World Architecture Festival 2015

Services

Brand Identity
Brand Strategy
Campaign
Environments
Publications

Client

Emap Publishing

Year

2015

The World Architecture Festival (WAF) is an annual festival and awards ceremony, one of the most prestigious events dedicated to the architecture and development industry. Under Paul Fintch’s directorship, the festival has gone on to become the world’s largest international event celebrating architecture. It includes the biggest architectural awards programme in the world and by entering, one has the chance to become part of a great archive of contemporary architecture.

Ahead of WAF 2015, we were asked by EMAP Publishing to create a new campaign with a view to revitalising its reputation amid growing competition from the international architecture conference industry. Our intention was to position WAF as the biggest international event in the architectural world and at the same time, to celebrate architecture by creating a campaign that would truly resonate within the architectural world. On that basis, we used the arrows that Guy Debord and the Situationists used in their 1950s map of the ‘Naked City’ – a project that is highly prominent within the architecture education because of its psychogeographic principle of reorganising the city. By using these arrows against royalty free images of famous cities in the world, we wanted to create a connection between WAF and the culture of architecture. At the same time, these arrows were arranged as if they are fireworks pointing towards all possible directions, ultimately celebrating that architecture is about building a future of endless possibilities.

Read more

X

Subscribe to email updates from Marlon Tate

    Marlon Tate  will use your email address to be in touch with you and to provide updates and marketing. You can change your mind at any time by clicking the unsubscribe link in the footer of any email you receive from us, or by contacting us at [email protected]. We will treat your information with respect. By sending your email address, you agree that we may process your information in accordance with these terms. We use MailChimp as our marketing automation platform. By submitting this form, you acknowledge that the information you provide will be transferred to MailChimp for processing in accordance with their Privacy Policy and Terms.