Do Create was the title of a project by Droog and publicity firm KesselsKramer. The idea was that a brand can be strong; so strong that KesselsKramer decided to create an entirely empty brand. They called it ‘do’.
Within the Do Create project consumers were invited to interact and play, and thereby influence the design. You buy an experience: it is what you do to the object or what the object does to you that counts.
The results of Do Create were shown in Milan (2000) and on  the following locations: The Apartment, Crosby Street, New York: 18 – 25 may 2001
International Contemporary Furniture Fair, New York: 19 – 22 May 2001
Kunsthal, Rotterdam: 31 May 2000 / 10 September 2000
Colette, Paris: 4 September 2000 / 7 October 2000
Rocket Gallery, Tokyo: 27 October 2000 / 8 November 2000
Architectural Association, London: 11 January 2001 / 22 February 2001