Signals of Change: The Evolution of Design Events

Design events have long been barometers of change, shaping innovation, collaboration, and industry-wide shifts. But in recent years, they’ve transformed beyond product showcases into platforms for critical discourse, storytelling, and solutions-driven design. This evolution reflects cultural shifts, technological leaps, and an urgent focus on sustainability—all forces shaping the future of creativity.

At TDC PR, we help our clients—Lexus, SketchUp, Panasonic, and more—navigate this evolving landscape, ensuring their presence reflects the changing role of design.

“These shifts underscore a critical signal of change: design events are no longer passive showcases—they are active conversations shaping our future.”

From Product Displays to Provocative Narratives

The days of static product exhibitions are fading. Design events are now immersive, thought-led experiences tackling some of the world’s biggest challenges.

Take London Design Festival 2024, where the shift was clear: rather than large-scale furniture showcases, the event spotlighted craftsmanship, sustainable materials, and experimental design thinking. The “Material Matters” trade show, for example, emphasized material innovation as a driver of environmental responsibility—signaling a broader industry-wide pivot toward regenerative design.

Sustainability, Identity, and the Power of Place

Design is no longer just about form and function—it’s about cultural narratives, sustainability, and our relationship with the world around us.

At the Venice Biennale, this shift has been unfolding over years. Once a celebration of aesthetic excellence, it’s now a platform for urgent global issues—migration, pollution, and sustainability. Similarly, the London Design Biennale 2025, under the artistic direction of Dr. Samuel Ross MBE, embraces the theme “Surface Reflections”, exploring how design responds to both personal and collective experiences.

These shifts underscore a critical signal of change: design events are no longer passive showcases—they are active conversations shaping our future.

Spotlighting Brand Innovation on the Global Stage

At TDC PR, we ensure our clients’ presence at design events aligns with these industry shifts:

• SketchUp – As brands rethink their presence at design events, SketchUp stands out by activating in ways that spark conversation and creativity. At Clerkenwell Design Week 2023, their collaboration with artist Steve Messam on Piece by Piece—an inflatable installation conceptualized in SketchUp—showcased the software’s role in reimagining architectural forms. Ahead of Milan Design Week 2023, SketchUp launched a podcast with Dezeen, exploring the future of digital design. In Milan, they deepened industry engagement through a Dezeen collaboration and an exclusive dinner at The Mansoni, proving that brand activations can be both thought-provoking and experience-driven.
• Panasonic – Panasonic has long used design events to showcase sustainable living solutions. At Milan Design Week 2022, we supported Design for Wellbeing: A New Approach, a panel discussion highlighting innovative solutions for future homes in response to modern challenges. This followed our work at Milan Design Week 2018 with their landmark Transitions installation, alongside a series of In Conversation events exploring shifts in culture, technology, and living spaces, as well as the Balance of Being exhibition in 2019. We ensure their presence at Milan Design Week highlights their vision for a more connected, sustainable future.
• Blond – In 2023, we partnered with Blond to launch Casa Blond, a groundbreaking space designed to foster collaboration and showcase the intersection of industrial design, craftsmanship, and meaningful storytelling. Moving away from traditional exhibitions, Casa Blond redefined how design studios engage with global audiences. Our work focused on crafting compelling messaging and securing media attention, positioning Blond at the forefront of innovation in experiential design.
• Lexus at Milan & Miami Design Weeks – Lexus has long used global design stages to reinforce its commitment to craftsmanship, innovation, and sustainability. For the past 3 years, we’ve been amplifying their vision through influencer partnerships, event management, and enhancing their digital presence, ensuring their installations resonate with key audiences and secure impactful coverage. From Shaped by Air at Milan Design Week to Liminal Cycles at Miami Art & Design Week, we’ve helped bring Lexus’s bold design concepts to life, showcasing their forward-thinking approach to sustainability and innovation.

What’s Next? The Future of Design Events

The evolution of design events isn’t slowing down. Expect to see even stronger emphasis on sustainability, inclusivity, and cross-disciplinary collaboration. Hybrid models will expand access, and design’s role in tackling global challenges will take center stage.

The signals of change are clear: design events aren’t just reflecting the future—they’re shaping it.

What signals of change are you observing in the design world? Join the conversation and share your insights.