The venue- Hoxton Gallery- sits under a high brick railway arch, creating the notion of being down under. Along with the previous slogan for EDH showcase – Size doesn’t matter- the concept began to take shape towards the notion of emergence, reaching up from below to where the sky is not the limit. Estonia as a small country is bursting with creative talent and ideas, ready to fly off quite literally towards the sky. Hence the design direction took the twist of using ladders and stairs as the main display units. Central to the space was a catwalk, for products (not fashion for once!), as it elevated towards the back of the space, where a ‘piece of sky’ formed a backdrop as a printed curtain to the backstage area.