TEDxSUMMIT was the first Middle Eastern TED conference and an unprecedented one-week long global gathering. The goal: to imagine and define the future of TEDx’s community of Ideas Worth Spreading. The summit united 700 TEDx organisers from 120 countries to Doha, Qatar for talks, collaborations and to activate Ideas Worth Doing.
One of the agency strategic partner says, “TEDx asked us for a vision that would define its people powered movement. This lead us to the insight: TED to the power of X.”
To iconize the self proclaimed ‘TEDxers’ The agency humanized the X, imbedding life directly into the summit logo. Then, taking inspiration from Qatari art, they set about ‘finding the x’ within the traditional Arabesque patterns in an effort to mash-up TEDx with Qatar’s Middle Eastern culture.
The agency collaborated witha few production companies. Together, they fused architecture, dance, math and magic into a bespoke18-meter high triangular mirrored structure that hovered over a multi-colour moving floor to create the world’s first Human Arabesque.
In a one-day shoot the experiment resulted in a spectacular kaleidoscope made of infinite arabesque patterns.