Case Study: exploring the relationship between science and design
Strategy
Based on the acclaimed Design and The Elastic Mind exhibition at MoMA, the MIND08 symposium brought together a prestigious group of artists, designers, scientists, engineers, and architects featured in the exhibit to talk about their work and the potential of science-driven art and design. The day-long symposium examined topics such as the personal genome, brain visualization, generative architecture, and collective design. The event was hosted by MoMA curator Paola Antonelli and Seed CEO Adam Bly.
Speakers included:
- Greg Lynn- named by Forbes as one of the ten most influential living architects of today.
- Henry Markram- renowned neuroscientist and director of the Blue Brain Project, the first comprehensive project to design a supercomputer that accurately mimics the brain.
- Matthew Ritchie- named by TIME in 2001 as one of the 100 innovators for the new millennium. He collaborates with scientists, musicians, and linguists to explore the dynamics of culture.
- Drew Endy- co-founder of the MIT Synthetic Biology Group and co-founder of BioBricks Foundation, a non-profit that is developing strategies to support open biotechnology.
Creative
The custom integrated program also included:
- A microsite dedicated to MIND08 including program information and press links
- Exclusive video on Seedmagazine.com
- Pre-event promotion and post-event coverage in the pages of Seed
Results
The event attracted a forward-thinking, creative class of over 700 attendees—an audience that included presidents and senior vice presidents of design firms in San Francisco and New York, design professors, directors of technology, art directors, senior curators, interdisciplinary scientists, artists, and architects.
