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Hangs on a wall, corner or ceiling and faces any direction. Or stands on a table. A simple, clever accessory for iPad or any tablet.

It started as a simple idea. And now it’s even better.

The AboutFacePad™ is designed by me, Mark Ejnes. I’m an architect and founder of MOTATOE, a design company in Santa Monica, CA.

Last year we launched our first product, the AboutFaceClock™. An entirely unique idea for a clock that can hang on a wall, corner or ceiling, face any direction, or stand on a shelf.

AboutFaceClock
AboutFaceClock

We figured other objects should also easily hang anywhere and in any direction, including your iPad.

And so, the new AboutFacePad™ is an “adaptive re-use” of the original product.

In architecture, “adaptive re-use” is a sustainability strategy of re-purposing existing buildings for new functions. Here, we’re re-purposing the original clock design and using some of the tooling that already exists to make a new product. We love this approach, and think the original concept could potentially have much broader appeal as a simple iPad accessory.

Form Follows Function

The idea first occurred to me when I imagined a clock that could hang at an angle or on a corner (or anywhere), instead of where it's typically placed: flat against a wall, in the middle of a room.

The unique shape of the AboutFaceClock™ (and now the AboutFacePad™) - which is a result of hundreds of early sketches, models and prototypes - has multiple angled surfaces on back to accomodate all the various directions.  The new mounting bracket - the "puck+hanger" - also allows for all the many positions and was designed for easy re-positioning between them.

"Puck + Hanger" mounting bracket
"Puck + Hanger" mounting bracket

The minimal aesthetics is a direct result of its multiple functions and the desire for straightforward manufacturing.

The final object is elegant and unique, and becomes a standing or hanging sculpture on its own. At first, it was fabricated out of a single sheet of laser-cut and powder-coated steel. We then added a cardboard version too.

In cardboard, we found obvious advantages - lower cost, easier sourcing of recycled & reclyclable materials and easier printing of fun graphics and cool images.

We collaborated with a renowned paper-artist and veteran of the corrugated packaging industry in LA, Eric Ward, to develop the final shape, and cutting dies.

And we worked with a Milan-based designer, Lorenzo Bustillo, to develop original artwork to go alongside our own photographs of Art+Architecture, Food, Sports, Nature, Pop Culture, etc. See www.lorbus.com for design and inspiration.

Our manufacturing plan and

How you can help.

We’ve been busy manufacturing metal and recycled cardboard products in the USA for a couple of years now, so we’ve done this before. We've spent an enormous amount of time and energy finding like-minded and talented craftsmen and business owners that we love working with: laser and CNC metal fabricators, plastic engineers, 2 & 3D printers, and powder coaters.

The cardboard AboutFacePad™ will be manufactured just like the AboutFaceClock™. A single sheet of 30"x16" cardboard, with a litho-printed "label" adhered to it, will be die cut in the shape of the unfolded pattern using a steel rule die. This is exactly how corrugated packaging is made. The metal version is laser-cut from a single sheet of steel and powder coated.

The plastic "puck" will be injection molded using a 4-pin aluminum mold. Since the Pad is an adaptive reuse of the Clock, we'll be using the same die and mold, which we already own, and we'll work with all those same manufacturing partners to make your AboutFacePad™.

Your support will be going toward making the dies and molds we don't have yet. We’ll need another, new mold to make the “hanger” out of plastic too. Currently it’s laser-cut from aluminum and powder-coated, which is much too expensive for this part. So, right away, we'll start designing and fabricating the mold with our plastic engineer.

Laser-cut "hanger"; plastic injection mold and "pucks"
Laser-cut "hanger"; plastic injection mold and "pucks"

We’ll also work with Eric to design and make new cutting dies and printing plates for the all new, re-conceived packaging too. Unlike, its older clock cousin, the AboutFacePad™ will come flat-packed instead of fully assembled mainly to conserve energy on shipping, but also to satisfy your DIY urges.

The next step is actual production of all those parts, purchasing the other parts, assembly and shipping.

We know how to get all that done and create a new products, but it’s expensive, and that's why we need your help, essentially in the form of "pre-sales".

We're excited to launch the AboutFacePad™. We hope to be able to continue designing more graphics and experimenting with different materials and colors.

Making innovative, fun and smart objects is what we love to do, and thanks to your help we can.

So please take a look at the rewards and help spread the word!

Many thanks,

Mark

www.motatoeshop.com

The AboutFacePad™ is patent pending.

Risks and challenges Learn about accountability on Kickstarter

Having been through this before - developing a new product and bringing it to market, we feel the risks are minimized. Specially in this case, with the "adaptive re-use' of an existing product we currently make and sell.
We'll work with our same excellent manufacturing partners, and with the same materials and methods we've spent all that time figuring out.
Although obstacles may arise, we'll be in a better position now to overcome them. We're actually excited about the prospect of going through another first-run production having been here before.

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    *SUPER EARLY-BIRD* Thanks for being one of our very first supporters! You'll receive a first-production Cardboard AboutFacePad at near cost (future retail $29.99+tax). Your choice from approx 12 graphic designs or plain kraft. Comes flat-packed and includes mounting bracket. Made in the US. (Add $7 for shipping within the US)

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    *EARLY-BIRD* Thanks for supporting early! You'll receive a first-production Cardboard AboutFacePad at a big savings (future retail $29.99+tax). Your choice from approx 12 graphic designs or plain kraft. Comes flat-packed and includes mounting bracket. Made in the US. (Add $7 for shipping within the US)

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    You'll receive a first-production Cardboard AboutFacePad at below retail (future retail $29.99+tax). Your choice from approx 12 graphic designs or plain kraft. Comes flat-packed and includes mounting bracket. Made in the US. (Add $7 for shipping within the US)

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    *EARLY BIRD - 3 PACK* Have an iPad Air, a mini and a Kindle? Get a set of 3 first-production Cardboard AboutFacePads for all of your devices at a huge savings (total retail $89.97+tax). Your choice of different styles from approx 12 graphic designs or plain kraft. Comes flat-packed and includes mounting brackets. Made in the US. (Add $15 for shipping within the US)

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    Have an iPad Air, a mini and a Kindle? Get a set of 3 first-production Cardboard AboutFacePads for all of your devices at a big savings (total retail $89.97+tax) Your choice of different styles from approx 12 graphic designs or plain kraft. Comes flat-packed and includes mounting brackets. Made in the US. (Add $15 for shipping within the US)

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    *KICKSTARTER EXCLUSIVE - CUSTOM*: You'll receive your very own CUSTOM Cardboard AboutFacePad. Send us your hi-res artwork, we'll design it, email a proof and make your custom AboutFacePad! Add $40 for each additional copy. (Add $7 for shipping within the US for the first, and $3 for each additional; Add $14 for international shipping for the first, and $5 each additional)

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    *KICKSTARTER EXCLUSIVE - COMBO 1* You'll receive the set of 3 first-production Cardboard AboutFacePads as well as the CUSTOM Cardboard AboutFacePAd (see the previous rewards). Comes flat-packed and includes mounting brackets. Made in the US. (Add $20 for shipping within the US)

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    *KICKSTARTER EXCLUSIVE - METAL*: You'll receive a METAL AboutFacePad. Your choice of White, Solar Yellow or Grey powder coating or Stainless Steel finish. Comes assembled and includes mounting brackets. Made in the US. (Add $15 for shipping within the US)

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    *KICKSTARTER EXCLUSIVE - COMBO 2* You'll receive the set of 3 first-production Cardboard AboutFacePads as well as the CUSTOM Cardboard AboutFacePad and the METAL AboutFacePad (see the previous rewards). Made in the US. (Add $20 for shipping within the US)

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Funding period

- (45 days)