Design has a reputation for being understood only by the privileged few. And sure, as a design business we can sometimes be part of the problem. But this year’s Sydney Design Festival, an annual event curated by the Museum of Applied Arts and Sciences (MAAS), set out to challenge this stereotype with the theme of accessing design.
Rather than preaching to the inner city set that goes every year, the festival aimed to broaden the definition of design by looking at issues of geography, race, gender and socioeconomics. Our job was to help the festival appeal to a broad cross section of Sydneysiders – not just designers.