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Kew At Home

  • Sophia Demetriades

The brief was to choose a cultural institution and design an identity & campaign for their annual membership scheme. Consider the way we interact with physical spaces. What this means for cultural institutions who heavily rely on memberships fees and need to adapt to the ‘new normal’ due to Covid. - Set by Studio Parallel I created the campaign called Kew at home, this would be the new membership identity that would celebrate everything you experience at Kew Gardens and bring it to you at home, since you couldn’t visit the gardens due to the pandemic. The membership would include monthly boxes that are customisable with a variety of options. Alongside this, there would also be Virtual Kew at home, which is an app where you can virtually explore the gardens and learn about the Botanics.

To reflect Kew Gardens’ values it was very important to have a sustainable approach to each element. Therefore, I decided to make all physical materials and components of the box including the pencils provided plantable, this means that they contain seeds and can be planted once used. Which was also a great way to grow your own Kew at home.
For the campaign Birdboxes with real growing plants inside will be dotted around London to bring a physical illustration of growing your own Kew at home.
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