The traveling trade show display was created in response to an ad campaign (“When Is Good Design No Design?”) that urged designers not to waste paper on frivolous projects. The display had to express the theme of not designing as an approach to creating form. Accordingly, Pentagram created a generic set of table, chair, and lamps, which were papered in the mill wrap Pentagram designed for Mohawk stock.

The exhibit’s packing crate is used at the trade show site and collects labels and stickers as it travels from one show to another. The crate shows that nothing has been wasted in the exhibit; each piece becomes part of the show.