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InspirationGraphic Design

London's TSOWC visually answers some questions to the V&A's The Future Starts Here

From smart appliances to satellites, artificial intelligence to internet culture, The Future Starts Here is a new exhibition at the V&A museum that brings together more than 100 objects as a landscape of possibilities for the near future.

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A billboard featuring a vintage computer with the text "WILL YOUR BOSS BE AN ALGORITHM?" and the V&A logo, part of The Future Starts Here exhibition marketing campaign.

The Studio of Williamson Curran (better known as TSOWC) was commissioned by the V&A to produce the marketing and on-site graphics for the major summer show.

Using a series of questions to illustrate the diverse range of topics, the East London agency commissioned photographer Kulbir Thandi to capture four of them which were then used to create a cohesive campaign that ran across online, out-of-home and social assets. Questions like, could your toaster turn against you? Or will your boss be an algorithm? Does democracy still work?

Discover more of TSOWC at tsowc.com.

Six V&A The Future Starts Here exhibition billboards mounted on a brick wall, featuring bold orange and coloured panels with provocative questions about the future
Two people viewed from behind facing a portrait-oriented screen displaying the question "Will your boss be an algorithm?" in white text on a bright orange background
Large outdoor advertisement displaying a toaster with red elements and text asking "Could your toaster turn against you?" with the V&A logo, mounted on an urban building facade
V&A exhibition marketing materials designed by TSOWC featuring orange and black cards with provocative questions about the future
Woman in blue speaking in front of a large orange screen displaying "The Future Starts Here" text at the V&A exhibition launch event
Open exhibition catalogue for The Future Starts Here showing grey cover with red text and interior pages with event details against black background
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