Sense versus Sensibility² — Re-immersing into the world of Czech design

Sense versus Sensibility² — Re-immersing into the world of Czech design image


  • Concept: Nikola Timkovicova, Tomas Nedved, Jan Blazek, Zuzana Krejcirova (Little Greta), Ondrej Valis (VRCØT)
    Architectural & Furniture Design: Zuzana Krejcirova (Little Greta)
    Structural Building: Stolarstvi Lipa & Milan Lastuvka
    Art Direction: Eva Siskova (Little Greta)
    Graphic Design: Eva Siskova, Denisa Novobilska (Little Greta)
    Interactive Element Design: Mateusz Słowakiewicz & Paweł Ratajczyk (Little Greta)
    Project Management: Nikola Timkovicova (Little Greta)
    Interactive Video Script: Miroslav Zelinsky (Little Greta)
    Photogrammetry: Michal Sachr (VRCØT)
    Actor: Zdenek Julina
    3D, AR: Ondrej Valis, Tomas Nedved (VRCØT)
    3D Animation: Jan Fiala (VRCØT)
    Mobile App: Ondrej Valis (VRCØT)
    Photography: Julius Filip (Little Greta)
    Print Works: Ivan Zboril (Zboril Tisk)
    Supervision: Jan Blazek (Little Greta)
    Curator: Vít Jakubicek (Regional Gallery of Fine Arts in Zlin)
    Making Of Video: Martin Zemanek


The exhibition Sense versus Sensibility²: Zlin Industrial Design 1959–1992 was part of an extensive joint project organized by the Faculty of Multimedia Communications of Tomas Bata University in Zlin, Czech. Rep., the National Technical Museum Prague, Czech Rep. and the Gallery of Fine Arts in Zlin, Czech Rep. The exhibition aimed to document the history of design in technical disciplines during the existence of Czechoslovakia.


Building on the success of the previous Sense versus Sensibility exhibition that we worked on in 2020, it focused on the next phase of Zlin design, especially the establishment and growth of a specialized university workplace dedicated to the shaping of machines and tools, headed by designer, sculptor and teacher, professor Zdenek Kovar.


A team comprising ten people worked for three months to deliver every aspect of this exhibition, from the initial creative concept through architectural and furniture design to producing all printed materials.


We knew that the best way to explain the topic was through the use of immersive technologies like augmented reality (AR), something our sister agency VRCØT was able to help with.


The critical part was a mobile application with AR. In it, a hologram of the exhibition’s curator Vit Jakubicek guided visitors through the exhibition, visitors could have an interactive conversation with an avatar of a famous designer Frantisek Crhak, or they can walk through the exhibition remotely in AR, with the curator’s commentary.


We combined these innovative elements with more traditional analogue elements. This provided a perfectly balanced mix that made it easier for diverse audiences, including the elderly and elementary school students, to understand this complex topic in a fun and engaging way.


The exhibition was a success, as evidenced by positive feedback from visitors and the client, and it received a top accolade at the Golden Semicolon 2022 awards.


“Industrial design is not an easy topic. Thanks to the new technologies that Little Greta mastered brilliantly, the visitors got to know the subject better.”
Vit Jakubicek, curator

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