The New Mainstream


Goals &

Create a new unique online experience for WO

Mutable content
Internal education of new processes and techniques
Cooks in the kitchen 


The New Mainstream

Wolff Olins New York, 2013

As part of Wolff Olins' annual Game Changers report, The New Mainstream presents the thought piece's findings in microsite form. In the spirit of matching form to content, the site's overarching principle aimed to enlighten and challenge, by curating content juxtapositions while highlighting developments in contemporary culture and technology.

Art direction, web design

LA Hall, Senior designer & art director
Mike Abbink, Creative director
James Kape, Designer
Vijay Matthews, W&Co. Development
Pedro Messias, Designer

The New Mainstream: Game Changers 2013