Without Store
NGV Rigg Design Prize, The Royals
As part of the NGV’s Rigg Design Prize 2022, The Royals were invited to create a campaign that demonstrated the value of creativity in shaping the world around us.
We created the Without Store, a conceptual store selling the Australian creative advancements we couldn’t live without, using the language of advertising to celebrate the ideas behind the innovations.
The Problem
The Rigg Design Prize challenged eight Australian creative agencies to answer a simple question: how do you show the value of creativity?
While creativity drives progress, many of the inventions and innovations shaped by creative thinking have become so embedded in everyday life that we rarely stop to recognise their impact.
The Idea
If creativity’s value was hard to see, we needed to make it tangible.
Inspired by the hyper-commercial language of advertising and infomercials, the Without Store imagined a world where Australia’s greatest creative advancements could be purchased.
Products like Wi-Fi, Google Maps, IVF and the black box were transformed into retail objects, creating a surreal commentary on advertising while reminding audiences of the creativity behind the things they rely on every day.
The Work
Without Store
Exhibition Design
IVF
Digital OOH
Retail Experience
Vending Machine & Packaging Design
Without Store
Film 30”
Without Store
Campaign Posters
I co-developed the concept and led the visual execution of Without Store, translating the idea into a complete campaign and exhibition experience.
I art directed and designed the visual system across the website, exhibition installation, product packaging, vending machine, posters, social content and automated phone experience, working closely with production partners to bring the fictional retail world to life.
The final work transformed NGV’s gallery space into a functioning creative ecosystem, combining physical, digital and interactive elements to demonstrate the value of Australian creativity through the language of advertising itself.
