Each year the V&A museum and 'Scarlet projects' ask 30 different designers, architects and studios to exhibit a stall in the museums' garden. In 2005 they asked APFEL to design a poster and booklet to promote the event.

Our inspiration for the events’ identity came from fond memories of our childhood of traditional village fêtes in the english countryside. Often they held competitions such as ‘most freakish vegetable’ or ‘prize winning fruits’. For the 'Village Fête 05' we created a freak fruit or vegetable to represent every designer/or studio and used these to make up a poster of stallholders. Alongside the poster there was a Judge’s Guide for every visitor to the fête – in this way, everyone could walk around the stalls taking notes and judging the work for themselves.

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