Designed to Win

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Michael Phelps wearing Speedo FastSkin3 racing suit and goggles, 2012 © 2012 Speedo International Ltd
Designed to Win

224-238 Kensington High Street
London W8 6AG
United Kingdom
July 26th, 2012 - November 18th, 2012
Opening: July 26th, 2012 10:00 AM - 5:45 PM

+44 20 3862 5900
Daily 10am - 5.45pm Last admission 5.15pm
film, photography
£10.00 Adults, £9.00 Concessions, £6.00 Students under 12s Free.


Designed to Win celebrates the ways in which design and sport are combined, pushing the limits of human endeavour to achieve records and victories of increasing significance and wonder. From the design of F1 cars to running shoes, racing bikes to carbon fibre javelins, the quest for enhanced performance and function is endless.

Coinciding with London's biggest year of sport, Designed to Win explores the various ways in which design has shaped the sporting world. Analysing key moments where design played a significant role in progressing sport, the exhibition looks at themes of safety, performance, fashion, new materials and technology.

Film clips, photography and models will be on show alongside interactive displays, sporting equipment and timelines. By examining celebrated sporting moments and the sense of shared celebration and spectacle, Designed to Win will also highlight not just how design can influence sport but also how sport has influenced design, art and culture.

In association with

Oakley statement
‘We are honoured to be part of the Designed to Win exhibition at the famed Design Museum in London," said Oakley CEO Colin Baden. "From the time of our founding, Oakley has been obsessed with pushing the limits of possibility beyond all reasonable bounds by wrapping science in art to offer athletes the very best in form and function. With its reinvention of performance and ongoing cultural influence, our heritage of design exemplifies leading themes of this unique exhibition, and we are proud to showcase Oakley innovation from the past, present and future’ Colin Baden, Oakley CEO