UK – London’s Design Museum has unveiled its immersive exhibition, Email is Dead, in collaboration with email and marketing automation platform Intuit Mailchimp,, which is open until 22 October 2023. The temporary space aims to provide a multi-sensory experience that re-imagines the future of email communications.
Visitors enter through a bright yellow wall designed like an envelope and engage in interactive activities, such as creating an email time capsule and taking an email personality test. The exhibition also features a customised soundtrack and even an aroma, Eau de Email, designed to evoke the sense of connection and lucidity associated with email. The exhibit celebrates email’s longevity over the past 50 years and challenges visitors to rethink their perceptions of this ubiquitous form of communication.
‘With the rapid expansion of AI that’s happening, we found the chatter about the death of email to be, quite frankly, hilarious,’ Christian Widlic, group creative director at Intuit Mailchimp, told Wallpaper.
By celebrating its core mission of sending emails, Intuit Mailchimp proves how essentialism should be embraced by brands as a tool to grow not only brand awareness – visitors will recognise Mailchimp’s yellow branding throughout the exhibit – but also a reminder of their USP and roots.
Strategic opportunity
Temporary, exclusive experiences can create a sense of urgency and attract attention. Consider limited-time promotions or events such as a free interactive exhibition like Email is Dead to engage customers