Abstract: The Art of Design

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What do Nike’s iconic sneakers, Instagram’s sleek interface, and Airbnb’s cozy spaces have in common?

Meet the geniuses redefining how we see and interact with the world:

“Abstract: The Art of Design” is in the running for the best documentary on design when I publish that list.

Trailer for “Abstract: The Art of Design” (Season 1)

The Trailer for Season 2

Watch “Abstract: The Art of Design” (Season 1 is free below!)

You can watch “Abstract”on Netflix here: https://www.netflix.com/title/80057883. It’s a Netflix original so this should be the only place to stream it.

Netflix has also released all of Season 1 to watch for free on YouTube:

Season 1, Episode 1: Christoph Niemann: Illustration

Abstraction and interactivity across various mediums_

Season 1, Episode 2: Tinker Hatfield: Footwear Design

Profiles Hatfield’s journey from architecture to designing game-changing shoes for Nike, including the Air Jordan series.

Season 1, Episode 3: Es Devlin: Stage Design

Season 1, Episode 4: Bjarke Ingels: Architecture

Highlights Ingels’ radical and utopian vision in architecture, emphasizing innovative building designs

Season 1, Episode 5: Ralph Gilles: Automotive Design

Focuses on Gilles’ role as global Head of Design for Fiat Chrysler, showcasing his award-winning automotive designs.

Season 1, Episode 6: Paula Scher: Graphic Design

Examines Scher’s use of graphic design to create visual languages for iconic brands and institutions worldwide. 

Season 1, Episode 7: Platon: Photography

Presents renowned photographer Platon’s process in capturing the essence of individuals, including world leaders.

Season 1, Episode 8: Ilse Crawford: Interior Design

Features Crawford’s approach to designing spaces that engage the senses and promote well-being.

Netflix has not put Season 2 up for free on YouTube last I checked (November 26, 2024).

Ratings:

  • My Rating: 91/100
  • IMDB Rating: 8.3/10
  • Rotten Tomatoes Ratings: 88/100 (Users); 100/100 (Critics)

Release date: February 10, 2017

My Review of “Abstract: The Art of Design”

“Abstract: The Art of Design” dives into the minds of the world’s top designers, showing how their ideas shape everything from sneakers to skyscrapers.

This Netflix series combines jaw-dropping visuals with fascinating stories. Each episode spotlights a different designer, giving you a front-row seat to their creative process and the challenges they face along the way.

You Can’t Make This Sh*t Up

Tommy Hilfiger — One of the boldest stories comes in Season 1, Episode 1, where George Lois discusses Tommy Hilfiger’s 1985 ad campaign.

The ad compared Hilfiger to fashion legends like Ralph Lauren and Calvin Klein—despite Hilfiger being relatively unknown. It ran in The New York Times as a crossword-style teaser with “T___ H___” listed alongside names like “C___ K___” (Calvin Klein).

The ad caused an uproar, with critics calling it arrogant. Hilfiger defended it on The Tonight Show with Johnny Carson just a week later. The gamble paid off, and Hilfiger became a household name almost overnight.

Breaking Down the Series

Each episode is about 45 minutes long, directed by a different filmmaker, and focuses on one designer’s journey. Scott Dadich, the show’s creator and a former Wired editor, ensured the series stayed visually stunning and full of real insights.

Here are some standout episodes:

  • Christoph Niemann (Illustration): Season 1, Episode 1 — Niemann explains his philosophy of abstraction. He believes showing too much detail kills the magic of an image. He uses Charlie Brown as an example—the adults are never shown, letting viewers fill in the blanks. This idea inspired his famous New Yorker cover of Manhattan, drawn as a subway map made of coffee stains. He also points out small details in New York City, like the yellow lines on subway platforms, which remind him of yellow taxis and make the city feel cohesive.
  • Bjarke Ingels (Architecture): Season 1, Episode 4 — Ingels describes his approach to “hedonistic sustainability,” which mixes fun and function. One of his most famous projects, CopenHill, is a waste-to-energy plant in Denmark with a ski slope on its roof. He also showcases the LEGO House, designed to look like life-sized LEGO bricks, and his plan for 2 World Trade Center, which balances modern needs with New York’s emotional history.
  • Paula Scher (Graphic Design): Season 1, Episode 6 — Scher redefined graphic design with her posters for The Public Theater in New York City. Her bold fonts and asymmetrical layouts became so popular that they were widely imitated. She also shares her hand-painted map series, where she layers words and images to tell stories about places and cultures.
  • In Season 1, Episode 2, Tinker Hatfield reveals how African tribal masks inspired his Air Jordan designs. The bold patterns and layered textures reminded him of athletic performance—strong yet dynamic. He incorporated these ideas into shoes that became cultural icons.
  • Season 1, Episode 7 features Es Devlin, who designed Beyoncé’s Formation World Tour stage. She created a 60-foot video cube that rotated and split apart mid-show, revealing new visuals perfectly synced to the music. Months of planning went into ensuring the stage worked seamlessly during live performances.
  • Devlin also reflects on her work for Kanye West and Jay-Z’s Watch the Throne tour (S1, E2). The pair performed on 15-foot cubes, which created a fascinating contrast. “They are at once in positions of almighty power because they’re fifteen feet up…but they’re also vulnerable because they could easily be shot or fall off,” she explains.

Collaboration Is Key

The show highlights how teamwork drives great design.

Tinker Hatfield credits Michael Jordan and Nike engineers for helping him refine his sneakers in Season 1, Episode 2.

Bjarke Ingels, in Season 1, Episode 4, relies on planners and environmentalists to make his massive projects a reality.

But collaboration also has its challenges. Es Devlin shares in Season 1, Episode 7 how one mirrored stage design for a concert had to be scrapped because it overwhelmed the audience.

Designers often walk a fine line between bold ideas and practical execution.

Little Details That Stand Out

  1. Christoph Niemann’s Creative Routine: In Season 1, Episode 1, Niemann shares that he starts every day with 45 minutes of sketching, no matter what. He says it keeps his ideas flowing.
  2. Tinker Hatfield’s Sneaker Vault: Hatfield, in Season 1, Episode 2, has kept every sketch and prototype he’s ever made for Nike. These include his first designs for the Air Max, which showcased visible air pockets inspired by his architectural training.
  3. Es Devlin’s Theater Beginnings: In Season 1, Episode 7, Devlin talks about how she started designing small theater sets before taking on massive concert tours, like Kanye West’s Yeezus.
  4. Paula Scher’s Typography Revolution: Scher’s work for The Public Theater, highlighted in Season 1, Episode 6, uses bold type and vibrant layouts to create posters that feel alive.
  5. Bjarke Ingels’ Radical Zoo Idea: In Season 1, Episode 4, Ingels proposes a zoo where animals roam free and humans are hidden in observation pods. This flips the traditional zoo experience and focuses on the animals’ well-being.

Awesome Directors

The series is directed by a host of directors (some well known and others lesser known). Here are some of the top directors:

Wrap Up

I think “Abstract: The Art of Design” is the best documentary series about creativity because it’s packed with incredible visuals, personal stories, and real moments of inspiration.

It shows how designers take risks, collaborate, and solve problems to bring their ideas to life. Whether you’re into art, fashion, or architecture, this series will open your eyes to the magic of design.

Thanks for reading!

Rob Kelly, Chief Maniac, Daily Doc

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