Campaign:

Catharsis was approached to conceive a way to revitalize and expand exhibitor participation at an annual interior design tradeshow on the west coast. Catharsis contacted top architecture and interior design firms in the Los Angeles area to research and conceptualize an innovative format for a live design tournament onstage, in front of a packed audience of tradeshow attendees, peers, and media. In an industry in which its creative process is unknown to the general public, Catharsis aimed to unveil the mystery behind the work of interior designers in a highly energized environment and an anticipating crowd. By securing an impressive roster of firm participants, including Gensler, Interior Architects, HBA Design, and Langdon Wilson, immediate buzz was created amongst the media including Coolhunting, Interior Design Magazine, and blogosphere favorite Josh Spear. With the upper echelon of design talent competing, industry giants Eames Demetrios, Cameron Sinclair, Pamela Light and Mitchell Sawasy were recruited to participate as judges.

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