AREA 17 × Pentagram

In this online talk, Kemp Attwood (CCO, AREA 17), Jassica Bouvier (Strategy Director, AREA 17), and Jody Hudson-Powell (Partner, Pentagram) explore how AI is reshaping the way we engage with content. They share the story behind the Pentagram Archive—a platform that turns 50 years of design history into a living, dynamic interface—and discuss how AI-powered search can open entirely new pathways for discovery across industries, from fashion and media to arts and culture.

Watch the recording to learn more!

Till today, online discovery has been dominated by keyword search—a model that works for transactions but often fails to spark meaningful exploration. For consumer brands, museums, and content-rich platforms, this means the content is hidden behind rigid interfaces.

When Pentagram asked us to bring 50 years of design history online, we saw an opportunity to push the boundaries and reimagine what a search experience could be. The outcome is the Pentagram Archive—an AI-powered interface that transforms decades of work into a living, dynamic resource where discovery is fluid, engaging, and endlessly inspiring.

By weaving AI into the architecture of discovery, online collections can transform into interactive experiences that unlock the full value of rich archives. This is something that's valuable for any content-rich organization: For fashion brands, this means moving beyond basic searches to natural user questions such as “What should I wear to a November wedding in Los Angeles?” For museums, it allows visitors to explore by themes, styles, or periods. For research institutions, it creates new possibilities to generate new insights through the connections of data sets and reports through AI.

Want to integrate AI into your digital ecosystem? Reach out to us!