@ Saint Y&R 🇬🇧

We created Recode Decode to promote the Decode Exhibition,  UK’s first major digital art show hosted at V&A in 2010.

We invited Karsten Schmidt, one of the leading contemporary digital artists, to create an open source platform where digital enthusiasts could manipulate the exhibition’s visual identity, remix it and create their own.

We wanted people to truly engage with digital art regardless of their understanding of technology. More advanced coders could hack the work, create their own versions and more than that: spread the message among their communities.

People’s work transcended virtual spaces; the UGC was used in digital billboards and at the exhibition space.

Decode became one of the most successful exhibitions at the V&A and the platform won several industry awards in 2010 including Cannes and D&Ad.