On the October 8th 2011, Beetroot was awarded with the red-dot communication design award as the Agency of the Year for 2011. The prestigious prize was awarded for the first time in its history to an agency based → read more
On the October 8th 2011, Beetroot was awarded with the red-dot communication design award as the Agency of the Year for 2011. The prestigious prize was awarded for the first time in its history to an agency based in any other place than Germany. As part of its celebrated victory, Beetroot was asked to design an exhibition that would be the main event of the red dot communication design awards exhibition 2011.
We decided to present the “Greek Monsters” as a humorous response to Greece’s negative socio-economic perception in most parts of the world (and Germany in particular), while presenting some universal design philosophies and practices that we also consider important as a designers team.
The monsters of Greek Mythology were used for their dual nature as both offenders and victims and were presented as contemporary symbols against racism (of any type), generalization and social exclusion while communicating basic philosophical principles of the creative process.
The exhibition in its first opening in Berlin was comprised of three dimensional sculptures, including the statue of a three mere high Minotaur, a Cyclops idol (complete with sheep) and a Stymphalian Birds installation, a hand painted frieze in a “neo red-figured” style and a postcard rack “portfolio” full of postcards with Beetroot’s past projects.
Next to each exhibit there was a “text” that instead of being an a statement of facts about the monster’s history and origin or the artifact’s make, was in fact a poem on the design philosophy or practice that the monster represented.