JOIN FORCES

When New York designer Lindsey Adelman and wallpaper maestro Calico found out that they were both experimenting with similar surface techniques, they presented a joint show Beyond the Deep that explored the corrosive natural chemicals, like salt, to alter the appearance of surfaces.

Studies have shown that co-branding, copresenting, collaboration — the elements of partnership — are the pillars on which the design industry will grow. There is the logistic benefit

— sharing expertise, resources and costs

— but it is the coming together of diverse thought processes and creative expressions that can fast-track creative economies. We are already seeing this phenomenon gain ground — Nike’s partnership with Riccardo Tisci, Victoria Beckham X Range Rover Evoke, H&M X Moschino. This cross pollination opens new market segments and helps diversify product offerings.