Just back back from my holiday so I missed the reveal of the winner of the V&A Dundee Hoarding Design, I was itching to find out as I was in competition against them for the tender. I drove past to get a peek. Here’s a few snapshots.
I was delighted to be put forward by a panel, as one of ten designers chosen to tender to design the V&A Dundee hoardings.
With a clear brief, prestigious project, large scale, Dundee links and tight deadline it really got my creative juices flowing.
My concept was to ensure the proposed hoarding design echoed the organic flow of the building and the surrounding environment to create balance and harmony using my signature style of organic movement using repetitive dynamic marks and textures in delicious vibrant colours and playing with the juxtaposition of colour, scale and pattern.
The massive 184 meter length of the hoardings and my signature style allowed me to bring 3 key themes together – landscape, silhouettes and recipe. Where the design included expressive marks, patterned silhouettes of design objects and local icons with a sense of place on the River Tay. The surface pattern and themes merging together to create a coherent design.
Here are some of my initial sketches for the tender –
For me to work out my creative response I started with sketches/ideas/tests, making decisions along the way to help me visually and verbally clarify my concept. For me it’s important that the design worked close up as well as far away and that the different sections tapered and blended together, so I thought it important to show that I had a full understanding of how my design might look to scale, so I made a scale model sketch with opening out flaps of sections.