The Project is that moment when you enter a showroom and find yourself overwhelmed with surprise, excitement, joy and the urge to Instagram – right away! This year, at Melbourne Indesign we saw exhibitors approach The Project from all angles – the common element among all being collaborative engagement.
September 4th, 2014
Above: Zuster with Eades&Bergman and Nexus Designs
The role of the exhibition stand and showroom space is no longer purely focused around showcasing product for sale. In a day and age where we can browse, shop and specify online, showrooms offer up the perfect opportunity for staging inspiring, collaborative activities such as The Project.
From pop-up installations that were all about texture, colour, look and feel, right through to experimental product investigations, The Project teased out ideas and talking points around the 2014 Project theme, Inception.
It was with pure excitement that visitors walked through, around, under and into Project installations which at times took over an entire space. Many brands revealed the more textural and detailed side of their products through interactive activities that invited customers to get up close and playful with materials, forms, shapes and more.
Which was your favourite Project collaboration? You can vote in the People’s Choice Award here.
Jog your memory via Instagram, search hashtags #MID14 #theproject and relive some of the best moments at Melbourne Indesign 2014!
Photography by: Fiona Susanto Photography
For more coverage of Melbourne Indesign 2014 visit: indesignlive.com/category/articles/in-review/mid-2014
Words by Rajesh Nandan
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