As London's Design Museum prepares to reopen in its new Kensington location this week, the relaunch is being promoted by a stylish film celebrating some iconic designs.
Created by Gravity Road and directed by Daniel de Vicola, the film marks the museum's new chapter by following the theme of "opening" and "closing." Doors, boxes and lids are opened and closed as we see a montage of design classics, including the E-Type Jaguar, Adidas' Ocean trainers, a Paul Smith tie, a Leica camera lens, the lifesaver syringe and a set of traffic lights. The film is set to "Blue Monday" by New Order, the biggest selling 12 inch single of all time, with Peter Saville's die-cut record sleeve opening the film. Design aficionados will love it.
The Design Museum, which formerly occupied a former 1940s banana warehouse in London's docklands, will relocate to its new home in the former Commonwealth Institute building on Nov. 24. The conversion of the 1960s modernist structure will triple the museum's exhibition spaces to almost 10,000 square meters and enable it to display its permanent collection as a free display for the first time on its history, alongside two temporary exhibition galleries.
Gravity Road was appointed to handle marketing for the relocation in 2014 following a competitive pitch to the board of trustees, who include Sir John Hegarty and Sir Terence Conran.