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What If… is the 2010 window display for the Wellcome Trust designed and curated by Dunne & Raby. It showcases selections of the latest work from the Design Interactions department at the Royal College of Art, as well as work by Dunne & Raby.

The commission involved developing a flexible design and display system, as the content of the window exhibit will change four times throughout 2010.

The design of the window display builds upon features of the catalogue we produced for the Design Interactions department in 2009 (The Green Book). Chroma key green is used as a backdrop to present the large images, monitors, objects and statements in a green-screen space as used in film and TV. The ‘What If’ statements were designed by reworking the typeface Akzidenz Grotesk, found in the publications we researched while designing The Green Book. The reworking of the Modernist typeface into a rotated-italic was designed to bring rhetorical emphasis on the statements. The leading ‘What If’ statements were designed as three-dimensional, independently standing typographic forms. They were made from hot wire cut polystyrene, a material selected for its lightness as well as its responsiveness to the green backlighting.

Related project:
Design Interactions The Green Book
EPSRC IMPACT! Exhibition