London Design Biennale '25
The fifth edition of the London Design Biennale – held from 5–29 June 2025 at Somerset House – brought together a global community of designers, curators and visionaries to reflect and inspire under the curatorial theme ‘Surface Reflections’, set by Artistic Director Dr Samuel Ross.
This year’s Biennale encompassed pavilions involving participation from more than 40 countries, cities, territories, and institutions. These contributions invited us to explore how surfaces—both literal and metaphorical—hold the power to shape and reflect identity, convey heritage and project future worlds.
The London Design Biennale 2025 needed to break through the traditional barriers that often make high-level design discourse feel exclusive or intimidating. With over 40 countries participating in 'Surface Reflections' at Somerset House, the challenge wasn't just showcasing exceptional work—it was translating complex design concepts into content that would genuinely excite and educate a younger, digitally-native audience aged 18-35.
This project exemplifies my core belief that the best creative work happens when we make the extraordinary feel accessible. The London Design Biennale showcased world-class design thinking from 40+ countries, but without thoughtful communication, even the most brilliant ideas remain trapped in exclusive circles.
My strategy centred on a fundamental belief: extraordinary design exists everywhere, but most people don't know how to spot it or why it matters.
Digital content across web, social media, and newsletters focused on embracing inclusivity, showcasing global innovations and cultures and fostering engagement with new and younger audiences. Social media content focused on piquing the interest of audiences within the 18-35 y/o age range. I prioritised Instagram Reels and launched TikTok presence, producing in-house video content tailored to each pavilion using trending audio. This approach transformed static images into engaging content whilst saving £8K in production costs.
My role was to be a cultural translator—taking complex, important design concepts and presenting them in ways that would genuinely connect with people who might otherwise scroll past. Because everyone deserves to understand and appreciate the thought, care, and creativity that shapes their world.
Seeing a 272% increase in engagement, the real success was welcoming a more design-literate, curious, and appreciative audience whilst delivering measurable business outcomes that validate the strategic approach.
Strategy delivered 338K+ organic views, 337K+ Reel views, and 35K new website users through audience-informed content optimisation across Instagram, TikTok, and LinkedIn.
Project Scope
Creative Content Creation, Social Media Strategy, Animation, Video Editing
Client
I.D.E.A Group, London Design Biennale
Year
2025
An Evolving Visual Identity
For LDB25, Pentagram interpreted the multi-faceted hues explored by Samuel Ross’ theme “Surface Reflections” in the form of a colourful graphic mark made up of individual assembled shapes. We collaborated on a prismatic vibrant OOH poster that was used for LDB's TfL campaign. I used the gem as a anchor across all branded assets and even social media camapaigns, incorporating 3D animation to further empahsise the multi-dimensional nature of cultural reflection, as at times the animated cube reflected its surrounding surfaces echoing how different perspectives reveal new facets of design thinking. The shape of the gem was also used as 'windows' as peaks into pavilions and other events in countdown campaign reels. The animation was further incorporated as a dynamic way to highlight key pillar events and jury members.
Dynamic Carousels
Due to the nature of the Biennale, whist waiting for new assets in the lead up to the event, I had to continue developing new ways to showcase the same still images to keep our social media content flowing. Using the same images felt repetitive but still solidified association of these key images with the Biennale across all platforms
Design Ideas Worth Collecting
The London Design Biennale's pavilions weren't just exhibitions—they were stories waiting to be told in ways that would make people stop scrolling and start caring. Short-form videos saw the best enagement, using the limited assets we received from exhibitors in the lead up to the Biennale, I continuously repurposed these assets trialling different ways to engage a younger, more digitally-native audience. I designed each of these stamps individually, leaning on how the Biennale brings together an array of ideas, cultures, and countries all in one place.
A Collage of Ideas
As we saw engagement continue to climb with our fast-paced reels, I embraced a collage effect to democratise complex design thinking by crafting content that invited rather than intimidated. Focusing on underlining the fact that although the Biennale's pavilions represented seperate cultures and ideas, they all work together to form a cohesive exploration of what connects us through design
Teaser Campaigns
Short snappy reels that introduced LDB25's brand identity as well as teased participating pavilions.
Live Content Campaigns
Capturing live moments from the event including glimpses of tours, spontaneous moments, visitor reactions, and highlights throughout the three-week event. Strategy transformed Somerset House into a digital stage, delivering daily pavilion spotlights and focusing on FOMO driven CTA's.
Pavilion Spotlight Reels
Transforming static exhibitions into dynamic storytelling that highlighted cultural narratives and design innovations. Each spotlight used trending audio and quick-cut editing to make complex cultural concepts immediately engaging, driving significant organic reach whilst celebrating the diverse voices and perspectives that made the Biennale a truly global conversation.