Jamie Thingelstad

In October 2022 I found the 612 Series by Erik Halaas. This NFT collection resonated with me as a Minneapolis resident. I knew nearly all the landmarks and had fond memories of many of them. I decided to purchase five of them, which turned out to just be the start. I also shared the collection with others and even sent one as a gift. Eventually I acquired a complete set of the landmarks and got to know Erik, the creator of the 612 Series and StayNftyMpls. Erik even agreed to donate a collection for Minnestar to give away in a POAP drawing at Minnebar 17.

I had some questions about the 612 Series so I asked Erik if he would be up to do an interview to dive a little deeper. He was happy to, so here we go!

Q: What was your inspiration to create the 612 Series?

A close friend of mine extended a loose invitation to an art opening in NYC in the fall of 2021. Being cooped up in the midst of the pandemic, I was itching for an adventure and didn’t need much of an excuse to hit the road. I loosely heard of art “on-chain” and the growing energy around NFTs but knew nothing of the artist, Jeff Davis co-founder and Chief Creative Officer at Art Blocks, or the folks orchestrating the show, Bright Moments a DAO curating, promoting, and producing unforgettable physical showcases centered on creating art live, on-chain, in real life.

NYC would be the 2nd stop on their 10 city journey around the world, an effort to build a thriving community of “CryptoCitizens.” At face value, it was a growing collection of simple and silly pixelated characters but there was something more there. Folks were having powerful shared experiences in person (this meant a lot in 2021), being exposed to seasoned and often unsung artists, and learning together by exploring uncharted territory (e.g. crypto, NFTs, generative art).

Long story short, I left NYC with a strong desire to replicate this energy back home — to dust off my long-dormant creativity quelled by kids and full-time work; to build community with fellow creatives, curators, and collectors; to explore this new world of digital art, NFTs, and the value of content on-chain; but to do it in a way that was specific to my home, Minneapolis. As we waited for the plane, we were talking about the immense pride folks have in the city of Minneapolis and how we might capture it. We joked about “the 612” and something clicked…

What if I made 612 Minneapolis characters? Unique snapshots? Landmarks? What if we leaned into the pixelated energy of the era and confined the creation of each landmark to only being 612 pixels?!

The project was born from there.

Q: How did you pick the landmarks to include? Do you have a favorite?

The first was the Witches Tower — a favorite landmark from my childhood growing up in Prospect Park and one of the most beloved block prints I created years ago. I had played around with a pixelated version of the tower before the NYC happenings. With all that in mind, it is probably one of my favorite 612 Series landmarks.

From the Tower, the landmarks were essentially pulled from personal or shared Minneapolis memories. The city skyline, favorite parks or lakes, iconic bridges, memorable events, concerts, or shows. Whether historic Minneapolis landmarks or simply places I had visited and revisited with family and friends at various points throughout my life, these were all places etched in my memory as representative of home. I thought about crowdsourcing folks for key landmarks but the following for the project just wasn’t there.

A couple of fun notes…

• There are a few of my son’s pieces mixed into the series titled “Little Man Specials.” This was a nod to those parents out there fighting to keep the creative spirit alive. He was captivated by the project and inspired to start plugging away on his own versions.
• I also had some heavy hitters that didn’t quite make the cut… Matt’s, CC Club, Electric Fetus. I can’t remember why exactly they weren’t included. I felt a sense of pressure to get the work out there and be one of the first Minneapolis inspired collections on-chain.
• While there was beauty in the limitations of the 612 pixels, there were also some challenges in getting the landmark at the right scale / perspective.

Either way… there are definitely some could’a, should’a, would’a landmarks out there.

612 Series Landmarks: Minneapolis Institute of Art, Guthrie Theatre, Lowry Ave Bridge, Stone Arch Bridge, The Walker, Witches Tower, Cherry and Spoon, I-35W Bridge, Hennepin Ave Bridge, Lake Harriet, Lake of the Isles, Minnehaha Falls, Basilica of Saint Mary, Bde Maka Ska, Lake Hiawatha, Lake Nokomis, Washington Avenue Bridge, Martin Olav Sabo Bridge, Campbell Mithun Tower, First Ave, Capella Tower, Foshay Tower, Gold Medal Building, Goldy Gopher, Grain Belt Sign, IDS Tower, Midtown Global Market, Northrup Chair, Riverside Plaza, Target Headquarters, Wells Fargo Center, Al’s Breakfast, and The Kid’s House from Purple Rain.

Q: What software and tools did you use to create the series?

Funny enough, the work was all created in Excel. As someone who has traditionally worked with relief block printing as a creative outlet the switch to digital was a stretch and, thanks to work, Excel offered a familiar toolkit. I had also heard of other artists using excel for their work — be it code-based generative art or simply documenting cross-stitch patterns.

I decided to put the project on the Ethereum blockchain because it was something I was familiar with given Bright Moments and ArtBlocks use, and OpenSea, which operates on Ethereum, was growing in popularity at the time, offered a no-code entryway to the market, and supported “lazy minting” which allowed me to put the collection up at no cost by deferring the gas fees associated with minting the piece to the buyer (“minting” is the process of officially writing the piece onto the blockchain).

Q: What plans or ideas do you have to bring the 612 Series beyond pixels? You’ve done some paintings?

I worked with a group of folks a little over a year ago to explore the interplay between digital and physical work. We hosted a dozen local creatives, half of which had a presence on-chain and the other half with no experience with NFTs, crypto, web3, whatsoever. The end result was a curated experience weaving traditional 2D and 3D mediums in with a variety of tech forward, digitally inspired content at the Hewing Hotel gallery. You can learn about the artists and get a flashback via this collection of Instagram Stories. It was a blast!

To highlight the 612 Series, I shared the initial relief block print of the Witches Tower that inspired the imagery for the series alongside an Infinite Object frame displaying a variety of the 612 Series Witches Tower NFTs. The show actually motivated me to revisit the original block printing method but reimagine the landmark in its pixelated form. I have gone on to create a few more of the landmarks in both the original and pixelated block print form (including one for you!) and would love to continue exploring how the pieces can be reimagined in the physical.

Q: If you fast forward a decade how would you like the 612 Series to be thought of?

I took great pride in being the first Minneapolis-centric NFT collection. Part of the importance of that to me was experimenting with blockchain technology and the capacity to track the work over time. Putting the pieces on chain memorialized this moment of creative inspiration and will allow me to track how interest and engagement with the collection grows, changes hands, ebbs and flows, is valued, etc. I know, for example, the exact moment that first piece moved and will know if, when, and loosely to whom that piece is handed off to down the line.

I would love to see this added narrative behind the original work build beyond simply documenting transactions — perhaps a way for holders to document and share the stories, memories, experiences that connected them to each of the landmarks they own. There was some of that starting to take place on social media.

Ultimately, these softer social interactions were the real impetus behind the project: to build community and spark creativity. This has been realized through “in real life” experiences like the show at the Hewing Hotel, collaborations with you at Minnebar 2023, connections with MN Blockchain, and so on.

My hope is that the project will continue to inspire local folks with a shared interest in the arts, technology, and community to connect, collaborate, and create locally!

A big thank you to Erik for creating this series and for sharing more about it. I wonder if we will ever see a 2nd collection of the 612 Series with a new set of landmarks? Or maybe some ability to work with Erik and create a special 1 of 1 for a set of unique landmarks in the 612 Series. How cool would it be in fifty years to see bronze plaques setup at the various landmarks highlighting these early NFTs that commemorate that spot.

Want to own a piece of this collection? There are still many 612 Series collectibles available to buy! 🛍️

To connect with Erik you can find @ErikHalaas on X, his LinkedIn profile, or via StayNftyMpls.