British Embassy in Paris will showcase UK talent

The British Embassy in Paris is throwing its weight behind British designers with an exhibition designed to increase distribution of UK products in French stores.

The visual identity, promotional material and packaging for Spot On, which is scheduled to open in Paris’s Haute Definition gallery in May, is designed by The Grand Design. The logo will be unveiled at the end of February.

TGD presented first concepts to the British Embassy on Monday, following its appointment two weeks ago.

The marque will be applied to invitations, postcards, a catalogue and a CD-ROM, as well as branding the exhibition itself.

High-profile British designers, such as Tom Dixon, Ross Lovegrove, Jasper Morrison, Paul Priestman, James Dyson and Michael Young, have been asked to nominate a piece of work by an up-and-coming British designer for inclusion in the exhibition.

Work featured will cover as many design disciplines as possible, from product to graphic to textile design, says TGD creative director Andrea Houlton, who is based in the group’s Paris office.

The exhibition is being designed by British Embassy commercial officer Sophie de Bodisco.

‘We need a single marque that expresses the quality and Britishness of the exhibits, but doesn’t inadvertently appear more similar to some of the designs showcased than others,’ Houlton says.

British design is enjoying a strong revival of interest in France and all things British are in vogue at present, she adds. Designers selected must already be producing products as the exhibition is commercial in nature. The aim of the show is to persuade French shops to stock the designers’ work, she says.

TGD won the work without a pitch by approaching de Bodisco, Houlton says.