Jeffrey Franklin is cofounder and partner at PLAYLAB, INC., a New York-based creative practice founded in 2009. With no particular focus, PLAYLAB, INC. explores themes that interest them, using art, architecture, and graphic design to initiate ideas. Past projects have included: giant worm tents for the New Museum of Contemporary Art and Storefront For Art & Architecture, a rebrand of America for SFMOMA, and a compilation of all the times Joaquin Phoenix has walked in his films, titled Walking Phoenix. In 2011, they co-founded the quarterly publication called CLOG, and in 2010 they co-founded + POOL, an initiative to build the world’s first water-filtering floating pool in New York with Family New York. Jeffrey is faculty at School of Visual Arts’ Design for Social Innovation program, where he teaches how to initiate ideas and he also makes art under the name RACE CAR.