Cooper-Hewitt. National Design Triennial. Event Design.
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    Exhibition Design, Environment Graphics, Branding and Collateral Design by Tsang Seymour. Projects shown with permission, Cooper-Hewitt National… Read More
    Exhibition Design, Environment Graphics, Branding and Collateral Design by Tsang Seymour. Projects shown with permission, Cooper-Hewitt National Design Museum. Photos courtesy Cooper-Hewitt National Design Museum © Cooper-Hewitt National Design Museum Read Less
 The design for the exhibition of the "Why Design Now?" Triennial was conceived to support the curatorial thesis through an execution that emphasized use of recycled, renewable, and natural materials, minimum waste, and reusable structure. Designed for maximum efficiency of mobility for travel, flexibility to accommodate evolving curatorial discoveries, and an ease of installation required for a short schedule, our ongoing focus was to create an environment in which the very diverse set of projects and representations could co-exist in the dense fabric of the gallery spaces and each be singly appreciated. Simple, open, modular furniture was painted in coded colors for thematic context and object stages were demarcated using recyclable carpet tiles and cable suspended between object label stands. An intentional light-handed approach was used to create a unified and neutral stage for projects that ranged from the highly conceptual to the most utilitarian.

The visual brand expression in promotions and advertising was developed as a natural extension of the central curatorial theme in the exhibition: "Why Design Now?." The selection criteria for the signature image centered on answering the question of 'why'. Rather than selecting a single image, we utilized a palette of project images to represent the range of solutions that addressed the 'why'.
 Press kit cover with identity.
Title sign with identity executed on 3 layers.
Custom-printed carpet tiles represent exhibition projects and incorporate the admissions area as part of the exhibition space.
 Object label stands are positioned to demarcate the edge of the object stage. The carpet tiles that make up the stage surface can be returned to the manufacturer to be fully recycled.
 Thematic groupings co-exist on object stages and are coded through the painted furniture stands.
Describing the "Why" of each section or project, didactic panels and object labels are printed on sheet material (originally developed as interior wall material) that met all of the defined performance requirements: uniform finish, rigid, light weight, machinable, non-VOC emitting, containing recycled content and remaining recyclable at the end of its serviceable life. This type of full-life cycle planning was applied throughout the exhibition.
 Didactic text panels also display the color key to the exhibition's thematic groupings.
 Display graphics and images are printed on organic cotton textile panels that are suspended from aluminum bars. The graphic panels meet the mobility requirement as they simply need to be rolled for shipping to ongoing exhibition venues.
Web banner advertising was built around the main exhibition theme: "Why?".
Outdoor advertising on the Museum's campus fence announced the exhibition through the consistent use of the exhibition logo and visually bold signature press images to highlight the diversity of the projects being represented while keeping emphasis on the question: "Why Design Now?".