Back at the ranch (1999)
AREA 17 was originally started by George Eid in a small corner of a large loft in Williamsburg, Brooklyn. The space was called The Ranch (it was a one story building) and was primarily dedicated to George’s other company Wildfist Motion Pictures (along with filmmakers Ramon and Daniel Bloomberg).
George had been working with websites since 1993 and had a unique idea or two in regards to the web. After years of working for big interactive agencies as a Creative Director, George decided to take his thought nuggets on the road and start his own consulting firm.
1999 marked the first year AREA 17 poked its nose out into the Internet fray, working for the legendary hip-hop label Tommyboy Records. However, the agency — in its current incarnation — was officially founded 3 years later.
The logo that started it all (2003)
In 2003, AREA 17 was a new consulting firm in search of its symbol. George contacted a friend of a friend — renowned interactive designer and founder of Elixirstudio — Arnaud Mercier. After a few days of noninvasive coercion techniques, Arnaud agreed to assist in the creation of AREA 17’s visual identity.
Soon, it became clear that both George and Arnaud’s ideas played well together. What started as the designing of a logo turned into the creation of a mutual philosophy. The collaboration continued — on a project basis — for 2 years until 2005 when the duo decided to tie the knot and merge companies.
Arnaud left his studio overlooking a small Mediterranean port in Marseilles (France) to come work face-à-face with George at The Ranch (Brooklyn) overlooking a dumpster.
The name AREA 17 — which refers to the optical cortex of the brain where visual data is received, patterns are recognized and images are formulated — was kept. Arnaud and George thought it was representative of their shared vision (pun intended). Though to this day, AREA 17 is still referred to as “the company formally known as Elixirstudio.” George doesn’t mind this at all. Really he doesn’t.
Becoming an international agency (2006)
From the start of this new beginning, our eyes were set on being an international agency. Our clients came from all over the world, our work is inherently without borders and internationalism had become a key subject within our area of expertise. These days, most businesses and organizations have some sort of international concern, need or ambition.
The planning for an office in Europe started immediately. Paris, France — the city of love and the home of croissants — was our chosen location.
The effort was spearheaded by Dominique Deriaz — a blood-in-blood-out Parisian — who had joined AREA 17 in 2004 as a senior member of the team. Since the Internet boom of the late 90’s and before her sejour in New York City, Dominique had been working the web scene in Paris. She was looking to move back and opening the European office was the perfect opportunity.
In 2006, Dominique became a partner of the company and we officially opened our doors and hearts to Europe with our new office located in the heart of Paris, France.
Across both offices, we are a team of 18. We operate as a single unit with many moving parts. An octopus so to speak, but with 36 arms.
Today, in figures
Currently, 60% of our business is in the United States, 35% is in Europe (and growing) and another 5% is from other corners of the world.
Across both offices, we are a team of 18. We operate as a single unit with many moving parts. An octopus so to speak, but with 36 arms.
We speak French and English — some of us more some less (some, quite a bit less) — as well as German, Spanish, Dutch and a bit of Arabic too. Most members of our team have been with us for quite a while, and even the first is still here.
Our primary activity is user experience design, representing 40% of our business. Web technology comes in a solid second at 30%. Visual identity is about 20% and strategic consulting rests respectfully at 10%.
In our 5 years of operation, we have launched over 100 websites and brands for 52 clients with budgets ranging from 25,000 – 600,000 USD.
On average, 23 clients are actively working with us per year and our longest standing client has been around for all of our 6 years. And no, it is not one of our mothers.
Interested in learning more? Contact us