So Richie, what you're saying is that the intended audience of this piece, fans of The Hold Steady, will not understand it. This is, as the intellectuals say, an "inappropriate solution". AA designed this piece to impress the judges at Graphis more than rock and rollers. Rock and rollers would have preferred something more traditional. Like maybe a nekkid lady draped over a hot rod or some other traditional theme.
I know type wasn't the main product. I said selling "objects" in a store is harder than selling type online. They tried to leverage their sucess with type into chairs, pillows, etc. Which might have worked, had they not tried to operate the retail store themselves. The world is already full of neo-modern furniture and crap stores that could have sold stuff for them. But in the end, their objects really aren't that cool either.
Richie, you have a point, they are very "designy", but I think there are people who didn't go to design school who like that kind of stuff. AA can't be selling all their posters other designers. But you're right, they are by no means low-brow.