AQUARIUM: An Interview with Model-Maker Mark Borow (Kunst)

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The classic under-the-sea theme gets a fresh, new, and completely Rue life thanks to model-maker extraordinaire Mark Borow. Here, the model maker tells us how he made the aquarium scene come to life for May’s login page.

A coral logo could sound far-fetched. What was your first thought when you heard this concept?
Josh [Dalsimer] sent me a series of layouts for the Rue La La campaign. They all cleverly incorporated the Rue logo in different contexts. For over 20 years, we fabricated the props and miniature sets for the Absolut campaign … There is always a lot of problem-solving and design involved when trying to make the prop feel natural and still fit in a context where it wouldn’t ordinarily be seen. It’s exciting to find that fine line and make it work.

What kind of direction did you get?
Josh is always very involved, from the concept to the fabrication of the props we produce for him. He sent me references of the types of coral and the situations it would sit in. We’ve done underwater props in the past, so I helped solve the problems that working with water can impose, especially when you’re working with live tropical fish.

Does the concept stay the same throughout the process, or do you adapt it as you go?
The actual concept evolved a bit from our first conversations. Originally, it was going to be a general underwater set. It gradually evolved into the fish tank with fish tank-type props and less of an “under the sea” scene. We tried several ways to make the coral logo. We settled on this technique because it looked good, it was versatile (easily bendable and adaptable if we needed to), and we could spell out the letters in a natural way.

The fish are alive? And the plant life?
Yes, the fish are real, but most of the plant life, coral, and rocks are artificial.

What goes into making a model like this?
The pre-production is probably the most important part. I did several rounds of sketches and some materials tests to see what would look best for a natural and beautiful type of coral. After the sketches were approved and the materials settled on, the rest was easy. I had the techniques down and the fabrication of the logo was fun. After we delivered it to Josh, it was his job to make the prop look good for the shoot and combine the elements in post.

It looks as if it was painstaking to create. How long did it take you?
From the original conversations, through the sketches and revisions to the fabrication and final shoot, it was about 4 weeks.

How big is the model in real life?
About 10 inches high by 20 inches long.

How would you describe the mood of the image?
I love the look of the fish tank. I think it’s a nice combination of sophistication and fun. It could have been kitschy, and I’m glad – and credit Josh – with keeping it on the tasteful side (not that I have anything against occasionally enjoying kitsch).

Who are some of your biggest artistic influences?
Now you’re asking me a tough question. The truth is, my heaviest influence is probably MAD Magazine that I used to read as a kid. Sad but true. I’ve always been drawn to illustrators, particularly from the ’50s and ’60s. While I work in 3-dimensions, I still consider myself an illustrator.

Are there any idiosyncrasies about how you work? Do you like music on, maybe surround yourself with snack food?
Does dressing in a French maid outfit and 8-inch heels count? Only kidding. NPR is on from morning til night. The only aggravation is when they start to repeat the programs. A late night at the studio could entail listening to a Leonard Lope two or three times. And no snacking while working. Greasy fingerprints never look good in a photo shoot.

Profession: Model maker
Shoot: Aquarium, Sand
Website: www.propartnyc.com

Hometown: Lovely Bound Brook, New Jersey. Yes, it’s that town that every year floods and you can see a New York Times front page photo of a local resident in a rowboat sadly floating down Main Street. Our dubious claim to fame.

First job: Believe it or not, this is my first real job. I started working for my business partner, Jerry McConnell (hence the McConnell of McConnell and Borow, Inc.) 30 years ago when I first came to the city. When he decided to pursue publishing, I continued the model-making and illustration business. Sadly, Jerry passed away a few years ago, but I keep the name in his memory. Aside from this job, I was a stock boy as a kid and picked up samples for a doctor’s medical lab. I vastly prefer model making.

Favorite cocktail: I’m not much of a drinker, but after 20 some years of doing the props for the Absolut campaign, I’ve developed a fondness for the drink. After a particularly long conference call or tough shoot, I may help myself to an Absolut martini.

Craziest model you’ve ever made: That’s a tough question since I get a “craziest model I ever made” assignment at least once a year. These days I’m not fazed by anything, except, maybe, some of the deadlines and budgets.

The biggest model you’ve ever made: Vertical or horizontal? We’ve made many miniature sets that are enormous - 20 feet x 30 feet and larger. The tallest models were probably the two sculptures we recently fabricated. We produced 20-foot tall statues of the Statue of Liberty and Big Ben made entirely out of gasoline cans for a Hewlett-Packard ad. We made them in sections and assembled them at the photo shoot. Never a dull moment.

Off-duty pastime: Recovering.

Dream job: Cloud counter in the south of France.

3 things you’d bring on a desert island: Gilligan (to get me my Absolut martini and to power the giant hamster wheel generator that the Professor will invent), the Professor (to eventually get me off the island), and Mr. Howell (my new best friend and sugar daddy, once we get off the island).