On Thursday 24 June 2015, SelgasCano’s Serpentine Pavilion opened to the public in the fifteenth year of the Summer Pavilion. During this period, Serpentine Galleries have commissioned some of the world’s most renowned architects, including Zaha Hadid, Frank Gehry and Herzog & de Meuron to create their own structures in Hyde Park.

To celebrate the anniversary of pavilions, the Serpentine Galleries have launched ‘Build Your Own Pavilion: Young Architects Challenge’, a digital platform and nationwide campaign to encourage the future generation of aspiring architects. Pentagram has created an identity for the campaign that appeals to its primary audience, 8-14 year olds.

‘Build Your Own Pavilion’ is a joint project between the Serpentine Galleries and Kidesign, an education programme that uses creative games to help develop kids' design engineering skills. From 2015-2018 Dejan Mitrovic, the founder of Kidesign, will lead workshops around the UK for kids to design their own pavilions. During each workshop, one competitor will be crowned ‘Best in Class’ and will be given a 3D printed version of their design. In 2016, chosen from a selection of 800 entrants, four winners from two age groups were announced.

The goal of the identity is to inspire young architects by making design look approachable and achievable. To do this, each of the previous pavilions have been drawn by illustrator Hiromi Suzuki. These illustrations were created using widely available papers and inks, giving them a recognisable and tangible look that gives kids the courage to participate.

Build Your Own Pavilion follows Pentagram's redesign of the Serpentine Galleries’ identity in 2013.