Designing the finalist exhibition for the Australian Furniture Design Awards 2020.

Presented by Stylecraft and the National Gallery of Victoria  for Melbourne Design Week 2020.

Project Details:
AFDA 2020 Exhibition

Window Installation:
Signarama Footscray

Tom Ross

Internal Team:
Daniel Stavridis
Lana Kennedy
Ebony Harrison
Exhibition Design:
Ebony Harrison

Freestanding Signage:

Completed in my in-house role at Stylecraft.

About AFDA 2020:
The Australian Furniture Design Award is a biennial award presented by Stylecraft, and in the 2020 iteration, was presented in partnership with the National Gallery of Victoria for Melbourne Design Week.

The AFDA2020 is the third iteration of the award, and is Australia’s richest furniture design award. Each year, a select number of finalists show their work in the Stylecraft Melbourne showroom prior to the winner announcement, with this exhibition taking place over Melbourne Design Week for 2020.
In 2020, the AFDA underwent a mild makeover; with the NGV coming on board as the presenting partner, the team within Stylecraft wanted to take this opportunity to do something different.

While we technically stripped back all the elements of the existing identity, we wanted to add drama and excitement with a window treatment that took advantge of Stylecraft’s corner block in the center of the Melbourne CBD.

Materiality and Sustainability:
3M Dichroic Blaze film was selected for a full window treatment across the ground floor, with excess film (weeded from the die cut areas) used across the internal freestanding signage.

Minimising waste before and after this exhibition was of utmost important throughout the process. Measures were taken to ensure that all excess material for the windows was used across other collateral where possible.
All freestanding signage was procured in partnership with Megara, a plastics manufacturer that specialise in circular plastic products. The Promeg Ecorange was selected for this project with Megara’s in-house team assisting in the design phase; the material itself is speckled and ceramic-like, with black screenprinting applied.

All freestanding signage in the exhibition is made from recycled material and is 100% recyclable at the end of its life in our showroom.

Exhibition Moments:

Lightplay and the effect of the window film were a critical consideration in the exhibition design.
Many wonderful moments of colour, reflection, and shadow were captured throughout the space over the course of the exhibition.

Melbourne, AU