Digital innovations and the arts

Decode will be the V&A's first exhibition dedicated to digital and interactive arts. It is therefore an example of innovation in the cultural sector as digital technology is fully embraced by one of the UK's national cultural institutions. For SAP, however, there are also several symbolic layers to their involvement. SAP was looking for a new and creative platform from which to tell its new "clear" brand strategy. The exhibition and the hospitality opportunities at the V&A provide a unique way to communicate this story to SAP customers, as a result of the partnership.