How to attract spoiled and critical visitors to a recurring venue about design in a world where everything has already been made?
Intrigue the audience with ‘The Next Big Thing’.
La Triennale di Milano is a design and art museum in the Parco Sempione in Milan. The Milan Triennial, an international exhibition of art and design, was held at the museum thirteen times between 1936 and 1996, and – after a break of twenty years – again in 2016.
This campaign took inspiration by Bruce Mau’s statement, “Now that we have made everything, what will we make?” We designed the ultimate Design After Design; The Next Big Thing. It’s the only design you’ll ever need in your life.
The Thing does everything you want it to do. It’s both innovative yet authentic. Technical yet user friendly. For the home and for the office. For your pocket and your bedside. It is Design after Design, manifested into one single object.
A symbol for the future of design that is supposed to inspire critical thinking towards the design that currently surrounds us.
The campaign features a poster series, a book with 100 different ways to use the Thing, merchandise and an exhibition in which the Thing can be worshipped.
Besides a more than satisfying amount of visitors and press coverage, an exeptional sales result of The Thing merchandise.