London Design Festival 2024: Brand Engagement Inspiration
Published 01 October 2024
London Design Festival 2024 (September 14-22) saw brands create heritage-honouring events (Rapha and Mattel) and collaborate with contemporary artists on flagship-boosting installations (Diptyque and Fortnum & Mason). We spotlight the most notable activations.
- Rapha Hails Heritage with Archival & Cycling Activations: Celebrating its 20th anniversary, British cycling brand Rapha’s LDF activity spanned archival exhibition Past Forward and two cycling tour activations.
Past Forward featured a collection of archival products, such as its Classic Jersey (an item for which Rapha is now renowned), and projections of its documentaries – for more, see Rapha’s Films Showcase Physical & Emotional Passion in Brands Breaking Barriers with Sport. At the centre, a kinetic installation, designed by British creative duo Isabel + Helen, was inspired by the monochrome stripes of Rapha’s newest Seamless Classic Knit jersey, while evoking the continuous movement of a bike wheel in motion.
Rapha also partnered with British photographer Simon Phipps, whose work focuses on London’s brutalist architecture, to host an architecture cycling tour on September 15 (tickets were available via Rapha’s website). The cycling route took attendees across east London.
In addition, Rapha launched 20 cycling routes for users to download via its website. The first was created by Nicolas Georgiou, a Strava artist (creative athletes who use the GPS-tracked fitness app to ‘draw’ artworks with their movement on in-app maps). It encompasses a 142-mile loop across London – beginning in Spitalfields and connecting six LDF projects throughout the city. When viewed on a map, the expansive ride appeared as two koi carp encircling central London.
Rapha Past Forward Exhibition
Rapha Past Forward Exhibition
Rapha Past Forward Exhibition
 Rapha Past Forward Exhibition |  Rapha Past Forward Exhibition |  Rapha Past Forward Exhibition |
Rapha Past Forward Exhibition
Rapha Past Forward Exhibition
 Rapha Past Forward Exhibition |  Rapha Past Forward Exhibition |
Rapha Brutalist Architecture Cycling Tour
Rapha Brutalist Architecture Cycling Tour
Rapha Route, created by Nicolas Georgiou
 Rapha Brutalist Architecture Cycling Tour |  Rapha Brutalist Architecture Cycling Tour |  Rapha Route, created by Nicolas Georgiou |
- Mattel’s Mid-Century Barbie-tecture: Drawing upon Barbie’s immense cultural cachet following its 2023 blockbuster, and commemorating the brand’s 65th anniversary, was Barbie’s parent company Mattel. It partnered with London-based Danish designer Nina Tolstrup and American tourism agency Visit Greater Palm Springs on Pavilions of Wonder.
The trio of pavilions were fantastical imaginings of mid-century American architecture (referencing Barbie’s Dreamhouse). The first pavilion, Dream: Infinity Garden, was a Barbie-pink circular installation inspired by Palm Springs’ surrounding mountain range – inside the circle, a mirrored perimeter reflected a mini cactus garden. The second, Discover: Design Stories, mimicked the form of a kidney-shaped swimming pool (synonymous with mid-century California), with portal windows housing dioramas of contemporary and vintage Barbie dolls in their Dreamhouses. The final one, Reflect: Playful Pauses, comprised a metal grid embellished with circles cut from pink drainage tubes, referencing the decorative breeze blocks used by Palm Spring residents to shield their homes from desert sun and wind.
For more on effectively tapping into brand heritage, see Harnessing Heritage: Anniversary Activations.
Pavilions of Wonder, Dream: Infinity Garden
Pavilions of Wonder, Discover: Design Stories
 Pavilions of Wonder, Dream: Infinity Garden |  Pavilions of Wonder, Discover: Design Stories |
Pavilions of Wonder, Dream: Infinity Garden
Pavilions of Wonder, Discover: Design Stories
Pavilions of Wonder, Reflect: Playful Pauses
 Pavilions of Wonder, Dream: Infinity Garden |  Pavilions of Wonder, Discover: Design Stories |  Pavilions of Wonder, Reflect: Playful Pauses |
- Diptyque’s Elemental Installation: Housed within the revolving ephemeral space of its London flagship (see Fragrance Openings: Halo Heritage & The Handmade), luxury French fragrance brand Diptyque partnered with French artist Cecil Lancelin for its installation, Imaginary Harvest of Hazelnuts.
Lancelin is known for his large-scale installations built on the repetition of a single element – dovetailing with Diptyque’s single-note approach to fragrances. The oversized 3D-printed hazelnuts, arranged in a gravity-defying arch and reflected seemingly infinitely between two mirrors, represented Diptyque’s hazel tree scented candle.
Diptyque x Cyril Lancelin
Diptyque x Cyril Lancelin
Diptyque x Cyril Lancelin
 Diptyque x Cyril Lancelin |  Diptyque x Cyril Lancelin |  Diptyque x Cyril Lancelin |
- Fortnum & Mason’s Art-Democratising Collaboration: London department store Fortnum & Mason partnered with Spanish artist Jaime Hayon (known for his humorous anthropomorphised sculptures and furniture) for a collection of in-store installations. A three-storey kinetic piece in the atrium depicted a cartoonish ‘malabarista’ (juggler), while the shop’s windows housed a series of sculptures and illustrations.
The partnership reflects the shift towards department stores increasingly becoming sites of spectacle – augmenting private commerce with public good via access to art and culture. See Civic Commerce: Access to Art, Culture & Nature in Transforming the Department Store for more.
Fortnum & Mason x Jaime Hayon
Fortnum & Mason x Jaime Hayon
Fortnum & Mason x Jaime Hayon
 Fortnum & Mason x Jaime Hayon |  Fortnum & Mason x Jaime Hayon |  Fortnum & Mason x Jaime Hayon |
