Why Design is an autumn original non-profit Instagram exhibition curated by an Armenian digital design studio Embacy. It was conceived as a project that would present diverse experiences of design people from across the globe in the digital exhibition.

Embacy developed a website for Why Design with a feedback form, which allows it to collect people’s stories automatically. Once Embacy receives the answer, it creates an instagram post with unique design and publish it. Each weekday – new post.

Creative exchange lies at the heart of the project. The creative industries are unthinkable without a continuous exchange of experience and free communication. However, due to external turbulences, the creative exchange could be disturbed. It becomes necessary to seek new ways of communication among creative practitioners.

The Instagram exhibition seems to be the right and up-to-date way to communicate ideas of the creative exchange. Embacy believes that Instagram is a perfect platform for such a project because it allows reaching people of all ages and countries.

How Embacy collects the whys in the Instagram exhibition? It has designed a landing page with a feedback form where creative practitioners can leave their whys – stories, opinions, and insights. After that, project designers create a post for the exhibition.

Since the start of the project in October Embacy has attracted more than a hundred creative practitioners from different parts of the world: art-directors, designers, CEOs, managers, creative directors, producers, etc.

Now the goal is to go even more global and to communicate with people who could inspire.