Serpentine Gallery 24hr Marathon London: Full Case Study | Our Work

Serpentine Gallery 24hr Marathon London:
Rem Koolhaas, Pavilion

Project Quicklinks

Poster Design Download Flip Book Animation Flip Book Design Event Images News: 10 Curators Exhibition: Colette, Paris News: Post Marathon Interview

Background

Every year the Serpentine Gallery (located in Hyde Park, central London), invites an internationally renowned Architect or Designer to create a temporary pavilion in their grounds for the summer. A 24-hour ‘marathon of interviews’ took place inside the Pavilion built by Rem Koolhaas. Chaired by the Serpentine Gallery's Co-director of Exhibitions and Programmes, Hans Ulrich Obrist and Rem Koolhaas, the 24 hour marathon focused on exploring the nature of London with 60 of the greatest names in international contemporary culture.

Challenge

Creatively document the 24-hour marathon interview event conveying its immediacy, accessibility and highlights. Avoiding the clichéd all angle documentation so frequently employed.

Insight

To avoid producing a plethora of data, un-editable
and unmanageable we implemented an onsite editing process capturing pinnacle moments through a butterfly net process. The book was pre-designed allowing a swift and immediate production schedule.

Deliverables

Poster – The magnitude of the event and
its participants required a solution that would combine over 10,000 words and graphically reflect the Interview Marathon. Attendees of the event used the poster in a variety of way; blankets, hats and essentially as a knowledge base.
Book - Simon Brown (&&& Creative) in collaboration with Mark Irving (Visible Impressions Ltd) conceived a flip-book as a way of responding creatively to the 24 hour Interview Marathon. Producing a publication that is deliberately tactile, playful, giving a sense of the speed, excitement and spontaneity at the Interview Marathon Event. The book features over 150 colour and black and white illustrations produced on the night alongside text extracts from the interviews.
DVD Title Sequence - The Poster graphics were transformed into a DVD title sequence for 11 accompanying DVD’s that documented the event
in real time.

Results

Rem Koolhaas and Hans Ulrich Obrist interviewed us on the strength of what we had achieved at the Post Marathon Event. Talking before us was Muccia Prada.
The book became a record for what London was at that time.
The Serpentine Gallery gave us full accreditation for the book.
The book was integral to building a long working relationship with the Serpentine Gallery.

Serpentine Gallery 24hr Marathon London: Rem Koolhaas, Pavilion