This interview is part of Foldthe.world series. Foldthe.world is a collectable art poster distributed around Shoreditch, combined with curated insiders map helping you to shorten distance and time made by TOANDPARTNERS productions and supported by Made in Shoreditch Magazine.
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Eulan To the founder of TOANDPARTNERS has spent decades immersed in creative capitals across the world—from nightclubs in Asia to print fairs in London. His latest project, Foldthe.world, blends nostalgia, technology, and countercultural energy into a map like no other. Rooted in Shoreditch and layered with augmented reality, it invites locals and visitors to rediscover East London through an artist’s eyes—and maybe even win a spray paint session with Mr Brick.
What inspired the vision behind Foldthe.world, and how did your global journey across creative markets—from LEBOOK to launching events across Asia—shape that idea?
I’ve always liked maps. I grew up using an A-Z London street map when I started driving cars and riding mopeds in London. There were no google maps at that time so I had to memorize the roads.
I used to look at the world map, atlas, globes. It fascinated me seeing the world with so many places and wondered what people were doing at the same time, is there really a parallel universe?
I was a booker for DJs connecting them with friends who owned nightclubs in Asia, with Lebook I travelled often for work. Quite often at the last minute to new cities so I always used a map to plan my route. Though I have a quite good sense of orientation and direction, there is no better experience than getting lost, connecting with like minded people and seeing something you would have never have seen otherwise.
Why was Shoreditch the natural launchpad for Foldthe.world, and what makes now the right moment to map its creative heartbeat?
I have been part of the Shoreditch scene since the late 90s, I hung out in the 00’s and then worked in Hoxton Sq for 10 years during the 2010’s and now own property and live here.
There was a Shoreditch map. But you only really had Hoxton Sq to start, then we had the Shoreditch Triangle, next came Redchurch st, Columbia Road, and the whole creative scene grew further and further east! Even though I live here, 10 new restaurants have opened recently, 6 new bars, 4 new galleries and maybe 2 new hotels all in the past month ! Even though I need a map as the area changes so quickly, it is like the city has a life of its own.
Foldthe.world fuses art, geography, and culture—how do you decide which spaces and voices deserve a place on the map?
I curated the list and most partners are companies I know or frequent. It’s a mix of independent and cool, and new creative companies in the area.
Foldthe.world isn’t just a printed map—it incorporates Mr Brick, an AR game woven into the experience. How does this playful tech layer complement the physical map and deepen engagement with Shoreditch’s creative scene?
Yes it’s a collectors poster, the idea to have an artist who has a story connected to the area. Ronzo, a well known street artist ( you will see his Credit Crunch monster on Shoreditch rooftops, concrete city of Ronzo plaques and Pigeons statues ) who you have also interviewed created Mr Brick, his shop on Brick Lane is in the centre of the East London scene. Ronzo also has AI start up company anything.world so he wanted AR tech as a way to gamify and create an experience for visitors to travel to map locations and win a chance to spray paint with the artist himself and a Mr Brick at the Brick shop.
Scan the QR code here to play.
How does Foldthe.world build on your past collaborations—while shifting toward a hyper-local, countercultural direction?
I have been involved with web3, digital art, and co-founded an AI art fair. My business has been in print and I found a way to bring back this nostalgic medium but this time update it by working with partners and ideas I have learnt from the digital world. I think the Web3 community, blockchain and Crypto worlds is countercultural and a movement like when we saw punk in the 70s acid house in the 90s and the dot com era in the 2000’s
What narratives are you aiming to amplify through the map? How do you strike a balance between aesthetic value and underground authenticity?
I like to hear stories from real people and it’s interesting to know what they do, why they live in an area. I think it’s the first connection in people.
How does Foldthe.world connect with the cultural energy of SXSW London and the Fashion District Festival, and what role do you hope it plays in East London’s creative ecosystem during and beyond these events?
With Old Street roundabout coined as Silicon roundabout. Shoreditch has now become tech city, major hotel brands sit alongside boutique hotels. There are 4 WeWork in Old Street alone and residential skyscrapers appear all the time.
It’s great that SXSW is coming to London and I heard it will be held in Shoreditch for the next 5 years. I used to produce a Creative trade show also held at the Truman brewery. It was a B2B expo but nothing on the scale of SXSW London.
Foldthe.world will pinpoint and showcase some of the original and cool East London locations you might have missed otherwise. We also see a new Chinatown becoming a future landmark as a new diaspora and businesses settle in the area.
Do you see Foldthe.world staying rooted in Shoreditch, or could we eventually see editions in other cities you’ve worked in, like Tokyo or Berlin?
We are already working on the larger London map to be released during Frieze art week October 2025. I remember Tyler Brule starting Wallpaper bringing travel, fashion and interiors together in one place, Another inspiration was Superfuture the curated shopping map. I’m open to ideas and there is no 3 year plan. But Yes new cities are in the plan, digital twinning of cities maybe, virtual world or in Web3 they called it the metaverse. That didn’t really work. Maybe it was too early for the Web3 boom and bringing IRL experiences is still what works? I’m always one for IRL experiences and Quoting Roger Wade of Boxpark who you are interviewing “Online shopping is like watching fireworks on TV”.
Follow @foldthe.world on Instagram for the latest updates, interviews, and new additions to the creative map of East London.
