Case Study: Media Activation


How to ensure a new design collection gets noticed by international design media and stands-out at the prestigious Milan Design Fair?


Tjep. & Dutch DNA


DNA furniture / DNA jewelry launch at Milan Design Fair 2013




  • Proposed to Dutch DNA – who made personalised jewelry based on genetic markers as design points – to create the world’s first DNA-design driven furniture as a powerful way to express the uniqueness of their process
  • Concept piece designed and created by Tjep. – ‘The Darwin Table’ – using the genetic code of a dancer, Giulia
  • Developed copy, media briefs, and undertook targeted media pitches aimed at mass market design-tech media: INC., WIRED, The Guardian, etc – as well as providing on-site media support and relations at the launch event


  • WIRED magazine took the media exclusive
  • All top Italian, online and offline design media covered the story
  • Built a substantial media relations list for Tjep.
  • Provided additional creative input and copy for a revamped Dutch DNA website

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