ABSTRACT
The Powerhouse::UK project resulted from a competition held in September 1997 by the British Department of Trade and Industry (DTI) to create a temporary exhibition that would symbolise and communicate Britain’s strength in the creative industries. The main focus of the event was a visit by the European and Asian Heads of State during the ASAM II summit held to discuss international finance and commercial opportunities. The event would therefore be a major public showcase for British designers presented to a hugely influential group of people in the first few months of the new Labour government’s administration. Prior to the competition the DTI had no firm vision of what form the exhibition structure might take or what it might contain, however, they did have the idea that it should be sited at Horseguards’ Parade. This venue, situated in central London at the opposite end of St. James’ Park to Buckingham Palace, is the site for the daily ritual of the Changing of the Guard and a tourist mecca in June for the world famous ‘Beating the Retreat’ and ‘Trooping the Colour’ ceremonies. The site is therefore a highly
tion but has a recognisable image even to those who have never visited it. The high level of government authority endorsing this project meant that the usual objections that might be placed in the way of using such a high-profile, civic and quasimilitary venue were swept aside.
