Earlier this month in Antwerp saw Integrated 2017, an international art + design conference at Desingel. Over two days in November, the sixth edition of the 'thought-provoking conference format organised by St Lucas School of Arts Antwerp' saw thousands of designers and artist embark on the Designel for the two day event.
'The 2017 edition focuses on the art & design of the civil domain, an ambiguous third space between market and state, where innovative design ideas, both physical and virtual, are more than often incubated in a grey zone between legality and illegality.'
Branded by Antwerp based Mirror Mirror, Integrated has been supplied with an interesting and eye-catching brand. Given the intricate statement above, Mirror Mirror came up with the meta-concept 'post real', focusing on the wallpaper within the urban landscape. This broadened the distribution of the marketing campaign, bringing it to the street. This is also intended not only to improve the campaign's reach but also to pose a commentary on the way we interact with our urban environment, encouraging passers-by to engage with their surroundings, even the vandalised or banal that would otherwise go unnoticed. They state that "Posters have become wallpaper in the urban landscape while people walk by, staring at their phones." Clearly then, this campaign is a challenge to that worldview, incorporating a bold design into its setting by assimilation.
'Using a unique alphabet of posters, we wrote short provoking platitudes, sloganesque statements and topical juxtapositions and plastered them all over the digital canvas. The faux in-situ visuals were spread on social media, blogs and PR communication and before we knew it the studio was hit up with questions like: “Where can we find the posters?” and “What do you mean they’re not real?”'
The printed collateral design is brilliantly done, the strong black and white colours contrasted by the red urban-art style typography was perfect and obviously did the eye-catching job required.
We love this brand and really enjoyed seeing the Integrated 2017 in real life as well as shared throughout social media. To top off this brilliant brand, how amazing are their tote bags (above), we wouldn't mind one of those!