Promoting its relaunch, The Design Museum has embraced some of the most iconic retro designs in its new campaign video.
In the video, the items are ‘opening and closing’ perpetually and the focus is on the movements, because the spot refers to “the museum that never closes”. Old and new technology elements like a 3D printer, a high-tech fabric dress, newspaper, Walkman, a retina-scanner, a vintage car, a VHS and a toaster, are demonstrated in the video.
Since the spot refers to “the museum that never closes”, the iconic designs used in technology are continuously closing and opening.
Launch campaign is designed by Gravity Road agency and Blue Monday from New Order is the featuring soundtrack.
Directed by Daniel de Viciola, the video will air in cinemas and will be supported by social media and out-of-home campaign. Social media hashtag for the event is #londonisopen.
Let’s watch the video, here:
Deyan Sudjic, director of the Design Museum, said:
The Design Museum chose Gravity Road to work on its launch campaign because of their commitment to understanding the museum and their highly creative approach to exciting people about the new museum.
The launch film showcases the dynamic and continually changing range of the museum’s interests and exhibitions programme, and the launch campaign shows the world our restored mid-century modern landmark from a new and powerful perspective. Our first campaign made possible by using a drone.
Mark Eaves, Gravity Road founding partner, added:
We’ve been with the Design Museum every step of the way over the last two years and feel this film and campaign really captures the spirit, personality and intent of their Kensington launch. Plus, we got to use Blue Monday which made this fanboy very happy.
The Design Museum will open its doors to public in Kensington on 24 November.