Projects
Thinking made visible
The Book Board
We hit the streets of NYC with the prompt, "If I could not fail, I would..."
BARONFIG PROJECT — NEW YORK CITY — IN COLLABORATION WITH GEOFF GOUVEIA
THE IDEA
A blank page can hold almost anything. But what happens when you give that page a question?
We attached twelve open books to a board, brought it onto the streets of New York, and asked strangers to complete one sentence:
“If I could not fail, I would…”
The answers became a collective portrait of ambition, fear, humor, and possibility.
MAKING THE BOARD
We built the Book Board from a wooden panel, twelve open Confidant notebooks, and one question.
The books were mounted directly to the surface, creating a shared place for strangers to leave a thought behind. Once finished, we carried the board out of the studio and onto the streets of New York.
From there, the project was no longer ours alone.
THE RESPONSES
Not just New Yorkers, but tourists from around the world shared their hopes and dreams on the Book Board. Here are a few of the many that were recorded.
Ski the world's biggest peaks!
Start my own marketing and ad agency
I would have wings
Move back to Arkansas and play music
Build a home for seniors with a never-ending supply of entertainment and love
Speak every language
Open cooking schools around the world
Quit smoking
Build schools for every child on the planet
Be the most outgoing person I could be
Start my own business
Bring the people of the world together for lasting peace
Cure cancer
Start over and do it right this time
Be the best of me!
Teach the world my passion of dance!
Write my own novel
Create a shark tank in my cubicle in the office
Be a singer
Quit my job and travel the world
Do everything I can to make myself happy!
Speak every language
Be a nurse in another country and not worry about how much it would cost
Fall in love
Ride my bike across a small country
Build my own house with a fireplace and a garden
Pursue art as a career
What would you do if you could not fail?
About Baronfig Projects
Baronfig was built on questions.
On bringing ideas to life.
Here you’ll find projects that blur the line between art, design, and philosophy.
From interactive installations to collaborative design experiments, this is where we explore ideas beyond the page.
Thinking, made visible.