The theme for this year’s 100% Design, Creative Balance, reflects the dynamic equilibrium that strikes the perfect cord and defines excellent design.
Striking a creative balance is the challenge faced by designers and organisations to achieve commercial and critical success. Tensions between innovation and sales, budgets and materials, time and resources demand a creative balance in responding to a brief, developing a product and delivering good design. These issues are more relevant then ever as design has to work harder, in competitive market conditions and challenging economic times.
Initial concept development
Interpreted for the show as the discovery of that point of playful perfection: the brink of the tipping point, the moment of full potential, where everything is just on the verge of a spiral of chaos, the 100% Design show creative has been devised by specialist communication and exhibition design agencies, Form Design and Thomas Matthews.
Form, developing the show visuals for the marketing and advertising campaign worked with photographer Sara Morris on the creation of 'stacks', each composed of products drawn from different areas of the show with vivid and contrasting results. The campaign hints at the character of 100% Design in 2013– with different and diverse aspects of the show blending to become one.
Development Stages / Photoshoot planning
Thomas Matthews, the show designers, are extending the theme to develop a visual language for the show that champions innovative products, issues and designers that push boundaries and defy existing convention. Each aspect of the show, from the graphics to the hubs, restaurant to auditorium relates to creative balance in the context of each part of the show.
By taking a journey through 100% Design 2013 visitors will be able to explore a wealth of content and inspiration, fresh product, new ideas, business opportunities and high quality design experiences; itself the perfect creative balance.
Behind the scenes of the photoshoot
