A Firm Called NullDeborah Snoonian
The founders of Los Angeles-based null.lab, Arshia and Reza (left and far left -- and yes, they go only by their first names), adopted the firm's name because it's both specific and vague -- in other words, slightly dysfunctional. "A lab is obviously a place of experimentation, where the process is valued as much as the result," says Arshia. The concept of null, he adds, indicates not so much "nothing" as the unknown. Perhaps that hints at the undefined territory he and Reza explore when they begin each project, but that's one of many possible interpretations. They'd prefer to let us draw our own inferences.
To continue reading this article you must be a Bloomberg Professional Service Subscriber.
If you believe that you may have received this message in error please let us know.