Margaret Choi Kwan Lam 
A Digital Exhibition to Pave Way for V&A’s Future. Decode-Digital Design Sensations 

Essay from the year 2012 in the subject Art – Installation / Action/Performance Art / Modern Art, grade: Distinction, Kingston University London (Kingston University London, in Partnership with the Design Museum, London, U.K.), course: MA Curating Contemporary Design, language: English, abstract: Decode: Digital Design Sensation was V&A’s large-scale debut digital exhibition in its culture. From a curatorial angle, it was not just an exhibition to inform the new trend of digital art and design, but it also acted as a milestone for the museum to change its face and maintain a world’s leading role in art and design field. With this mission in mind, the whole situation became unique. This essay aims to investigate how this situation has affected the curatorial approach, and analyze the exhibition’s forward-looking objectives, then go more in-depth to find out how curators came up with wise decisions to meet those objectives. The discussion will focus on four main areas of Decode’s achievements, and zoom in to look at the essentials for the success: Firstly, the encompassing curatorial idea – Code, Interactivity, Network. Secondly, their bold marketing solution Recode Decode campaign. Thirdly, its collaborative platform which both achieving integrity of content and allowing openness for discourses. Lastly, its underlying agenda to bridge to the future. Throughout to the end, the essay unfolds a whole picture of Decode’s missionary accomplishment that had manifested V&A’s evolvement into its digital culture.

About the author

Margaret Choi Kwan Lam is a winner in Kyoto Global Design Awards 2023 – Design Theory, as her worldwide recognition. Margaret is an art professional working in the interdisciplinary creative field, cutting through art curating, design exhibitions and branding activities. After furthering her studies in MA Curating Contemporary Design (graduating with Distinction)- Kingston University – in partnership with Design Museum in London, Margaret has been working as a creative director and design consultant and contributing in art exhibition-making. She is particularly interested in interdisciplinary curatorial practices that involve experiential design, spatial narration, scenography, and new interpretative approaches in exhibition spaces. Combining her artistic background and multi-faceted work experience in creative industries, involving solid projects in advertising agencies and multi-media exhibition lab, she has developed overarching skills as substantial backup to pursue creative curating and exhibition-making. .

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