DI - The Confederation of Danish Industry´s Top Summit, is this years largest industry event boasting over 1.000 participants from policy makers to heads of industry. During the course of the summit, industry leaders will meet government ministers, politicians, opinion makers and international profiles to discuss the challenges faced by industry today.
This years summit (naturally) revolves around the challenges that arise from a global economy deeply affected by the recession. Precisely because of the grave situation, it was paramount that the visual communication surrounding the summit clearly conveyed DI´s main message: that to make it through the recession, it is necessary to put in even more effort, to think strategically and long term and to find new perspectives on how to conduct business in a challenging world economy.
DI appointed e-Types with the task to develop the summits visual identity resulting in a typography-based spatial installation spanning 3000 square meters. The summit was held in the The Carlsberg Breweries historic surroundings in a newly renovated brew hall, creating a stunning backdrop to the installation.
Focusing on the idea of new perspectives, e-Types created a playful optical illusion around DI´s message. The installation consists of acrylic panes, featuring giant blown up type. Standing at one specific spot, the entire message "Don´t Stop Thinking About Tomorrow", is visible. However, when moving about the space, the type becomes abstract - dissolving into shapes and forms that - together with light, fluorescent orange colors and the black and white furniture -creates new experiential spaces. A visual interpretation of DI´s message meant to inspire new ways of tackling the challenges to come.