city street, complete with sidewalk, construction fence papered with bills, and a life-size traffic jam of taxis—past, present, and future—running along one wall. This remarkable visual presentation captured the essence of the taxi’s history and role as a cultural avatar and transportation link.

Exhibit Contributors

Antenna Design New York
Founded in 1997 by Masamichi Udagawa and
Sigi Moeslinger, Antenna’s mission is to make the
experience of objects and environments more
meaningful and exciting. Antenna’s diverse output
ranges from public and commercial projects,
such as New York City subway cars, to exploratory
environments, such as Power Flower, an
interactive installation in Bloomingdale’s windows.

Birsel + Seck
Ayse Birsel and Bibi Seck design products,
environmental systems, and packaging.
Focused on user-centered design, they practice
an intelligent creativity in close collaboration
with industry leaders, including Herman Miller,
HP, Target, and Renault, among others. Garnering
numerous awards for innovative design, their
work spans offi ce and home interiors, bath, retail,
and automotive sectors.

Founded by Harris Silver in 1998, Citystreets
is known internationally as a forward-thinking
non-profi t focused on urban transportation and
pedestrian-safety issues.

FXFowle Architects
FXFowle Architects is a New York City-based
architectural, interior design, planning, and
urban design fi rm committed to design excellence,
social responsibility, and sustainability.

Hybrid Product Design + Development
Hybrid Product Design + Development is a New
York industrial-design consultancy that develops
concepts for the transportation, consumer
electronics, housewares, and medical diagnostic
industries. Hybrid was co-founded in 2000 by
Jeanne Pfordresher and Russell Robertson.

IDEO helps companies innovate by designing
products, services, environments, and digital
experiences. IDEO’s teams, culture, and methods
fuel an approach to innovation and design that
begins with a deep exploration of business,
human, and technical factors.

Imagination (USA), Inc.
Imagination is a global strategic consultancy,
a multi-disciplinary creative agency, and a
high quality production company. Established
in London in 1978, Imagination has offi ces in
New York City, Detroit and Los Angeles, as well
as hubs in Europe and Asia.

Ken Smith Landscape Architect
Ken Smith is a landscape architect who has
worked on a wide variety of national and
international projects. His interests include
landscape design of varying scale, with a
particular emphasis on projects that explore
the symbolic content and expressive power
of landscape as an art form.

Natural Resources Defense Council
Natural Resources Defense Council is a national
non-profi t environmental organization that
works to provide for the conservation and wise
management of land and natural resources.

Partnership for New York City
The Partnership for New York City’s mission is
to enhance the economy of the fi ve boroughs
of New York City and maintain the city’s position
as the global center of commerce, culture,
and innovation.


Pentagram is an international multi-disciplinary
design fi rm, creating print and screen graphics,
products, environments, and buildings. Pentagram
designers are guided by the principle that ideas
make design distinctive, and that identity,
function, aesthetics, and value make design work.

Ronart Leasing Corporation
Ronart Leasing Corporation operates one of the
largest taxi fl eets in New York City. Ronart owner
Michael Levine also owns Yellow Cab of Chicago,
a fl eet of 1,500 vehicles, the largest in that city.
He is currently president of the Committee for Taxi
Safety and is a former executive board member of
the International Taxicab and Livery Association.

Schaller Consulting
Schaller Consulting’s principal, Bruce Schaller,
is a leading practitioner in the area of
municipal taxicab regulation. He has consulted
extensively for local and federal government,
university and non-profi t organizations, and
for-profi t companies. Prior to establishing Schaller
Consulting in 1998, Mr. Schaller served as
Director of Policy Development and Evaluation
at the NYC Taxi and Limousine Commission and
as Deputy Director for Marketing Research
and Analysis at NYC Transit.

Springtime-USA focuses on leading-edge design
projects that explore opportunities in product,
new media, branding, space, and social strategy,
leveraging Springtime’s facile practical solutions
and affordable results. Founder and President
Tucker Viemaster also helped found Studio Red
with the RockwellGroup, Razorfi sh’s physical
design capability, frogdesign’s New York offi ce,
and Smart Design, famous for OXO “GoodGrips”.

TRUCK Product Architecture
TRUCK Product Architecture, a furniture and
product design fi rm, was founded in 2000 by
Jennifer Carpenter and Rogers Marvel Architects.
The fi rm has won Good Design awards from the
Chicago Athenaeum Museum of Architecture
and Design and Future Furniture awards from
Interior Design magazine.

Erhan Tuncel, Taxi Driver
Erhan Tuncel, an owner/driver with seven years
of cab experience, immigrated to the USA
from Istanbul, Turkey, 28 years ago; he has lived
in NYC for the past 25 years. Prior to driving a
cab, he owned a retail produce business.

Weisz + Yoes
Weisz + Yoes is an architectural fi rm specializing
in design and programming solutions for
challenging sites. Recipients of numerous design
awards, Weisz + Yoes recently received an
Honor Award in the Boston Society of Architects
Educational Facilities K-12 Awards Program for
The Bronx Charter School for the Arts.

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