This exhibition presented design in a radical new and provocative way. The show shunned the conventions of presenting design in an historical or academic museological context. We concentrated on a snapshot of “British Design Now” intentionally choosing the Institute of Contemporary Art as a venue. The show helped launch the careers of many of the exhibitors who are now respected practitioners.
We were initially invited to exhibit but we chose to contribute by designing the exhibition as a set of equal stripes across the gallery each allocated to an exhibitor. Visitors had to pass through each stripe, entering the world of each designer rather than the convention of looking in from outside. We collaborated with Graphic Thought facility who designed the catalogue and the exhibition graphics.
The exhibition brought a new attitude and new designers to the public’s attention in an unexpected way and venue. The media attention was significant and attracted visitors who would not conventionally have encountered the attitude or exhibitors.