The brief was to work on the design for D&AD Awards 2016 exhibition held in Japan.

The Yoshida Hideo Memorial Foundation is an organization establishing grants for researchers in marketing, advertising, PR and media fields. They hold D&AD Awards exhibition annually in Advertising Museum Tokyo, introducing the year’s most awarded works.

Design constantly requires the development of new muscle. It's necessary for stepping into a new realm, to utilize new technology or to make society better. We worked on the total design for D&AD Awards 2016 exhibition in Japan. The design motif is an octopus. It stretches its arms, using all of its muscles; the shape is both intriguing and appealing.

Design is like an octopus – stretching its arms wide in all directions, even for that extra millimeter further: to reach a new horizon.