Switching Senses

Saturday in Design (SID) is an annual temporary trade event for the design community of Australia. Alternating between cities, in 2012 it celebrated its 10th year of inception in Melbourne. The event showcases the best furniture, lighting and fixtures showrooms that open their doors to the community to view newly launched local and international products.

SID encourages the showrooms to respond creatively to a visual theme which is unique every year. In 2012 the theme was ‘Activate environments, create the forth dimension. Bring forms and spaces to life. Take action. Revive, invigorate, awaken’.

In collaboration with Euroluce Lighting Studio and Haworth Furniture, our objective was to responded to this theme with a comprehensive graphic, interior and environmental installation titled ‘Switching Senses’. An identity with customised typography and symbology was designed – drawing on orbital movement and spacial co-ordinates. Referencing the rich visuals of moonscapes and space exploration, visitors found themselves in a dynamic and energised environment which encouraged interaction and activated all the senses – sight, sound, smell, touch and taste. Simultaneously, the Euroluce and Haworth products were showcased in an exciting and unexpected context.

Photography: Parallax Photography


Create Design Awards — Signage + Display


  • Creative Direction
  • Identity Design
  • Image Making
  • Custom Typeface