Photos don't do endemicworld HQ justice. Wooden floors bathed in light from massive windows, bright white walls a canvas for cleverly placed artwork and prints, an awesome design book library, a boutique microbrewery, a purpose-designed photoshoot space...
But it's the atmosphere that really makes it. Get that many super clever, creative and cool people in the same space and the energy is bound to be palpable. And p'raps the cleverest and coolest of them all is endemicworld co-creator and director Elliot Alexander, who answered a few questions for me...
Tell us the story of how you came to create endemicworld?
Long story short, I had an idea to itch. Originally I wanted to start a snowboard brand called endemic with a uni mate, it lasted about a day, one thing lead to the next and the influence of the family design business Studio Alexander gave me the confidence in our creative ability. We opened the online retail store with about 50% street/skate tees and designery goods. Things really have come a long way since then.
Elliot Alexander - rad, successful and still humble.
What’s been the highlight of the endemicworld journey so far?
Definitely the recent re-launch into NZ and international art prints. New focus, new era, new website… It feels so good to break away from the 'NZ only' positioning. We like art from all over the world, now we get to share that. 
Kate with the inimitable eye.
What is your favourite aspect of running endemicworld?
Man, hard question, I'm a generalist so as much as I like geeking over art stocks, or some dirty web stats, nothing beats grinding it out packing up framed art for customers or a heavy duty photo session with some blaring tunes. Something that's a little more special about this place though is the artist relationships, such cool people and some seriously underrated talent, good times.
I could spend a few hours just thumbing through the library...
What are some of the lessons you’ve learnt over the past few years?
Regardless of the ups and downs of biz, just don't forget to have fun, it can get tough spending a long weekend working when your mates are at the beach, but think longer term, soon you'll be reaping the benefits. If your starting a business, go as hard and fast as you possibly can so you work out if its a proven concept quickly.
Inaluxe owls all framed and ready to send, frames galore waiting for prints
What was the last thing you personally saw, did or experienced that got you super inspired?
Right now it's a friend who is sailing around the world with his wife. (info here.) They do what they say they are going to do. Like one day as a teenager he just biked for 4 days from his home town in Germany to Italy, and caught a train back. Most people talk about sailing around the world as a dream or something, these guys just bought a boat, took a sailing lesson and went, thats a year ago, they have 2 to go, and whats crazy is they are both from inland Europe, miles from the sea. That's inspiring, anyone can do anything they like as long as they commit.
Packed with love. And chocolate.
Setting up for a photoshoot.
What's coming up for endemicworld?
This year we will open our mobile site, and hopefully a pop up store, (thats right we can party together in the real), lots of epic new artists plus some other stuff brewing away for 2013…
Check it out: A day in the life of endemicworld and their studio mates, Studio Alexander.
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