Baghdad Design Week
Curated and produced the inaugural design week — 12 venues, 40 designers, 20k visitors.
The challenge
Baghdad hadn't had a contemporary design event at this scale before. There was scepticism that audiences would show up, and an even bigger question about how to make the venues across the city feel like one coherent show.
The approach
We curated the line-up with a balance of established and emerging designers, half local and half regional. A wayfinding system in Arabic and English connected the twelve venues. Press got primed for two months in advance, with a separate strand for cultural press and design press.
The outcome
Twenty thousand visitors over nine days, sixty-plus press features across regional outlets, and a city that genuinely felt different for the week. The Ministry confirmed it as an annual program.
It was the first national event of its kind to actually feel professional.
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